An underdog strategy involves a small and, usually, young firm taking on a much larger competitor. It is often employed by an upstart company that doesn’t hesitate to get into a fight with much bigger opponents in order to break their monopoly and offer the market better products, lower prices, or both. The underdog enters a market dominated by established players that are portrayed as being somewhat bureaucratic, complacent, and unresponsive to customer needs. Firms following underdog strategy promise to offer an attractive alternative to what customers have been buying. Southwest Airlines, in its early years, is an example of a company that became an underdog in its fight against established competitors, as it offered the traveling public highly attractive Continue reading
Modern Marketing Strategies
Scope of Strategic Marketing
Strategic Marketing has been defined as the management function responsible for identifying, anticipating and satisfying customer requirements profitably. Strategic Marketing is, therefore, both a philosophy and a set of techniques which address such matters as research, product design and development, pricing, packaging, sales and sales promotion, advertising, public relations, distribution and after-sales service. These activities define the broad scope of marketing and their balanced integration within a marketing plan is known as the marketing mix. A modification of a definition of  strategic marketing suggests that marketing is the management process that seeks to maximize returns to shareholders by creating a competitive advantage in providing, communicating and delivering value to customers thereby developing a long-term relationship with them. This definition clearly Continue reading
Competitive Intelligent System in Marketing
Today, information has become an integral part of every organization. However, there is need to effectively manage this information and gain benefit from information systems. Businesses must leverage the vast quantities of collected information in order to make effective decisions, achieve a strategic competitive advantage and achieve increased employee productivity. Competitive intelligence embodies a systematic and ethical program for gathering, analyzing and managing external information that can affect an organization’s plan and decisions. Competitive intelligent system can be used to monitor competitor’s activities, national and internal market trends, customer needs, existing and emerging technologies and regulatory trends. Competitive intelligence is the ongoing process of monitoring environment in order to identify the opportunities to act on or threats to avoid. Many Continue reading
Importance of Strong Brands in Marketing Strategy
Louis Vuitton, Gucci, Chanel, Nike, Adidas, coke-cola all are the famous brand name in the today’s global market. Brand is not set up suddenly, but it is a perception formed from experiences and communication. Simultaneously, brand help distinguish products and services from other competitors and prompt the consumer to remember information related to the brand. A strong brand makes people more aware and engage in its brand image, more satisfy with brand product quality and willingness to pay a premium price for it. Therefore, organization could earn more profit from a strong brand product, and also contain the customer and gaining trust and loyalty from them. Consumer’s perception for a brand is important for consumer to differentiate the brand product. Continue reading
Sensory Branding
In today’s highly competitive global environment, companies, on a constant basis, have to find new ways to position their brands in consumers’ mind. No amount of advertising and sales promotions can do any good if a brand does not confer a distinctive benefit. Brands need to be geared up to provide a complete package of functional, sensory and emotional experiences. Touching and triggering all the five senses of the consumers–touch, smell, sight, sound, and taste — creates a compelling brand experience. The more multi-sensory appeal that a brand has, the higher is the number of sensory triggers activated and resultantly, higher the bonding between the brand and the consumer. Sensory branding attempts to foster a lasting emotional connect between the Continue reading
Sensory Marketing – The Experience Through The Senses
This is a new century, the brand concept, with the characteristics of faith, extended sensory perception. From the beginning of brand development and lead to the future of brand management of ‘all-round selling points’ – each brand has its own identity, message, shape, rituals and traditions, are to convey this recognition. Make good use of the concept of sensory branding into all-round new ways of marketing communication. We often use a ‘brand pyramid’ of strategic thinking tools, to the deduction to find out how to connect between the consumer and the brand, associated, and in a behavioral science theory, ‘the driving force of human nature’ to interpret the impact of human behavior primitive instincts. This is derived from human behavior Continue reading