Marketing Strategies

– Market Scope Strategy

– Market Entry Strategy
– Product Strategy
– Promotion Strategy
– Distribution Strategy
– Pricing Strategy
Market Scope Strategy

– Single Market Strategy

– Multi Market Strategy
– Total Market Strategy
Single Market Strategy

– Companies using a single-market strategy focus on just

one segment within the market. The segment can be
defined geographically or demographically.
– For instance, a local brewpub would be an example of a
brewer targeting a single geographically defined market
segment.
– An Internet company selling nothing but self-help videos
to professionals in their 40s would be targeting a single
demographically defined market segment.
Multi-marketing strategy

Firms adopting multi-marketing strategy compete with each other in several

distinct geographical markets.
– Multi-market strategy has 2 main consequences:
❖ Competitive pricing
❖ New Product Introductions
– For example, Multi market strategy can be viewed in the airline industry. A US
based regional airline, America West provided low cost introductory offers for
flights from Houston, Texas etc. Continental Airlines reacted to this by
lowering air fares for flights out of Phoenix, Arizona etc which was America’s
West hub and the dominant market.
Total Market Strategy

– Total market strategy are a combination of prices,

product, promotion and distribution strategies in
different segments, along with top management
commitment to cover the entire market and need a
strong financial backing to tackle the competition and
prices.
– Walmart, Coca-Cola and McDonald’s are great examples
of brands that have adopted the Total Market approach,
leading with multicultural insights to drive marketing
strategy.
Market Entry Strategy

– Market entry strategy is a planned distribution and delivery

method of goods or services to a new target market.
– How a Company Can enter into the market.
– First In Strategy – Johnson & Johnson
– Early Entry Market – Mee Mee
– Laggard Entry strategy – Himayala
Product Strategy

– Product Positioning Strategy

– Product Re- Positioning Strategy
– Product Scope Strategy
– Product Design Strategy
– New Product Strategy
Promotion Strategy

– Promotion Mix Strategy

– Media Selection Strategy
– Advertising Copy Strategy
Promotion Mix Strategy

– The Promotion Mix refers to the blend of several

promotional tools used by the business to create,
maintain and increase the demand for goods and
services.
Media Selection Strategy
Media Selection Strategy
Distribution Strategy

– Distribution Scope Strategy

– Multi Channel Strategy
Pricing Strategy

– Pricing Strategy New Product

– Pricing Strategy Established product
– Pricing Flexibility Strategy
– Price Leadership Market Strategy
New Product

– Skimming Strategy
– Penetrating
Established product

– Going Rate Approach

– The going rate for a product or service is based on
its market price -- what competitors with similar
offerings are selling their products
Price Flexibility Strategy

– One Price Strategy

– Flexible Price
Price leadership Market Strategy

– Price leadership occurs when a preeminent firm or

the so called the price leader sets the price of goods
or services in its market. This control can leave the
leading firm's rivals with little choice but to follow its
lead and match the prices if they are to hold on to
their market share.

– SAIL vis-a-vis TISCO in Steel Sector.