Product
|
Price
|
Promotion
|
Distribution
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Quality
Features
Options
Style
Brand name
Packaging
Sizes
Services
Warranties
Returns
Versatility
Uniqueness
Utility
Reliability
Durability
Patent protection
Guarantees
|
List price
Discounts
Allowances
Payment period
Credit terms
|
Advertising:
Personal selling:
-
Incentives
-
Sales aids
-
Samples
-
Training
Sales promotion:
-
Demonstrations
-
Contests
-
Premiums
-
Coupons
-
Manuals
Telemarketing
Internet
Publicity
|
Channels:
Market coverage:
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Table : Creating strategies out of the marketing mix
Conclusion
Marketing strategies take their routes in military and differentiate into direct, indirect, envelopment, bypass and guerrilla attacks. Having those five basic military principles in head, it is possible to combine them into an actionable plan. For example, indirect approach implies using an element of surprise towards the competitors confusing them with the taken actions while targeting the low-competitive or emerging segments of the market. Strategy of differentiation infers excelling the competitor increasing reliability, prestige and value. Concentration is about distracting a competitor to seek out an opportunity in undeveloped segment. When determining a strategy marketing mix elements should be taken into consideration – product, price, place and promotion. Analysis of those basic components helps to determine a distinctive advantage over the competitor.
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