Presented by:-

RISHI MURARKA
(GM064)
 Marketing Strategy
Marketing strategies serve as the fundamental
underpinning of marketing plans designed to reach
marketing objectives. It is important that these objectives
have measurable results.
A good marketing strategy should integrate an
organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. The objective
of a marketing strategy is to provide a foundation from
which a tactical plan is developed. This allows the
organization to carry out its mission effectively and
efficiently.
One can use the following techniques to
device the Marketing Strategy for the
product/service:

Segmentation
Targeting
Positioning
Market segmentation is the process in
marketing of grouping a market (i.e. customers)
into smaller subgroups.

Market segmentation is widely defined as being

a complex process consisting in two main
phases:
- identification of broad, large markets
- segmentation of these markets in order to
select the most appropriate target markets and
develop Marketing mixes accordingly.
 Identify and name the broad
market
. If your company is already on a market, this
can be a starting point; more options are
available for a new business but resources
would normally be a little limited.
The biggest challenge is to find the right balance
for your business: use your experience,
knowledge and common sense to estimate if the
market you have just identified earlier is not too
narrow or too broad for you.
Identify and make an inventory
of potential customers' needs
What you have to figure out is what needs the
consumers from the broad market identified
earlier might have. The more possible needs you
can come up with, the better.
Got yourself stuck in this stage of segmentation?
Try to put yourself into the shoes of your
potential customers: why would they buy your
product, what could possibly trigger a buying
decision? Answering these questions can help
you list most needs of potential customers on a
given product market.
Formulate narrower markets
Try to form sub-markets around what you
would call your "typical customer", then
aggregate similar people into this
segment, on the condition to be able to
satisfy their needs using the same
Marketing mix .
There is no exact formula on how to form
narrow markets: use your best judgement
and experience
.
.

Evaluate the behavior of market segments

Once you are done naming each market segment, allow
time to consider what other aspects you know about them.
It is important for a marketer to understand market
behavior and what triggers it. You might notice that, while
most segments have similar needs, they're still different
needs: understanding the difference and acting upon it is
the key to achieve success using competitive offerings.

Estimate the size of each market segment

Each segment identified, named and studied during the

previous stages should finally be given an estimate size,
even if, for lack of data, it is only a rough estimate.
 Positioning 
Simply, positioning is how your target market
defines you in relation to your competitors. 
A good position is: 
1. What makes you unique 
2. This is considered a benefit by your target
market 
Both of these conditions are necessary for a
good positioning.  So what if you are the only
red-haired singer who only knows how to play a
G minor chord?  Does your target market
consider this a good thing? 
In order to begin positioning a product,
two questions need to be answered

1.What is our marketing environment? 

2.What is our competitive advantage? 

The marketing environment is the external environment.

Some things to consider: 
 
How is the market now satisfying the need your software
satisfies?
What are the switching costs for potential users for your
market?
What are the positions of the competition?
The competitive advantage is an internal question.
What do you have that gives you advantage over
your competitors. Some things to consider: 
 

Is your company small and flexibility?

Do you offer low cost and high quality?
Does your product offer unique benefits?
Are you the first on the market with this product (First
mover advantage)?
 Positioning Strategies 

There are seven positioning strategies that can be pursued: 

Product Attributes: What are the specific product attributes? 

Benefits: What are the benefits to the customers? 
Usage Occasions: When / how can the product be used? 
Users: Identify a class of users. 
Against a Competitor: Positioned directly against a competitor. 
Away from a Competitor: Positioned away from competitor. 
Product Classes: Compared to different classes of products. 
 Targeting:
Target Marketing involves breaking a market
into segments and then concentrating your
marketing efforts on one or a few key segments.
Target marketing can be the key to a small
business’s success.
The beauty of target marketing is that it makes
the promotion, pricing and distribution of your
products and/or services easier and more cost-
effective. Target marketing provides a focus to
all of your marketing activities.
While market segmentation can be done in many
ways, depending on how you want to slice up
the pie, three of the most common types are:
Geographic segmentation – based on location
such as home addresses;
Demographic segmentation – based on
measurable statistics, such as age or income;
Psychographic segmentation – based on
lifestyle preferences, such as being urban
dwellers or pet lovers.
 Marketing strategies of Tata
motors
What makes the marketing strategy so successful?

1. Product, Branding, and Advertising

Every business started from 0, from no one knows it until everyone

know it. Advertising is one of the most common ways to make car
buyer or car enthusiast aware of the new car with special promotion
price. Another more important way of advertising is to create an
image or brand image. Take BMW Z3 for example, it was
introduced in 1996 and shortly the car has been used in the famous
James Bond movie. This is similar to Nissan 350 Fairlady Z in the
recent 2007 Fast and the Furious 3 – Tokyo Drift. Over the years
Tata Motors have been successful in creating their brand image
especially they use some famous stars as their spokesman.
Other important marketing strategies are
such as the packaging, innovations, and
quality control. Tata Motors provide many
innovative features to attract car lover.
One of these innovations is the Tata
Safari 4X4 Dicor that has “Reverse Guide
System”. A weather-proof camera is fixed
to the rear car to help the driver while
reversing the car
 2. Pricing Strategy

There are various factors to determine a price of

a car. These factors are such as market
condition (it can’t be too low or too high with the
prices of same vehicle from competitors, it has
to be at par), cost incurred to build a car, profit
by company, dealer profit.
Giving discount every month and special
promotion for certain type of vehicle also one of
the strong strategy use by Tata Motors. Discount
can be made from Company’s profit or from
dealer’s profit at certain range.
 3. Place

Place of dealership does play an important

role. The channel of distribution, physical
location, and dealership method of
distribution and sales is generally adopted.
The distribution of vehicle must be in a
very systematic way, from the plant to
dealership and to end user. This is not
only in India itself but also to the world-
wide dealership
4. Maintenance and Support
After sales service is also another important
marketing strategy for most of the car buyer to
choose for the right car. End user will not want to
spend a lot of time to travel to a far place just to
service the car such as change engine oil, oil
filter and some simple checking. Parts and
accessories must also easy to access when it is
needed to keep the customer satisfy from buying
Tata cars until maintaining the car or even until
they sell the car and change to a newer Tata
model.
Marketing strategies of Tata motors
By looking at the Marketing strategies of
TATA motors, its clear why Tata Motors
marketing strategies is one of the
successful stories in automobile industry
nowadays…