Brand Pyramid and Brand Positioning

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic marketing management
Name of the student
Name of the university
Author note

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Executive Summary
The report throws light in understanding the importance of the strategic marketing approach
of organization Kazkommertsbank positively. With the assistance of external and internal
environment analysis, the strengths, opportunities as well as threats can be analysed that
helped in understanding the growth of the company in a successful manner. The marketing
mix along with the segmentation, targeting and positioning have been helpful for improving
the growth and effectiveness of company in an effective manner.

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Table of Contents
Introduction................................................................................................................................2
Overview of Kazkommertsbank............................................................................................2
Nature and purpose of strategic marketing in company.............................................................2
Analysis and application of different marketing concepts.........................................................3
Process involved in strategic marketing.....................................................................................3
Development of smart marketing objectives..............................................................................4
Pest analysis...........................................................................................................................4
Porter’s five forces analysis...................................................................................................6
Product life cycle....................................................................................................................7
Ansoff matrix.........................................................................................................................7
Analysis of external and competitive environment (competition, new constraints, importance
of customer service)...................................................................................................................8
Level of competition..............................................................................................................8
Supply to Demand Environment Shift...................................................................................8
Importance of customer service.............................................................................................9
Evaluation of internal and stakeholder environment.................................................................9
SWOT Analysis.....................................................................................................................9
Role of Stakeholders............................................................................................................10
Development of Various Options Available............................................................................10
Evaluation of various options available within constraints......................................................11
Porter’s Generic Strategies...................................................................................................11

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Selection of competitive strategic marketing strategies...........................................................11
Development of market segments, targeting and brand positioning........................................11
Significance of integrated marketing communication mix......................................................12
Marketing mix (7ps).................................................................................................................13
Establishment of linkage between product life cycle and dynamics of marketing mix...........14
Critical analysis factors of impacting successful implementation of marketing strategies.....14
Organising for resources during implementations...................................................................14
Monitoring the effectiveness of marketing strategies and qualifications.................................15
Conclusion................................................................................................................................15
References................................................................................................................................16

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Introduction
The report helps in analysing the significance of strategic marketing in the
organization that can prove to be helpful for managing various kinds of instances in an
appropriate manner. The main aim and purpose of the assignment is to analyse different
processes which are included in the strategic marketing for understanding the position of the
company in the competitive market. Through the help of the external along with the internal
environment analysis, the performance and the environment in which the organization is
operating can be identified. In addition, there will be critical assessment of segmentation,
targeting along with positioning from organizational context to understand the position of the
company in the environment. Lastly, marketing mix and the branding are required to be
demonstrated which will be strengthening the products and services delivered by the
company.
Overview of Kazkommertsbank
Kazkommertsbank is one of the largest providers of the banking services along with
the different other financial products to the different small along with medium sized
companies in the different sectors in the economy of Kazakh. The company was founded in
the year 1990 and it belongs to the finance and insurance industry wherein it is considered to
be the commercial banking business that primarily consists of the corporate banking, personal
banking along with debit or credit card services (Kazkommertsbank.com 2019). There has
been increase in revenue of the company in last few years which is around 19,023 million kzt
till the year 2018 and it proves that the company is performing well and it will be suitable for
the growth of the company.

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Nature and purpose of strategic marketing in company
As commented by West, Ford and Ibrahim (2015), the marketing strategy helps in
providing the organizations an edge over the other competitors which are present in the
competitive environment. The strategy is helpful in developing different goods as well as
services for making optimum utilisation of the different resources as to provide the sales
message to the target audiences present in the market. Strategic marketing is helpful for
identification of strengths of the company that assists them in differentiating their products
and services from competitors (Vellas 2016). There is strong interrelationship between
strategic marketing and business company named Kazkommertsbank as through the internal
and external analysis of environment, it has allowed the financial services provider company
to differentiate themselves from other companies.
Analysis and application of different marketing concepts
The mission of Kazkommertsbank is to provide the different financial services to the
customers at an international standard along with provide local financial kind of expertise to
the different foreign partners. The company wants to enhance wealth as well as fulfillment of
the life of the different customers (Tomczak, Reinecke and Kuss 2017).
On the other hand, vision of Kazkommertsbank is to become a respected as well as
reputed financial service provider company in the entire world and spread their presence
effectively.
the ethical values which are followed by Kazkommertsbank includes helping the
individuals to follow forward thinking along with innovative approach which will be
adhering to the principles of the good banking in a successful manner (Spanjol et al. 2015).
The different corporate social responsibility practices which are included by
Kazkommertsbank is their commitment to the financial education of the students along with