MARKETING STRATEGY – IN ALIGNMENT WITH BUSINESS GOALS
Marketing strategy helps you to define your vision, mission and business goals. It also outlines the steps that needs to be taken to achieve defined goals
Marketing strategy affects the way business is run. It is a planning tool which helps you in setting overall marketing goals. It helps in creating a product portfolio which competitors’ envy. All these are done diligently to with one goal in focus, to reach consumers heart, mind. We consider the consumer as the God.
MARKETING IN ADVAITA
Similarly, in advaita vedanta philosophy, Prayer is a form of communication with Divine, to reach the Eeswara.
One may pray to any form of divine one chooses and relates. He tries to establish a connect with the Eshwara for he is the supreme lord. Our ultimate goal should be to reach him. Similarly, we adopt different tactics, ways, means to reach the consumer. We develop different products to suit each requirement of consumer.
In vedas, there is a popular saying
“आकाशात् पतितं तोयं यथा गच्छति सागरम् । सर्व देवनमस्कारं केशवं प्रतिगच्छति ॥” Aakashath Pathitham Thoyam. Yatha Gachathi Sagaram Sarvadeva Namaskaram Keshavam Prathi Gachathi”
“As the water that falls down in rain from anywhere in the sky finally reaches the Ocean, the worship of any divine aspect ultimately reaches the Supreme Being.”
This is similar to what we marketers do, adopt various market penetration tactics, different media vehicles all with one goal in mind. Occupy a place in consumers house.
For example, we do promotion in haats, e bazaars, choupals to enter the rural consumers home. Sachets are developed keeping in mind the pocket size. Even the DTH operators, have daily recharge vouchers for the rural consumers. However, many are following suits to cater to this market.
Tata Sky did a daily recharge campaign during the IPL season in the year 2015. This campaign empowering convenience and value for money to its subscribers targeting at the bite size. Its Daily Dillagi series of storytelling format in 13 episodes educating consumers about its daily recharge options especially when rural market is up for landgrab due to mandatory digitisation.
Marketing Strategy needs to be in align with the changing times. You adopt new methodologies, cater to the changing circumstances. In this present testing times of COVID – 19, where everyone is going digital. It’s always the survival of the fittest. You adopt a different methodology, an innovative approach to grab market share.
STEPS IN MARKETING STRATEGY
So, it is very essential that Marketing strategy needs to have the following points well defined.
- Identify the Consumer needs, product gap
- Create an emotional bond with consumer
- Speak from heart, a service tool to engage with consumers effectively
- Absolute clarity in the goals defined. Maintaining relevance
- Speak regularly with in your company – Internally. Boost confidence of your front-line consumer facing team
- Customer is God. Many Surrender to him
CUSTOMER IS GOD
To reach Customer (God) the strategy should be like the rain drops which leads a brand in achieving the end result. This end result when pre-defined like increase in sales, higher brand equity gives clarity in the goal to achieve. You need to work collectively towards achieving that one pre -defined common goal, be it at the distribution level, customer facing level or at the product level. Employees needs to be aware of this goal. It’s their collective effort that results in success of marketing strategy.
Devotee tries to reach Paramata with different forms of worship. In the same way various forms of Marketing strategies are used to reach a Customers home.
EXAMPLES OF MARKETING STRATEGY
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