Strategic Marketing

Strategic marketing is concerned with looking at which marketing you operate or should operate in; who your customers are; what products/services you should be selling them; what price, quality and service is necessary to satisfy the demand?

Knowing your customers

Who are your customers? What do they look like? How do they behave? What are their desires & needs? Only by analysing & observing your customers will you know how to talk to them. We can begin to understand our customers by asking certain basic questions:

• What is the need?
• How do they buy?
• Should I segment the market?

Once these have been answered we can then look at how we can communicate i.e. what distribution channels should we use?

What is the need?

What is the need or use that your product fulfills? The question may seem very basic but without the answer you will either miss a potential market for the product or be unable to tell your customer why they should buy your product instead of someone else's.

How do they buy?

How people buy your type of product is the most important analysis you will do. There are some fundamental questions you need to answer:

• Who is buying and who is using the product? - buyers are frequently different from users. Your marketing needs to be aimed at the buyer
• What is the buying process? ie how is the product bought? - understanding the process will lead to possible routes to reach buyers
• Is this a high-involvement or low-involvement product? - high involvement means the customer feels a high level of risk in buying a product

Should I segment the market?

If you have a product that is suitable for everyone then the answer is no otherwise you should consider segmenting your customer base. A segment is just a group of customers with similar needs and desires. A single customer may be in more than one group at a time.

Why segment?

• to identify segments large enough to serve profitably
• to identify segments that can be reached effeciently
• to help develop marketing programs

How can Bad Robot help?

By helping you think through and devise your marketing strategy using a combination of small workgroups and 1 to 1 meetings.

Want to know more? - Contact us Today