The presentation gives a brief idea about the steps involved in Formulating Marketing Strategy. The presentation is an extract of how to formulate marketing strategy.

1. A presentation on
formulating marketing strategy
By
Nikhil Gupta

2. What is a Marketing Strategy?
• Marketing strategy represents the plan by which the firm
delivers its value to the customers. It also specifies how the
firm would be enabled/empowered to deliver that value. The
marketing strategy plays an important role in selection of value
selection, value creation, value communication.

3. Significance of marketing strategy
• Helps realise the Unit’s Marketing Objectives.
• Helps realise the Targeted Income and Profit.
• Specifies the Position the Unit will seek in its Industry and how
it will Compete Therein.
• What Market Segments to Serve? And what Products to Offer?
• Who are the firm’s Competitors? Whom to Compete and whom
to Avoid?
• The Growth Path: Market Penetration? Market Development?
Product Development?
• On What Differentiation Strength to Compete?
• On What Competitive Advantages will the fight be based?
• What are the Resources?

4. Formulating the marketing strategy
1. STP STP
Segmenting
Targeting
Positioning
2.Assembling the Marketing Mix

5. Assembling the Marketing Mix
• What Products should be Offered to an Identified Target
Market?
• What should be the Price Structure?
• What Channel should be Used?
• What is the Right Promotion Strategy?
• How should be the Marketing Efforts/ Resources of the firm
be Appointed among the 4P’s?
• What is the Best Combination in the given Situation?
• How to Balance the Impact of an Increase/Decrease in the
Allocation to a Particular Element on the Other Elements?

6. Types of Marketing Strategies
• Price - Oriented Strategy.
• Differentiation – Oriented Strategy.
Conditions for Success of Marketing Strategy
• Correct Sizing Up of the Competitive Forces
• Possession of Relevant Competitive Advantages