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
−
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

1).Physique:- visual representation of the brand. it is could be logo color fonts, Tangible etc.
Amazon go is a well-known brand on the internet where everyone can easily access to. it's
unique of the font ( Happiness color of yellow), Amazon name itself has the meaning of a to z,
everyone to understand by just reading by a simple word, Easy to memorize the the name and
the logo Aadi best things to discuss here
2). Personality:- represent how a brand communicates with the outside world its tone of voice
The Amazon go is a brand which is already popular in the world throughout the internet which
brings easy to memorize (Friendly manner), Quality-oriented, Easy to explain to new user
3). Relationship:- all about holding trust in the brand-enhancing and branding loyalty
Amazon go is in the internet as a popular brand amount internet user, that makes very close to
hearth to remind easily and bring it out from the thoughts

4). Culture:- represent the set of value that build a foundation for the brand
amazon go is reached out to every internet user, therefore, it has the trust of every
customer throughout the performance, it is universal for everyone's two parts for it and
environmental with respect
5). Reflection:- it is how the brand sees its ideal customer, Orphan highlighted in ads
the Amazon go having above-mentioned criteria, throughout the internet with trustworthy
and easy to access, it also has qualitative and quantitative features
6). Self image- all about the way customers see themselves in a particular brand
Amazon go seems easy, accessible, crossword, achievable, qualitative and quantitative

illustration of the concept of brand pyramid brand Positioning and brand management
Brand Loyalty Pyramid
According to the keller's brand equity model
this Brand loyalty pyramid is a measurement of consumer
attachment towards the brand. further the customer willing to buy
the product or service, rather than considering the price, benefits,
features of a competitive product or service. High brand loyalty is a
great indicator of high equity because this helps to lead to high
profit through high sales.
The Amazon Go is not like another brand. it is created loyal
customers by giving satisfaction, no mind change to customers to
move, By having no switching cost customer to retain here, giving
all world product bye be a friend of them. Based on the scenario
amazon go is created loyal customers in London throughout its
supermarkets by offering no queues, no swiping cards and And
photos/snacks as an easy takeaway. Offering all goods in the
supermarket at a fixed affordable price to its customers. Further,
this technology lets free everyone t easy to access in the city and
outside the city e-consumer.

Keller's Brand Equity Model Is helping to identify how Amazon go
has created from its past
1. Brand Identity – Who Are You?
The goal is to create "brand salience," or awareness – in other
words, you need to make sure that your brand stands out, and that
customers recognize it and are aware of it.
By providing all over word product in a quality manner and easy to
access actor affordable price made it to the Amazon go
2. Brand Meaning – What Are You?
identify and communicate what your brand means, and what it
stands for. The two building blocks in this step are: "performance"
and "imagery."
Is Amazon go is a brand in virtual marketing and helps to reach all
over the world in a very short time with a good performance by
having the good condition in good sales and Returns with the best
quality product. in London throughout the supermarkets easy to
access ec2 pay no queues made them imagery for performance

3. Brand Response – What Do I Think, or Feel, About You?
Customers' responses to your brand fall into two categories: judgments" and "feelings."
These are the two building blocks in this step.
Amazon go, as usual response faster throughout the virtual marketing and through the
supermarkets, they have created good feelings among their customers. further, they have to
you consider the outside customer in respect of queue less shopping and non-swiping card
payments too
4. Brand Resonance – How Much of a Connection Would I Like to Have With You?
Brand "resonance" sits at the top of the brand equity pyramid because it's the most difficult
– and the most desirable – level to reach. You have achieved brand resonance when your
customers feel a deep, psychological bond with your brand
Amazon go, has to focus the outsider/ other customers to have the same facilities as
Amazon go customers enjoying every purchase and other connections with them.

BRAND POSITIONING
Positioning means owning a credible and profitable “position” in the consumer’s mind, either
by getting there first, or by adopting a position relative to the competition, or by repositioning
the competition.
(Al Ries and Jack Trout in “Positioning: The battle for your mind”)
Brands can be positioned against competing brands on a perceptual map. A perceptual map
defines the market in terms of the way buyers perceive key characteristics of competing
products. The basic perceptual map that buyers use maps products in terms of their price and
quality

The Amazon go, the brand is popular on the internet
and having supermarkets in London as a tangible or
physical market, it can go for “high-quality vs. low
price” or “high-quality vs. high price” products or
services to its customers. based on available goods
throughout amazon, quality products can be given at
low prices as it is gone for mass production with wide
distribution channels and having more high level of
customers. Simply based on the products, it’s needs
of customers, and availability, the amazon go
organization can decide where to position its different
types of products.
For example, the snacks for food items can be given a
high quality at a low price at “Bargain brand” to
customers who following public transport, who
access supermarkets.

This book is helps a lot to
understand the brand Book
Marketing Business Strategy by
Lewis Diaz (page 219) positioning

This book Marketing Business Strategy by Lewis Dias
(page 225) helps a lot to understand the brand
position as As Amazon has a number of products in
supermarkets. Because of that, every producthas to
be valued through marketresearch and see the
positioning has per customer needs and its availa
even though Amazon go through the internationa
famous brand.

Brand Management
Brand management is a function of marketing that uses techniques to increase the perceived value of a
product line or brand over time. Effective brand management enables the price of products to go up and
builds loyal customers through positive brand associations and images or a strong awareness of the
brand. (By MITCHELL GRANT THOMAS J. CATALANO) Reviewed by on February 03, 2021
(https://www.investopedia.com/terms/b/brand-management.asp)
Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive
understanding of the brand, it target market, and the company's overall vision
In this scenario, Amazon go has to focus on its internal customer and external customers too. since it
knows about London markets of the busy customer, how they purchase, what kind of goods they
purchased, because of they are too busy and try not to stand in the queue and fast shopping, the
Amazon go, has to focus on outside customers also.
As faced issues in US market such as outside ( non Amazon) customer in the supermarket more than 20
numbers, could not purchase as per Amazon’s new facilities(non-sweeping cards and queue less), The
Amazon go, Need to do to further market research, heading on new technology, consider food or
snacks sale ( customers travel to city and outside able to purchased immediately and easily) an
important to improve their performance through to managing

THANK
YOU Mr. ABC