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Free Powerpoint Templates
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Free Powerpoint Templates
Contents
Market Scope Strategy
Market Entry Strategy
Product Strategy
Promotion Strategy
Distribution Strategy
Pricing Strategy
Free Powerpoint Templates
Page 4
Free Powerpoint Templates
Page 5
Single Market Strategy
Concentration of efforts in a single segment
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Page 6
Multi Market Strategy
Serving several distinct markets
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Page 7
Total Market Strategy
Serving the entire spectrum of the market by selling
differentiated products to different segments in the market.
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Page 8
Free Powerpoint Templates
Page 9
First In Strategy
Entering the market before all others
 Risks
 Technological competence
 Stay ahead
 Promotion
 Create primary demand
 Carefully evaluate strengths.
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Page 10
Early Entry Strategy
Entering the market in quick succession after the leader
 Marketing Strategy
 Ample resources
 Challenge market leader
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Laggard Entry StrategyEntering the market towards the tail end of the growth
phase or during the maturity phase
Imitator
o Market research ability
o Production capability
Initiator
o Market research ability
o Creative marketing strategy
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Free Powerpoint Templates
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Product Positioning
Strategy
Placing a brand in that part of the market where it will have a favorable
reception compared with competing brands.
• single brand - stand competition from the toughest rival and maintaining its
unique position by creating the aura of a distinctive product.
• multiple brands - multiple brands do not compete with nor cannibalize each
other.
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Page 14
Product Re-positioning Strategy
Reviewing the current positioning of the product and its marketing mix and
seeking a new position for it that seems more appropriate.
existing customers - promotion of more varied uses of the product .
new users - product presented with a different twist,
current ones are not alienated.
new uses of the product - latent uses of the product should be sought after.
Free Powerpoint Templates
Page 15
Product Scope Strategy
The product-scope strategy deals with the perspectives of the product
mix of a company
• Single product: company must stay up-
to-date on the product and even
become the technology leader to avoid
obsolescence
• Multiple products: products must
complement one another in a portfolio
of products.
• System of products: company must
have a close understanding of
customer needs and uses of the
products.
Free Powerpoint Templates
Page 16
Product Design Strategy
The product-design strategy deals with the degree of standardization of a
product.
• Standard product : To increase
economies of scale of the
company
• Customized product : to compete
against mass producers of
standardized products through
product-design flexibility
• Standard product with
modifications : to combine the
benefits of the two previous
strategies.
Free Powerpoint Templates
Page 17
New Product StrategyA set of operations that introduce
• within the business, a product new to its previous line of products
• on the market, a product that provides a new type of satisfaction
Three alternatives emerge from the above:
• product improvement/modification
• product imitation, and
• product innovation.
Requires - new product development system
Five components of this system
•corporate aspirations
• organizational openness to creativity
• environmental favor toward creativity
• screening method for new ideas
• evaluation process.
Free Powerpoint Templates
Page 18
Free Powerpoint Templates
Page 19
Promotion Mix Strategy
 Product factors
 Market factors
 Customers factors
 Budget factors
 Marketing mix factors
Determination of a judicious mix of different types of promotion.
Free Powerpoint Templates
Page 20
Media Selection Strategy
Choosing the channels (newspapers, magazines, television, radio, outdoor
advertising, transit advertising, and direct mail) through which messages
concerning a product/service are transmitted to the targets.
• Media-selection objectives to
product/market objectives
• Unique way
• Measure-minded -- evaluating
the quality of the audience
• Base media selection on factual
not artificial grounds
• Optimistic - take advantage of
the lessons learned from
experience
• Seek information on customer
profiles and audience
characteristics
Free Powerpoint Templates
Page 21
Advertising Copy strategy
Designing the content of an advertisement
To transmit a particular product/service message to a particular target
• Eliminate "noise" for a
clear transmission of
message
• Consider importance of :
source credibility, balance
of argument, message
repetition, rational versus
emotional appeals, humor
appeals, presentation of
model's eyes in pictorial
ads, comparison
advertising
Free Powerpoint Templates
Page 22
Free Powerpoint Templates
Page 23
Distribution Scope Strategy
Establishing the scope of distribution that is, the target customers.
• exclusive distribution
• intensive distribution
• selective distribution
Assess – customer’s buying habits gross
margin/ turnover rate capability of
dealer to provide service, capability of
dealer to carry full product line product
styling.
Free Powerpoint Templates
Page 24
Multiple Channel Strategy
Employing two or more different channels for distribution of goods and services
Complementary channels prompted by
• geographic considerations
• volume of business,
• need to distribute non-competing items
• saturation of traditional distribution
channels.
Competitive channels - response to
environmental changes.
Free Powerpoint Templates
Page 25
Free Powerpoint Templates
Page 26
For New Products
Skimming pricing Strategy
Setting a relatively high price during the
initial stage of a product's life.
Penetration Pricing Strategy
Setting a relatively low price during the
initial stages of a product's life
Free Powerpoint Templates
Page 27
For Established Products
• Maintaining the Price
• Reducing the Price
• Increasing the Price
Free Powerpoint Templates
Page 28
Price Flexibility Strategy
• One Price Strategy
Charging the same price to all customers under
similar conditions and for the same quantities.
• Flexible Pricing Strategy
Charging different prices to different customers
for the same product and quantity.
Free Powerpoint Templates
Page 29
Price Leadership Strategy
This strategy is used by the leading firm in an industry in making major pricing
moves, which are followed by other firms in the industry
To gain control of pricing decisions within an
industry in order to support the leading firm's own
marketing strategy
(i.e., create barriers to entry, increase profit margin,
etc.).
Requires An oligopolistic situation
Free Powerpoint Templates
Page 30
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Free Powerpoint Templates
Page 31

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Marketing strategy

  • 3. Free Powerpoint Templates Page 3 Free Powerpoint Templates Contents Market Scope Strategy Market Entry Strategy Product Strategy Promotion Strategy Distribution Strategy Pricing Strategy
  • 5. Free Powerpoint Templates Page 5 Single Market Strategy Concentration of efforts in a single segment
  • 6. Free Powerpoint Templates Page 6 Multi Market Strategy Serving several distinct markets
  • 7. Free Powerpoint Templates Page 7 Total Market Strategy Serving the entire spectrum of the market by selling differentiated products to different segments in the market.
  • 9. Free Powerpoint Templates Page 9 First In Strategy Entering the market before all others  Risks  Technological competence  Stay ahead  Promotion  Create primary demand  Carefully evaluate strengths.
  • 10. Free Powerpoint Templates Page 10 Early Entry Strategy Entering the market in quick succession after the leader  Marketing Strategy  Ample resources  Challenge market leader
  • 11. Free Powerpoint Templates Page 11 Laggard Entry StrategyEntering the market towards the tail end of the growth phase or during the maturity phase Imitator o Market research ability o Production capability Initiator o Market research ability o Creative marketing strategy
  • 13. Free Powerpoint Templates Page 13 Product Positioning Strategy Placing a brand in that part of the market where it will have a favorable reception compared with competing brands. • single brand - stand competition from the toughest rival and maintaining its unique position by creating the aura of a distinctive product. • multiple brands - multiple brands do not compete with nor cannibalize each other.
  • 14. Free Powerpoint Templates Page 14 Product Re-positioning Strategy Reviewing the current positioning of the product and its marketing mix and seeking a new position for it that seems more appropriate. existing customers - promotion of more varied uses of the product . new users - product presented with a different twist, current ones are not alienated. new uses of the product - latent uses of the product should be sought after.
  • 15. Free Powerpoint Templates Page 15 Product Scope Strategy The product-scope strategy deals with the perspectives of the product mix of a company • Single product: company must stay up- to-date on the product and even become the technology leader to avoid obsolescence • Multiple products: products must complement one another in a portfolio of products. • System of products: company must have a close understanding of customer needs and uses of the products.
  • 16. Free Powerpoint Templates Page 16 Product Design Strategy The product-design strategy deals with the degree of standardization of a product. • Standard product : To increase economies of scale of the company • Customized product : to compete against mass producers of standardized products through product-design flexibility • Standard product with modifications : to combine the benefits of the two previous strategies.
  • 17. Free Powerpoint Templates Page 17 New Product StrategyA set of operations that introduce • within the business, a product new to its previous line of products • on the market, a product that provides a new type of satisfaction Three alternatives emerge from the above: • product improvement/modification • product imitation, and • product innovation. Requires - new product development system Five components of this system •corporate aspirations • organizational openness to creativity • environmental favor toward creativity • screening method for new ideas • evaluation process.
  • 19. Free Powerpoint Templates Page 19 Promotion Mix Strategy  Product factors  Market factors  Customers factors  Budget factors  Marketing mix factors Determination of a judicious mix of different types of promotion.
  • 20. Free Powerpoint Templates Page 20 Media Selection Strategy Choosing the channels (newspapers, magazines, television, radio, outdoor advertising, transit advertising, and direct mail) through which messages concerning a product/service are transmitted to the targets. • Media-selection objectives to product/market objectives • Unique way • Measure-minded -- evaluating the quality of the audience • Base media selection on factual not artificial grounds • Optimistic - take advantage of the lessons learned from experience • Seek information on customer profiles and audience characteristics
  • 21. Free Powerpoint Templates Page 21 Advertising Copy strategy Designing the content of an advertisement To transmit a particular product/service message to a particular target • Eliminate "noise" for a clear transmission of message • Consider importance of : source credibility, balance of argument, message repetition, rational versus emotional appeals, humor appeals, presentation of model's eyes in pictorial ads, comparison advertising
  • 23. Free Powerpoint Templates Page 23 Distribution Scope Strategy Establishing the scope of distribution that is, the target customers. • exclusive distribution • intensive distribution • selective distribution Assess – customer’s buying habits gross margin/ turnover rate capability of dealer to provide service, capability of dealer to carry full product line product styling.
  • 24. Free Powerpoint Templates Page 24 Multiple Channel Strategy Employing two or more different channels for distribution of goods and services Complementary channels prompted by • geographic considerations • volume of business, • need to distribute non-competing items • saturation of traditional distribution channels. Competitive channels - response to environmental changes.
  • 26. Free Powerpoint Templates Page 26 For New Products Skimming pricing Strategy Setting a relatively high price during the initial stage of a product's life. Penetration Pricing Strategy Setting a relatively low price during the initial stages of a product's life
  • 27. Free Powerpoint Templates Page 27 For Established Products • Maintaining the Price • Reducing the Price • Increasing the Price
  • 28. Free Powerpoint Templates Page 28 Price Flexibility Strategy • One Price Strategy Charging the same price to all customers under similar conditions and for the same quantities. • Flexible Pricing Strategy Charging different prices to different customers for the same product and quantity.
  • 29. Free Powerpoint Templates Page 29 Price Leadership Strategy This strategy is used by the leading firm in an industry in making major pricing moves, which are followed by other firms in the industry To gain control of pricing decisions within an industry in order to support the leading firm's own marketing strategy (i.e., create barriers to entry, increase profit margin, etc.). Requires An oligopolistic situation