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MS New UNIT 4

The document outlines various marketing strategies including Account-Based Marketing, Data-Driven Marketing, and Digital Marketing, each with definitions, examples from India, benefits, and strategies. It also discusses Market-Innovation Strategies and Defending Market Position, highlighting the importance of innovation and strategic responses to competition. Overall, the document emphasizes the need for businesses to adapt their marketing approaches to remain competitive and relevant in changing market conditions.

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15 views22 pages

MS New UNIT 4

The document outlines various marketing strategies including Account-Based Marketing, Data-Driven Marketing, and Digital Marketing, each with definitions, examples from India, benefits, and strategies. It also discusses Market-Innovation Strategies and Defending Market Position, highlighting the importance of innovation and strategic responses to competition. Overall, the document emphasizes the need for businesses to adapt their marketing approaches to remain competitive and relevant in changing market conditions.

Uploaded by

aadeshchavan143
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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Vibrant Scope of Marketing Strategy

UNIT 4
ACCOUNT-BASED
MARKETING (ABM)
Definition: Targeting high-value clients with personalized
marketing.
Example (India): IBM India targets specific businesses like banks
and manufacturing companies with personalized solutions.
Benefits: Higher ROI, personalized approach, better alignment
between sales and marketing.
Strategy: Identify key accounts, engage decision-makers,
customize messaging.
DATA-DRIVEN MARKETING
STRATEGY
Definition: Leveraging data to make informed marketing
decisions.
Example (India): Jabong (now part of Myntra) uses customer data
to suggest personalized clothing options.
Benefits: Precision in targeting, improved customer satisfaction,
better decision-making.
Strategy: Use analytics to gather insights, segment audiences,
measure performance.
SERVICE MARKETING
STRATEGY
•Definition: Marketing strategies focused on selling services rather
than physical products.
•Example (India): Zomato has integrated customer feedback and
dynamic pricing to enhance its service.
•Strategies: Service differentiation, quality improvement, building
trust, and customer loyalty.
DIGITAL MARKETING
STRATEGIES
•Definition: Using online platforms for promotion, engagement, and
brand building.
•Example (India): OYO Rooms uses a combination of SEO, PPC,
and social media marketing.
•Benefits: Wider reach, measurable results, cost-effective.
•Strategy: Social media campaigns, influencer partnerships,
targeted ads, content marketing.
RELATIONSHIP
MARKETING STRATEGIES
Definition: Focusing on long-term relationships with customers
rather than short-term sales.
Example (India): Tata Motors has focused on building strong
relationships with both customers and dealers.
Strategies: Loyalty programs, personalized services, after-sales
service.
EXPERIENTIAL
MARKETING
•Definition: Creating immersive experiences for customers to form
emotional connections with the brand.
•Example (India): Bangalore International Airport offers an
immersive shopping experience that reflects local culture.
•Benefits: Builds emotional connections, increases brand recall.
•Strategy: Organize events, create interactive experiences,
virtual/augmented reality.
INBOUND MARKETING
STRATEGIES – CONTENT
MARKETING
•Definition: Using valuable content to attract and engage
customers.
•Example (India): Byju’s uses educational content to attract
students and parents.
•Benefits: Cost-effective, builds trust, enhances brand authority.
•Strategy: Blog posts, videos, webinars, SEO, social media
engagement.
MULTILEVEL MARKETING
(MLM)
•Definition: A strategy where salespeople earn commissions not
only for their sales but also for sales made by their recruits.
•Example (India): Amway India uses an MLM model to sell health
products.
•Benefits: Expands reach through network effects, provides passive
income to distributors.
•Strategy: Build a strong network, incentivize referrals, promote
products via direct selling.
PROMOTION STRATEGY
MARKETING
•Definition: A strategy focused on attracting customers by
promoting products or services through various channels.
•Example (India): Coca-Cola India regularly runs promotional
campaigns (e.g., "Share a Coke").
•Benefits: Increases sales, enhances brand awareness, motivates
customers.
•Strategy: Discounts, seasonal offers, advertising campaigns.
OFFLINE MARKETING
•Definition: Marketing strategies that do not rely on the internet
but focus on traditional channels.
•Example (India): Dabur uses television ads and in-store
promotions to connect with customers.
•Benefits: Localized targeting, reaches less tech-savvy customers.
•Strategy: Billboards, print media, direct mail, events, TV ads.
STRATEGIC MARKETING
IN THE NEW NORMAL
•Definition: Adapting marketing strategies to post-pandemic
challenges.
•Example (India): Swiggy and Zomato pivoted to deliver
groceries during the COVID-19 pandemic.
•Key Considerations: Embrace digital transformation, customer
safety, and health focus.
MARKET-INNOVATION STRATEGY
– PIONEERING NEW MARKETS
Definition:
A Market-Innovation Strategy involves creating and delivering new products,
services, or business models that either:
• Open up new market segments, or
• Disrupt existing markets by redefining customer needs.
It's about being a first-mover or pioneer in a new space, often through
technological, product, or service innovation.
Key Objectives:
• Lead the market with novel offerings.
• Build brand authority and market dominance.
• Set the standards for new product categories.
• Gain a competitive advantage through innovation.
TYPES OF MARKET
INNOVATION STRATEGIES:
1.Product Innovation
1. Launching completely new or radically improved products.
2. Example: Ather Energy (India) – Introduced smart electric scooters with touchscreen dashboards
and app integration.

2.Process Innovation
1. Delivering services/products through a new process or system.
2. Example: BigBasket – Changed grocery shopping through app-based doorstep delivery and
automated warehouses.

3.Business Model Innovation


1. Introducing a disruptive or entirely new revenue/operating model.
2. Example: Ola Cabs – Changed urban transportation by introducing app-based ride-hailing and Ola
Share.

4.Category Creation
1. Launching a product or service that creates a new market category.
2. Example: Paper Boat – Pioneered the market for traditional Indian drinks in ready-to-drink modern
packaging.
Examples:

Company Innovation Type New Market Pioneered


Mobile wallet & UPI
Paytm Business Model
ecosystem
Discount brokerage with
Zerodha Process Innovation
zero brokerage fees
Try-at-home eyewear +
Lenskart Omnichannel Retail
AR-powered selection
Beauty-focused e-
Nykaa Digital Platform commerce with private
labels
Advantages of Pioneering New Markets:
•First-mover advantage
•Brand loyalty from early adopters
•Pricing power due to lack of competition
•Media attention and higher investor interest
Challenges:
•High R&D costs
•Market uncertainty
•Need for consumer education
•Risk of fast-followers overtaking if not sustained
DEFENDING MARKET
POSITION
Definition:
Defending Market Position is a strategic approach used by established companies
to protect their existing market share from competitors, especially new entrants
or disruptors.
It involves either:
• Not taking immediate action, or
• Repositioning existing offerings to stay relevant and competitive.

Why is Defense Necessary?


• Retain customer base
• Prevent market erosion
• Maintain profit margins
• Sustain brand leadership
STRATEGIC OPTIONS TO
DEFEND MARKET POSITION:
1. Not Taking Action (Passive Defense)
Sometimes, a company may choose to observe a new entrant rather than respond immediately
— if it feels the threat is minor or temporary.
Example :
Maruti Suzuki did not initially respond to Tata Nano’s launch in the ultra-low-cost segment, as
it believed its Alto segment buyers valued quality and reliability over just price.
2. Repositioning Existing Offerings
Changing how a product is perceived by modifying:
• Features
• Price
• Branding
• Target audience
Example (India):
Maggi (Nestlé India) repositioned itself from just a “2-minute snack” to a “healthier and
family-friendly food” after the 2015 crisis, adding atta and oats variants.
3. Product Differentiation & Innovation
Enhancing features, quality, or usability to stay ahead.
Example :
Airtel fought back against Jio’s entry by launching Airtel
Xstream, revamping data packs, and bundling OTT apps.
4. Customer Loyalty Programs
Retaining customers through loyalty points, rewards, or exclusive
benefits.
Example:
Taj Hotels’ InnerCircle Program keeps elite customers loyal
despite competition from OYO or Airbnb.
5. Aggressive Pricing or Promotions
Temporarily reducing prices or offering value-added bundles to
defend market share.
Example (India):
Flipkart introduced aggressive festive sale campaigns to counter
Amazon India, protecting its dominant e-commerce position.
Real Indian Business
Scenario

Company Threat Faced Defensive Action Taken


Local pricing strategies,
Ola Entry of Uber
Ola Money wallet

Launched Ayurvedic range


HUL Patanjali herbal products
(Lever Ayush)

Added regional content,


Zee5 Netflix, Amazon Prime
low-cost subscriptions
Benefits of Defensive Strategy:
•Maintains customer confidence
•Buys time to innovate
•Prevents brand switching
•Strengthens market resilience

Risks If Poorly Executed:


•Brand can appear reactive or outdated
•May lead to price wars
•Innovation may be delayed

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