Marketing Strategies - Hale-Business - home营销策略-海尔企业家.pptVIP

Marketing Strategies BMI3C The Marketing Strategy A marketing strategy outlines how the company will carry out the marketing plan. The Marketing Plan 1. States the marketing goals of the business eg. To introduce a new product; To gain interest in a cause; To promote an idea describes the target markets lists as many competitors as possible 2. Research creates a plan for gathering and analyzing information that will support or alter the initial marketing goals in step 1 3. State how the product will be positioned in the marketplace. Based on steps 1 2, this plan should: provide a rationale for these positioning statements describe the methods that are needed to differentiate the product in the market 4. Include a section on selected pricing strategy (a rationale for setting the price) The Marketing Plan 5. Describe the channel of distribution existing channels future distributions to the consumer the logistics involved 6. Set up a promotional proposal. This section should provide: a rationale for the creation of the advertising message select the media that will be used to convey the message outline the various promotional activities. make a sales forecast based on the new marketing plan indicate how the marketers will monitor the plan’s success Brand Strategies The primary goal of brand strategy is to show the consumer the value of the product. The consumer must be convinced that the expectations outweigh the costs. Costs = money + time spent finding the product + energy to acquire and set it up, etc. Cost could also include personal costs (i.e. prestige, status, appearance, reputation, etc.) The value equation A value equation adds together all the benefits of a product and subtracts the costs involved The benefits and the costs are assigned values that represent their importance to the consumer The consumer will only purchase a product if it has a positive value Example March Break Trip to Cuba Example March Break Trip to Cuba Example Total Benefits (