1. Marketing Strategy
Structural Concepts

2. Case Study
Amul

3. McKinsey – 7 S Model Structure Strategy Systems Shared Values Skills
Style
Staff

4. Structure of Market Share
PIMS
Profit Impact of Market Strategy
Variables associated with Profitability
Market Share

5. Market Share and Profitability

6. V – Shaped relationship
Profitability (%)
Market Share (%)

7. Optimal Market Share
Profitability (%)
Market Share (%)

8. Fallout of Higher Market share
Anti Trust actions
Cost of gaining / maintaining share
Incorrect Mix to gain share
High Share = Higher profitability
Unit costs reduce with share
Superior Quality costs offset by premium pricing

9. Strategies to Gain Share
Developing new products
Improve (relative) Product quality
Increase Marketing Spends
Reducing Prices not resulting in share gains !

10. Marketing Strategy
B2B Markets

11. B2B vs B2C Input for Profit delivery Measurable Value Customise
Product plus
Shorter, Direct Channels
Personal Consumption
Perceived value
Standard (TG)
Product / Service
Indirect Channels

12. Who is the B2B Customer ?
Owner
Designer
User
Purchaser
Concept of DMU

13. Marketing Mix Elements
Branding
Across Touch Points
Consistent Messaging
People impact
Testimonials to Support
Advertising & Activity Support

14. Marketing Mix Elements
Product / Service
Core and Augmented
Cost Saving
Revenue Enhancing
Pricing
Price for Value
Brand Premium
Payment terms

15. Marketing Mix Elements
Promotions
Trade Shows
Trade Magazines
Events
Internet
Direct mailers
Place
Sales People

16. Marketing Strategy Elements
Industry Analysis
Porter framework
Internal Analysis
SWOT ; BCG
Porter Value Chain
Product Life Cycle
McKinsey 7S Structure
PIMS concept