Strategic Marketing: Planning, Implementation, and Evaluation

This presentation provides an overview of strategic marketing, including the planning, implementation, and evaluation phases. It covers topics such as the purpose of strategic marketing, product life cycle, Porter's 5 Forces, segmentation, targeting, positioning, promotional mix strategy, significance of branding, brand pyramid, brand positioning, brand management, and the integration of strategic marketing. References are also provided for further reading.

Strategic Marketing
Name of the Student
Name of the University
Author’s Note

Introduction
Strategic marketing, it refers to a management tool in which the planning,
development, and implementation is carried on with the objective of obtaining a
competitive edge within the chosen Niche. There are three phases of strategic
marketing criteria, they are as follows:
1- Planning Phase
2- Implementation Phase
3- Evaluation, and Control phase

Purpose of strategic marketing
It is one of the tool that serves the following aspects, they are as
setting product as well as marketing goals, 4P’s of marketing,
Implementation phase, Collecting resources, Marketing hierarchy,
Formulating schedules, Execution of plans, Evaluation phase.

Product Life Cycle

Porter’s 5 Forces

Segmentation, Targeting, Positioning
DEMOGRAPHIC- B2C
FIRMOGRAPHIC- B2B
PSYCHOGRAPHIC- B2B / B2C
BEHAVIOURAL- B2B/ B2C

Promotional Mix strategy

Significance of Branding
It is the “branding” that creates a separate identity of the
product. It is the brand equity that helps in capturing the
interest of the consumers.

Examples of how brands could strengthen
a single product, or a whole business
Amazon, over the time the brand has been able to create a
positive image of the brand. It is the brand-equity and goodwill
that the firm has been able to generate ,and also maintain the
presence of the loyal consumers.

Brand Pyramid
Steps to form a brand pyramid are as follows:
 Auditing the brand.
 Depicting the attributes of brand.
 Statement positioning.
 Experience should be designed.
 Slogan of the brand.
 Communication message.
 Official logo, and design aesthetics.

Brand Positioning
It is the “brand positioning” criteria that arouses
the need for the marketer to develop a message or
emotional trait with that of the specific product.

Brand management
It is a marketing tool to raise perceived value of a
product line, or brand with the change of time. The role
of the brand-management is to enumerate as of how the
brand is taken into consideration within the market.

How & Why it should be integrated?
It should be integrated in order to boost the marketing efforts.
It serves as one of the effective marketing medium to act
according to the formulated business plan. It helps in gaining a
major proportion of the consumers.

References (Continue…)
Adina, c., Gabriela, C. And roxana-denisa, S., 2015. Country-of-origin effects on perceived brand
positioning. Procedia economics and finance, 23, pp.422-427.
Chernev, a., 2018. Strategic marketing management. Cerebellum press.
E. Dobbs, M., 2014. Guidelines for applying porter's five forces framework: a set of industry
analysis templates. Competitiveness review, 24(1), pp.32-45.
Proctor, t., 2014. Strategic marketing: an introduction. Routledge.
Rosenbaum-elliott, r., Percy, L. And pervan, S., 2015. Strategic brand management. Oxford
university press, USA.
Stark, j., 2015. Product lifecycle management. In product lifecycle management (volume 1) (pp. 1-
29). Springer, cham.

References
Todor, r.D., 2014. The importance of branding and rebranding for strategic
marketing. Bulletin of the transilvania university of brasov. Economic sciences.
Series V, 7(2), p.59.
Venter, p., Wright, A. And dibb, S., 2015. Performing market segmentation: a
performative perspective. Journal of marketing management, 31(1-2), pp.62-83.
West, d.C., Ford, J. And ibrahim, E., 2015. Strategic marketing: creating
competitive advantage. Oxford university press, USA.
Yousaf, a., Amin, I. And gupta, A., 2017. Conceptualising tourist based brand-equity
pyramid: an application of keller brand pyramid model to destinations. Tourism and
hospitality management, 23(1), pp.119-137.