MARKETING

STRATEGIES
P r e s e n t e d b y:
Embudo, Elgie Giva, Imie Jean
E s m e r o , J e ff Himang, Jomari
John Anthony
Etang, Jennylyn Ignario, Mae Jane
Giva, Imie Jean Macamay, Agapito
 DEFINITION
AND NATURE
 Definition and Nature:
Defi nitio
n
Marketing strategies are comprehensive,
long-term plans developed by businesses to
promote their products or services, build
brand awareness, and increase sales. They
involve analyzing the market, understanding
customer needs, and defining a company's
unique value proposition to create a
competitive advantage.
 Definition and Nature:

Natur
e
The nature of marketing strategies is
dynamic, requiring adaptability to market
trends, consumer behavior, and competitor
actions.
OBJECTIVES
 OBJECTIVES:
Increase
Boosting revenue by
Sales
reaching new customers
and retaining existing
ones.
Examples:
Promotional Campaigns
—Launch limited-time discounts or bundle offers to
encourage purchases.
Loyalty Programs
—Implement a rewards program that incentives repeat
 OBJECTIVES:
Build Brand
Enhancing the visibility
Awareness
of a brand to create
recognition and loyalty.
Examples:
Coca-Cola's Holiday Campaigns
Coca-Cola consistently uses festive advertising
during the holidays, featuring iconic imagery like the
red truck and Santa Claus.
 OBJECTIVES:
Example:

Target Market
Penetration
Expanding into new
markets or deeper into
existing ones.
 OBJECTIVES:
Competitive
Differentiating
Advantage from
competitors to stand out
in the market.
Examples:
Exclusive Partnerships
Nike’s collaborations with high-profile
athletes and designers create unique
products that enhance brand appeal and
Examples:
Brand Loyalty
Coca-Cola has established strong brand
recognition and loyalty, allowing it to
maintain market share even in competitive
environments.
Location
Starbucks benefits from prime real estate
locations, making its stores highly
accessible to customers, thus increasing
 OBJECTIVES:
Customer Satisfaction
Delivering value that meets or
exceeds customer expectations
to ensure loyalty.

Example:
Amazon's Easy Returns
Customers appreciate the hassle-free return policy,
allowing them to return items quickly, which builds
trust and satisfaction.
BENEFITS
ENHANCED MARKET POSITION
Strategic planning helps a business
stand out in a crowded market.
CUSTOMER RETENTION
By aligning marketing efforts with
customer needs, businesses can retain
loyal customers.
IMPROVED REVENUE AND PROFITABILITY
Effective strategies lead to better sales and
improved financial performance.
Efficient Resource Allocation
A clear strategy ensures the optimal
use of marketing resources.
long-Term Business Growth
Well-planned strategies contribute to
sustainable business development over
time.
VARIOUS TYPES
OF MARKETING
STRATEGIES
DIGITAL MARKETING STRATEGY
Focuses on online platforms, such as
social media, email, and search
engine optimization (SEO).
Examples:
E-commerce Launch
A new online clothing store wants to attract
customers. They use social media ads targeted at
fashion enthusiasts, collaborate with influencers for
unboxing videos, and offer a limited-time discount
Examples:
Local Business Promotion
A new coffee shop in town aims to build
awareness. They implement local SEO strategies
to appear in Google Maps, create an engaging
Instagram profile showcasing their products, and
host a grand opening event promoted via
Facebook Events and targeted local ads.
Content Marketing Strategy
Involves creating valuable, relevant
content to attract and retain a target
audience.
Examples:
Blogging for a Local Bakery
A small bakery starts a blog sharing recipes,
baking tips, and the stories behind their favorite
pastries. They use social media to promote
these posts, driving traffic to their website and
Examples:
Video Tutorials for a Fitness Trainer
A personal trainer creates short workout videos
and nutrition tips on YouTube and Instagram. By
offering valuable content, they build a
community and attract clients looking for
personalized training sessions.
PRODUCT DIFFERENTIATION STRATEGY
Emphasizes unique product features to
set a brand apart from competitors.
Examples:
Apple iPhone
Apple differentiates its iPhones through a
combination of sleek design, user-friendly
interface, and a robust ecosystem of apps and
services. They emphasize premium materials and
exclusive features like Face ID, which set their
Examples:
Nike vs. Adidas
Nike differentiates itself with innovative athletic
gear and marketing campaigns featuring high-
profile athletes. In contrast, Adidas emphasizes
its heritage and lifestyle branding, often
collaborating with celebrities and fashion
designers to appeal to a broader audience.
 Market Penetration Strategy
Aims to increase market share in an existing
market using competitive pricing or promotions.
Examples:
Spotify
Spotify uses a freemium model to penetrate the
music streaming market. By offering a free
version with ads, they attract a large user base,
then encourage upgrades to premium
subscriptions for an ad-free experience and
Examples:
Netflix
Netflix often offers trial subscriptions to
new users, allowing them to explore the
platform’s content without commitment.
This strategy helps increase their
subscriber base and encourages users to
continue with paid plans after the trial
period.
SEGMENTATION, TARGETING, AND
POSITIONING (STP) STRATEGY
Involves dividing a market into
segments, targeting the most
profitable ones, and positioning
products to meet their needs.
Example:
Dove
Segmentation:
Dove segments the market by demographics (age and gender)
and psychographics (body image and self-esteem).

Targeting:
It targets women of all ages who seek personal care products
that promote natural beauty and self-acceptance.

Positioning:
Dove positions itself as a brand that celebrates real beauty and
diversity, focusing on body positivity with campaigns like “Real
Influencer Marketing Strategy
Uses individuals with a large following to
promote products and build brand credibility.
Example:
Product Launch
A skincare brand collaborates with beauty influencers
for a new product launch. They send PR packages
with the product and ask influencers to share their
first impressions through unboxing videos and
tutorials, generating buzz and excitement ahead of
the official release.
RELATIONSHIP MARKETING STRATEGY
Focuses on long-term customer engagement
and building loyalty rather than short-term
sales.
Example:
Anniversary and Birthday Offers
A subscription box service sends personalized
messages and discounts to customers on their
anniversaries or birthdays. This small gesture
makes customers feel special and encourages
continued loyalty.
Significance in Business
Marketing strategies are crucial for business
success because they provide a roadmap for
achieving growth, building brand identity, and
gaining a competitive edge. They help
companies focus on their goals and prioritize
actions that align with market demands,
consumer preferences, and company resources.
Without clear strategies, businesses risk
misallocating resources, losing market share, or
PRICING STRATEGY
This involves setting a product’s
price based on competitors,
production costs, market demand,
and perceived value. It can include
approaches like penetration pricing,
skimming, or competitive pricing.
Examples:
Penetration Pricing
A new streaming service launches at
a lower subscription rate than
competitors to attract a large user
base quickly. After establishing a
loyal customer following, the service
gradually increases its prices.
Examples:
Price Skimming
A tech company releases a new
smartphone at a premium price,
targeting early adopters willing to pay
more. After a few months, they lower
the price to attract more budget-
conscious consumers.
Examples:
Competitive Pricing
A local grocery store conducts market
research to ensure its prices are
competitive with nearby chains. They
may offer price-matching guarantees
to attract price-sensitive shoppers.
Branding Strategy
Focuses on developing a unique
identity for a company or product
through elements like logos, slogans,
and a consistent message that
resonates with the target audience.
Example:
Limited Edition Releases
A sneaker brand collaborates with a
popular artist to create a limited-edition
shoe. The scarcity and exclusivity of the
product generate buzz and excitement,
driving demand and reinforcing the
brand’s association with street culture.
EMAIL MARKETING STRATEGY
Uses targeted email campaigns to
nurture leads, engage with
customers, and promote products
or services. It's highly effective for
personalized communication and
driving conversions.
Example:
H&M: Post-Purchase Follow-Up
A customer buys clothing from H&M's
online store.
They sends a follow-up email thanking the
customer, suggesting outfit ideas based on
their purchase, and offering a discount on
future purchases if they refer friends.
Geographic Marketing Strategy
Involves tailoring marketing efforts to
specific regions, cities, or
neighborhoods. This can be especially
important for businesses with location-
based services or products.
Example:
Unilever: Local Product Adaptation
Unilever tailors its product formulations
based on regional needs.
Strategy: In Southeast Asia, they offer skin
care products with SPF to address the
climate, while in colder regions, they focus
on moisturizing products that cater to
SOCIAL MEDIA MARKETING STRATEGY
Utilizes social media platforms like
Facebook, Instagram, Twitter, and
LinkedIn to promote products,
engage with customers, and build
brand communities.
Example:
Celeteque: Educational Content
Celeteque uses social media to educate
consumers about skin health and proper
skincare routines. They share
infographics and videos that explain
product benefits, targeting different skin
types prevalent in the region.
Cause Marketing Strategy
Aligns a brand with a social cause or
charity. This strategy helps businesses
not only promote their products but
also build goodwill by supporting issues
that matter to their audience.
Examples:
TOMS Shoes
Their "One for One" model donates a pair of
shoes for every pair sold, directly linking
purchases to social impact.

Lush Cosmetics
They advocate for various causes, like animal
rights and environmental protection, using
their products to raise awareness and funds.
GUERRILLA MARKETING STRATEGY
A creative and often low-cost
strategy that uses unconventional
methods to surprise the audience
and create memorable marketing
experiences. This can include flash
mobs, street art, or viral online
campaigns.
Example:
A snack brand organizes an
unexpected street art campaign
where artists create murals featuring
the product in popular urban
locations. This catches the attention
of passersby and encourages social
media sharing.
Referral Marketing Strategy
Encourages customers to refer new
customers through word-of-mouth
marketing, often incentivized through
discounts or rewards for both the
referrer and the new customer.
Examples:
Shopee
Users can earn coins (which can
be redeemed for discounts) for
every friend they refer who
makes a purchase, incentivizing
sharing and increasing
Examples:
GCash
Users can earn rewards or
bonuses for referring friends who
create an account and perform
transactions, enhancing the
platform's user base.
DIRECT MARKETING STRATEGY
Involves communicating directly
with customers through channels
like direct mail, telemarketing, or
text messages to encourage a
response or action, such as making
a purchase or signing up for a
service.
Examples:
Email Marketing
Companies like Amazon send
personalized email recommendations
based on previous purchases,
encouraging repeat business and
engagement.
Examples:
Telemarketing
Insurance companies frequently use
telemarketing to reach potential
customers, offering tailored quotes
and services directly over the phone.
Mobile Marketing Strategy
Focuses on reaching customers
through mobile devices, including
apps, SMS, or location-based
services, taking advantage of the
growing number of mobile users.
Examples:
Video Marketing
TikTok creates viral challenges that encourage
user-generated content, driving brand awareness
and engagement through mobile video.

SMS Marketing
Sephora sends exclusive offers and promotions via
text messages to subscribers, encouraging
immediate action and driving in-store visits or
PUBLIC RELATIONS (PR) STRATEGY
Involves managing a company’s
public image and relationships with
the media to influence public
perception and generate positive
publicity.
Example:
Crisis Management - Johnson & Johnson
During the 1982 Tylenol tampering
incident, the company quickly recalled
over 31 million bottles and
communicated transparently with the
public. They implemented tamper-proof
packaging and launched a PR campaign
to rebuild trust, ultimately restoring
Seasonal Marketing Strategy
Capitalizes on specific times of the year
(e.g., holidays or seasons) to promote
products or services. For example,
offering discounts during the holiday
season or launching summer-themed
campaigns.
Examples:
Back-to-School Campaigns: Office
supply retailers like Staples and Office
Depot run back-to-school sales
featuring discounts on school supplies
and promotional bundles to attract
families shopping for the new school
year.
Examples:
Summer Sales Events: Old Navy often
runs a "Summer Sale" with discounts on
summer apparel, utilizing bright, sunny
visuals in advertising to evoke a
seasonal feel.
AFFILIATE MARKETING STRATEGY
Leverages partnerships with external
websites or influencers who promote
a company’s products and earn
commissions based on sales
generated through their referral
links.
Example:
Travel Vlog
A travel vlogger creates content about
their trips. They share detailed travel
guides and itineraries, including links to
booking sites and travel gear. By
creating visually appealing content on
YouTube and Instagram, they encourage
followers to use their affiliate links when
ExperiMential Marketing Strategy
Focuses on creating immersive,
engaging experiences for customers to
interact with a brand in a memorable
way, such as through live events,
interactive displays, or virtual reality.
Example:
Social Media Challenges
A fitness brand launches a 30-day
challenge on platforms like TikTok or
Instagram, encouraging users to share
their progress with a specific hashtag.
Participants can win prizes, generating
excitement and community
engagement.
RETENTION MARKETING STRATEGY
Aims at retaining existing customers
through loyalty programs,
personalized communication, or
after-sales services, as repeat
customers are often more profitable
than new ones.
Examples:
Loyalty Programs
SM Advantage Card offers points for
purchases that can be redeemed for
discounts or rewards. This
encourages repeat shopping across
various SM Supermalls and retail
Examples:
Promotional Discounts and Coupons
Grab frequently offers promo codes
and discounts for loyal users,
encouraging them to continue using
the app for rides and food deliveries.
Examples:
Exclusive Access and Deals
Lazada and Shopee offer exclusive
flash sales and early access to sales
for app users, keeping them
engaged and encouraging frequent
shopping.
THANK
YOU!!!