Marketing Strategy    Peshwa AcharyaProfPeshwa@gmail.com
Strategic Orientation• Understanding markets• Finding market niches : moov, ring guard ,  borosoft , krack, dcold, dermico...
Strategy•   Plan•   Ploy•   Pattern•   Position•   Perspective•   By Henry Mintzberg
Corporate Strategy• Goals• Significant policies• Major action sequence
Marketing Strategy• Segmentation: product usage , customer  groups etc• Switchers , HNI , MS determiners• Mass customizati...
Experience Marketing•   Entertainment•   Educational•   Esthetic•   Escapist
Wheel of value creation
Cost leadership• Nirma
differentiation•   Product mix•   Brand equity•   After sales service•   Distribution•   Pricing strategy•   Customer educ...
Focus• Niche strategist• Charag din
Marketing warfare•   Defensive•   Offensive•   Flanking•   Guerilla
CUSTOMER RELATIONSHIP    MANAGEMENT
• Customer Loyalty as a goal
Loyalty development• Customer Acquisition• Customer Retention• Strategic Customer care
Customer Value management• Customer Life time value  – Telco  – Banking  – Financial services
CRM• Data mining and Data warehousing• People• Technology  – Web/ voice mail / mobile• Structure  – Alliances  – Call cent...
Project• FMCG• Mobile VAS• Education business
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MARKETING MANAGEMENT SESSION 3

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Transcript of "MARKETING MANAGEMENT SESSION 3 "

  1. 1. Marketing Strategy Peshwa AcharyaProfPeshwa@gmail.com
  2. 2. Strategic Orientation• Understanding markets• Finding market niches : moov, ring guard , borosoft , krack, dcold, dermicool , livon .• Product and service planning : Banking , ATM etc .• Distribution• Result Orientation
  3. 3. Strategy• Plan• Ploy• Pattern• Position• Perspective• By Henry Mintzberg
  4. 4. Corporate Strategy• Goals• Significant policies• Major action sequence
  5. 5. Marketing Strategy• Segmentation: product usage , customer groups etc• Switchers , HNI , MS determiners• Mass customization• Value Addition ( Density of Value : )
  6. 6. Experience Marketing• Entertainment• Educational• Esthetic• Escapist
  7. 7. Wheel of value creation
  8. 8. Cost leadership• Nirma
  9. 9. differentiation• Product mix• Brand equity• After sales service• Distribution• Pricing strategy• Customer education
  10. 10. Focus• Niche strategist• Charag din
  11. 11. Marketing warfare• Defensive• Offensive• Flanking• Guerilla
  12. 12. CUSTOMER RELATIONSHIP MANAGEMENT
  13. 13. • Customer Loyalty as a goal
  14. 14. Loyalty development• Customer Acquisition• Customer Retention• Strategic Customer care
  15. 15. Customer Value management• Customer Life time value – Telco – Banking – Financial services
  16. 16. CRM• Data mining and Data warehousing• People• Technology – Web/ voice mail / mobile• Structure – Alliances – Call centres –
  17. 17. Project• FMCG• Mobile VAS• Education business

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