market & marketing strategy
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Confianzys Consulting Ltd
Differentiating Market & Marketing Strategy
Product Marketing Manager: I will build the Market Strategy
and planWe need “Market & Marketing plan” for
our new product Marcom Specialist: Once I receive the Market plan, I will
build the Marketing strategy and plan
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Product Marketing Manager: I need to define the target market,
set marketing objectives & an outline for building Competitive
advantage.
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Customers & Competitors
Relevant Market Problems
Business Unit Competencies
Customer Segmentation
Understanding Market
Market Strategy:
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Develop clear product positioning statements for each targeted segment
Market Plan
• A description of the long term goals and messages delivered to the target market
• Relative to the target company / product• Facilitates competitive advantage
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Marcom Specialist: Thank
you.
Product Marketing Manager: Here is the Market Plan.
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Marketing Strategy (4Ps):
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permission. All rights reserved.
Product
Place
Promotion Price
Marketing Strategy [Contd]
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permission. All rights reserved.
Create the marketing mix to generate an
optimal, positive and desired response in the target market
Need For:Market Strategy:
• Market plan, a description of the long term goals and messages delivered to the target market, is a logical follow of market strategy
Marketing Strategy:
• Marketing Plan, a description of the selection and application of the marketing mixes in the target market, contains the marketing strategy
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Risk:
• Without proper Market strategy, chances of product failure is high– McDonald’s Arch Deluxe was a failure due to wrong
segmentation (Market strategy) – Microsoft’s Zune was answer to the Apple’s iPod. It lost due to
Apple’s simplicity of interface.
• Product failure due to wrong Marketing strategies– Ford Edsel failed in the market because of wrong pricing.
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Queries?
Please direct any queries/ details you may require to
engage@confianzys.com or 91 80 4084 7500
You can also connect with us on:http://www.linkedin.com/company/confianzys-consulting-pvt-ltd
http://www.youtube.com/user/confianzysconsultinghttps://twitter.com/confianzys
https://www.facebook.com/Confianzys
*Content abridged from The Product Manager’s Toolkit from BlackblotTM.
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
References• http://www.freedigitalphotos.net/images/Business_People_g201-
Business_People_Under_Discussion_p46996.html• http://www.freedigitalphotos.net/images/Business_People_g201-
Business_Colleague_Discussing_p42665.html• http://www.freedigitalphotos.net/images/Business_People_g201-
Business_Woman_Thinking_p53345.html• http://www.freedigitalphotos.net/images/Business_People_g201-
Business_Man_Writing_p44315.html• http://www.freedigitalphotos.net/images/Other_Business_Conce_g200-
Marketing_Mix_Signpost_p88194.html
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
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