This document discusses key aspects of developing a marketing strategy, including performing an opportunity and competitive analysis, identifying and segmenting target markets, and determining positioning and promotional decisions. The marketing strategy acts as a guide for specific programs and policies based on a situation analysis. It involves carefully examining market opportunities and competition, selecting a target market, and developing separate strategies to approach different market segments.

1. Advertising

2. Opportunity
Analysis
Competitive
Analysis
Target
Marketing
Identifying
Markets
Market
Segmentation
Positioning
through
marketing
strategies
Selecting a
Target Market
Product
Decisions
Pricing
Decisions
Channel of
Distribution
Decisions
Promotional
Decisions
• Advertising
• Direct
Marketing
• Sales
• Promotion
• Publicity
and PR
• Personal
Selling
Ultimate
Consumer
• Consumers
• Businesses
Resellers
Marketing
Strategy and
Analysis
Target
Marketing
Process
Marketing Planning Program
Development Target Market
Promotion to
final buyer
Promotion to
Trade

3.  Overall corporate strategy and serves as a
guide for specific marketing program and
policies
 Based on a situation analysis – detailed
assessment of current market conditions

4. Opportunity Analysis
 Market Opportunities – areas where there are
favourable demand trends.
 Carefully examining the market place and
noting demand trends and competition and
various market segments

5.  CompetitiveAnalysis
 Carefully analysing the competition, direct and in-
direct
 Marketers must recognize they are competing for
the consumer’s discretionary income therefore
must understand the various ways potential
customers choose to spend their money
 Search for the organization’s competitive
advantage

6.  A target market is a group of customers
a business has decided to aim its marketing efforts
and ultimately its merchandise towards.A well-
defined target market is the first element of
a marketing strategy.

7. Identifying markets with
unfulfilled needs
Determining Market
Segmentation
Selecting a Market toTargetPositioning through
Marketing Strategies

8.  Identifying Markets
 Marketer identifies the specific the specific needs
of group of people or segments, selects one or
more of these segments as a target and develop
marketing programs directed to each.

9.  Market Segment - a group of customers with a
common need
 Bases of segmentation
 Geographic – by region or area
 Demographic – by age, gender, family size, education,
income, and social class
 Psychographic – by personality, and/or lifestyles
 Behavioural - by usage, loyalties, or buying responses
 Benefit - by basis of of attributes sought in a product

10.  Determining how many segments to enter
 Market coverage alternatives to consider:
▪ Undifferentiated Marketing –ignoring segment
differences and offering just one product or service
▪ Differentiated Marketing – marketing to a number of
segments developing separate marketing strategies for
each
▪ Concentrated Marketing – firm selects one segment and
attempts to capture a large share of this market

11.  Determine which segments offer potential
 Selecting the most attractive segment – examine
sales potential, opportunities for growth,
competition, and own ability to compete.

12.  Positioning - Image of the product and or
brand relative to competing products or
brands

13.  By Product Attributes and Benefits – based
on specific characteristics of the product
 By Price/Quality
 By Use or Application – specific use or
application
 By Product Class – rather than position
against another brand, position against
another product category
 By Competitor
 By Cultural Symbols

14.  Occurs because of declining sales or stagnant
sales
 Reinvent the identity of the brand

15.  Identify Competitors
 Assessing Consumer’s Perception of
competitors
 DeterminingCompetitors’ Position
 Analysing Consumer Preferences
 Making the positioning decision
 Monitor the position

16.  Branding
 Packaging
 Price
 Advertising