Marketing strategy is a combination of products, pricing, distribution and promotion that best suits a particular group or individual visitor.
Marketing strategy is closely related to consumer behaviour (a discipline that studies what and why buyers buy).
Strategic implications
• Development of the situational influence matrix (see table below)
• Positioning products depending on the product/service
• Segmenting the market depending on the service
STRATEGIES WHEN THE BRAND IS IN DESIRED STATE
Maintenance strategy
A strategy to maintain the goal of keeping current consumer habits in a situation where the brand is often bought by the consumer considering market specificity.
Hunting strategy
The hunting strategy aims for customers aquainted only with partial product information (for example, they are aquainted with the price or availability). As a result, a greater amount of product or service information must be provided to the consumer.
Advantage strategy
This strategy targets consumers to choose a brand that is already in their desired state (brands such as LG, Apple, IBM,…).
(Your) strategy depending on your market position
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STRATEGIES WHEN THE BRAND IS IN UNDESIRED STATE
Disruptive strategy
We use this strategy when brand is not in a desired consumer state. The goal is to completely reverse the existing patterns to achieve better results.
Interception strategy
We use this strategy only in cases where the consumer is not familiar with all the benefits of a product or service. The goal is to reach and intercept the consumer while thinking about the brand that is already in their desired state.
Acceptance strategy
Acceptance strategy is used when its own brand is a part of desired consumer state, when brand implies that it will become the preferred brand of the desired target by using its competitive advantages.
Izvor: Consumer behaviour and marketing strategy, JP Peter, JC Olson, KG Grunert – 1999