A STUDY ON MARKETING STRATEGY DEVELOPMENT AT ADMISSION SQUARE LLP- BANGALORE

“A STUDY ON MARKETING STRATEGY DEVELOPMENT AT
ADMISSION SQUARE LLP- BANGALORE”
Synopsis of the Report submitted in partial fulfilment of the requirement for the
award of the degree
POST GRADUATE DIPLOMA IN MANAGEMENT
(PGDM).
OF
ALL INDIA COUNCIL FOR TECHNICAL
EDUCATION (AICTE).
BY
SNEHASHIS ROY
YEAR: 2018-2020.
REGISTRATION NO: 14272697894
UNDER THE GUIDANCE OF
MISS. S. SMITHA.
REGIONAL COLLEGE OF MANAGEMENT
PLOT NO. 34/4 AND 34/5, MUDUGURKI, DEVANAHALLI, BANGALORE- 562110.

DECLARATION BY THE STUDENT
I hereby declare that the study on “MARKETING STRATEGY
DEVELOPMENT OF ADMISSION SQUARE LLP,
BANGALORE” is the result of the project work carried out by me
under the guidance of Senior Professor MISS. S. SMITHA. in partial
fulfilment for the award of POST GRADUATION DIPLOMA IN
MANAGEMENT (PGDM) Of AICTE.
I also declare that this project is the outcome of my own efforts that it
has not been submitted to any other university or institute for the
award of any degree/ diploma certificate.
PLACE: NAME: SNEHASHIS ROY

GUIDE CERTIFICATE
This is to certify that the project Report “MARKETING
STRATEGY DEVELOPMENT OF ADMISSION SQUARE
LLP- BANGALORE” submitted by SNEHASHIS ROY,
Registration Number: 14272697894 to AICTE, for the award of the
course of POST GRADUATE DIPLOMA IN MANAGEMENT is
a record of work carried out by him under my guidance. The report is
the result of his efforts and endeavour‘s.
This has not been submitted to any other University or Institution for
the award of any degree/ diploma certificate.
PLACE: BANGALORE
DATE: SIGNATURE OF THE GUIDE

ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and
deep regards to my guide Miss. S. SMITHA. for his
exemplary guidance, monitoring and constant encouragement
throughout the course of this project has been a source of
immense knowledge to me, enhancing my analytical
leadership and time management skills through effort. I am
also thankful to ADMISSION SQUARE LLP-
BANGALORE, for providing their cordial support, valuable
suggestions and guidance throughout the work at various
stages.

TABLE OF CONTENT
SL.
NO.
TOPICS
PAGE
NO.
1. Introduction 2
2. Objective of Study 3
3. History of Marketing Strategy Development 4-5
4. Frame work to Develop a Marketing Strategy 5-8
5. Marketing Strategy and Customer satisfaction 9
6. Marketing Strategy and Long term Growth 10
7. Objective of Marketing Strategy Development 11
8. Various Ways to Develop Marketing Strategy 12-37
9. Importance of Marketing Strategy Development 37-38
10. Latest Trends in Marketing Strategy Development 38-54
11. Components for Developing Marketing Strategy 54-58
12. Advantages of Marketing Strategy Development 58-60
13. Disadvantages of Marketing Strategy Development 60-61
14. Company Profile 62-66
15. Conclusion 67-68
16. Findings 69
17. Recommendation 70-76
18. Questionnaire 77-79
19. Bibliography 80

-:EXECUTIVE SUMMARY:-
Marketing Strategy Development gives your small business
a direction toward effective promotion. Marketing strategies
differ from one business to the next and should be customized
to suit the needs of the particular company. The development
of a marketing strategy involves the isolation of a target
market segment, a set of clear-cut goals, a fair amount of
consumer research, and the implementation of initiatives
aimed at getting the word out.
This project is made with an endeavour to understand the
broad picture of how Marketing Strategy Development is
helping an Education Consultancy Firm to flourish and keep
upgrading their operational field to succeed in future.
1

INTRODUCTION
A marketing strategy development is a document which helps
to define business goals and then allows you to develop the
activities required in order to achieve them. As specialists in
content marketing – along with both email and social media
marketing – we know exactly how useful it is to have a plan
in place when it comes to marketing your business, so that‘s
why we have put together this handy guide to help you write
your own marketing strategy!
First of all, before we start writing your marketing strategy,
it‘s important to find out exactly what it aims to do. After all,
if you don‘t fully understand what it does, you can‘t write it
effectively! Briefly, here are a few of the comprising sections:
 Describes your business, and explains its products or
services.
 Explains where your products or services are positioned
within the overall market.
 Describes your customers and your competition.
 Explains exactly what tactics you aim to use in your
marketing.
So that‘s what‘s included within the marketing strategy
development.
2

OBJECTIVE OF STUDY
The project is undertaken to meet the following four
objectives effectively:
 To know about Marketing Strategy Development and
how companies‘ are effectively using as a tool to succeed
in business.
 To know the various techniques and concepts of
Marketing Strategy Development and its application.
 To know how an education consultancy firm is enabling
to use the Marketing Strategy Development techniques in
their course of business.
 To analyse how Marketing Strategy Development can be
helpful to expand the scale of business operations in
future to maximize profit.
 To know how an education consultancy firm
ADMISSION SQUARE LLP, BANGALORE is
successfully carrying out and being benefitted through
the technique of Marketing Strategy Development.
3

MARKETING
STRATEGY
DEVELOPMENT

Marketing Strategy Development starts with a considered,
well-informed marketing strategy. A good marketing strategy
helps you define your vision, mission and business goals, and
outlines the steps you need to take to achieve these goals.
Your marketing strategy affects the way you run your entire
business, so it should be planned and developed in
consultation with your team.
-:HISTORY OF MARKETING STRATEGY DEVELOPMENT:-
The last twenty years have seen a radical change in the
Strategies adopted by Companies, Banks, and Industries etc.
Liberalization, Globalization and Privatization (LPG) changed
the basis on which enterprises is expected to make available
the satisfaction to the customers. The history of Marketing
Strategy is identified as a stimulatory subject. All authors
think marketing Strategy is relevant to business However few
think that Marketing Strategy is of strategic importance to
business. While many authors think that this is a relatively
new concept, however marketing strategy concept is perhaps
as old as business itself and no business can be run without
having a proper strategy to implement the plans. Our research
found that the history of Marketing Strategy is as old as the
history of business itself, even though the concept was not
formally formulated until recently.
4

However, the concept is still evolving and there isn‘t complete
agreement as to what the concept is all about. The history of
marketing strategy is described from its roots in early
marketing management & later corporate marketing to its
present state. The historical perspective demonstrates how
various strategic approaches can be integrated into a
comprehensive conceptual framework for marketing strategy.
:FRAME WORK TO DEVELOP A MARKETING STRATEGY:
A marketing strategy sets the overall direction and goals for your
marketing, and is therefore different from a marketing plan, which
outlines the specific actions you will take to implement your
marketing strategy. Your marketing strategy could be developed for
the next few years, while your marketing plan usually describes
tactics to be achieved in the current year.
Write a successful marketing strategy:- Your well-developed
marketing strategy will help you realise your business's goals and
build a strong reputation for your products. A good marketing strategy
helps you target your products and services to the people most likely
to buy them. It usually involves you creating one or two powerful
ideas to raise awareness and sell your products.
Developing a marketing strategy that includes the components listed
below will help you make the most of your marketing investment,
keep your marketing focused, and measure and improve your sales
results.
5

Identify your business goals:- To develop your marketing strategy,
identify your overarching business goals, so that you can then define a
set of marketing goals to support them. Your business goals might
include:
 increasing awareness of your products and services
 selling more products from a certain supplier
 reaching a new customer segment.
When setting goals it's critical to be as targeted as possible so you can
effectively measure the outcomes against what you set out to achieve.
A simple criteria for goal-setting is the SMART method:
 Specific - state clearly what you want to achieve
 Measurable - set tangible measures so you can measure your
results
 Achievable - set objectives that are within your capacity and
budget
 Relevant - set objectives that will help you improve particular
aspects of your business
 Time-bound - set objectives you can achieve within the time
you need them.
State your marketing goals:- Define a set of specific marketing
goals based on the business goals you listed above. These goals will
motivate you and your team and help you benchmark your success.
Examples of marketing goals include increased market penetration
(selling more existing products to existing customers) or market
development (selling existing products to new target markets).
6

These marketing goals could be long-term and might take a few years
to successfully achieve. However, they should be clear and
measurable and have time frames for achievement.
Make sure your overall strategies are also practical and measurable. A
good marketing strategy will not be changed every year, but revised
when your strategies have been achieved or your marketing goals
have been met. Also, you may need to amend your strategy if your
external market changes due to a new competitor or new technology,
or if your products substantially change.
Research your market:- Research is an essential part of your
marketing strategy. You need to gather information about your
market, such as its size, growth, social trends and demographics
(population statistics such as age, gender and family type). It is
important to keep an eye on your market so you are aware of any
changes over time, so your strategy remains relevant and targeted.
Profile your potential customers:- Use your market research to
develop a profile of the customers you are targeting and identify their
needs.
The profile will reveal their buying patterns, including how they buy,
where they buy and what they buy. Again, regularly review trends so
you don't miss out on new opportunities or become irrelevant with
your marketing message.
While you try to find new customers, make sure your marketing
strategy also allows you to maintain relationships with your existing
customers.
7

Profile your competitors:- Similarly, as part of your marketing
strategy you should develop a profile of your competitors by
identifying their products, supply chains, pricing and marketing
tactics.
Use this to identify your competitive advantage - what sets your
business apart from your competitors. You may also want to identify
the strengths and weaknesses of your own internal processes to help
improve your performance compared with your competition.
Develop strategies to support your marketing goals:- List your
target markets and devise a set of strategies to attract and retain them.
An example goal could be to increase young people's awareness of
your products. Your corresponding strategies could be to increase
your online social media presence by posting regular updates about
your product on Twitter and Facebook; advertising in local magazines
targeted to young people; and offering discounts for students.
Use the '7 Ps of marketing':- Identify your tactical marketing mix
using the 7 Ps of marketing. If you can choose the right combination
of marketing across product, price, promotion, place, people, process
and physical evidence, your marketing strategy is more likely to be a
success.
Test your ideas:- In deciding your tactics, do some online research,
test some ideas and approaches on your customers and your staff, and
review what works. You will need to choose a number of tactics in
order to meet your customers' needs, reach the customers within your
target market and improve your sales results.
8

:MARKETING STRATEGY DEVELOPMENT & CUSTOMER SATISFACTION:
It‘s a big success for a company if it caters to its consumers
very well. Customer Satisfaction is another factor on which
the whole sole success of a company depends on. A company
should always have a good marketing strategy that would be
beneficial for the consumers. While launching a new product
in the market they should be well aware of the factors that are
responsible for the area they are targeting. The people are well
aware of the alternatives that are available to them for
example if you take a washing machine they know which
company is giving the best product at optimum price. The
company should always be customer friendly i.e. if a
company is selling a product to the customer it should always
have a system of feedback to how the customers feel about the
product and what all improvements are The impact of
Marketing Strategies on Customer and Long Term Growth
295 required to make the product better. Every different
regions of the world require different market strategy as the
cultural diversity is immense and expectations of the people
differ from place to place. The main role of the companies
here is to hire such experienced people that can provide
innovative products and services to the people. Thus here we
can introduce a term of internal marketing which involves
hiring and training of employees who can serve customers
well.
9

:MARKETING STRATEGY DEVELOPMENT & LONG TERM GROWTH:
Certain successful companies like LG, Samsung etc. what
have been successful in India and all over the globe have set
an example for the newcomers to what they can actually learn
from them to what market strategies they should adopt so that
they can achieve long term growth. We now discuss a case
study on Kellogg‘s one of the most successful brands of
United States. Kellogg‘s is one of the leading producers of
cereal and convenience foods. Initially Kellogg‘s idea of entry
in Indian market didn‘t prove fruitful for them. Their idea was
to replace the traditional Indian breakfast like Chapatis, Idli,
Dosa etc with healthier cereal breakfast like cornflakes which
was a big challenge for them. Although holding a world‘s 60-
65% of the cereal market they were facing a drawback in
India as their advertisements were hurting the sentiments of
the Indian housewives as through their advertisements they
were conveying a message to the public that they were eating
a breakfast that was not healthy for them. So the company
could not understand the cultural aspects of the consumers
and was not so successful in India. Thus the companies should
take into account various aspects while setting up in different
countries i.e. its social cultural, demographic aspects etc. so
that they can have a long term growth.
10

:OBJECTIVE OF MARKETING STRATEGY DEVELOPMENT:
Development of a sound marketing strategy is an essential part of starting a
business. The marketing strategy determines the use of the company's resources
and tactics to achieve its specific marketing objectives based on the needs and
desires of its stakeholders, including customers, employees, investors and rivals.
The marketing strategy is typically designed around three elements: selecting a
target market, specifying the market strategy and creating a marketing mix.
Selection of a Target Market:- Identifying the target market may be the most
important decision a company makes in the strategic planning process. The
company must first specify whom it is trying to attract based on its own
strengths and weaknesses, the intensity of the market competition and the
potential costs and gains. Businesses may treat the entire market -- called mass
marketing -- or target one or more specific segments or groups in the market --
market concentration or multi-segmentation.
Specification:- Businesses must decide which market position they want to
take. The company that gains the largest market share and dominates the
competition becomes the market leader. The market challenger is the position
when a company confronts the leader of the market. The market follower is a
company that follows and copies the leader rather than attacks it. Many small
businesses choose to fill a market niche: a position that specializes in a narrow
segment of a large market.
Creation of a Marketing Mix:- After selecting the target market, specifying
the position that the company wants to take and researching the needs and
preferences of customers, the company must define its marketing mix along the
"4Ps" -- product, price, promotion and place -- to achieve a competitive
advantage. For example, its product must be of higher quality, its prices must be
lower, its promotion must be more effective, and its distribution must cost less
than its competitors must.
11

:VARIOUS WAY TO DEVELOP MARKETING STRATEGY:
In order for businesses to win market share and stay relevant they
need to consider many types of marketing strategies. Each marketing
strategy can communicate to a target market the benefits and features
of a product.
Marketing strategies can also communicate an overall value to their
customers. In many cases, this is the core of building equity or good
will in your target markets. Apple, for example, has invested in
creating commercials for television, billboards, and magazines that
showcase their products in such a way that their customers feel an
affinity towards Apple‘s products.
52 Types of Marketing Strategies In Use Today:
Cause Marketing:- Finding a causes both your customers and your
company cares about can create magic for your business. This
requires internal knowledge about what your organisation cares about
and who they want to help in the world. A good example of this is
Toms Shoes. Instead of doing the traditional ―buy one get one free‖
promotion, Toms built a strong customer following and reputation for
giving back by giving away a free pair of shoes to someone in need
for every shoe purchase made by their customers.
Close Range Marketing (CRM):- Use Wi-Fi or Bluetooth to send
promotional messages of their products and services to their
customers‘ smart phones and tablets at close proximity. Close Range
Marketing is also known as Proximity Marketing.
12

Relationship Marketing:-
Many companies focus on building relationships with their customers
instead of always exclusive trying to sell them something
(transactional marketing). Customers who love your brand more will
also spend more money with your brand. Many traditional retailers
have found this to be true.
13

Walgreens has seen that customers who buy from all of their
purchasing channels (store, web, mobile, etc) buy up to six times
more than the average customer that only buys in their store.
Transactional Marketing:- Driving sales can be challenging,
especially for retailers that have to consistently sell products in high
volume to consumers. In order to stay with the demands of investors,
retailers have to encourage consumers to buy using coupons,
discounts, liquidations, and sales events. High volume big-box
retailers like Target are constantly running promotional events in
order to get interested consumers into their stores.
Scarcity Marketing:- In some markets it‘s important to control how
much product is available at one time. In many cases this is done
because of the difficulty of acquiring raw materials or higher quality
of the product. A company may choose to make their products
accessible to only a few customers. Rolls-Royce‘s release of
their Chinese edition car called Phantom sold quickly. While the cost
of the car was higher than most cars the scarcity drove the desire and
the price.
Word of Mouth Marketing:- Word-of-mouth Marketing is the
passing of information from person to person by oral communication.
Customers are very excited to share with the world the brands they
love. Many consumers find meaning in sharing stories of their
favorite products and services.
16

Word of Mouth is one of the ancient ways people learned about what
to purchase. Modern marketers have learned how to create authentic
word of mouth for their companies and the products they represent.
Call to Action (CTA) Marketing:- CTA Marketing refers to
methods of converting web traffic into leads or sales on websites
using text, graphics, or other elements of web design.
17

Conversion strategies help improve the percentage of online visitors
who become customers or who join the mailing list.
Viral Marketing:- Cult Brand marketers are constantly creating new
business ideas that keep their products in the heart and minds of the
global consumer. Each time a new product is created, customers have
to be given a reason to dream about their future purchase. Sometimes
marketers of Cult Brands hit on something so great that people can‘t
help but share with others. Getting your customers talking about your
products and services is very important to growing awareness for your
business.
Diversity Marketing:-
18

Develop a customized marketing plan by analyzing different customer
segments based on cultural differences including tastes, expectations,
beliefs, world views, and specific needs.
Undercover Marketing:- Sometimes not telling everyone everything
can become a great source of buzz. Think of a movie trailer that got
you very excited to go see the movie. While not showing all the
aspects of the movie, the advertiser can create enough intrigue to
drive viewers to want to see more.
Mass Marketing:- Major corporations need to drive large numbers of
purchasing of their products in order to survive and grow. While mass
marketing may seem like a shotgun approach to marketing this is far
from the truth. Big businesses spend big money in understanding big
data–that‘s a lot of bigs!) This gives them an insight to where to place
media for their potential national customers who buy their products
and services. Wal-Mart is an example of an effective mass market
retailer. As the number one retailer in the world, they are very smart
about their mass marketing efforts, often giving their customers a
feeling of locality and warmth.
Seasonal Marketing:-
19

Seasonal events offers a great way to meet new consumers.
Sometimes these events can be actual changes of weather or national
holidays. For a retailer like Hallmark, Valentine‘s Day represents a
large portion of their business. By tuning into the various seasons that
are important to your customers you can become more relevant in
their lives.
PR Marketing:- One of the most important marketing strategies is
public relations. Many effective marketers work with the media to
bring awareness to their products and the benefits their products offer.
Also, in many cases where things go wrong, a good PR marketing
strategy is vital. When Apple‘s founder Steve Jobs was alive, Apple
held a major press conference to announce every new product. This
tradition is now continued by their new Apple CEO and CMO.
Online Marketing:- As commerce has propagated to the Internet, a
new form of marketing has emerged. From online banners to those
annoying pop ups, online marketers have attempted to get their
customers attention any way they can. Most online strategic
marketing efforts today are a mix of growth hacking strategies ( A/B
testing taken to the max) and a variety of awareness tactics that drive
attention. A very effective online marketer is the insurance company
Geico who simply asks their users to enter their zip code for an instant
quote on a better savings.
Email Marketing:- As soon as customers migrated into the online
world, Internet marketers have attempted to collect and organize
emails for potential prospects. Many business-to-business marketers
depend on email marketing as a primary way to connect with
customers. At industry tradeshows, IBM consultants can often be seen
exchanging email information with their prospects.
20

Evangelism Marketing:- Develop raving fan customers (what we
call Brand Lovers) who become advocates of your brand or product,
and who represent the brand as if it was part of their own identity.
Event Marketing:-
Creating events is a great way to drive sales. Customers often need a
reason to shop and events can often offer the perfect reason.
21

Macy‘s Thanksgiving Day Parade has become part of American
culture by connecting two events together that consumers love:
Thanksgiving and shopping.
Offline Marketing:- With mass adoption of the Internet, many
companies are finding new ways of integrating offline marketing with
new technologies to create more engaging customer experiences. The
Coca-Cola company has create vending machines that invite
customers to hug them. This continues to tie the Coca-Cola brand to
the core emotion of happiness, but also invite customers to experience
the real product offline.
Outbound Marketing:- Sometimes it‘s important for companies to
let their potential customers know they exist. By developing a list of
prospects a company can begin to reach out to their individual target
groups in order to find new customers. When Microsoft was selling
their accounting software they often used outbound marketing to
identify potential targets before trying to call the companies for an in-
person meeting.
Direct Marketing:-
22

Communicate directly with customers and prospects through mail,
email, texts, fliers and other promotional material.
Inbound Marketing:- Companies often have customers calling them
for various reasons. This can present a great opportunity to sell
customers additional products and services they currently don‘t have.
When business customers call to check their balances, the business
bank Chase often takes the opportunity to ask if they are interest in a
credit line, a 401 k plan, or a variety of other services the bank offers.
Freebie Marketing:- Promote free give aways or sell your products
and services sold at low rates to boost the sales of other related
products or services.
Newsletter Marketing:-
23

A fun way to promote a business is to write a newsletter that
highlights some of the newsworthy things that have happened for the
organization. The Motley Fool have been sharing their investment
insights with their community for many years. This newsletter creates
a sense of inclusion and participation with their members and has
provided a key driver for their incredible growth.
Article Marketing:- In industries where expertise is highly valued,
articles can offer a powerful tool to showcase your knowledge and
expertise. Some innovations are shared in the form of articles or white
papers where technical information needs to be convey to specialized
buyers. Amazon.com has dedicated part of their site for white papers
on technical know-how on cloud computing. This is a very
sophisticated form of marketing for specialized buyers.
Content Marketing:- Write and publish content to educate potential
customers about your products and services. For the appropriate
businesses, this can be an effective means of influencing them without
using direct selling methods.
Tradeshow Marketing:-
24

Many products have to be experienced to be bought. There are very
few customers that will buy a new automobile without doing a great
deal of research and test-driving the car first. Tradeshows are industry
gatherings where customers are invited to come sample all that the
industry has to offer. To introduce their new lines of products, Ford
Motor Company spends a great deal of time setting up and operating
their booth at the international consumer auto shows each year.
These auto trade shows give reporters and consumers a chance to
experience cars first hand.
Search Marketing:- These days, when consumers have questions
they often don‘t ask their friends; they go straight for Google. In fact,
Google is so good at answering our questions that millions of people
daily search for their answers on this leading Internet search site. One
does not have to look far to see the power of search marketing.
Google has shaped the industry for many years now and has helped
hundred of retailers grow their businesses. While many businesses
used to advertise in their local yellow pages, as less and less consumer
consult their local physical directory, this channel becomes
increasingly less effective each year.
Direct Marketing:-
25

Advertise and promote your products and services to customers using
a range of digital devices including computers, smartphones, and
tablets. Internet Marketing is an essential practice in Digital
Marketing. Once a target market has been clearly identified, it is
possible to work in conjunction with the USPS or a professional mail
carrier that knows where your customers live. Direct marketing can be
an effective way to reach consumers right where they live at home.
While there is often a negative side to this approach (consumers don‘t
want to be bothered with a flurry of mail), many smart companies
execute direct marketing well. Catalog retailer L.L. Bean, for
example, created direct marketing programs that their customers looks
forward to receiving.
Niche Marketing:- Finding a niche and filling it could be described
as the secret recipe for growth in over-crowded marketplaces. Take
the shoe business, for example. There is a great demand for shoes in
the world and so many top companies have evolved to satisfy most of
the immediate shoe needs in the marketplace. The shoe space might
seem crowded, but shoe manufacturing company Vans noticed an
underserved customer: the skater. By focusing on this niche
market Vans has developed a thriving business.
Drip Marketing:- Drip marketing is a communication strategy that
sends, or ―drips,‖ a pre-written set of messages to customers or
prospects over time. These messages often take the form of email
marketing, although other media outlets can also be used as well.
Community Marketing:- Engage an audience of existing customers
in an active dialogue, speaking to the needs and wants of this
particular customer group.
26

Instead of focusing on generating the next transaction, community
marketing promotes greater loyalty and higher levels of engagement
within an existing brand community. Learn how to build brand
communities here. Community marketing can also lead to word of
mouth marketing.
Social Media Marketing:-
Social media sites like Facebook and Twitter offer a unique
opportunity for savvy businesses willing to invest in customer
engagement. Social media marketing is still in its infancy but is
growing up rather quickly. Companies like Southwest Airlines have
departments of over 30 people whose primary responsibility is to
actively engage with customers on social media.
27

Cross-Media Marketing:- Provide customers information
through multiple channels like email, physical mail, websites, and
print and online advertisements to cross promote your products and
services.
B2B Marketing:- Business-to-business marketing is a marketing
practice of individuals or organizations (including commercial
businesses, governments, and other institutions). It allows businesses
to sell products or services to other companies or organizations that in
turn resell the same products or services, use them to augment their
own products or services, or use them to support their internal
operations. International Business Machines is a well known B2B
marketer. IBM‘s business has grown because taking a very intelligent
approach at marketing their products to other business and
governments around the world.
Promotional Marketing:-
28

Promotional marketing is a business marketing strategy designed to
stimulate a customer to take action towards a buying decision.
Promotional marketing is a technique that includes various incentives
to buy, such as:
 Contests: We all enjoy winning something for free. Contests
offer an attractive marketing vehicle for small business to
acquire new clients and create awareness.
 Coupons: According to CMS, a leading coupon processing
agent, marketers issued 302 billion coupons in 2007, a 6%
increase over the previous year. Over 76% of the population use
coupons, according to the Promotion Marketing Association
(PMA) Coupon Council. Coupons still work and provide an
affordable marketing strategy for small business.
 Sampling: Try before you buy. Giving away product might
appear profit-limiting, but consider how giving your customers a
small taste can lead to a big purchase. Retail genius Publix
supermarkets share samples of their award-winning key lime pie
not because people question the goodness of the pie but to get
their customers to buy more.
Ambush Marketing:- Advertiser use this marketing strategy to
associate with specific events and brands without paying sponsorship
fees. This allows the business to capitalize on these events or leverage
the brand equity of the other business, which has the potential effect
of lowering the value of the original event.
B2C Marketing:- The ultimate goal of B2C marketing (business-to-
consumer marketing) is to convert shoppers into buyers as
aggressively and consistently as possible. B2C marketers employ
merchandising activities like coupons, displays, store fronts (both real
and online) and special offers to entice the target market to buy.
29

B2C marketing campaigns are focused on a transaction, are shorter in
duration, and need to capture the customer‘s interest immediately.
These campaigns often offer special deals, discounts, or vouchers that
can be used both online and in the store.
Cloud Marketing:- In this new form of marketing, all marketing
resources and assets are brought online so customers
(or affiliates) can develop, modify, use, and share them. Consider
how Amazon.com gets customers to buy digital books, movies, and
televisions shows in a digital library that is accessible in the
customer‘s online account or on their digital device like their Kindle
Fire.
Mobile Marketing:-
Marketing on or with a mobile device, such as a smart phone. Mobile
marketing can provide customers with time and location sensitive,
personalized information that promotes goods, services, and
ideas. Here is a recent example of mobile marketing in action.
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Alliance Marketing:- A joint venture is formed between two or more
businesses to pool resources in an effort to promote and sell products
and services.
Reverse Marketing:- In reverse marketing, the idea is to get the
customer to seek out the business rather than marketers seeking the
customer. Usually, this is done through traditional means of
advertising, such as television advertisements, print magazine
advertisements, and online media. While traditional marketing mainly
deals with the seller finding the right set of customers and targeting
them, reverse marketing focuses on the customer approaching
potential sellers who may be able to offer the desired product.
In 2004, Dove launched the Dove Campaign for Real Beauty focusing
on the natural beauty of women rather than advertising their product.
This campaign caused their sales to soar above $1 Billion and caused
Dove to re-create their brand around this strategy. Although
successful, this campaign caused a lot of controversy and discussion
due to what people saw as an advertisement with a contradictory
message.
Telemarketing:- I know what you are thinking, you hate
telemarketers. You are not alone in your feelings. However,
telemarketing can play an important part of selling your products to
consumers and it must not be overlooked as many companies rely on
it to connect with customers. Telemarketing (sometimes known as
inside sales, or telesales in the UK and Ireland) is a method of direct
marketing in which a salesperson solicits prospective customers to
buy products or services, either over the phone or through a
subsequent face to face or Web conferencing appointment scheduled
during the call.
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Telemarketing can also include recorded sales pitches programmed to
be played over the phone via automatic dialing. Telemarketing has
come under fire in recent years, being viewed as an annoyance by
many.
Free Sample Marketing:-
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Unlike Freebie Marketing, this is not dependent on complementary
marketing, but rather consists of giving away a free sample of the
product to influence the consumer to make the purchase.
Direct Mail Marketing:- A channel-agnostic form of advertising that
allows businesses and nonprofits organizations to communicate
directly with the customer, with advertising techniques that can
include text messaging, email, interactive consumer websites, online
display ads, fliers, catalog distribution, promotional letters, and
outdoor advertising. Direct marketing messages emphasize a focus on
the customer, data, and accountability. Characteristics that distinguish
direct marketing are:
 Marketing messages are addressed directly to the customer(s).
Direct marketing relies on being able to address the members of
a target market. Addressability comes in a variety of forms
including email addresses, mobile phone numbers, Web browser
cookies, fax numbers, and postal addresses.
 Direct marketing seeks to drive a specific ―call to action.‖ For
example, an advertisement may ask the prospect to call a free
phone number or click on a link to a website.
 Direct marketing emphasizes traceable, measurable responses
from customers regardless of medium.
 Direct marketing is practiced by businesses of all sizes—from
the smallest start-up to the leaders in the Fortune 500. A well-
executed direct advertising campaign can prove a positive return
on investment by showing how many potential customers
responded to a clear call-to-action. General advertising eschews
calls-for-action in favor of messages that try to build prospects‘
emotional awareness or engagement with a brand.
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Even well-designed general advertisements rarely can prove their
impact on the organization‘s bottom line.
Database Marketing:- Database Marketing is a form of direct
marketing using databases of customers or potential customers to
generate personalized messages in order to promote a product or
service for marketing purposes. The method of communication can be
any addressable medium, as in direct marketing. The distinction
between direct marketing and database marketing stems primarily
from the attention paid to the analysis of data. Database marketing
emphasizes the use of statistical techniques to develop models of
customer behavior, which are then used to select customers for
communications. As a consequence, database marketers also tend to
be heavy users of data warehouses, because having a greater amount
of data about customers increase the likelihood that a more accurate
model can be built.
There are two main types of marketing databases: (1) consumer
databases and (2) business databases. Consumer databases are
primarily geared towards companies that sell to consumers, often
abbreviated as [business-to-consumer] (B2C) or BtoC. Business
marketing databases are often much more advanced in the information
that they can provide. This is mainly because business databases
aren‘t restricted by the same privacy laws as consumer databases.
Personalized Marketing:-
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Personalized marketing (also called personalization, and sometimes
called one-to-one marketing) is an extreme form of product
differentiation. Whereas product differentiation tries to differentiate a
product from competing ones, personalization tries to make a unique
product offering for each customer. Nike ID is a popular brand that
has developed a strong business around this personalization marketing
concept.
Affinity Marketing:- Create strategic partnerships that are mutually
beneficial by forming alliances with complementary brands. Also
known as partnership marketing, with this strategy, one brands
generates sales while the other creates new customers and builds
brand awareness.
Cult-tural Marketing:- The proposition of cult marketing holds
reign upon the notion that a way to convert—ahem, excite … OK,
convert—consumers is by using timeless human behavioral drives
found in religious cults. Heck, fellow acolytes, nothing is more
permission-, buzz- and one-to-one-based than ―a central ideology with
a parallel social universe rich with customs.‖ Cult marketing is a
bright spot in the list of newfangled marketing templates, one that
applies timeless social-science principles in a powerful way. To the
list of newfangled marketing buzzwords, let‘s add the term cult.
Humanistic Marketing:- Human needs are ―a state of felt
deprivation.‖ They distinguish between physical needs (food, shelter,
safety, clothing), social needs (belonging and affection), and
individual needs (knowledge, self-expression). Needs are a relatively
narrow set of non-cultural states of felt deprivation.
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Guerrilla Marketing:- Grass root, untraditional, and low-budget
methods that found involve creativity, big crowds of people, and the
element of surprise to market or promote a product, service, brand,
event, or new launch.
Brand Lover Marketing:-
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Brand Lover Marketing is a marketing concept that is intended to
replace the idea of traditional brand marketing. Brands are running
out of juice and Brand Lovers are what is needed to rescue brands.
But what builds loyalty that goes beyond reason? What makes a truly
great brand stand out? Brand Lovers bring brands to life. For a brand
to elevate itself into the ―Cult Brand‖ category, it has to give
customers a feeling of belonging while generating strong feelings of
love for its customers. Creating loyalty beyond reason requires
emotional connections that generate the highest levels of love and a
sense of belonging for your brand.
:IMPORTENCE OF MARKETING STRATEGY DEVELOPMENT:
 Marketing strategy provides an organization an edge over it‘s
competitors.
 Strategy helps in developing goods and services with best profit
making potential.
 Marketing strategy helps in discovering the areas affected by
organizational growth and thereby helps in creating an
organizational plan to cater to the customer needs.
 It helps in fixing the right price for organization‘s goods and
services based on information collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its
resources so as to provide a sales message to it‘s target market.
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 A marketing strategy helps to fix the advertising budget in
advance, and it also develops a method which determines the
scope of the plan, i.e., it determines the revenue generated by
the advertising plan.
In short, a marketing strategy clearly explains how an organization
reaches it‘s predetermined objectives.
:LATEST TRENDS IN MARKETING STRATEGY DEVELOPMENT:
For years I‘ve been looking to the future, predicting how innovations
in digital media, platforms and technology will shape marketing in
2020. The cutting edge examples certainly show the exciting
opportunities available - there is almost too much choice.
In this article, I‘ll explore six key marketing trends based on examples
and research on the adoption of the latest marketing techniques and
technology marketers can use. For recommendations on tapping into
the innovations in different digital marketing channels, including
email, social media and search engine marketing, see all the other
posts from the Smart Insights team covering Digital marketing trends
for 2020.
Now we‘re nearly at 2020, we can see the huge impact that digital
marketing has had. Looking at advertising alone, these eMarketer
predictions show how the duopoly of Facebook and Google dominate
paid media investments online, although offline media buys remain
important for many larger brands.
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Trend 1. Lifecycle marketing:- Although it‘s often said that the
‗funnel is dead‘ since consumer follows non-linear journeys,
regardless of the product or service you‘re involved with marketing, it
will always be the case that to grow a business, your primary focus is
growing awareness, closely followed by increasing customer leads
and prospects.
This focus is shown by the latest Altimeter / Prophet State of Digital
Marketing report, which shows a primary focus on increasing
awareness.
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The role of digital in creating a unified customer experience is also
high in the response, but it‘s shocking that digital marketing isn‘t seen
as a driver of boosting revenue from existing customers. It‘s an
artifact of the question since digital marketing is effective in
achieving all of these goals, including customer retention.
A more practical way to plan to integrate online marketing into
marketing activities is to consider communications from a customer
point-of-view through the customer journey. I call this always-on
lifecycle marketing and recommend you review your use of online
AND offline media across the customer lifecycle.
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An example of an audit is shown by this example of the use of
marketing activities by a B2B company, which although strong at the
top-of-funnel in terms of activities used, is less strong in the middle
and bottom-of-funnel nurture and re-targeting activities. Many
businesses are adopting marketing automation and account-based
marketing technology to implement these touch points. See the article
linked to above for all of the potential activities that can be audited.
Trend 2. Conversational marketing:- For me, this is the most
exciting trend in marketing today, bringing together rapid consumer
adoption of smart speakers and innovation in search query processing,
conversational interfaces and messaging.
Conversational marketing was highlighted as a key innovation in
the latest Gartner hype cycle alongside Artificial Intelligence, which
often fuels it. You can see that of the technologies on the Innovation
Trigger slope, many aren't expected to become mainstream for 5 to 10
years. Of those forecast to hit the mainstream within the next 2 to 5
years, the three most significant for marketers to consider are
personification, real-time and conversational marketing.
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Gartner explains:
―Conversational marketing technologies enable interactions between
companies and customers that mimic human dialogue and do so at
scale. This category is near the Peak of Inflated Expectations phase‖.
Personally, I think the hype about smart speakers to support the
purchase journey is just that. While some products lend themselves to
purchase, where a choice is to be made amongst complex products,
they just won‘t cut it until we have truly intelligent comparison bots.
However, the research suggests I may be wrong. A study of 2,000
British adults commissioned by Artefact UK, an AI and data-driven
agency, reveals that:
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“Six out of ten smart speaker owners (60%) have used them to make a
purchase in the past year. In fact, nearly a quarter (22%) said they
have done so within the past week”.
I believe that building in more relevant to web, email and mobile-
based conversations can have a bigger impact by boosting relevance
and speaking in a more personal tone. Persado is an interesting tech
here.
Persado uses a copy impact classification applied to existing copy,
which is used to tailor copy and calls-to-action on an individual basis.
For example, using Persado Natural Language Generation to run an
experiment, Air Canada sparked a higher response using Anxiety
language getting a 3% engagement lift, compared to a 5% drop using
Exclusivity language, and a 3% drop using Safety language.
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Another example of AI application is nutrition and wellness retailer
Holland & Barrett using AI to provide better-targeted emails. This
Machine Learning approach from Tinyclues goes beyond optimizing
copy using a tool like Persado, instead, it also involves targeting
based on the behavior of individuals to create more micro-targeted
campaigns.
Speaking at a session I chaired at the Email Innovation Summit,
Richard Lallo, Head of Digital Marketing, described what he calls
‗strategic promotions and mono-product pushes‘ in a campaign. The
business was able to drive campaign revenue and increase re-purchase
rate while sending emails. Campaign revenue increased by 27%, open
rates increased by 19%, while email send volume decreased by 23%,
which also gives cost savings.
Trend 3. Insights-driven marketing:- At Smart Insights we're huge
fans of using analytics and insight to drive business performance and
optimize the results from digital marketing. It's why we're called what
we are.
Improving their data-driven marketing is an aim of many businesses
indicated by the most desired skill amongst digital marketers revealed
by the Altimeter/Prophet State of Digital Marketing report.
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Businesses using this approach are trying to gain the benefits reported
by Mckinsey research that suggested that:
Intensive users of customer analytics are 23 times more likely to
clearly outperform their competitors in terms of new customer
acquisition than non-intensive users, and nine times more likely to
surpass them in customer loyalty.
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In addition to advances in customer analytics supported by CDPs
described in the next section, new Voice of the Customer (VoC)
techniques, such as online-hosted customer communities, can improve
customer preferences for future products and how they are delivered.
For example, Red Bull used insight platform Vision Critical to launch
a community of consumers passionate about the energy drink
category. By providing a deeper understanding of consumer
preferences, the community challenges widely-held assumptions. The
company, for instance, learned who consumes Red Bull drinks — and
how and when they buy — were changing. Data from the community
provides insight on the competitive landscape, revealing channels the
company can enhance to improve growth. The community also helps
Red Bull deliver more value to retailers.
Trend 4. Marketing technology:- Today, Marketing Technology
(Martech for short) presents a bewildering choice of software services
for businesses looking to improve their management of digital media,
experiences and supporting data. If your business and your agencies
adopt the right blend of Martech, it can help give you an edge against
competitors, but if not, you may be missing out on the insights and
automation processes they are using.
The latest 2019 Martech supergraphic from Scott Brinker, a specialist
who hosts Martech conferences and has advised on technology for
HubSpot, has created this somewhat scary map of all the potential
categories and services that companies can use.
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To highlight the range of great services available and to simplify the
options a little, we designed this essential digital marketing tools
infographic to recommend the categories of tools you should consider
across the Smart Insights RACE Planning system and highlight the
most popular, most capable tools.
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We will create the annual update for this in early 2020, discussing it
recently on LinkedIn has highlighted some of the latest trends that
aren‘t evident from this version of the wheel. Raviv Turner, Co-
Founder, of B2B service @CaliberMind said:
“No MarTech stack is complete these days without the third leg of
CRM, MAP & CDP. The only way to map, store, analyze and act on
the complete end-to-end customer journey is having all the data in
one place using a Customer Data Platform (CDPs).”
I'm not sure 'the only-way' is accurate, but that is the sentiment.
Kristen Obaid, Always On digital marketing campaigns manager for
an international Education company, added:
“The Salesforce and Adobe MAPs are underrepresented here (eg
Pardot can be used for email, social, CRM, CMS, audience
management, analytics. Krux is now SF. They can both be used as
DMPs if the data is configured properly.) BI with simple data
integrations (like Domo, Tableau) are also missing, plus Intercom for
service CMS eg FAQs, and Drift for automated service chat”.
Trend 5. Consumer Privacy and KYC:- Repeated privacy faux-pas
by Facebook, Google and security breaches at other brands leading to
the release of customer details have highlighted to consumers that
their data isn‘t as safe with online brands as they may have once
thought. Privacy regulations like GDPR have been enacted to improve
data privacy with increased fines.
Record fines have arisen in 2019 from the maximum penalty for
contraventions increasing under GDPR to up to €20m (£17.5m) or
four percent of global turnover - whichever is the greater.
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British Airways, was issued with a proposed fine of £183m for a
breach of customer data and a £99 million fine on hotel chain
Marriott for failing to protect personal data contained in
approximately 339 million guest records.
While these may be more the concerns of the CIO or CFO rather than
the CMO, it shows the need for marketers to work with colleagues to
mitigate the potential impact of security breaches and reassure
customers.
At the same time, we have seen a decreasing effectiveness of
traditional identification methods such as cookies for tracking, which
makes media ROI determination - supposedly one of the key benefits
of digital channels - more difficult.
Emerging technologies can potentially help with both of these
challenges.
New Identify Management or Know Your Customer solutions are
being developed that can both improve security, reduce fraud and
improve insight about customers across multiple devices.
For example, UK startup Hooyu blends traditional methods of
customer verification such as database checks (where available) with
ID document validation, digital footprint analysis, geo-location and
facial biometrics. While this is most relevant for banks and other
gambling applications, it indicates the range of data points that are
now available.
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With these consumer concerns and new legislation such as the EU
ePrivacy legislation about to be launched and the inaccuracy of
tracking online with increasing restrictions built into browser like
Chrome and Safari it seems like the days of the cookie (and
particularly third-party cookies) and digital fingerprinting may be
numbered. This means that businesses should be considering other
alternatives if they aren‘t already.
Discussing Unified ID – Why Identity becomes a key success factor
in the post-cookie era era - Alwin Viereck, Head of Programmatic
Advertising and Ad Management, United Internet Media estimates
that
"More than 20% of all cookies in a desktop environment do not live
longer than a day and a further 15–20% do not survive a month. For
vendors in a third party context (which are typically all participants
of the programmatic ecosystem), the problem might even be worse.
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Multiplatform consent solutions like Sourcepoint and Identity and
Access Management integration solutions
like Auth0 and OneIdentity will be adopted more widely. Within
AdTech new solutions will have to be found in response to Google
and Apples Ad-targeting limitations.
Trend 6. Digital transformation and Marketing Transformation:-
Our managing digital marketing research revealed many challenges in
terms of how digital marketing is run in companies today. Problems
included a lack of focus on integrated strategy, testing, and
optimization and structural issues like teams working in silos or a lack
of skills in integrated communications.
To counter these types of problems and to make the most of the
opportunities for growing a business through digital marketing, many
businesses are now putting a digital transformation program in place.
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The aim of digital transformation is to develop a roadmap to improve
digital capabilities and skills, while at the same time, integrating
‗always-on‘ digital marketing activities with brand and product
marketing in the business.
This chart from the research shows that many businesses are active in
transformation to try to achieve this aim through the success factors
covered in this briefing.
Despite some talk that we might be in a post-digital world by 2020
and some traditional marketers suggesting that ―it‘s time to shut down
digital marketing for good‖ the reality is that many specialist digital
job roles and are needed to run digital marketing activities as my post
'10 reasons you still need a digital team' shows.
A common practice that we can expect to continue in the future is a
move to a hybrid approach to managing digital marketing with digital
marketing skills being developed in marketing teams as suggested by
this structure.
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However, the label of a ‗digital department‘ is outmoded, since the
creation of large digital teams has caused silos to develop with other
marketing and product teams. Instead, we can expect a continued
move to a digital/marketing Centre of Excellence model. The DCoE
will be smaller ‗digital services units‘ that track the latest
developments in development, advising on new digital techniques and
technologies.
Through the year, we‘ve been adding to our tools to help all members
assess how well their businesses are adapting to using digital media
and technology as part of Digital Transformation. To review your
digital readiness, either for integrated digital marketing or individual
channels, download our benchmarks or take our interactive capability
graders.
53

All the best for grasping the opportunities from digital marketing in
2020 and beyond! To help you on your way take a look at our
benchmarking templates, each of which will give you a quick review
for digital marketing governance and the key channels like search,
social, email marketing plus analytics, content marketing and
experience.
:COMPONENTS FOR DEVELOPING MARKETING STRATEGY:
There is hardly a small business owner who is not obsessed with this
term: marketing strategy. That‘s the main aspect that makes the
difference between successful entrepreneurs and those that fail. It‘s
strange how everyone cares about discovering the perfect marketing
techniques for their business, but we don‘t bother realizing
what marketing strategy really means.
Let‘s start from the fundamentals. Marketing strategy is a collection
of techniques that enable a particular organization to direct its
resources towards the best opportunities in terms of increasing sales
and achieving sustainable advantage over the competition. A
company‘s marketing strategy consists of long-term activities that
contribute towards developing strong brand awareness.
Now that we have a clear definition of the term, it‘s time to get into
the details: when can you be sure that you have a good marketing
strategy? Pay attention to the following components, and you‘ll get
there:
Target Audience:- Who are you trying to reach through your
marketing efforts? Who falls into the category defined as the perfect
customer?
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This is the first step in every marketing strategy: identify your target
audience. This doesn‘t mean you‘ll ignore potential buyers
who don‘t fit into the criteria you set at this stage. Everyone interested
in your products and services will still be able to get them, but you
should definitely narrow your marketing efforts to the category of
people you are most likely to attract.
Levi‘s, for example, aims to attract young, vibrant people who love
the mix of modern and classic. That‘s the customer their whole
marketing strategy is focused on.
When you identify the interests of your target customer, you‘ll adjust
the overall style of your marketing strategy in a way that suits this
category of users. You‘ll create the perfect TV ads, you‘ll write blog
posts in a language they understand, and you‘ll easily connect with
them via social media.
Awareness:- The ultimate goal of any business is to gain more trust
with current clients and achieve better brand awareness among the
target audience. Some of the classic ways to boost the awareness for
your brand include advertising (TV, newspapers, magazines, and
online) and word of mouth.
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These tactics are not outdated as many contemporary marketers think.
You should still consider them as part of your content marketing
strategy.
In the current market conditions, the concept of building brand
awareness is mostly determined through online marketing techniques.
This means that your business needs a website, as well as a blog
where you will post high-quality articles related to your niches.
Videos, podcasts, infographics, images, and presentations are also
important. Visual and audio content creates lasting impressions.
Unique Advantages:- Your brand has to offer a unique advantage if
you want your target audience to choose it over competitors‘ offers.
What are the main things that distinguish your product/service from
the similar offer on the market? If you cannot identify such
advantages, you better think of them as soon as possible. Then, you‘ll
focus your marketing strategy on promoting them.
If, for example, you‘re promoting new photo editing software, you‘ll
face huge competition and you‘ll have to attract the audience with
unique features.
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The customer wants effectiveness, speed, great choice of filters and
editing options, and unique flare that will make the photos different
from the mainstream trends. If the description of your offer gets the
attention of your target audience, you‘ll be one step closer to
achieving the goals of your marketing campaign.
Don‘t make things too complicated. Elaborate commercials are
annoying and counterproductive. You need to identify one or two
things that make you different and promote them as much as possible.
Is your product cheaper and better than everything else on the market?
Well, that‘s all your potential clients need.
Communication with Your Clients:- It‘s important to know when
and how to communicate with your audience. You cannot simply
create social media profiles and use them whenever you have time for
them. The connection you develop with your customers is a key
aspect for the success of your marketing strategy. Social media is
certainly important, but you have to use it strategically. Consider paid
advertising on Facebook, Twitter, and other platforms. These ads will
be featured in front of a huge audience, so you‘ll easily attract a base
of followers with this method.
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When you obtain a decent number of followers, you‘ll need to
maintain successful communication with them. Don‘t make it all
about your business. You‘ll certainly promote your products and
services as the best choice on the market, but you should focus your
attention on the needs and wants of your followers. Identify the
problems they have and show how your business is a proper solution.
Monitor the activity of your audience and make sure to publish
updates during traffic peak times!
Activities:- Okay, you identified your target audience, you started
building brand awareness, you have a unique offer and you
understood the importance of proper communication. Now you‘re left
with one factor that connects all previous elements of a good
marketing strategy: activities.
You need to inform your target audience about the advantages of your
business through a series of activities that include advertising, online
presence, seminars, webinars, promotions, giveaways, interviews, and
other smart ways of using media. Each and every action you take
must maintain the relation with your marketing strategy.
:ADVANTAGES OF MARKETING STRATEGY DEVELOPMENT:
Promotes Your Business to a Target Audience:- You can‘t sell
your products or services without appealing to the people most likely
to buy those products and services. That group is known as your
target audience, and a marketing strategy is the most effective way to
reach that all-important group. If you have targeted this group
correctly, you know their habits, behaviors, wants, and needs, and you
also know where they like to hang out on social media.
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This information shapes the methods you will use to promote your
business. For example, if you own a comic book store, online
marketing can be more beneficial than traditional advertising to help
you reach your audience on social media platforms.
Helps You Understand Your Customers:- You have to do market
research before you develop a marketing strategy, and that research
can provide you with reams of data that you can use over and over to
help refine your product development and to keep up with trends and
shifts in your target audience‘s behavior. With the evolution of digital
information, even small businesses have access to hyper-detailed
information about prospective customers. This is known in the digital
world as ―big data,‖ large data sets that give you a deep analysis into
customer behavior based on factors such as online activity, buying
activity, mobile activity, and interactions at stores and shops.
Helps Brand Your Business:- Your marketing strategy isn‘t just
about boosting leads and converting them into buyers, it‘s also about
expressing the culture, values, and purpose of your business. The
process of communicating that vision to your audience is the essence
of branding. For example, Apple‘s marketing strategy is all about
simplicity, elegance, design, and function. Their products are sleek,
simple, beautiful, and offer multiple functionalities. When people
think of Apple, they think of a company whose products are always
on the cutting-edge of technology, design, and physical attractiveness.
Keep Your Focus:- If you're like many business owners, you're
swamped and have many tasks vying for your attention. Creating a
marketing strategy will allow you to take a step back for a moment. It
will help you analyze and understand your message and how to
effectively reach a larger pool of prospective customers. It will give
you a plan and a clearer focus.
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But keep in mind, no matter what marketing strategy you use, if you
don't have an effective sales funnel or pipeline and optimize your
conversions, you'll be leaving money on the table.
Meet the Needs of Target Customers:- An all-encompassing
marketing strategy will keep you relevant in all the mediums your
customers engage. Developing an online and offline marketing
strategy will help integrate your business. If you have a brick and
mortar store, consider selling products online. If you have found
success online, consider moving to a specific geographic physical
location. A marketing strategy gives you more control and allows you
to diversify your sales channels.
Helps You Discover What Makes Your Business Unique:-
Building a brand is a crucial part of marketing. This is how you help
your customers understand why your product is better than a
competitor's product, and why they should shop with you not
someone else. Creating a marketing strategy will help you discover
what makes you different so you can map out a clear strategy to
communicate those benefits.
:DISADVANTEGES OF MARKETING STRATEGY DEVELOPMENT:
Costs of Marketing:- Although the digital revolution has somewhat
evened the playing field, the truth is that small business is still at a
disadvantage, when it comes to grabbing their share of eyeballs
through their marketing efforts. Big data has great value, but
accessing that data is expensive, and you have to keep analyzing that
data to stay abreast of buyer trends. Launching a marketing campaign
on your website can also be expensive, especially if you‘re using a
pay-per-click strategy to attract more prospects.
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Time and Effort May Not Yield a Return:- Big brands can afford to
spend time and effort working on a marketing campaign that fails,
because they have the resources to regroup and move on. As a small
business owner, however, the return on investment on a marketing
campaign may be low, and that means you have spent months crafting
a strategy that did nothing to help your bottom line. Even the most
well-planned marketing campaigns fail, and at the small business
level, that can set you back for months.
Hard to Generate Momentum:- While taking the time to develop a
marketing strategy can be key to propel a company's growth over a
period of time, there are disadvantages of implementing a marketing
strategy. For one, it can be challenging to generate momentum.
Though you may have an innovative idea and a capable team to
execute, there's no guarantee of success.
Expose Your Weaknesses:- In addition, creating a marketing
strategic plan can also identify your weaknesses as a company and as
a business owner. This can be challenging and could derail the
company's vision. It can also lead to faulty marketing decisions
if data isn't analyzed properly, and creates unrealistic financial
projections if the information isn't interpreted correctly.
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COMPANY PROFILE:
ADMISSION SQUARE
LLP, BANGALORE.
LOG ON: www.admissionsquare.in
Mail. ID.:- hello@admissionsquarellp.in

:ACTIVITIES:
ADMISSION SQUARE LLP, BANGALORE strives to be the best
in class education consultancy and provides unmatched services to the
clients (students and parents) from diverse backgrounds and domains.
We continuously focus on developing the people, systems, and
expertise needed for meeting and exceeding client expectations. It
offers reliable, professional consulting services by understanding the
modern- day complexities of diverse career opportunities for students.
As reliable admission agents in Bangalore. It aims to fully understand
the critical requirements of the higher educational institutions. We
aim to ease the challenging bottleneck for colleges and universities.
Some of the major activities are listed below:-
 Career Counselling.
 Admission Assistance.
 Personalized Consultancy.
 Admission Optimization.
 Promotions & Recruitments.
 Marketing & Advertisements.
62

SERVICES:
PASSIONATE CONSULTING:We assist students
find their colleges for higher studies. We support
educational institutions by providing them students
for all the courses they have to offer. That‘s what
we do; that‘s all we do. And we provide
exceptional education consultancyservices with
career counselling, guidance you may need to
identify your study path and make your parents
proud!
You will forget 50% of your worries as you read
through our service offerings, and the remaining
50% as soon as we meet! We expertise in
counselling, college selection, budgeting, campus
visit and complete admission formalities.

63
EDUCATION CONSULTANCY SERVICES
STUDENT SERVICES:
 CAREER COUNSELLING: Counsel Students in prospecting
the right career path for their success. Provide necessary
awareness about Course Structure, Eligibility Criteria, Types of
Institutions, and Career Opportunities such that students can
take an informed decision. Knowledge is Power.
 ADMISSION GUIDANCE:Our Education Consultancy
Services are primarily focused to assist students in getting
admission into their dream courses. We guide students to
accredited institutions by filtering list of suitable colleges that
serves their purpose while strictly taking care of the individuals‘
budget estimations.
 INSTITUTIONAL CONSULTING:Provide competitive
consultancy services to educational institutions seeking
assistance to reach prospective students, for various programs
on offer. I will personally generate leads, counsel students,
generate awareness and fulfil seat vacancies as per
requirements.
 CAMPUS TOURS:Choosing the right college is as important
as choosing the course when higher education is concerned.
Invest where it counts. Offering FREE* campus visit after
understanding your course and budget requirements. I will
provide you detailed information about each college before you
finalize your dream institute.
 BUDGET ESTIMATION:Assist students and parents to
understand the scope of each course and their concerned budget
requirements across institutions.

64
Estimate about course fees,
duration, food and accommodation charges, and miscellaneous
expenses for the entire span of the study.
 ITINERARY PLANNING:From your day of the visit to take
your admission and until you return back with the smile of
accomplishment, everything in between will be taken care. Your
stay, transport, college visit, and complete admission procedure
would be scheduled as per requirements. Just let know the date
of arrival!
INSTITUTIONAL SERVICES:
 MARKETING:Counsel students in prospecting the right career
path for their success. Provide necessary awareness about
Course Structure, Eligibility Criteria, Types of Institutions, and
Career Opportunities such that students can take an informed
decision. Knowledge is Power.
 PROMOTIONS:Assist students in getting admission into their
dream courses by understanding their requirements. I guide
students to highly accredited, reputed institutions by filtering list
of suitable colleges that serves their purpose while strictly
taking care of the individual‘s budget estimations.
 STUDENT RECRUITMENTS:Provide competitive
consultancy services to educational institutions seeking
assistance to reach prospective students, for various programs
on offer. I will personally generate leads, counsel students,
generate awareness and fulfil seat vacancies as per
requirements.

65
 BUSINESS CONSULTATION:Choosing the right college is
as important as choosing the course when higher education is
concerned. Invest where it counts. Offering FREE* campus visit
after understanding your course and budget requirements. I will
provide you detailed information about each college before you
finalize your dream institute.
SPOT ADMISSIONS: Assist students and parents to understand the
scope of each course and their concerned budget requirements across
institutions. Estimate about course fees, duration, food and
accommodation charges, and miscellaneous expenses for the entire
span of the study.
REVENUE: From your day of the visit to take your admission and
until you return back with the smile of accomplishment, everything in
between will be taken care. Your stay, transport, college visit, and
complete admission procedure would be scheduled as per
requirements.
66

CONCLUSION
Although marketing strategy development indicate the general
approaches to be used in achieving product objectives, the
implementation of these strategies through marketing programs is the
most time-consuming part of marketing management.
Marketing programs (such as product-development programs,
advertising and sales promotion programs, and sales and distribution
programs) indicate the specific activities and tactics that will be
necessary to implement a strategy.
For instance, if a strategy requires the firm to achieve distributor
cooperation, the details of how the sales force will achieve
cooperation must be worked out in the sales and distribution
programs.
No matter how appropriate a strategy might appear, it will fail if not
properly implemented. Consequently, clear statements regarding
target markets and marketing strategies are necessary to ensure that
the correct programs and tactics will be developed.
From the foregoing discussions, we can conclude that a marketing
strategy serves as the major link between corporate marketing
planning and the situation analysis on the one hand and the
development of specific programs on the other. Figure 3 portrays this
relationship.
67

Perhaps the most important aspect of this relationship is the fact that
marketing strategy should be viewed from a dynamic perspective.
68

FINDINGS
 Phenomenon of Marketing Strategy Development.
 History of Marketing Strategy Development.
 Types, Trends, features, Implementation of Marketing Strategy
Development.
 Benefits, Advantages, Disadvantages of Marketing Strategy
Development.
 Customer Satisfaction of Marketing Strategy Development.
 Improving, functioning and relationship of Marketing Strategy
Development.
 How an Education Consultancy firm ADMISSION SQUARE
LLP- BANGALORE has been successfully implemented the
Marketing Strategy Development technique and optimising its
scale of business operation.
 Services and major activities provided by the consultancy firm.
69

RECOMMENDATIONS
Here are some tips for a balanced and successful global
marketing approach……
Clarify what is driven globally and what is managed
locally:- A global marketing approach does not mean the
absence of local, market-specific plans and initiatives. These
should, in fact, be complementary.
Global marketing will typically set the framework and
parameters within which local marketing operates, whilst
giving in-market teams the freedom to control local success
levers.
Some areas of marketing that lend themselves to being led
at a global or central level include branding and brand
guidelines, strategic marketing planning and budgeting (with
autonomy given to markets within their allocated budget),
large-scale marketing campaigns, social media strategy and
guidelines, research strategy, and global PR.
Other areas best managed locally include local outreach
initiatives and more tactical campaigns, local social media
channels and PR initiatives, local partnerships and events,
etc. Markets need to have some control over the local
channels that contribute to driving their success.
70

In practice, it might be useful to divide your markets into
tiers.
A tiered market will help you identify territories that might
drive the highest potential returns. It also allows top tier
markets to access bigger budgets, giving them autonomy; for
example, research into local users‘ behaviours to inform
product development.
Global and local areas of ownership may differ from company
to company. However, it is critical you define the areas
clearly to avoid friction and inefficiencies. Take the time to
do this upfront - don‘t wait until issues start arising.
Understand local market needs and develop a
collaborative approach:-
Too often, operating globally is seen as an excuse to avoid
spending time understanding local cultures, customer needs
and behaviors, as well as successful and less successful
marketing approaches.
71

And yet, it is obvious that a US-based customer is likely to be
very different from a customer located in India or SEA. Their
lives, cultures, and needs are different, so it makes sense they
will interact very differently with your products or services.
For a global model to work, global teams need to develop an
understanding of local markets and establish a close
relationship with local marketing teams.
Gone are the days when global campaigns and strategies were
applied in a blanket fashion across all international territories
- it simply doesn‘t work.
Globally defined initiatives and plans need to factor in a
degree of flexibility to cater for cultural differences. A
community meet-up, social media competition, or treasure-
hunt based campaign might resonate well with some markets,
and not at all with others. Celebrity endorsement or
participation will only work with … well, actual celebrities.
And an Indian celebrity is unlikely to be known in France or
Japan. Privacy laws can be very different from country to
country too.
So, if you are in a global marketing role:
 Research the markets and take the time to get to know
the international teams you will be working with.
 Trust them to be the experts on local customs and users.
 And leverage their knowledge to make your global plans
and campaigns a success.
72

Develop and socialise a global marketing plan early (seek
feedback):- So, you have established key relationships,
researched local markets, and defined global marketing plans
which you think accommodate local needs where required.
That‘s a great start, but don’t wait for the campaign to begin
to validate your assumptions. Socialise these plans with
your international teams as soon as possible, seek their
feedback and ensure that there are no legal issues to prevent
your plans from working in certain markets.
A proactive approach will give you time to adjust and revise
your plans in the event of a problem. It will also allow you to
get buy-in from your local colleagues. And, after all, a huge
part of the success will rest on their shoulders during
execution.
Manage campaigns like an army operation – plan
ruthlessly:- As the time for your campaign to kick-off
approaches, there are a few key elements to consider to help it
succeed; starting with outstanding project planning.
 Appoint a global campaign manager - with
responsibility for all communication and coordination
around the campaign. Make sure his/her overall
accountability is understood by all. Failing to do this will
result in cross-communication, misunderstandings and
missed deliverables.
73

 Plan ruthlessly – make sure deadlines, responsibilities
and deliverables are clear to everyone involved. Plan
your campaign‘s official launch at a time and date that
works for all the countries in the campaign. And, at every
step of the way, get all parties to confirm when
deliverables have been completed so you can stay on top
of the project at a global level.
 Consider time-zones - your timelines must reflect these
so all relevant materials are ready concurrently across all
markets. And don‘t forget to factor in time for
translation, localisation, reviews and iterations.
 Communicate - plans, deliverables and expectations
across different channels and multiple times. Touch base
with in-country teams regularly to provide support and
advice and to stay on top of the campaign as it unfolds.
Recommendation 5: Make sure you track and adjust
in real time
Running a campaign in multiple markets means you
will have to be particularly disciplined about tracking
results. The campaign manager is a good person to
coordinate this.
Here are a few suggestions:
74

 Define key metrics and goals at the start of the
campaign at both global and market level (clicks, click-
through rate%, conversion rate, average customer spend,
etc.)
 Get buy-in from in-market teams on these targets.
Share these metrics early and share them all. Seeing how
each market contributes to the overall success of the
campaign might help drive a bit of healthy competition!
 Keep a centralised shared template where market
metrics are updated every week/day/any other relevant
frequency
 Review metrics weekly with the team, preferably on a
call or video call, and take actions to address under-
performance. These discussions should be active and
vibrant, allowing all local teams to chip in and
contribute. This is also a good opportunity to leverage
best practice across markets.
Consolidate and share insight:- Once your campaign comes
to an end, make sure you consolidate the insight gained and
organize a debrief.
It is important results are both shared upward and reviewed
with in-market teams. Discuss what worked, what didn‘t;
which markets the campaign was most successful in and why.
Leanings will be invaluable in planning future activity.
75

Over-communicate:-
Effective communication is important at all times, not only
when running campaigns.
Being in a global marketing role inevitably means you will be
working with colleagues around the globe; most of whom will
be sitting thousands of miles away from you. In these
circumstances it‘s easy to feel disconnected. And, if you are
disconnected, so is your strategy, plans and activities.
A critical element that makes global marketing work is the
relationship you establish with in-market teams. An open
communication channel is vital in developing trust and
nurturing these relationships. Regular (video) calls are a great
way to keep the teams up-to-date with the latest global plans
and changes, as well as to learn about the latest competitive
developments in-market, or to discuss new campaign ideas.
76

QUESTIONNAIRE
Hi I am SNEHASHIS ROY, PGDM Student 3rd
Semester of
REGIONAL COLLEGE OF MANAGEMENT, BANGALORE. I
am doing a project report on Marketing Strategy Development from
ADMISSION SQUARE LLP- BANGALORE. So I would request
you to kindly fill up the following details:
NAME:
CONTACT NO.
PLACE:
1. From where you have come to know about
ADMISSION SQUARE- LLP?
 TV Advertisement.
 Social Media Link.
 Public Recommendation.
 Internet Link.
2. Are you satisfied with the services of the
Consultancy?
 YES
 NO
 CAN‘T SAY
3. Which Educational Background you are
belonging to?
 Engineering.
77

 Management.
 Medical.
 Others.
4. Do you ever dealt with such kind of
consultancy firm before?
 YES
 NO
5. Would you recommend ADMISSION
SQUARE LLP- BANGALORE to any one of
your close acquaintance?
 YES
 NO
 CAN‘T SAY
6. Do you think that such kind of Consultancy
firm should exist in the market?
 YES
 NO
 CAN‘T SAY
7. What do you think about ADMISSION
SQUARE LLP- BANGALORE should focus
on to optimize their function?
 Advertisements.
 Customer Satisfaction
78

 Motivating People
towards Consultancy
business
 On- time service.
8. On what purpose you have consulted
ADMISSION SQUARE LLP-
BANGALORE for?
 College Admission.
 Institutional
Information.
 Career Information.
 Others.
9. Do you think that this firm should exist in
more places in India?
 YES
 NO
 CAN‘T SAY
10. Express your opinion on this consultancy
firm with a word___________________
79

BIBLIOGRAPHY
https://www.business.qld.gov.au
http://www.zenithresearch.org.in
https://www.smartinsights.com
https://www.ripublication.com
https://yourbusiness.azcentral.com
http://cultbranding.com
https://www.managementstudyguide.com
https://ducttapemarketing.com
https://bizfluent.com
https://smallbusiness.chron.com
https://www.businessmanagementideas.com
https://www.smartinsights.com
80

A STUDY ON MARKETING STRATEGY DEVELOPMENT AT ADMISSION SQUARE LLP- BANGALORE

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