Strategic

MARKETING
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Introduction
Marketing is about identifying and meeting human and social needs. One of the shortest

good definitions of marketing is “meeting needs profitably.” (Kotler and Keller, 2012).

It involves understanding customer needs and determining how the organization can

meet those needs or a way to create a strong and mutually beneficial exchange

between the two (Kotler et al., 2020).

It is the art and science of creating value by designing and managing successful

exchanges. (Chernev, 2014).

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STRATEGIC MARKETING

• Controlling and assessing

effectiveness of marketing resources

• Deliver the organisational mission,

vision, values and objectives
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Strategic marketing helps

organizations to define the markets
they want to target, set objectives
for their products and services,
develop effective marketing
strategies, and implement
marketing tactics to achieve their
goals (Karapetrovic, 2016).

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Role of Strategic Marketing

to decide...

• where to compete
• how to compete
• when to compete LEARN MORE
 Marketing Planning process
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F I G U R E 1 . 1 T H E M A R K E T I N G P L A N N I N G
P R O C E S S . S T U D Y P O O L I N C ( 2 0 2 3 )
 Marketing models/concepts
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1.2.1 The 4 Ps of Marketing

• Product
• Price
• Place
• Promotion

figure 1.2 The 4 Ps of Marketing. Graphic from Hitesh Bhasin,

Marketing Mix – The 4 p’s of marketing (2021)
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The SMART Model

F I G U R E 1 . 3 T H E S M A R T M O D E L . G R A P H I C F R O M V A N
T O A N , W H A T I S S M A R T M O D E L ? H O W T O S E T U P S M A R T
G O A L S ( 2 0 2 3 )
 The 7 Ps of Service Marketing
STRATEGIC MARKETING

figure 1.4 The 7Ps marketing model. Graphic from Annmarie Hanlon,
How to use the 7Ps Marketing Mix (2022)
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1.3 Strategic Marketing Process

✓ Market analysis
✓ Goal setting
✓ Market segmentation
✓ Positioning
✓ Marketing strategy
✓ Resource allocation
✓ Monitoring and evaluation

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Branding
Branding is the process of giving a meaning to
specific organization, company, products or
services by creating and shaping a brand in
consumers’ minds (Marion, 2022).

01
identity 02 reputation
 Brand Pyramid
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figure 1.5 Brand Pyramid. Image by Chelsea D'Angelo, The

Essential Guide to Brand Pyramids. (2022)
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125
Brand
100 Positioning
75
Brand positioning is a process
50 of getting your brand out
25
there and establishing it as
something worth thinking
0
2019 2020 2021 2022 2023
about (Thimothy, 2022).

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Nature of Brands

Targetability Awareness Consistency

Design Loyalty
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Brand Competitive
Extensions Advantage

Customer
Credibility
Loyalty Significance
of
Branding
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✓ ensures that the brand's positioning is

aligned with its core identity as defined
in the brand pyramid
Brand Brand
Pyramid Positioning ✓ enables informed strategic decision-
making by considering the brand's
identity, target audience, and desired
positioning

✓ brand communication is coherent and

Brand effectively conveys the brand's unique
Management value proposition to the target market
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Product Life Cycle

The product life cycle is the process a

product goes through from when it is

first introduced into the market until it

declines or is removed from the

market. (Sraders, 2021)
Figure 1.6 Product Life Cycle. Graphics by Anne Sraders.
What Is the Product Life Cycle? Stages and Examples. (2021)

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Conclusion

Creating a competitive advantage, making the most of available resources, and taking
advantage of opportunities are the very essence and purpose of strategic marketing. It aids in
the development of strategies for entering certain areas as well as the establishment of a
strong brand presence. subsequently it assists the company in creating and implementing
profitable marketing initiatives. The 4 P's of marketing, SMART model, and 7 Ps of service
marketing provide a structure for developing an efficient and thorough marketing strategy.
Branding is significant in strategic marketing and is used to strengthen businesses or products
by establishing a unique identity, building trust, fostering brand loyalty, and differentiating
from competitors.
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Bhasin, H. (2021). Marketing Mix – The 4 p’s of marketing

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of
Marketing
Davies, S. (2021). What is Strategic Marketing ? Daviesbdm. https://www.daviesbdm.com/blog/what-is-strategic-marketing/
Decker, A. (2023). What is Branding? Understanding its Importance in 2023. HubSpot, Inc.
East, R. (2017). What Is the Purpose of Strategic Marketing?. The Balance Small Business.
Frederiksen, L. (2023). Marketing Planning Process for Professional Services. Hinge Marketing. https://hingemarketing.com/blog/story/marketing-planning-
process-for-professional-services
Hanlon, A. (2022). How to use the 7Ps Marketing Mix. Smart Insights (Marketing Intelligence) Ltd.
Karapetrovic, S. (2016). Strategic Marketing Process: Definition, Steps & Examples.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2017). Marketing management (2nd European ed.). Pearson.
Marion,. (2022). What Is Branding?. The Branding Journal. https://www.thebrandingjournal.com/2015/10/what-is-branding-
definition/#:~:text=Branding%20is%20the%20process%20of,a%20brand%20in%20consumers'%20minds.
Passionates, (2022). What is Brand Design and Why is it Important? https://passionates.com/
Sraders, A. (2021). What Is the Product Life Cycle? Stages and Examples. TheStreet. https://www.thestreet.com/markets/commodities/product-life-cycle-
14882534
Toan, V. (2023). What is SMART Model? How to setup SMART goals. Hoc Marketing.org.
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Thank You