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E5-E5 TELECOM

Competitive Marketing Strategies

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AGENDA

Marketing fundamentals

Competitive Marketing Strategies

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SERVICE MARKETING MIX

Product

Price

Promotion

Place

People

Process

Physical Evidence

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MARKETING STRATEGY

Marketing strategy is a method of focusing an organization's

energies and resources on a course of action which can lead to

increased sales and dominance of a targeted market niche.

A marketing strategy combines product development,

promotion, distribution, pricing, relationship management and

other elements; identifies the firm's marketing goals, and

explains how they will be achieved, ideally within a stated

timeframe.

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A typical product life cycle curve

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DIFFERENT TYPES OF MARKETING

STRATEGIES

Based upon market dominance

Leader

Challenger

Follower

Nicher

Based upon Strategic Strength

Market Segmentation

Product Differentiation

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STP MODEL

Segmentation

Targeting

Positioning

SEGMENTATION

Market segmentation is the process in

marketing of grouping a market (i.e. customers)

into smaller subgroups. This is not something that

is arbitrarily imposed on society: it is derived from

the recognition that the total market is often made

up of submarkets (called 'segments').

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DIMENSIONS OF SEGMENTATION

Identify and name the broad market

Identify and make an inventory of potential

customers' needs

Formulate narrower markets

Identify the determining dimensions

Name possible segment markets

Evaluate the behaviour of market segments

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POSITIONING

positioning is how the target market defines the

product in relation to competitors. Making first

contact

A good position is:

1.What makes the product unique

2.This is considered a benefit by the target

market

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POSITIONING STRATEGIES

Product Attributes: What are the specific products 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.

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TARGETING

Target Marketing involves breaking a market into

segments and then concentrating your marketing

efforts on one or a few key segments.

Geographic segmentation

Demographic segmentation

Psychographic segmentation

Behaviouristic segmentation

PORTERS FIVE FORCE MODEL

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FIVE GENERIC COMPETITIVE

STRATEGIES

Low cost provider

Broad Differentiation

Best Cost Provider

Focused Low cost provider

Focused Differentiation

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SUM UP

Planning and directing marketing mix in such a

way to gain competitive market advantage is the

aim of marketing strategy

Segmentation, Positioning, and targeting are the

three main components of marketing strategy

Understanding the product, market, and customer

behaviour is key to successful marketing strategy.

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