CHAPTER 7 MARKETING STRATEGY MARKETING STRATEGY Growth Strategies
- Slides: 43
CHAPTER 7 MARKETING STRATEGY
MARKETING STRATEGY • Growth Strategies • Marketing Choices • Guerrilla Marketing • Marketing Mix
GROWTH STRATEGIES • Internal Growth • External Growth
INTERNAL GROWTH • Market Penetration – existing products in existing markets • Product Development – new products in existing markets • Market Development – existing products in new markets
MARKET PENETRATION • Use more of product • Cross-sell products • Take competitor’s business
MARKET PENETRATION EXAMPLES • Arm & Hammer • Bank Services • Frito-Lay
BANK CROSS-SELLING • Checking accounts • Credit/Debit cards • Safety deposit boxes
PRODUCT DEVELOPMENT • Bring out new products • Modify existing products • Continuous product changes
PRODUCT DEVELOPMENT EXAMPLES • 2014 Honda • Heinz blue ketchup • 2014 designer clothes
CONTINUOUS PRODUCT CHANGES • New Yearly Products • Seasonal Fashions • New Technologies
MARKET DEVELOPMENT • Expand geographical market • Expand overseas • Sell to new markets
MARKET DEVELOPMENT EXAMPLES • Pappas expands to Chicago • Scantrons sold to large hospitals • Fed. Ex and UPS in China
INTENSIVE GROWTH OF BLUE BELL ICE CREAM • Market Penetration - Increase sales of existing products • Product Development - Introduce a new line of Diet Blue Bell • Market Development - Enter Oklahoma with Blue Bell
CANNIBALIZATION ISSUES Products Introducing new products which take revenue from existing products Retail Stores Introducing new stores which take revenue from existing stores
EXTERNAL GROWTH • Backward Integration - Control of supply system • Forward Integration - Control of distribution system • Horizontal Integration - Control of competition
BACKWARD INTEGRATION EXAMPLES • Mc. Donald’s making own hamburger buns • Ford operating their own steel mills • Kroger operating own milk plant
KROGER MANUFACTURING FACILITIES • Dairy plant • Bakery • Meat plant • Carbonated beverages
FORWARD INTEGRATION EXAMPLES • Dell opened up retail outlets • Pepsi Cola buying Pepsi distributors • Ralph Lauren setting up retail stores
HORIZONTAL INTEGRATION EXAMPLES • Ernst and Whinney merging with Arthur Young • Chevron buying Gulf Oil • Black & Decker merging with Stanley
MARKETING CHOICES • Niche Markets • Multiple Revenue Streams • Market Positioning
NICHE MARKETS • Concentrated Niche - One target market • Multiple Niches - Multiple target markets
CONCENTRATED NICHE EXAMPLES • Cliff Notes • Blue Jeans • Cuties • L’eggs Hosiery for nurses
CONCENTRATED NICHES FOR BLUE JEANS • Not Your Daughter’s Jeans • Male Skinny Jeans • Long Haul Jeans
LONG HAUL BLUE JEANS Target Market – Professional Truck Drivers Product – Cut wider in seat and thighs Promotion – Ads in Trucking Magazines Pricing – Premium Pricing Distribution – Truck Stops
L’EGGS HOSIERY NICHE STRATEGY Target Market Nurses Product White Pantyhose Problem Retailers refuse to stock with slow turnover Solution Market directly to 250, 000 nurses using mail catalogue
MULTIPLE NICHE EXAMPLES • General Motors • Anheuser – Busch Beer
GENERAL MOTORS AUTOMOBILES • Chevrolet • Cadillac • Buick
ANHEUSER – BUSCH BEER • Budweiser • Michelob • Busch
MULTIPLE REVENUE STREAMS • Harry Potter • Angry Birds • UH Football
MULTIPLE REVENUE EXAMPLES HARRY POTTER • Sold books • Movie revenue • Theme park 400 million 6. 4 billion 200 million
MULTIPLE REVENUE EXAMPLES ANGRY BIRDS • Angry Birds Apps • Stuffed Toys • T-Shirts
UH FOOTBALL REVENUE • Seat tickets • Parking • Food and drinks
MARKET POSITIONING The perception a buyer has about your product versus your competitor’s product
MARKET POSITIONING EXAMPLES • Lite Beer • Gerber baby food • Barbie doll
GERBER’S POSITIONING STATEMENT “Babies Are Our Business – Our Only Business” • Heinz makes ketchup • Swift makes meat • Beechnut makes gum
GUERRILLA MARKETING Unconventional marketing intended to get maximum results from minimal resources
GUERRILLA MARKETING EXAMPLES • Bauer student organizations “borrowing” tables • Mobile taco stands • Free publicity
MARKETING MIX Target Market(s) Product/Service Strategy Distribution Strategy Pricing Strategy Promotion Strategy
MARKETING MIX EXAMPLES • Girl Scout Cookies • College Textbooks
GIRL SCOUT COOKIES • Product Strategy • Distribution Strategy • Promotion Strategy • Pricing Strategy
GIRL SCOUT COOKIES PROMOTION EXAMPLES • New Car Dealership • Iraq Troops • Ronald Mc. Donald House • E-mail Previous Buyers
COLLEGE TEXTBOOKS • Traditional Distribution • Pricing Options • Buying Options
- Family business growth strategies
- Mature industry
- Intensive integrative and diversification growth strategies
- Intensive integrative and diversification growth strategies
- Membership growth strategies
- Plant growth definition
- Monocots vs eudicots
- Step growth polymerization vs chain growth
- Primary growth and secondary growth in plants
- Chapter 35 plant structure growth and development
- Geometric vs exponential growth
- Neoclassical growth theory vs. endogenous growth theory
- Difference between organic and inorganic growth
- Developing marketing strategies and plans chapter 2
- The marketing plan the central instrument
- Universal functions of marketing
- Types of staffing strategies
- Adjacency growth strategy
- Directional strategies in strategic management
- Apple blue ocean
- Limpopo provincial growth and development strategy
- Internal and external growth strategy
- Chapter 7 marketing
- Principles of marketing chapter 2
- Company and marketing strategy chapter 2
- Relashionship marketing
- Push pull profile strategies marketing communications
- Creative strategies in social media marketing
- Target marketing strategies
- Push and pull strategy
- Product strategies in international marketing
- What is a customer driven marketing strategy
- Push pull profile strategies marketing communications
- Materi developing marketing strategies and plans
- Starbucks promotion strategy
- Hospice marketing strategies
- Storage marketing strategies
- Mis issues in strategy implementation
- Marketing strategies based on information search patterns
- Beef cattle marketing strategies
- Different marketing strategies
- Marketing strategies for emerging markets
- Gap marketing strategies
- Putting service pricing into practice