“NEW MARKETING STRATEGIES ADOPTED BY CORPORATES”

7/28/2019 NEW MARKETING STRATEGIES ADOPTED BY CORPORATES

1/51

4/1/03 1

SYMBIOSIS INSTITUTE OF INTERNATIONAL

BUSINESS

NEW MARKETING STRATEGIES ADOPTED BY

CORPORATES

BUSINESS ENVIOURMENT PRESENTATION ON

Evaluator : Dr M.V.PatwardhanDate : 04th January 2003

Presented by:Aditya DeshpandeRoll Number : 11077(MPIB-B)


2/51


3/51

4/1/03 3

contd

Why do companies adopt New Marketing

Strategies ?

New marketing strategies adopted by companies

1. Ambush Marketing

2. Green Marketing

3. Surrogate Marketing

4. Guerilla Marketing5. e-Marketing

Analysis and conclusion

Bibliography


4/51

4/1/03 4

What is Marketing ?

Marketing is typically seen as a task of creating ,

promoting & delivering goods & services to consumers &

businesses. In fact marketing people are involved inmarketing 10 types of entities: goods, services,

experiences, events, persons, places, properties,

organisations, information & ideas.

Philip Kotler.Rural Domestic International


5/51

4/1/03 5

What is a strategy?

Plan: Since it spells out a conscious and intended course

of action to deal with a situation.

Pattern: Stream of actions taken by a firm Perspective: Based on realisation that a strategy of a firm

is nothing but an ingrained way of perceiving the world

around it.


6/51

4/1/03 6

Competitive Marketing Strategy The task of a competitive marketing

strategy is to move a business from its

present position to a stronger one through

marketing.


7/514/1/03 7

Current

competitive

position

Desired futurecompetitive position

Objective and direction

External trends and impacts

Corporate resources and capabilities

Competitive marketing strategies

To achieve BusinessObjectives

Strategic Planning Process


8/514/1/03 8

Understanding a strategy

A strategy contains 3 essential elements:

1. Goals & objectives to be achieved

2. Key policies that shall guide actions &

3. Action programmes that are to be initiated to

accomplish goals.


9/514/1/03 9

For a strategy to be effective

Objectives & goals that are clearly stated and understood

There is a scope for initiative and freedom of actions

It should enable mobilisation and use of resources at

decisive points in order to ensure success

It should have maneuverability & flexibility to facilitate

the alterations of a course of action

It must be lead by a committed leader i.e. the interests and

values of key managers must match the needs of their role

The strategy must make use of speed, secrecy &

intelligence to initiate a surprise attack on opponents to

improve competitive position


10/514/1/03 10

Two main type of strategies are:

Corporate level strategy:Mainly deals withthe issue of what business the company is in? or

what business it should be in? & decides hoeresources should be allocated within and across

various businesses.

Business level strategy:It is concerned withfirms relative position within an industry vis-visthe competition .It emphasizes on developing &

implementing strategies in specific area to gain

competitive advantage and market share.


11/514/1/03 11

Corporate level strategies are: Turnaround strategy

Maximising shareholder value

Strategic repositioning and corporate

restructuring

Internationalisation of business Diversification & vertical integration


12/514/1/03 12

Business level strategies :

Market leader strategies

Market challenger strategies

Market follower strategies

Market Niche strategies

LEADER

40%

CHALLENGER

30%

NICHER

10%

FOLLWER

20%


13/514/1/03 13

Market leader strategies E.g.:

1. Kodak (photography)

2. Microsoft(software)3. coke (soft drinks)

Being No 1 calls for actions on 2 fronts:

1. Expanding the market

New users

E.g. Johnson & Johnson baby shampoo

New uses

E.g. Vicco turmeric


14/514/1/03 14

More usage

E.g. Shampoo lather, rinse and repeat

Sauce companies with big mouths

2. Defending the market share

The leader is like a large elephant being

attacked by bees

E.g. Coke must guard against PepsiKodak v/s Fuji

Maruti v/s Hyundai

CONTD.


15/514/1/03 15

Market challenger strategies They are the 2nd , 3rd and lower ranked

players.

E.g. Ford, Avis, Pepsi.

Strategic objective and opponents shouldbe defined:

1. It can attack the market leader2. It can attack firms of its own size

3. It can attack small and local firms


16/51


17/51


18/51


19/514/1/03 19

Market Nicher Strategies They have 3 tasks

1. Creating niche

2. Expanding niche

3. Protecting niche

E.g. Nike footwear


20/514/1/03 20

Why do businesses adopt New

Marketing Strategies?

Growth stage-

1. Rapid sales

2. New competitors enter3. Introduce new products

Strategies adopted:

1. Improvement in product quality, styling &features

2. Adds new products


21/51


22/514/1/03 22

Maturity stage:

- Sales growth will slow down &product will enter a

stage of relative maturity.

It is divided into 3 stages;

1. Growthgrowth starts to decline

2. StableSales flatten due to market saturation

3. Decaying maturityAbsolute level of salesstarts declining & customers switch to other

products.


23/51


24/51

4/1/03 24

Decline stage Sales of most products eventually decline

hence a company cannot stick to just one

strategy and wait for it to do the magic!.


25/51

4/1/03 25

The New Marketing Strategies

Adopted are:1. Green marketing

2. Ambush marketing

3. Guerilla marketing

4. Surrogate marketing

5. e-Marketing


26/51

4/1/03 26

Green Marketing

All activities designed togenerate and facilitate

any exchangesintended to satisfyhuman needs orwants, such that thesatisfaction of theseneeds and wantsoccurs, with minimaldetrimental impact onthe natural

environment


27/51


28/51

4/1/03 28

Why Go Green?

Internal Reasons

1. Social Responsibilities

2. Cost / Profit Issues


29/51

4/1/03 29

Problems with Green Marketing

1. Ensure that their activitiesare not misleading toconsumers or industry.

2. Do not breach any of theregulations or laws dealingwith environmentalmarketing.

3. Remember that consumers'

perceptions are sometimesnot correct.

4. The environmentallyresponsible action of todaymight be harmful in the

future.


30/51

4/1/03 30

CASE STUDY- FOX FIBER:DYED BY

NATURE


31/51


32/51


33/51


34/51


35/51

4/1/03 35

Guerilla Marketing

Guerilla Marketing means investing time in

catering to your customers and developing athorough understanding of your target market

rather than investing large sums of money in

marketing campaigns. The ultimate goal is toincrease profits and decrease marketing costs.


36/51

4/1/03 36

Guerilla Marketing

WHY ?


37/51

4/1/03 37

Need for Guerrilla Marketing:

TO DEFEND FROM

THE GORILLA
http://images.google.com/imgres?imgurl=www.alistdancers.com/images/Gallery%2520Images/gorilla-gram2.jpg&imgrefurl=http://www.alistdancers.com/variety1.htm&h=248&w=225&prev=/images%3Fq%3Dgorilla%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN


38/51

4/1/03 38

Some tactics of Guerilla Marketing

Flyers

Develop Alliances

Sponsorships

Network

Write

Public Speaking

Community Bulletin

Boards

Seminars


39/51

4/1/03 39

SURROGATE MARKETING

Surrogate Marketing is the marketing of the product or

services through another product of the same

organisation on which the brand image of a Company isnot based. The surrogate marketing consists of

advertising of the product that is not flagship product of

the organisation but through its advertisement it is

providing promotion to the flagship product.


40/51

4/1/03 40

Need of Surrogate Marketing

Social Pressure

Govt. Regulations


41/51

4/1/03 41


42/51

4/1/03 42

Ban on liquor advertising would not hamper our plans

to th e large extent b ecause there are number of

al ternat ive ways through w hich you can always addressyour consumer.

Mr. Abhishek Khaitan, Executive Director,

Radico Khaitan


43/51

4/1/03 43


44/51

4/1/03 44

HAWARDS 5000


45/51

4/1/03 45

DANDI NAMAK


46/51


47/51


48/51

4/1/03 48

BIBLIOGRAPHY :-

"Green Marketing - Opportunity for Innovation",

Author: Jacquelyn A. Ottman,

Marketing management- Philip KotlerCrafting the Strategy - Ranjan Das

Market led Strategy - Nigel Piercy

Cases In Strategic Management- Linda Swayne / Peter

Ginter.


49/51

4/1/03 49

Electronic Referenceswww.marketinginnovation.com

www.indiatimes.com

www.samsungindia.com

www.guerillamarketing.com

www.amway.com

www.blonnet.com

www.greenways.com

www.economictimes.comwww.indiantelevision.com
http://images.google.com/imgres?imgurl=www.planetbollywood.com/Pictures/Posters/kaante4P.jpg&imgrefurl=http://www.planetbollywood.com/Features/s020702-151926.html&h=262&w=210&prev=/images%3Fq%3Dkaante%2B%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.planetbollywood.com/Pictures/Posters/kaante4P.jpg&imgrefurl=http://www.planetbollywood.com/Features/s020702-151926.html&h=262&w=210&prev=/images%3Fq%3Dkaante%2B%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


50/51

4/1/03 50

Thank you for your presence and patience.


51/51

MAY WE REACH TO OUR GOALS IN

LIFE USING THE RIGHT STRATEGIES.
http://images.google.com/imgres?imgurl=www.telenaut.com/welcome2002/img/happy-new-year-from-sf.jpg&imgrefurl=http://www.telenaut.com/welcome2002/&h=658&w=800&prev=/images%3Fq%3Dhappy%2Bnew%2Byear%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG

Documents

“NEW MARKETING STRATEGIES ADOPTED BY CORPORATES”