Strategic Marketing: Concepts, Theories, and Significance of Branding

This presentation covers the concepts and theories of strategic marketing, including the purpose of strategic marketing, marketing planning process, marketing models/theories, branding, brand pyramid, brand positioning, and brand management. It emphasizes the significance of branding and how a proper marketing strategy can help small businesses achieve success in the market.

Strategic Marketing

Table of content
 Introduction
 Purpose of strategic marketing
 Marketing planning process marketing
 Significance of branding
 Concepts of brand pyramid, brand positioning and brand management
 Conclusion
 References

INTRODUCTION
By concentrating on its strengths to offer greater service and value to its clients, a company can set itself
apart from the competition through strategic marketing. A corporation can utilise strategic marketing to
maximise output with the least number of resources.

PURPOSE OF STRATEGIC MARKETING
Based on data gathered through market research, strategic marketing aids in setting prices for goods and
services. Through strategic marketing, businesses are able to use their resources most effectively and
market in accordance with their objectives. An organization's marketing plan gives it an advantage over its
rivals.

MARKETING PLANNING PROCESS
Planning Process
1. Setting objectives and goals.
2. Examining the present circumstances.
3. Writing the Plan and Strategy.
4. Implementing and overseeing the plan

MARKETING MODELS/ THEORIES
Marketing mix
 Product-
 Place-
 Price-
 Promotion-
Ansoff matrix
 Market Penetration-
 Product Development-
 Market Development-
 Diversification-
Porter’s Five Forces
 Competition-
 New Entrants-
 Substitution-
 Suppliers-
 Buyers-

SIGNIFICANCE OF BRANDING
In addition to being what leaves a lasting impression on consumers, branding is crucial since it lets
customers and clients know what to anticipate from the business. It is a strategy for standing out from the
competition and emphasising what it is about what business have to offer that makes business the better
option.

CONCEPTS OF BRAND PYRAMID, BRAND POSITIONING
AND BRAND MANAGEMENT.
 Brand pyramid
A brand pyramid is a structure that provides the majority of the fundamental explanations in a diagram
that is simple to discuss and convey throughout an organisation.
 Brand positioning
Brand positioning describes the distinctive value that a brand offers to its target market.
 Brand management
Brand management is a broad word for marketing tactics used to preserve, enhance, and raise public
knowledge of a brand's and its goods' overall worth and reputation over time.

CONCLUSION
From the above it is concluded that the proper marketing strategy will help small business to achieve
success in market.

REFERENCES
 Abratt, R. and Bendixen, M., 2018. Strategic marketing: Concepts and cases. Routledge.
 Alsem, K.J., 2019. Applied strategic marketing: a step by step approach. Routledge.
 Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach. Routledge.
 Chernev, A., 2019. Strategic Marketing Management-The Framework. Cerebellum Press.
 Chiweshe, N. and Ellis, D. eds., 2019. Strategic marketing for social enterprises in developing nations. IGI Global.
 Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries. Oregon State University.
 Sahaf, M.A., 2019. Strategic marketing: Making decisions for strategic advantage. PHI Learning Pvt. Ltd..
 Schiavone, F. and Simoni, M., 2019. Strategic marketing approaches for the diffusion of innovation in highly regulated industrial markets: the
value of market access. Journal of Business & Industrial Marketing, 34(7), pp.1606-1618.
 Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The agile innovation pendulum: A strategic marketing multicultural model for family
businesses. International Studies of Management & Organization, 48(1), pp.105-120.
 Yamagishi, K. and et. al., 2021. Strategic marketing initiatives for small co-operative enterprises generated from SWOT-TOWS analysis and
evaluated with PROMETHEE-GAIA. Journal of Co-Operative Organization and Management, 9(2), p.100149.

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