Presentation on theme: "Strategy and Institutions"— Presentation transcript:
1Strategy and Institutions MarketingStrategy and Institutions
2Sub Topics Strategy Strategic Interactions Global Marketing E-Marketing
3Strategy What is Strategy? Strategy vs. Tactics Traditional Environmental AssessmentSWOTInternal AnalysisMarketing Strategy CoreSegmentation – Positioning – TargetingOpportunity AnalysisSynergy AnalysisFunctional RequirementsPortfolio AnalysisStrategy Generation and EvaluationGeneration of Objectives and StrategiesEvaluationImplementation, Monitoring and FeedbackMarketingStrategyProcess
5Strategic Interactions: p2 Place x PromotionPush Strategiese.g. Off Invoice, Spiffing, Display Allowances, Floor Planning, Co-op AdPull StrategiesCouponing, Rebates, Advertising Continuity/Loyalty Prog, Contests
6Strategic Interactions: p2 Place x ProductImage complementaritiesThe Distribution Strategy as a branding opportunityIssue of Private Label BrandsThe Power of Brands in Channel ConflictThe Value of Branding in Channel StructuresProduct features influence channel decisionsReverse ChannelsService intensive productsLogistics
7Strategic Interactions: p2 Place x PriceTrade promotionsPricing decisions can lead to conflictPricing Policy can influence channel decisionsDistribution impacts consideration set and hence WTPAlignment Issues (TIMEX)Location?
8Strategic Interactions: p2 Product x PromotionPackaging and LabelingConsistency in Ads and DesignSales promotion and DivisibilityAdvertising and Product InformationPromotion and Product NewnessProduct quality and promotion
9Strategic Interactions: p2 Price x PromotionAdvertising your PriceBuilding Reference PricesSales PromotionCents OffDealsCoupons
10Strategic Interactions: p2 Product x PricePrice-Quality ContinuumValue = Product / PriceBundling IssuesProduct Line PricingThe Price of a BrandOption PricingEDLP vs PROMO as an example of 4-way interaction
11The eMarketplace Who is the eConsumer? 4 ePs? eProduct ePrice ePlace ePromotionStrategy for the future
12Going Global? Globalization vs Glocalization Mode of Entry Decision ExportIndirectDirectContractLicensingFranchisingOther Contractual ArrangementsInvestJoint VentureAcquisitionNew Investment
14When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company's mistakenly thought the Spanish word “embarazar” meant embarrass. Instead the ads said that… “It wont leak in your pocket and make you pregnant.”
15In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as… “Pepsi will bring your ancestors back from the dead.”
16Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign: “Nothing sucks like an Electrolux.”
17Japan's second-largest tourist agency was mystified when it entered English-speaking markets and began receiving requests for unusual sex tours. Upon finding out why, the owners of Kinki Nippon Tourist Company changed its name.