WHICH MARKETING STRATEGY WILL YOU APPLY?

BY ROBIN GHOSH

( FORMER CHIEF ECONOMIST, BENGAL CHAMBER OF COMMERCE AND INDUSTRY)

KOLKATA, 17 APRIL 2023:
In this new age digital economy, the marketing game has altered dramatically. The data technology, scope of online marketing, and omnichannel promotion has created a new battery of techniques and tools to invent a new class of marketing strategy.
But has it changed the fundamentals of marketing ? Apparently not. It is like playing a test match in a different field conditions but the fundamentals remain the same.
You have to create value packages for the customer, choose the right price point, design a value delivery system and execute the process flawlessly.
Rama Bizapurkar, pioneer in crafting Customer Based Business Strategy, talks of four types of marketing strategies.
She defines 4 types of marketing strategies and they are:
1. Star Track ( Pioneers and Innovators.
2. Carpet Bomb ( Scale Obsessed)
3. Sales Force ( Passionate About Push)
4. Brand Shout (Faithful To Pull)
The narrative is: while designing market strategy mix and match of this slot may be necessary. A clever balance between intellect and practicality.
Designing marketing strategy is not a stock but a flow – an iterative exercise congruent and mingling many arms of marketing like segmentation, pricing, brand management incentivizing the customer and lastly behavioral triggering.

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