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If you happen to search for market strategy in Google, chances are that you will always get links for marketing strategy. Market strategy is different from Marketing strategy. This Slideshare aims to give you the basics of Market and 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):
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
permission. All rights reserved.
Product
Place
Promotion Price
Marketing Strategy [Contd]
Copyright © 2013 Confianzys. Portions Copyright © 2013 Blackblot. Used by
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
[email protected] 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.