Strategic Marketing Report: Concepts, Evaluation, and Analysis

This report provides a detailed overview of strategic marketing, encompassing key concepts, evaluation methodologies, and brand positioning strategies. It begins with definitions of marketing from various sources, including Philip Kotler and the American Marketing Association, followed by an exploration of the evaluation process in strategic marketing. The report then delves into the product life cycle, categorizing goods into convenience, shopping, specialty, and unsought goods, and emphasizes the importance of aligning marketing strategies with financial, production, HR, and marketing strategies to maximize shareholder value. The core of the report examines different marketing concepts, including production, product, and societal marketing, and analyzes the Amazon Go case study to illustrate these concepts. Furthermore, the report explores the Brand Identity Prism by Jean-Noël Kapferer, evaluating the Amazon Go brand based on its physique, personality, relationships, culture, reflection, and self-image. The analysis extends to Keller's brand equity model and brand loyalty pyramids, highlighting how Amazon Go has cultivated brand salience, meaning, response, and resonance. The report concludes by emphasizing the role of brand positioning and management in creating loyal customers and achieving high brand equity. The report aims to provide a comprehensive understanding of strategic marketing principles and their practical application, with the Amazon Go case serving as a prime example of successful brand management.

STRATEGIC MARKETIN
TASK-01
1
Strategic marketing
Marketing concepts
&evaluation
Brand
Pyramid/Positioning

DEFINITIONS OF MARKETING
"Satisfying needs and wants through an exchange process" - Philip Kotler
"Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large" (American Marketing Association – 2017)
CIM – UK UPDATED THEIR DEFINITION OF MARKETING IN 2007 "The strategic business
function that creates value by stimulating, facilitating and fulfilling customer demand. It does
this by building brands, nurturing innovation, developing relationships, creating good
customer service and communicating benefits. By operating customer-centrically, marketing
brings positive returns on investment, satisfies shareholders and stakeholders from business
and the community, and contributes to positive behavioural change and a sustainable
business future".

Evaluation of strategic marketing
Evaluation means the process of growth of a person or of an organization. In other
words, evaluation is a Theory that sees in the history of all things a development or
gradual movement to an advanced from a simple condition to one that is more
Complex and higher character
Evaluation in marketing is very important for a company from the initial stage to its
expected mission & vision level
Therefore in evaluation of the life cycle of the product is very important to understand
to achieve the mission and vision of the organization.

Because my goods are basically will have 4 following stages of its types
1). Convenience goods- These goods are purchase at convenience and with less
planning.
In simple common goods for human life such as rice, dhal, etc. And the character of
these goods are widely available to the customers, less price, high advertisement
cost to producer and mass production
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2). Shopping goods- These goods are purchased less frequently. And Character of
these goods will have more planning, higher-priced products, such as TV, furniture
cloth purchasing, The selection of this course based on price loyalty brand will be
considered, and advertisement made by producer and reseller
3). specialty goods- these goods are purchased on special effort, Character of these
goods are special on loyalty and brand, Less comparative prices, Target customers
selected distribution
4). unsought goods- these goods are based on high promotion and those create
needs of consumers interest and impact on Knowledge. By aggressive
advertisement, these goods get sold to the customers even though the negative

By understanding of goods, the organization will have a picture of
where it stands and how to reach the customers in a proper manner
with less cost to achieve its targets. Every organization has to
increase their shareholders’ value with stakeholders’ value also. To do
to the organization has to focus on finance strategy production
strategy HR strategy and finally marketing strategy. About three
strategies can give good profit to the shareholders. but it does not
mean those bring the exact full strength of an organization. To
enhance the maximum profit, the organization has to focus on
studying the market which is the strategy that gives additional income
or a profit to the shareholders and stakeholders.
The purpose of marketing is to contribute to maximizing shareholder
value and marketing strategies must be evaluated in terms of how
much value they create for investors.
Peter Doyle (2008)

Marketing concepts
1). production concept:- This is one of the old methods of the Marketing concept. In fact,
even the business understood the meaning of strategic marketing or not, a usual
organization produces and making goods widely available to the customer is an old method
of marketing. In this method, producers produce more products at a cheaper rate or a less
cost and make it, wider transport or a distribution channel to achieve every customer as
much as they can with higher profit. In this concept, the major risk is, the producer does not
consider or less consider consumer desire.
The companies which are under the production concept, go for mass production with cost-
cutting to get down with every customer in a reachable geographical area. here customers
are satisfied with the production and the products with less cost at widely available. And they
are not focusing on the specialty in the goods. here the seller having high marketing or
promotional activities with the large-scale distribution they reach the customers easily.
In this scenario, the Amazon go, by having huge advertisement and throughout the internet
facilities, they can wide distribution channel they can easily achieve and cover the
customers’ basic needs, based on goods available rather than the goods are desirable.

2).Product concept:- In this concept, the market believes that consumers are more concerned about
the quality of the Product Features. The Features consider the most quality the goods, performance,
innovations etc. since the customers focus on features the organization focus on consumer need and
do accordingly. The innovation of features could be either entirely or partially of product. By giving
continuous changes or innovation improvement, customers are always willing to buy this product with
the higher satisfaction.
This concept is indirectly mentioned that the producer has been holding power of decision in price by
satisfying customer needs. Therefore company really focusing on the features throughout the
marketing analytics, market research of customer's expectations and they are movement and
competitors performance.
Since Amazon go is, initially focus on the UK market with their customers, they performed easy and
understand the customers’ needs, and performed well technically. Where this Amazon go
supermarkets, does not expect to swipe the card and customer to not to stand on queue. Just
purchase and go makes them easy. From Amazon go App, these payments get automatically make the
customer feel easy to pay the bill by just picking the goods. And “on way " food or snacks available in
the supermarket, also a kind of special innovative of Amazon go among busiest London people

3). Societal marketing- societal Marketing concept, focusing on delivering value to the customer in a
way to improve well being of consumers and Society rather than profitability. In this concept
questions, whether the pure marketing concept overlooks possible conflicts between consumer
short-run want and consumer long runs welfare. It calls for sustainable marketing, socially and
environmentally responsible marketing. It meets consumer and business present needs while
preserving or enhancing our future generation’s ability to meet their needs. This marketing puts
human beings first and the rest are in next.
About scenario the Amazon go is also consider this societal concept. by avoiding queues in the
supermarket, try to have the social distance according to the covid-19 protocol from attacks in this
pandemic period. No queue means, Time serving busy people. No swapping and no queues are the
social distance from infections. the world is almost starting to face global warming. To reduce the
impact of global warming tree cutting is one of the crucial things to have. This paperless transaction
makes less tree cutting or avoids it. The fastest Technology makes it easier to perform their “day to
day” activities rather and rooming or going somewhere else always.

The brand identity prism was defined by Jean-Noël Kapferer and signifies the
six aspects of brand identity. These are guidelines for companies to expand
their brand in effective ways that they can communicate with consumers
Amazon go is a well-known brand in the world and every internet user is
familiar with the Amazon brand clearly. In this virtual world, every product and
service are try to be on the internet to reach customers for the mission and
vision of the organization. In this Jean-Noël Kapferer model, we can easily
evaluate the amazon go brand and it is the performance with expected
development. to evaluate the physics, personality, relationship, culture,
reflection and self-image are need to be considered