Marketing strategy by anirudh reddy

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Marketing Strategy

description

Marketing strategy

Transcript of Marketing strategy by anirudh reddy

Page 1: Marketing strategy by anirudh reddy

Marketing Strategy

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Marketing Framework

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Corporate Identity

What is the company’s typical philosophy toward the marketplace Offensive Defensive Leader Follower

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Corporate Identity

Leader has several meanings… Largest market share 1st to market

First to market may or may not be beneficial because adoption can be slow

Quick to innovate and improve, etc. Quick followers can learn from leader’s mistakes

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Corporate Identity

A company may be a leader for some of its brands/products and not others

A company may be offensive and defensive to vary its portfolio

A company’s products’ life cycles may influence its identity

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Promoting Products

Promotion Spend ad dollars more wisely Determine most appropriate media Determine most appropriate frequency Determine most appropriate message, etc.

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Channels

Channels (Place) Determine appropriate channels Determine multichannels Determine lower cost channel interactions Determine whether to outsource functions to

channel partners, etc.

Price Determine high price or low price

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Goals about Broader Concerns

Goals that go beyond marketing Human resource, finance, production, etc. Societal concerns

Charitable or community contributions Boosting stability of local employment Demonstrating leadership in environmentally friendly

business practices, etc.

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Goals

Goals can be complex, numerous, interconnected and overwhelming

Focus on most important goals first

Consider the time frame and the financial support need to achieve the goals

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Basic Strategies

Do nothing Let the brand sink or swim on its own

Do nothing differently Maintain business as usual

Take action Do something different Marketers have control over STP and 4Ps

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Product Strategies

Product Mix StrategiesMarket penetration versus market skimming

QualityHigh

Medium

Low

Price

High Medium Low

PremiumGoods

Penetra-tion

SuperBargain

Over-Pricing

AverageQuality

Bargain

Hit andRun

ShoddyGoods

CheapGoods

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Product Strategies

Product Market Growth Strategies

Market Penetration

(increase usage)Product Development

(new uses)

Market Development

(new users)Diversification

(new users, new uses)

Markets

Old

Old

New

New

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Walt Walt Disney

Known for films, animation, theme parks and customer orientation

Parks offer a variety of attractions as well as cleanliness, order, and warmth

Known for films, animation, theme parks and customer orientation

Parks offer a variety of attractions as well as cleanliness, order, and warmth

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Discussion: How CanDiscussion: How Can DisneyDisney Recover?Recover?Disney companies

ABC 16 cable networks

ESPN, Disney Channel, Toon Disney, SoapNET, A&E, the History Channel, Lifetime Television, E! Entertainment

4 TV production companies 8 movie production companies

Walt Disney, Touchstone Pictures, Hollywood Pictures, Miramax Films

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More Disney companies

5 magazine publishing groups 5 music labels 19 Internet groups Disney Interactive The Disney Store Disney Cruise Lines Two sports Franchises