Analysis of Marketing Strategies and Product Positioning Report

This report provides an in-depth analysis of marketing strategies, with a particular focus on concentration strategies, the marketing mix, and product positioning. It begins with an introduction to the significance of marketing in a competitive business environment, followed by an explanation of concentration strategy, where companies focus on a single product or market to optimize resource allocation. The report then delves into the marketing mix, discussing the roles of product quality, pricing strategies, promotional activities, and distribution channels in achieving product concentration. Examples of successful implementation are provided, including case studies of Nivea and Coca-Cola, illustrating how they have used these strategies to target consumers effectively. The report also examines product positioning, emphasizing the importance of innovative promotional strategies, consumer targeting, and channel selection. The conclusion summarizes the key findings, reinforcing the effectiveness of marketing strategies in achieving market success and highlighting the importance of adapting these strategies to reach consumers effectively. The report references several academic sources to support its arguments.

Running Head: MARKETING 0
Marketing
(Student Name)

MARKETING 1
Table of Contents
Introduction......................................................................................................................................2
Concentration Strategy....................................................................................................................2
Use of Marketing Mix.....................................................................................................................2
Examples..........................................................................................................................................3
Positioning of Product.....................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................5

MARKETING 2
Introduction
Marketing play a vital character for the corporation to develop in such competitive
environment. Most of the corporations have embraced operative promotion approaches to
compete its competitors in an operative and well-organized way. The management of marketing
is the act of selecting as well as targeting different markets with creating healthy relationship
with them that is related to the resources of the company (Homburg, Jozić & Kuehnl, 2017).
In the subsequent part there will be thorough examination of the strategies that is adopted
by the companies to reach out maximum level of consumers and the manner they position
themselves in the competitive market.
Concentration Strategy
Concentration strategy is one of the strategic approach in which the company majorly
focuses on single product or the market. Such strategy allow the organization to invest more
resources in the marketing as well as production process in that particular part, however, it also
brings the jeopardy of momentous fatalities in the event of a droplet in claim or it also upsurge in
the level of rivalry. It is the growth strategy that is adopted by the organization to concentrate by
investing mire resources in the marketing as well as production of only one primary market or
product (Fernández-Morales, Cisneros-Martínez & McCabe, 2016).
Use of Marketing Mix
Marketing mix play an essential role in the business. It is one of the process in which the
actual product put at the right market with perfect time as well as place where it can be put in. to
achieve concentration on product, the companies adopted different marketing mix strategies that
are explained in below points:
Product: the companies majorly focus on quality of its product to attract the consumers. To
concentrate on the product, the company majorly focuses on variety, design, features, brand
name as well as packaging service of the product to make it more attractive than its competitors

MARKETING 3
Price: the achieve concentration on product, the companies adopted different pricing strategies
such as penetration, premium, economic as well as other strategies to target its consumers. In the
recent, most of the companies has adopted competitive pricing strategy to target its consumers.
The company majorly focuses on its particular product to make it competitive in the market (Fan,
Lau & Zhao, 2015).
Promotion: it is one of the effective tools that are used by the companies to concentrate on its
particular product. They promote their product in particular market at greater level to cover
maximum number of consumers in such market efficiently and efficiently.
Place: The companies majorly select different channels to cover its particular product in an
efficient and effective manner. It mainly prefers ecommerce and outlets to cover its consumers
for particular product (Dadzie, Amponsah, Dadzie & Winston, 2017)
Therefore, with the help of such strategies the company can able to concentrate on its
product more efficiently and effectively.
Examples
 Nivea is one of the most renowned companies on the beauty and skin care. The company
mainly delivers cream and it is known for cream product. It made the company
competitive in the huge market and makes it possible for the company to target its
consumers. It has adopted competitive pricing strategy and different channels to target its
consumers more efficiently and effectively. Therefore, it makes its unique identity in the
viable marketplace in an efficient and effective way (Margarita, 2015).
 Coca-Cola as well as Pepsi continuously introduces new varieties such as Coke Zero as
well as Pepsi Cherry Vanilla in an attempt to take the market share from each other and
also from smaller competitors. Therefore, while launching that product the company has
used different channels for promotion its product such as social media, and other
traditional methods. Through such method the company able to concentrate on its product
more efficiently and effectively (Sheth, 2017).

MARKETING 4
Positioning of Product
In order to achieve good positioning in the market it is required for the producers to enhance
its connections with the market in an efficient manner. Therefore, to make string bind and
connection it is required for the producer’s to adopt certain strategies as they are explained in
below points:
 The producers are required to make its promotional strategies innovative and strong to
target its consumers. Social media is one of the effective manners to promote its product.
Through such process it can able to binge consciousness about the creation in an efficient
and operative way (Mazzola, Perrone & Handfield, 2018).
 The producer is also required to select which range of consumers they want to target for
its product for example, for beauty product, the main consumers for the company will be
women with the age range of 25-50 years according to which proper analysis will be
done by the company through the process of analyzing the strategies of competitors or
through proper survey.
 He channel of targeting consumers also play a vigorous role for the business. It is
essential for the corporation to embrace which channel they need to adopt to target its
consumers. The manufacturer can adopt ecommerce platform and can open its store in the
crowded market to target its consumers more efficiently and effectively (Belboula,
Ackermann, Mathieu & Cuny, 2019).
Conclusion
It can be concluded from the above analysis that promotional strategies are adapted by
most of the companies to achieve great success in the market. Concentration strategies are one of
the tools of marketing strategy that is used to focus on particular product or market. Through
such strategy the company can able to market its consumers more efficiently and effectively. For
example Nivea and Coca Cola has adopted various marketing mix strategies to concentrate on its
product. It made it more competitive to the companies in an efficient mane effective manner. The
producer is required to adopt effective strategies to target its consumers.

MARKETING 5
References
Belboula, I., Ackermann, C. L., Mathieu, J. P., & Cuny, C. (2019). Consumers’ responses to
product design: Using a Semantic Priming Task to assess automatic understanding of
product positioning. International Journal of Market Research, 61(2), 140-156.
Dadzie, K. Q., Amponsah, D. K., Dadzie, C. A., & Winston, E. M. (2017). How firms implement
marketing strategies in emerging markets: An empirical assessment of the 4A marketing
mix framework. Journal of Marketing Theory and Practice, 25(3), 234-256.
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Fernández-Morales, A., Cisneros-Martínez, J. D., & McCabe, S. (2016). Seasonal concentration
of tourism demand: Decomposition analysis and marketing implications. Tourism
Management, 56, 172-190.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Margarita, I. Å. (2015). Analysis of marketing mix: Nivea case study. Entrepreneurship and
Sustainability Issues, 3(2), 173-185.
Mazzola, E., Perrone, G., & Handfield, R. (2018). Change Is Good, But Not Too Much:
Dynamic Positioning in the Interfirm Network and New Product Development. Journal
of Product Innovation Management, 35(6), 960-982.
Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1), 6-10.