Go to-marketing strategies by selvarasu a mutharasu
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The document discusses strategies for marketing, pricing, distribution, and promotion. It covers topics such as head and long tail markets, strong versus weak brands, pricing considerations related to costs, customer psychology, and competitors. Distribution topics include direct versus indirect channels, the advantages of direct distribution, and hybrid grid approaches. Promotion strategies address trends in media spending, types of advertising appeals, and models for calculating advertising budgets.
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The managers achieve organizational objectives by getting work from
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- 1. Dr. Selvarasu A Mutharasu, (B.Sc.Agri.), M.B.A., Ph.D., Professor of Marketing, Faculty of Arts, Annamalai University
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- 3. 1. 2. 3. 4. 5. 6. Head & Long Tail Market Strong versus Weak Brands Fair Value Map Strategic Leadership Brand Mantra Brand Positioning
- 5. Tail Head
- 7. STRONG WEAK
- 9. National Brand; Select Brand; Catalogue Brands; Online Brands; Economic Value of brands Inputs ▪ Marginal Cost – Fixed cost – Volume – Variable cost – Profit Margin (Volume + Variable cost) ▪ Willingness to pay ▪ Competitor pressure ▪ Distributor Margin
- 10. 5Pricing issues: ▪ Company – Financial Consideration; Consistency in Products and its image ▪ Customer – Price sensitivity and Psychological issues ▪ Competitor – Respond to price change; Willingness to react; Aim for position ▪ Collaborator – Push and Pull; Participation in other functions; ROA ▪ Return on Asset = Profit/Asset = Profit/Sale x Sales/Asset = Margin x Rotation ▪ Context Economy and Policies
- 11. Customer price sensitivity ▪ ▪ ▪ ▪ ▪ Ease of comparison Expenditure – Volume / Share in the total Shared expenses – Employee / General payer Price/Quality – Able to distinguish and not able to Measuring Price sensitivity - Actual / Preference
- 12. Psychological Factors ▪ Odd-Even price ending ▪ Mental Accounting ▪ Prospect Theory (Reference Price)
- 13. Powers Direct versus Indirect Strategic Advantage of Direct Distribution Channel Flow Functions of distribution Hybrid Grid Channel conflict
- 14. Powers Sustainable competitive advantage Increasing returns customer value costly
- 15. Direct versus Indirect 9 Transaction - 6 Transactions = save 3 Transactions
- 16. Strategic Advantage of Direct Distribution Erect Barriers Market feedback Build margin
- 18. Functions of distribution Break the bulk Assort Available Customize Deliver Install Maintain Repair
- 19. Hybrid Grid - Educate - Assure Quality Handling Used containers - Monitor usage rate
- 20. Channel conflict - Vertical versus Horizontal
- 21. Media – Time spent 12.05 Min (2013) from 11.49 (2012) Ad spending – Plus Outdoor and Directories Interactive Media – Social Media, Email, Mobile, Display, Search Marketing 21% to 35% Increase ; CAGR From 26%; 10%; 38%; 20%; 12%; Total 17% Digital – Online/Mobile TV Radio Print – Newspaper/Magazine Others 7Ms Framework Types : Rational versus Emotional Advertising Money
- 22. 7Ms Framework Market Audience – For Whom? Message Content – What to tell? Mission – What to achieve? Message design – How should I say it? Media strategy – How do I reach them? Money - ?? Measurement – Was it worth it?
- 23. Rational versus Emotional – Demonstration; Spokesperson; Testimonial; Comparison
- 25. Parfitt – Collins Model • Advertising Money – Goal: [%Aware] x [%Try] x [%Repeat] = Market share • Breakeven Market share required is 6% • Market research reports 30% of customers those who are aware try • 40% of those who try, they repeat purchase • [%Aware] x [%Try] x [%Repeat] = Market share • [%Aware] x [0.3] x [0.4] = 0.06 • [%Aware] x [0.12] = 0.06 • %Aware = 0.06/[0.12] = 0.5 or 50%