This ppt is about marketing strategy and their types

1. Marketing Strategy
Prepared By
Rajiv Ranjan Mishra
MLi.Sc.

2. Marketing
● Marketing is the activity , process for creating , Communicating ,
delivering , and exchanging offerings that have value for
customers, clients ,and society at large .
● According to Philip Kotler “ Marketing is a human activity
directed at satisfying needs and wants through exchange
process.
● Marketing means working with markets , which in turn means
attempting to actualize potential exchanges for the satisfying
human needs and wants.“

3. Strategy
● Strategy is about deciding where you want to go and how
you mean to get these.
● The Oxford Dictionary defines Strategy as “A plan of action
designed to achieve a long term or overall aim “
● A Strategy is a genral plan or set of plans intended to
achieve something.

4. Marketing Strategy
● A marketing strategy is a business’s game plan for reaching
prospective consumers and turning them into customers of their
products or services.
●Marketing strategy covers “ the four Ps “ of marketing : product
, Price , Place , and Promotion.
● A marketing strategy is all of a company’s marketing goals and
objectives combined into a single comprehensive plan.

5. Continue
An effective way to formulate a marketing plan would be conduct a
consumer analysis .The analysis consist of -
● Identifying the major product features that the consumer likes.
● Prioritizing there features in terms of importance for the consumer.
● Rating your and competitor’s capability to deliver on important
features.

6. Strategies and Prerequisites of Marketing
The essence of marketing strategies for library in services is to identify how
best library can grow the become stronger in an increasingly competitive
marketplace environment. The strategies that are likely to lead to a
successful outcome will help to be based on user’s satisfaction for which
information providers must concentrate on certain prerequisites:
● Understand the nature of consumer and their needs .
● Clear perception of the user’s information requirements .
● Understanding the user’s ways of assessing information.
● Know about the services which can satisfy user’s needs .
● Developing a system of constant interactive communication with the potential users for
delivering product and services.

7. Types of Marketing strategy
There are two types of marketing strategies which given below -
● Defensive marketing strategy
● Attacking marketing strategy
On the basis of market segmentation there are basically five
types of marketing strategy .which are given below -
● Market strategy
● Product strategy
● Promotion strategy
● Distribution strategy
● Pricing strategy

8. Defensive Strategy
● Defensive Strategy is a type of marketing strategies that a
market leader uses to maintain it's position , and use this
strategy to protect it's market share , product popularity ,sales
and revenue.
● Defensive marketing strategy useful marketing tool because it
helps retain customers that can be taken away by another firm
that offers a similar product to the same audience.

9. Steps of Defensive Strategy
● Expand the market
- Finding new users of the product
- Promoting more use of the product ie increasing per capita
consumption.
● Protect Market share
● Increase Market share

10. Types of attack strategy
● General attack Strategy
● Guerilla Strategy
- Flanking
- Niche

11. General attack strategy
● The challengers attack the leader by matching it's product ,
price , positioning etc.
● In this strategy the Challenger must have enough financial
capabilities to withstand any relation from the leader and it
must attack the leader on different fronts- better product ,
better price , enhanced features , greater margin to distributed
channel etc.

12. Guerilla Strategy
● Guerrilla marketing is a marketing tactic in which a
company uses surprise and/or unconventional interactions
in order to promote a product or service.
● Guerrilla marketing is different than traditional marketing
in that it often relies on personal interaction, has a smaller
budget, and focuses on smaller groups of promoters that
are responsible for getting the word out in a particular
location rather than through widespread media campaigns.
Basically two types of Guerilla Strategy perform which is -

13. Flanking
● Flanking marketing is a type of marketing in which one company tries
to displace its competitors in a peripheral market and try to capture
the market segment, which is not well served by the competitor.
● In this approach , the Challenger attacks the weakest spot of the
leader in terms of any uncovered geographic market or market
segment .The leader is caught unaware in such a situation and it
provides the Challenger a good opportunity to make it's foothold
strong.

14. Niche
● Niche marketing is a special
area of demand for a product
or service .
● A niche market is a specialized
market in which a limited and
clearly defined range of
product is sold to a specific
group of customers.

15. Types of marketing strategies (on the basis
of market segmentation)
●Market strategy
● On the basis of market scope
● Three alternatives in market scope strategy
- Single market strategy
- Multi market strategy
- Total market strategy

16. Continue…..
● On the basis of market entry strategy -
- First in strategy
- Early entry strategy
- Laggard strategy
Product Strategy -
● Product positioning strategy
● Product repositioning strategy
● Product scope strategy

17. Promotion Strategy
● Promotion mix strategy
● Media selection strategy
● Advertising copy strategy
Distribution strategy -
● Distribution scope strategy
● Multiple channel strategy
Pricing strategy -
● For new products
● For established products
● Price flexibility strategy

18. Advantages of Marketing strategy
● Improved efficiency
● Promote your business to a target audience
● Helps you understand your customers
● Helps brand your business
● Better information

19. Disadvantages
● Getting Struck
● Decreased Value
● Time and effort may not yield a return.

20. Conclusion…….
All business strategy is marketing strategy. Your ability to think clearly and
well about the very best marketing strategies, and to continually change
and upgrade your activities, is the key to the future of your business.
Fortunately, like all business skills, marketing can be learned by practice,
experimentation, and continually making mistakes. The key is to test, test,
test. And whatever marketing strategy is working for you today, no matter
how ...

21. References...
● http://hdl.handle.net/123456789/36964 (ignou unit 8)
● Research gate