Strategic Marketing Presentation: OTHM Level 7, 2021

This presentation provides a comprehensive overview of strategic marketing, crucial for organizations seeking to differentiate themselves and provide value to customers. It begins with an introduction to strategic marketing, defining its purpose and importance in evaluating the current environment, establishing marketing objectives, and streamlining product development. The presentation then delves into the marketing planning process, including market audits, SWOT analysis, competitive market analysis, defining the target audience, setting SMART goals, the 4 Ps, and monitoring results. It further explores various marketing concepts and philosophies, such as the production, product, selling, marketing, and societal marketing concepts, with the Amazon Go store as a case study. Key elements of branding, including what constitutes a brand, the benefits of a strong brand, and the brand pyramid, are discussed. The presentation also covers brand positioning, explaining how businesses can occupy space in consumers' minds. An in-depth case study of Amazon's brand positioning strategy, including its niche market focus and differentiation strategies, is provided. The presentation concludes with an overview of brand management, emphasizing its role in building customer loyalty and fueling profits. References and a concluding statement about Amazon's strong brand and the need for continuous improvement are included.

Strategic Marketing
(PGD in Strategic Management & Leadership, OTHM Level 7)
Presented by : Mr ABC
(20/09/2021)

An introduction
 Over the past few years, strategic marketing has becoming
increasingly popular within organisations. Yet, as some confusion still
exists with regards to what exactly strategic marketing is and the role it
plays in organisations, this presentation will explain all you need to
know.
 What is strategic marketing?
 “Strategic marketing is a method through which an organisation
differentiates itself from its competition by capitalizing on its
strengths to provide better value to customers than its competitors”.
 In a nutshell, the goal of strategic marketing is to make the most of
an organisation’s positive differentiation over its competition through
the consumers’ perspective.

Evaluating the purpose of strategic marketing
 Strategic marketing is important for organizations because:
Helps in evaluating the current environment: Strategic marketin
helps in assessing the positioning and performance of an
organisation.
Helps in establishing clear marketing objectives: Having a
strategic marketing plan in place helps in establishing achievable
marketing objectives.
Streamlines product development: Strategic marketing helps in
creating products and services that provide the organisation with
high profits.

Marketing planning process
(b) SWOT Analysis
(c)Competitive market analysis
(a) Market audit
(d) Define your target audience
(e) Set SMART goals
(f) 4 P’s
(h) Put plan into Action
(i) Monitor results

Marketing planning process (in detailed….)
Item Description
(a) Market audit - assess the situation of marketing in the business- the products, resources,
distribution methods and competitors
(b) SWOT Analysis - is a study of the internal and external environments of a company
(c) Competitive market analysis- is a method for analyzing competition of a business (e.g. Porter's Five
Forces Framework)
(d) Define your target audience- your target audience is a sub-group of a target market (i.e. a target
audience is a smaller part of a larger target market)
(e) Set SMART goals - the goals set should be specific, measurable, attainable, relevant and
time-bound
(f) 4 P’s - is the concentration on product, price, place and promotion
(g) Put plan into Action - an action plan is designed to guide your way to accomplishing your goals.
It turns your vision into actionable goals and steps.
(h) Monitor results - monitoring your marketing strategy helps you to maximize the
effectiveness of your business plan.

Marketing Concepts / Philosophies
There are five alternative concepts under which organizations design and carry out
their marketing strategies;
1) Production Concept: This concept believes that consumers will prefer products
which are cheap and widely available
2) Product Concept: Marketers believe that consumers are most concerned about
high-quality product features
3) Selling Concept: Consumers will not buy enough of firm's products, unless rigorous
selling & promotional efforts
4) Marketing Concept: Emphasizes on understanding customer needs and wants and
delivering satisfaction better than their competitors
5) Societal Marketing Concept: Focuses on delivering value to the customers in way to
improve wellbeing of customer & society

Marketing Concepts / Philosophies (explained…..)
“Amazon Go” is a new kind of store with no checkout required. It created the world’s
most advanced shopping technology so customers never have to wait in line. With Just
Walk Out Shopping experience, simply the Amazon Go app is used to enter the store,
take the products customers want, and go! No lines, no checkout. It follows, more of a
“Marketing Concept” that deliver the satisfaction which outperforms the competitors.
Figure 1: GeekWire Photo / Kurt
Schlosser. www.geekwire.com /

What is a brand?
 A brand is a name, term, sign, symbol, design or a combination of the above to
identify the product or service of a seller and differentiate it from the rest of the
competitors (Philip Kotler)
 A solid product brand will help you reach your goals. Here are 6 reasons
a) A strong brand allows YOU to control buyer perception
b) You can charge a premium
c) You’ll attract more of the right customers
d) You’ll be more memorable
e) You’ll build loyalty—and profits to match
f) You’ll gain independence and opportunities for growth

What is a brand? (explained…..)
 When you focus on building your brand the right way, you can be sure that you’ll
not only grow your sales in the short term, but you’ll be setting up your business to
succeed far into the future.
 Accordingly, Amazon sellers are in need of a paradigm shift: rather than consider
themselves Amazon sellers, they should consider themselves a brand; and Amazon
as their primary distribution channel.

Brand Pyramid

Brand Pyramid (explained…)
 The Brand Pyramid consists of five levels that are aimed at revenue potential, or
optimal turnover. The bottom step of the Brand Pyramid starts out wide and each
step goes upwards to a new level, where customer loyalty increases.
 Level 1, Presence: On this level, customers are only aware of a certain brand, without ever
having bought it themselves
 Level 2, Relevance: On this level, customers start to wonder whether a product of a
certain brand meets their wishes and needs and whether it’s sufficiently relevant for them
to buy
 Level 3, Performance: This is the level where customers compare the product of a specific
brand to similar products of other brands.
 Level 4, Advantage: Customer loyalty is almost tangible on this level. Customers believe
that the product of a specific brand offers an actual advantage for them
 Level 5, Bonding; The highest peak has been reached and customers have now built a
bond with the brand.

Brand Pyramid (explained…)
“Amazon Go” is being a is a an innovative shopping experience, it maintains customer
bonding through followings;
 Attractive customer loyalty programs
 Providing quality and fresh foods
 Experience of convenient and hassle free shopping
 Less risk due to COVID-19 as less human interactions
 No traditional checkout line needed

Brand Positioning
 The first step for any new business is to ponder how to occupy space inside a target
consumer’s mind, which is called ‘Brand Positioning’. It can also be termed as a
consumer’s perception of a brand with respect to competing brands.
 Why does your brand need to enter his or her mind?
 If you ask a consumer to name a cola drink, ‘Coke’ name will spurt out. If you
ask the consumer to name a toothpaste that comes immediately to the mind,
most probably, ‘Colgate’ name would pop out. Why do these brand names
stay at the top of the consumer’s mind so that it can be recalled immediately?
 Coke is the first cooldrink to enter the consumer’s mind under Cola category.
Seven-up is the first cooldrink under the Un-cola category.

Brand Positioning (explained…)
Amazon’s Case study
 Finding a Niche Market: For a startup, the way to succeed is to start focusing on a
small niche market.
 Amazon’s Earlier Niche —in 1994, Jeff Bezos after being jolted by Internet’s 2300
percent annual growth rate, began to think about building a true ‘everything store’
online. He made a list of twenty possible categories — Computer software, office
supplies, apparel, music, etc.… One interesting option popped out — “The Books”.
Positioning — the differentiation
 As Amazon began to sell books online, it was beginning to find ways to establish
and preserve the difference in a consumer’s mind as it was the next foundational
step in building a sustainable competitive advantage.
 So, Amazon’s Positioning Strategy was “low-price”, “extraordinary convenience”,
“instant access”, and “comprehensive selection”

Brand Management
 BM Is the influence of brand perception within a company’s target
market. The goal of an effective brand strategy is to measure and
control credibility, perceived customer value, satisfaction, customer
loyalty and brand awareness.
 Effective brand management helps a company build a loyal
customer base and helps fuel a company's profits.

Conclusion…
 To conclude, Amazon is a strong corporate brand, with strong
product brands as a result of its hybrid brand structure. However,
Amazon must not become self-righteous and must constantly be
looking for processes to improve its reputation, due to inevitable
internal and external influences specially due to COVID 19.
 Amazon must be respectful of its employees and ensure that all
employees clearly understand Amazon’s values and vision by
focusing on its culture, to ensure a strong corporate reputation.

References
 BY KURT SCHLOSSER on September 9, 2020.
https://www.geekwire.com/2020/amazon-opens-new-go-grocery-store-east-
seattle-brings-retail-tech-microsofts-neighborhood
 www.researchgate.net
 www.sellerlabs.com/blog
 Mulder, P. (2018). Brand Pyramid. Retrieved [19/09/2021] from ToolsHero:
https://www.toolshero.com/marketing/brand-pyramid/
 Shah Mohammed, Jun 17, 2019. https://shahmm.medium.com/brand-positioning-
strategy-amazon-an-example-452a7397846a

“
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“Everything we hear is an opinion, not fact. Ev
perspective, not truth." - Marcus Aureli
Thank You…!