1. 7-1

2. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Developing Marketing Strategy Chapter 07

3. 7-3 A Successful Strategy:  Enhances coordination among functional areas of organization  Defines resource allocation  Leads to a superior market position

4. 7-4 Elements Of Strategy  The objective(s) to be attained  Strategic alternative(s)  Customer targets  Competitor targets  The core strategy  Marketing mix support  Functional programs support

5. 7-5 Hierarchy of Objectives

6. 7-6 Characteristics of good objectives  Should have quantified standards of performance  Should be ambitious enough to be challenging, but not unrealistic  Should have a time frame within which to achieve the objectives

7. 7-7 Strategic Alternatives

8. 7-8 Increasing Sales/Market Share  Market Development Strategies  Market Penetration Strategies

9. 7-9 Components of Positioning  Customer targets  Competitor targets  Core strategy

10. 7-10 Key Considerations for Selecting a Customer Target  Size/growth of the segment  Opportunities for obtaining competitive advantage  Resources available

11. 7-11 Target Segments for Handspring

12. 7-12 Positioning Decision Steps  Identifying alternative positioning themes  Screening alternatives according to whether they are  meaningful to and believable by customers  feasible given the firm and product resources  competitively sensible  helpful for meeting the product objective

13. 7-13 Positioning Decision Steps (Contd.)  Selecting the position that best satisfies these criteria  Implementing programs consistent with the product position selected

14. 7-14 Total Product Concept

15. 7-15 Five areas for differentiation  Quality  Status and image  Branding  Convenience and service  Distribution

16. 7-16 Joint Space for Colas

17. 7-17 Brand Value Chain

18. 7-18 Five As of Brand Building  Awareness  Associations  Attitude  Attachment [loyalty]  Advocacy

19. 7-19 Some Brand Attribute and Image Dimensions

20. 7-20 Ten guidelines for building strong brands  Brand identity  Value proposition  Brand position  Execution  Consistency over time  Brand system  Brand leverage  Tracking  Brand responsibility  Invest

21. 7-21 IBM Notebook Computers: Purchase versus Positive Opinion

22. 7-22 Basic customer strategies  Customer acquisition  Customer retention  Customer expansion  Customer deletion

23. 7-23 Strategy over the Life Cycle