This document defines and discusses marketing strategy. It begins by explaining that marketing strategy is a long-term plan to optimize a firm's scarce resources to provide superior customer experiences. It then defines marketing strategy as a comprehensive plan combining all of a company's marketing goals. The document outlines different types of marketing strategies, including segmentation, targeting, positioning, and the "4 P's" of marketing mix. It discusses the nature, importance, and a case study on marketing strategy before concluding that strategic marketing tactics are important for attracting customers.

1. MARKETING STRATEGY

2. CONTENTS
• Meaning
• Definition
• Types
• Nature
• Importance
• Case study
• Conclusion

3. Meaning of marketing strategy
• Marketing strategy is a long term course of
action designed to optimize allocation of the
scarce resources at the disposal of a firm in
delivering superior customer experiences and
promote the interests of other stakeholders.
• Scarce resources include monetary capital,
human capital, technology, time.

4. Definition of marketing strategy
• BusinessDictionary.com defines it as “an
organization’s strategy that combines all of its
marketing goals into one comprehensive plan.”

5. Types of marketing strategy
• STDP strategy
1. Segmentation: is the process of dividing a
market into distinct group of buyers.
2. Targeting: target market is a group of customers
for whom a seller designs a particular marketing
mix.
3. Differentiation and positioning: a products
position is the way the product is defined by
consumers on important attributes.

6. Types of marketing strategy
• Marketing mix strategy: combination of all the
controllable 4 p’s i.e. product, price, place and
promotion.
1. Product: the goods or services offered by the
company.
2. Price: the amount of money paid by the
customer to purchase the product.
3. Place: the activities that make the product
available to customers.
4. Promotion: the activities that communicate the
product’s features and benefits to customers.

7. Nature of marketing strategy
• They are dynamic
• They are futuristic
• They are complex
• They provide direction
• They are all covering
• The are a link between the unit and environment
• They are interpretative
• They are top management blue print

8. Importance of marketing strategy
• It is consistent
• It is workable
• It is suitable
• It is not risky
• It is resource based
• It has a time horizon

9. Case study on marketing
strategy
Case Title: Reebok vs. Nike in
India: Reebok’s Covert
Marketing Strategies

10. Abstract:
This case, set in 2009, attempts to explore how to retain market dominance
in sportswear market by not doing the obvious. The entry of foreign players
into the Indian sportswear industry post-liberalization brought in a new
sophistication, and increased brand awareness among the Indian
sportswear customers. In an intensively competitive environment, Reebok
and Nike emerged as sportswear giants. However, in spite of Nike being the
No. 1 sportswear company in the world, Reebok swayed away with the lion's
share of the Indian market. Among others, Reebok’s prime strategy was to
associate itself with the cricket frenzy Indians. While Nike was wasting
dollars on promoting its brand through international sports persons,
Reebok roped in top Indian cricket players to endorse its brand. Realizing
the importance of localizing its brand, in December 2005, Nike won the bid
to supply official kit to the Indian cricket team. In spite of this, Reebok
grabbed the attention of cricket viewers across India by placing its logo on
the bats of the Indian cricket players. While the case gives an insight into
the factors that made Reebok’s marketing strategies successful, it also
questions whether Nike will be able to gain leadership position in Indian
market

11. Pedagogical Objectives:
• To understand the evolution, growth and
sophistication of Indian sportswear market
• To contrast and debate over Reebok and Nike’s
marketing strategies in India
• To understand the applicability of covert marketing
strategies in an intensely competitive market
• To suggest ways and means for Nike to gain a
formidable market position and debate over whether
it’s possible for Nike to be the market leader with
maximum market share in the Indian sportswear
market.

12. Conclusion
• In today's competitive world the marketing
strategies plays a very important role. Marketing
strategy is nothing but it is a tactic which is used
by the company to attract the consumers
towards their products and services.

13. Thank you
Presented by:
Sanjana kamath