(49)prachi tawde

8/12/2019 (49)Prachi Tawde

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PATUCK-GALA COLLEGE OF COMMERCE &

MANAGEMENT

Name:- Prachi P. Tawde.

Class:- TYBMSRoll No:- 49

Project on:- Marketing Strategies in

Business


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INTRODUCTION TO MARKETING

Marketing is the process of communicatingthe value of product or service to customers.Marketing satisfies these needs and wants

through exchange process and building longterm relationship. There are five competingconcepts under which organizations canchoose to operate their business: the

production concepts, the selling concepts,the marketing concepts and the holisticmarketing concepts.


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MARKETING STRATEGY

At the heart of any business strategy is a

marketing strategy. Business exist to deliver

products that satisfy customers. Marketing is

the process of planning and executing theconception, pricing, promotion and

distribution of ideas, goods and services. The

field of marketing strategy considers the totalmarketing environment and its impact on a

company or product or services.


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THE MARKETING MIX & 4PS

Market selection

Product Planning

Pricing Place

Promotion


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SEGMENTATION, TARGETING, POSITIONING

Market Segmentation: Market segmentationis a marketing strategy that involves dividinga board target market into subject of

customers who have common needs, andthen designing and implementing strategiesto target their needs and desires using mediachannels and other touch-points that best

allows to reach them. Market segmentsallows companies to create productdifferentiation strategies to target them.


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Targeting: Targeting Is the process of selecting

targets and matching the appropriate response to

them on the basis of operational requirements,

capabilities and limitations. The selection of

potential customers to whom a business wishes to

sell products or services.

Positioning: Identifying and attempting to occupy amarket niche for a brand, product or service

utilizing traditional marketing placement strategies.

Positioning is also defined as the way by which the

marketers attempts to create a distinct impressionin the customers mind.


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SWOT ANALYSISSWOT analysis is a structured planning method

used to evaluate the Strengths, Weaknesses,Opportunities and Threats involved in a project orin a business venture.

Strengths: Characteristics of the business or project

that give it an advantage over others.Weaknesses: are characteristics that place the team

at a disadvantage relative to others.

Opportunities: elements that the project could exploitto its advantage

Threats: elements in the environment that couldcause trouble for the business or project.


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Online marketing: Online marketing uses theInternet to deliver promotional marketingmessage to customers. It includes emailmarketing, search engine marketing, socialmedia marketing, many types of displayadvertising and mobile advertising.

Viral marketing: Viral marketing, Viraladvertising or marketing buzz are buzzwordsreferring to marketing techniques that usepre-existing social networking services and

other technologies to produce increase inbrand awareness or to achieve othermarketing objectives.


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International Marketing: Internationalmarketing involves recognizing that people allover the world have different needs.

Companies like Gillette, Coca-Cola, BIC andCadbury Schweppes have brands that areorganised across the globe. Organizationsalso have to consider different languages,

customs and health and safety regulations. Rural Marketing: rural marketing is defined as

any marketing activity in which the onedominant participant is from a rural areas.This implies that rural marketing consist ofmarketing of inputs to the rural as well asmarketing of outputs from the rural markets toother geographical areas.


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ADVERTISING

The term Advertising originated from the Latinword advertiser which means to turn the mindtowards. Whenever the advertiser advertises

his brand, he tries to turn the mind of theconsumer towards his brand, from the variouscompeting brands.

The American Marketing Association defines that,

Advertising is any paid form of non-personalpresentation and promotion of ideas, goods orservices by an identified sponsor.


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BRANDING

The American Marketing Association defines abrand as a name, term, sign, symbol or designor a combination of them intended to identify the

goods and services of one seller or a group ofsellers and to differentiate them from those ofother sellers. Therefore it makes sense tounderstand that branding is not about getting

target market to choose over the competitionbut it is about getting prospects to see as theonly one that provides a solution to theirproblem.

(49)prachi tawde

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