Strategic Marketing Techniques

Marketing technique refers to the process through which company creates maintain and change the attitude of people towards products, services and person.

Over the years, a number of marketing strategies have been evolved, which are given below:

Enlightened Marketing

It is a marketing philosophy holding that a company’s marketing should support the best long-run performance of the marketing system; its five principles include customer-oriented marketing, innovative marketing, value marketing, sense-of-mission marketing and societal marketing.

Differential Marketing

It is a market-coverage strategy in which a firm decides to target several market segments and design separate offer for each segment. For example, Hindustan Unilever Limited has Lifebuoy, Lux and Rexona in popular segment and Dove and Pears in premium segment.

 

De-marketing

It includes marketing strategies to reduce demand temporarily or permanently. The aim is not to destroy demand, but only to reduce or shift it. This happens when there is over full demand. For example, buses are over loaded in the morning and evening, roads are busy for most of the times and so are zoological parks.

Social Marketing

It refers to the designing, implementation, and control of program to increase the acceptability of social ideas. It shows cause and effect of particular habit. It focuses on good and healthy practice among a target group.

For instance, the publicity campaign for prohibition of smoking in Delhi explained the place where one can and cannot smoke.          

Augmented Marketing

It is a provision of additional customer services and benefits built around the care. Such innovative offerings provide a set of benefits that promise to elevate customer service to unprecedented levels. These are products related to introduction of hi-tech services like movies on demand, online computer repair services, secretarial services, etc.

Direct Marketing

Marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. Direct marketing includes catalogue selling, e-mail, tele-computing, electronic marketing, shopping and TV shopping.

Relationship Marketing

The process of creating, maintaining, and enhancing strong, value laden relationships with customers and other stakeholders. For Example, Airlines offer special Lounges at major airports for frequent flyers. Thus, providing special benefits to select customers to strengthen bonds. It will go a long way in building relationships.

Services Marketing

Service marketing refers to concepts, tools and techniques of marketing of services provided by company. These services are essentially intangible. Services are any intangible activity or benefit one party offer to another, service activities can be found in retailing, educational or utilities and banking.

Person Marketing

Person marketing technique refers to technique of marketing people .People are also marketed. Person marketing consists of activities undertaken to create, maintain or change attitudes and behavior towards a particular person. For example, politicians, sports stars, film stars, etc. market themselves to get votes, or to promote their careers.

Organization Marketing

Organization marketing technique consists of activities undertaken to create, maintain, or change attitudes and behaviour of target audiences towards an organization. Both profit and non-profit organizations practice organization marketing.

Place Marketing

Place marketing techniques involves activities undertaken to create, maintain, or change attitudes and behavior towards particular places say, business sites marketing, tourism marketing.

Synchro-marketing

Synchro Marketing is marketing process which solves the problem of irregular demand pattern of a product. Synchro marketing techniques make balance when seasonal, hourly, cyclical fluctuations lead to irregularity in demand. Many time it has been seen that demand for a product is irregular due to season, some parts of the day, or on hour basis, causing idle capacity or overworked capacities.

Synchro-marketing technique can be used to find ways to change the pattern of demand through flexible pricing, promotion, and other incentives. For example sea beaches are over-crowded from August to February but remain vacant is rest of month, this is seasonal fluctuation, many bars are over-crowded in evening but throughout noon, movie are house full at weekend but empty in week-days. Company. So, the company starts giving promotional offers or discounts during the periods when the demand is less and thus, reducing the load on the supply during heavy demand period and maintaining a continuous demand during low demand period.

Concentrated Marketing

Concentrated marketing technique is focused strategy technique. In concentrated marketing technique company follow strategy market coverage strategy by focusing on one segment completely or try to grab largest share of market. In concentrated marketing strategy, company focus to a well-defined market segment. For example Bangur cement does not want to focus on bigger market of its product Bangur cement. Bangur cement focus on small segment of customer who uses cement for small use of cement. So Bangur cement do not come in price war with rest of all competitor like

Ultratech, ACC or Jaypee cement or Dalmia cement. And clearly announce that “sasta nahi sabse accha hain”. 

In luxury segment we can have examples of concentrated marketing strategy are Rolls Royce and Ferrari which have targeted the well-defined segment for its luxury products. In respect of watch we can take example, Rolex watches focus only on rich customers segment.