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Marketing Strategy

Overview

Marketing strategy is a structured approach to achieve brand-specific objectives, such as increasing market share or improving ROI. It involves analyzing the environment (5C framework), defining the strategy (4P/7P framework), leveraging analytics, implementing programs, and continuous feedback and control.

Components of Marketing Strategy

1. Marketing Objectives

  • Derived from organizational objectives.
  • Example: Increase market share of Lux from 10% to 15% by the end of the year.

2. 5C Framework (Situation Analysis)

Analyzing five key elements to understand the marketing environment:

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  1. Company: Assess internal capabilities, strengths, and weaknesses.
  2. Customer: Understand customer needs, preferences, and behaviors.
  3. Competitor: Analyze competitors’ strengths, weaknesses, and strategies.
  4. Collaborator: Evaluate partnerships, suppliers, and distributors.
  5. Context: Study the external environment, including economic, social, and technological factors.

3. 4P/7P Framework (Marketing Mix)

Framework to develop the marketing strategy:

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  1. Product: Define the offering, including features, quality, and differentiation.
  2. Price: Determine pricing strategies aligned with customer value and competitor pricing.
  3. Place: Optimize distribution channels to ensure product availability.
  4. Promotion: Plan communication strategies (e.g., advertising, sales promotions).
  5. People (for services): Focus on customer-facing personnel.
  6. Process (for services): Design efficient and customer-friendly processes.
  7. Physical Evidence (for services): Tangible elements that support the service experience.

4. Marketing Analytics

Tools and techniques to strengthen strategy and planning:

  1. Value Chain Analysis: Assess activities contributing to product value.
  2. Demand Estimation and Forecasting:
    • Evaluate potential, available, and target markets.
    • Forecast demand based on resource allocation.
  3. Product Life Cycle Analysis: Study product performance across introduction, growth, maturity, and decline stages.
  4. Portfolio and Brand Analysis:
    • Evaluate the performance of products and brands in the portfolio.
    • Identify opportunities for introducing or removing products.
  5. Long Tail Effectiveness:
    • Definition: Retaining low-frequency, niche products to cater to unique customer demands.
    • Pros: Increases destination store appeal.
    • Cons: Requires inventory and storage for slow-moving items.
  6. Cost Per Customer Acquisition (CPC): Measure and optimize the cost of acquiring new customers, particularly in digital marketing.

5. Implementation

Steps to execute the strategy effectively:

  1. Organizing: Structuring the team and processes.
  2. Staffing: Hiring and deploying the right talent.
  3. Training and Development: Upskilling employees to align with marketing goals.
  4. Retention: Motivating employees through competitive pay, good working conditions, and career growth opportunities.

6. Feedback and Control

Mechanism to monitor and adjust the strategy:

  1. Set Benchmarks: Define measurable targets (e.g., monthly market share increases).
  2. Measure Performance: Use analytics to track progress against objectives.
  3. Adjust Strategy: Based on performance data, refine marketing tactics to stay aligned with goals.

Example: Application of Marketing Strategy

Objective:

Increase Lux’s market share from 10% to 15% in one year.

5C Analysis:

  1. Company: Strong brand equity, well-established distribution network.
  2. Customer: Targeting urban women aged 25–40 with premium positioning.
  3. Competitor: Competing with Dove and Nivea on quality and brand appeal.
  4. Collaborator: Leverage partnerships with retailers and online platforms.
  5. Context: Focus on sustainability and eco-friendly products.

4P Strategy:

  1. Product: Introduce a new eco-friendly Lux variant with premium ingredients.
  2. Price: Maintain competitive pricing relative to Dove.
  3. Place: Strengthen online presence and ensure availability in urban retail stores.
  4. Promotion: Launch a campaign emphasizing Lux’s eco-friendly benefits and target influencer collaborations.

3.5.2 Deep Dive into the 5Cs: Essential Elements of Marketing Strategy

Overview

The 5C framework, also known as situation analysis, is a foundational tool for developing business and marketing strategies. It helps identify key factors influencing a business's success by examining five critical elements:

  • Company
  • Customer
  • Competitor
  • Collaborator
  • Context

This structured approach ensures that strategies are grounded in a comprehensive understanding of the environment.

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1. Company

Analyze the strengths and weaknesses of your organization to understand internal capabilities and limitations.

  • Strengths:
    • Products and services: Unique product lines, innovative services.
    • Brand image: Trust and loyalty associated with the brand (e.g., Tata’s ethical image).
    • Technology: Advanced technology or proprietary tools.
    • Distribution network: A strong, far-reaching system (e.g., Lifebuoy’s availability in remote areas).
    • Organizational culture: Employee loyalty and a supportive work environment.
    • Project management: Efficiency in executing and scaling operations.
  • Weaknesses:
    • Lack of adaptability to market trends (e.g., early resistance to Ayurvedic trends before Patanjali's rise).
    • Limited distribution network for new entrants.
  • Analysis Tools:
    • SWOT Analysis: Identify internal strengths and weaknesses and external opportunities and threats.
    • Core Competence Analysis: Determine unique organizational capabilities.

2. Customer

Understand the needs, preferences, and behaviors of your target audience.

  • Key Focus Areas:
    1. Who is the customer?
      • Use Segmentation, Targeting, and Positioning (STP) to define the target audience.
    2. What are their needs?
      • Identify pain points, desires, and expectations.
  • Tools for Customer Analysis:
    • Voice of Customer (VOC): Gather feedback on customer preferences and satisfaction.
    • Customer Satisfaction Studies: Measure and evaluate customer contentment.
    • Customer Loyalty Analysis: Identify factors driving repeat purchases.
    • Purchase Decision Process:
      • How do customers decide on a purchase? (E.g., buying a soap vs. buying a TV.)
      • What influences their decision? (e.g., price, quality, convenience).
      • How often do they make purchases? (Frequency and patterns).

3. Competitor

Identify and analyze competitors to understand the competitive landscape and barriers to success.

  • Four Levels of Competition:
    1. Brand Competition: Direct competition between similar brands (e.g., Coke vs. Pepsi).
    2. Industry Competition: Broader competition within the same product category (e.g., Coke vs. Sprite, Fanta).
    3. Form Competition: Satisfying the same customer need through different solutions (e.g., Coke vs. tea, water).
    4. Generic Competition: Competing for the same customer resources (e.g., Coke vs. samosa, mobile recharge).
  • Key Challenges:
    • Narrow market focus: Overlooking indirect competitors.
    • Overexpanding the scope: Spreading resources too thin.
  • Analysis Tools:
    • Perceptual Mapping: Visualize how competitors are positioned relative to your brand in the minds of consumers.

4. Collaborator

Analyze external entities that assist in achieving business goals but are not under your direct control.

  • Examples of Collaborators:
    • Suppliers, vendors, manufacturers.
    • Licensors, franchises, and distribution networks.
    • Service providers: Market research agencies, advertising firms, logistics providers.
  • Key Considerations:
    • Cost vs. benefit of outsourcing or partnering.
    • Fit with organizational goals and operational needs.
  • Analysis:
    • Make-or-Buy Decisions: Evaluate whether to handle activities in-house or through collaborators (e.g., selling ice cream via retailers vs. direct sales).

5. Context (Climate)

Evaluate external environmental factors that influence the business but cannot be directly controlled.

  • Examples:
    • Political unrest or regulatory changes (e.g., import/export policies).
    • Economic conditions (e.g., inflation, consumer purchasing power).
    • Technological advancements (e.g., AI adoption in business processes).
    • Social trends (e.g., demand for sustainable products).
    • Environmental factors (e.g., supply chain disruptions due to natural disasters).
  • Tool for Analysis:
    • PESTEL Analysis:
      • Political: Government policies, stability.
      • Economic: GDP growth, currency exchange rates.
      • Social: Cultural trends, demographic shifts.
      • Technological: Emerging technologies, R&D.
      • Environmental: Climate impact, sustainability focus.
      • Legal: Compliance, intellectual property laws.

How 5C Integrates into Marketing Strategy

  1. Objective Setting:
    • Define measurable marketing objectives (e.g., increase market share, improve ROI).
  2. 5C Analysis:
    • Use the 5C framework to evaluate the business environment.
  3. Develop Marketing Mix (4P/7P):
    • Based on the 5C analysis, design strategies around Product, Price, Place, Promotion, and extended Ps (for services) People, Process, and Physical Evidence.

Application Example

Objective:

Increase Lux’s market share from 10% to 15%.

5C Analysis:

  • Company: Strong brand equity and extensive distribution.
  • Customer: Focus on urban women aged 25–40 who value premium skincare.
  • Competitor: Competing with Dove and Nivea in the premium segment.
  • Collaborator: Leverage partnerships with e-commerce platforms and retail chains.
  • Context: Rising consumer demand for eco-friendly products.

Strategy:

  • Launch a new eco-friendly Lux variant with premium ingredients and sustainable packaging.
  • Promote through influencer campaigns and targeted digital ads.
  • Strengthen online presence and availability in urban retail stores.
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