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Marketing Strategy and Focus
The document outlines key marketing strategies focusing on product and customer perspectives, emphasizing profitability and customer experience. It details principles like customer value and differentiation, along with tools such as the marketing mix and STP (segmentation, targeting, positioning). Additionally, it discusses building trust and transparency to create competitive advantages in the market.
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Marketing Strategy and Focus
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- 2. Marketing: Focus • Productfocus • Customer focus • Profitability
- 3. Product Focus • Inside-out •Market Share • Volume • One size fits all • Reduce Costs
- 4. Customer Focus • Outside-in •Segmentation • STP • Value Creation • Customer Share • Wallet Share • Cross selling • Loyalty • Customer acquisition • Retention • Multiple sales over time
- 6. Customer Experience • Co-createwith customer
- 7. Customer Decision Process •Bundle: • Operational feature sets • Design • Meet Needs
- 9. STP • Segmentation • Target •Position
- 10. 3 Principles • CustomerValue • Differentiation • STP – Segmentation – Targeting – Position
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- 14. Market Focus &Competitive Advantage • Product – Scale • Market – Differentiate • Experience – Co create • Trust – Transparency
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