Presentation on theme: "Strategy and Institutions"— Presentation transcript:
1 Strategy and Institutions MarketingStrategy and Institutions
2 Sub Topics Strategy Strategic Interactions Global Marketing E-Marketing
3 Strategy 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
5 Strategic Interactions: p2 Place x PromotionPush Strategiese.g. Off Invoice, Spiffing, Display Allowances, Floor Planning, Co-op AdPull StrategiesCouponing, Rebates, Advertising Continuity/Loyalty Prog, Contests
6 Strategic 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
7 Strategic 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?
8 Strategic Interactions: p2 Product x PromotionPackaging and LabelingConsistency in Ads and DesignSales promotion and DivisibilityAdvertising and Product InformationPromotion and Product NewnessProduct quality and promotion
9 Strategic Interactions: p2 Price x PromotionAdvertising your PriceBuilding Reference PricesSales PromotionCents OffDealsCoupons
10 Strategic 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
11 The eMarketplace Who is the eConsumer? 4 ePs? eProduct ePrice ePlace ePromotionStrategy for the future
12 Going Global? Globalization vs Glocalization Mode of Entry Decision ExportIndirectDirectContractLicensingFranchisingOther Contractual ArrangementsInvestJoint VentureAcquisitionNew Investment
14 When 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.”
15 In 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.”
16 Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign: “Nothing sucks like an Electrolux.”
17 Japan'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.
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