When a business gets into working its main aim is at achieving the plans or goals for a long term interest in the working of the company. Marketing is always the creative way of attracting customers towards their product or service in a respectable market. Any newly formed company or the existing ones will first take into notice the radical changes in the market from time to time to plan their marketing strategies.

2. Marketing strategies
It is a long-term, forward-looking approach and an overall game plan which plays an important role in any
organization or any business with the fundamental goal of achieving a sustainable competitive advantage
by understanding the needs and wants of customers. When a business gets into working its main aim is at
achieving the plans or goals for a long term interest in the working of the company. Marketing is always the
creative way of attracting customers towards their product or service in a respectable market. Any newly
formed company or the existing ones will first take into notice about the radical changes in the market from
time to time to plan their marketing strategies.

3. Formation of Marketing strategies.
The strategies created for the marketing should be possessive towards the fundamentals of the company’s product or service to reach the target
customers and provide a tough rivalry against the opponents in the fast-growing market. For instance, Lay’s which originated in America uses
more cheese in that geographical area whereas in India the customers didn’t like that as they were fond of spices and masala. So they tried
using the salt and spice flavours and thus created a strategy based on the analysis of the market and customers requirements, providing a way
for the formation of required marketing strategies.

4. Marketing strategy definition
According to ‘Philip Kotler’ “Marketing strategy is the basic approach that the business unit will use to attain its goals and which
comprises elaborate decisions (strategies) on largest markets, market positioning and mix and marketing expenditure allocation.
How marketing strategies help firms.
Marketing strategies help in defining the vision, goals and business plans and also outlines the steps needed to take to accomplish all
these goals. Marketing strategies affect the way the company runs its business. So a company needs to develop these strategies while
entering a new market.

5. Basic marketing strategies of a company(Marketing
Mix)
The basic strategies(4ps of marketing) and concept which is significant such as Price, Product, Place and Promotion
respectively.
Price;
It’s simply defined as the cost that has been charged for the product or any of the services by the company. It is very difficult
in calculating and tagging the actual price to drive more sales as well as the required profit.
Some company’s try to find them by providing all goods and services from A-Z so that it might get a good working
atmosphere and more target audience. But when they try lowering the price, people grab around thoughts like low quality,
less attractive and loss of originality. So pricing plays an important role in a company’s marketing functions of marketing.
Importance of picking the right price.

6. Some things to be taken care of while pricing.
 The company working should ask itself what is the lowest
in the market.
 What would be the highest price at which the customer is
 Rivalry pricing policy in the market.
 How possessive is the customer towards the price change?
 Profits of the company for their survival.
So the 1st P- the price has an important role in the marketing of

7. Product.
A product is what a company sells in the market. It may be soft drinks in beverage companies or clothes in
clothing companies. It can also be services like consultation or therapy sessions. A product is everything that is
offered to the customer for a certain price. In the 4 Ps, this stands for what type of product is to be offered for
customers to give tough competition on their rivalry in the market.
Things to be considered while offering the product for customers
 Taste and preference of the customer in the working area.
 How much do the customers are ready to try new products?
 How to make the offered product more significant?
 Be prepared for the competitor’s strategies in advance
 Availability and requirements in the market for the product.

8. Place.
The place is all about the location or area in which the firm is working.
For any business, the location or place is very important. Sometimes the wrong place or location of the
firms might affect the working and might bring an end to the company without profits. For instance, a
new lounge is located in the heart of the town, and it would have a very good response from the
customers. But if in case it is located out of time and requires more time for the customer to travel,
customers would lose their interest in enjoying the lounge. So customers would prefer more
comfortable and would not compromise with anything while accepting the offer.

9. Promotion
The last P is a promotion in marketing. In marketing, promotion is any type of business
communication which is used to inform the merits of the product or service of the firm for the target
customer and set up a brand.
Types of promotion
1.Advertisement
It helps to outspread the information about the product to the target audience. It reaches a mass
audience in a short time and also has a positive impact on the sales and the company uses
advertisement as a promotional tool for their product. Advertisement is carried through traditional
methods like paper, magazines and other media services like television, blogs and social media.

10. 2.Direct promotion
It is an advertisement where the company directly communicates with its customers. The
latest technology such as e-mails, online advertising, promotional letters etc.
3.Sales promotion
It utilises all the promotional tools to increase the sales of the firms. It is for the short term
demand, refresh the demand of the customers etc
4.Self promotion
It is the activity where the firm sends their agent directly to the pitch for the product or service.
is prompt and therefore helps in building the product.
5.Public relation
PR is popularly known for broadcasting the information or details of NGOs with the public or
6.Online promotion
This includes all the promotional activitiesrevenue. It is short term in nature and the feedback
types of the product regardless of size, brand etc.

11. Thus, every customer does not like we -too firms or product or market. They require unique and different
products and services so they can shift their taste and choice. In this process marketing strategies play an
important role in obtaining customers in large mass for the firm. Since it looks boring to listen, it is very
essential for a firm for its working. For long term working of the company, customer choice and satisfaction
is very important. Before that, the customer needs to know about product availability in the market. For
firms, their planned or pre-defined strategies help in occupying the place in the market. No matter how
appropriate a strategy might appear, it will fail if not properly implemented. Consequently, clear statements
regarding target markets and marketing strategies are necessary to ensure that the defined programmes
and strategies will be developed.