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Customer Value Driven Marketing Strategy Developing An Integrated Marketing Mix

The document discusses developing a customer value-driven marketing strategy through an integrated marketing mix. It involves segmenting the market and selecting target customer segments to serve based on where the company can profitably create value. The company then decides on a value proposition through product differentiation and market positioning. Finally, the marketing mix of product, price, place and promotion elements are blended to produce the desired response in the target market and achieve the intended positioning.

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pranita mundra
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62 views10 pages

Customer Value Driven Marketing Strategy Developing An Integrated Marketing Mix

The document discusses developing a customer value-driven marketing strategy through an integrated marketing mix. It involves segmenting the market and selecting target customer segments to serve based on where the company can profitably create value. The company then decides on a value proposition through product differentiation and market positioning. Finally, the marketing mix of product, price, place and promotion elements are blended to produce the desired response in the target market and achieve the intended positioning.

Uploaded by

pranita mundra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Customer Value Driven Marketing Strategy

Developing an Integrated Marketing Mix


C

1
Customer Value

Sahil Singh Jasrotia 2


Select Customers to Serve
• Market Segmentation: Process of dividing Market into distinct groups of buyers, who have different
needs, characteristics, or behaviours.

• Market Targeting: After a company has defined its market segments, it can enter one or many of these
segments. Targeting involves evaluating attractiveness of different segments and selecting one or more
segments to enter.
• Decision to target market depends on where company can profitably create customer value and sustain in
market.
• Barriers in entering multiple segments: Limited Resources.

Sahil Singh Jasrotia 3


Decide on a Value Proposition
• Market Differentiation: Differentiating the company’s market offerings to create superior customer
value.

• Market Positioning: Positioning is arranging for a product to occupy a clear, distinctive and desirable
place relative to competing products in minds of target consumers.
• Position is the place it occupies in the minds of target consumers.
• Eg, Indigo offers greater value by charging lower prices.

Sahil Singh Jasrotia 4


Marketing Mix
• The set of tactical marketing tools – Product, Price, Place and Promotion – that the firm blends to
produce the response it wants in its target market.

Target Customers
• Product
• Price

Intended Positioning
• Promotion
• Place
Sahil Singh Jasrotia 5
Customer Centered Framework
Four P’s Four A’s

Product Acceptability

Price Affordability

Place Accessibility

Promotion Awareness

Sahil Singh Jasrotia 6


Product
• Means the goods and services combination the company offers to the target market.

• How Product Target Consumers


• Variety
• Quality
• Design
• Features
• Brand Name
• Packaging
• Services

Sahil Singh Jasrotia 7


Price
• Price: It is the amount of money customer must pay to obtain the product.

• How price is intended towards targeting consumers


• List price
• Discounts
• Allowances
• Payment period
• Credit terms

Sahil Singh Jasrotia 8


Promotion
• Promotion: Activities that communicate the merits of the product and persuade target consumers to buy
it.

• Promotional strategies intending positioning of product.


• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct and Digital.

Sahil Singh Jasrotia 9


Place
• Place: includes activities that make the product available to target consumers.

• How Companies use Place as Intended Positioning Strategy.


• Channels
• Locations
• Coverage
• Inventory
• Transportation
• Logistics

Sahil Singh Jasrotia 10

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