peshwa acharya

1. Marketing Strategy
Peshwa Acharya
ProfPeshwa@gmail.com

2. Strategic Orientation
• Understanding markets
• Finding market niches : moov, ring guard ,
borosoft , krack, dcold, dermicool , livon .
• Product and service planning : Banking , ATM
etc .
• Distribution
• Result Orientation

3. Strategy
• Plan
• Ploy
• Pattern
• Position
• Perspective
• By Henry Mintzberg

4. Corporate Strategy
• Goals
• Significant policies
• Major action sequence

5. Marketing Strategy
• Segmentation: product usage , customer
groups etc
• Switchers , HNI , MS determiners
• Mass customization
• Value Addition ( Density of Value : )

6. Experience Marketing
• Entertainment
• Educational
• Esthetic
• Escapist

7. Wheel of value creation

8. Cost leadership
• Nirma

9. differentiation
• Product mix
• Brand equity
• After sales service
• Distribution
• Pricing strategy
• Customer education

10. Focus
• Niche strategist
• Charag din

11. Marketing warfare
• Defensive
• Offensive
• Flanking
• Guerilla

12. CUSTOMER RELATIONSHIP
MANAGEMENT

13. • Customer Loyalty as a goal

14. Loyalty development
• Customer Acquisition
• Customer Retention
• Strategic Customer care

15. Customer Value management
• Customer Life time value
– Telco
– Banking
– Financial services

16. CRM
• Data mining and Data warehousing
• People
• Technology
– Web/ voice mail / mobile
• Structure
– Alliances
– Call centres
–

17. Project
• FMCG
• Mobile VAS
• Education business