By Mariam Msangi – Art in Tanzania internship
Corporate Social Responsibility
WEB Page Development and Social Media
A marketing strategy refers to a business’s overall plan for reaching prospective customers and converting them into customers of its products or services. A marketing strategy contains the company’s value proposition, essential brand messaging, data on target customer demographics, and other high-level elements. A thorough marketing strategy covers “the four Ps” of marketing: product, price, place, and people.
Understanding Marketing Strategies
A clear marketing strategy should revolve around the company’s value proposition, communicating to consumers what it stands for, how it operates, and why it deserves its business. This provides marketing teams with a template that should inform their initiatives across the company’s products and services.
Benefits of a Marketing Strategy
The ultimate goal of a marketing strategy is to achieve and communicate a sustainable competitive advantage over rival companies by understanding the needs and wants of its consumers. Whether it’s a print ad design, mass customisation, or a social media campaign, a marketing asset can be judged based on how effectively it communicates a company’s core value proposition. In addition, market research can help chart the efficacy of a given campaign and identify untapped audiences to achieve bottom-line goals and increase sales.
What does a marketing strategy look like?
A marketing strategy will outline the advertising, outreach, and PR campaigns to be implemented by a firm, including how the company will measure the effectiveness of these initiatives. They will typically follow the “four Ps”: product, price, place, and people. The functions and components of a marketing plan include
- market research to support pricing decisions and new market entries
- tailored messaging that targets specific demographics and geographic areas
- platform selection for product and service promotion
- digital, radio, Internet, trade magazines, and the mix of those platforms for each campaign metrics that measure the results of marketing efforts and their reporting timelines.
Is a marketing strategy the same as a marketing plan?
Marketing plan and strategy are often used interchangeably because a marketing plan is developed based on an overarching strategic framework. Sometimes, the strategy and program may be incorporated into a single document, particularly for smaller companies that typically run only one or two major campaigns per year. The plan outlines monthly, quarterly, or annual marketing activities, while the marketing strategy outlines the overall value proposition.
Four types of marketing strategies
Cause Marketing
Cause marketing, also known as cause-related marketing, links a company’s products and services to a social cause or issue.
Relationship Marketing
Relationship marketing focuses on customer retention and satisfaction to increase loyalty and enhance your relationships with existing customers.
Scarcity Marketing
Scarcity marketing creates a perception of a shortage, aiming to entice customers to purchase it out of fear that they may not be able to obtain it in the future.
Undercover Marketing
Undercover marketing, also known as stealth marketing, involves marketing to consumers in a way that they do not realise they are being marketed to.
The first two – cause and relationship marketing — are considered “positive” marketing techniques that focus on the benefits to others. The second two – scarcity and undercover marketing – are more unconventional and potentially controversial techniques.
What are the 5 P’s of Marketing?
The 5 P’s of Marketing – Product, Price, Promotion, Place, and People – are key marketing elements to position a business strategically. The 5 P’s of Marketing, or the marketing mix, are variables managers and owners control to satisfy customers in their target market, add value to their business, and help differentiate their business from competitors.
Product
Product refers to the products and services offered by a business. Product decisions encompass function, packaging, appearance, warranty, quality, and other factors.
Customers must understand the features, advantages, and benefits of buying goods or services. Therefore, when considering a product, think about its key features, benefits, and the needs and wants of customers.
Price
Price refers to the pricing strategy for products and services, as well as its impact on customers. Pricing decisions encompass not only the selling price but also discounts, payment arrangements, credit terms, and any price-matching services offered.
When determining a pricing strategy, it is essential to consider the business’s position in the current marketplace. For example, if the company is advertised as a high-quality provider of mechanical equipment, the product pricing should reflect that.
Promotion
Promotion refers to the activities that increase a business’s visibility to consumers. It includes items such as sponsorships, advertising, and public relations activities.
Since promotion costs can be substantial, it is essential to conduct a break-even analysis when making promotion decisions. It is essential to understand the value of a customer and determine whether it is worthwhile to run promotions to acquire them.
Place
Place refers to where the product/service of the business is seen, made, sold, or distributed. Place decisions are associated with distribution channels and getting the product to targeted vital customers.
It is essential to consider how accessible the product or service is and ensure that customers can easily find you. The product or service must be available to customers at the right time, place, and quantity.
For example, a business may want to offer its products through an e-commerce site, a retail store, or a third-party distributor.
People
People refer to the staff, salespeople, and those who work for the business. People’s decisions are usually centred around customer service – how do you want your employees to be perceived by customers?
CONCLUSION: A marketing strategy enables the company to monitor its progress from a distance as it transitions from its current situation to its desired position.
