Classification of marketing strategies

Classification of marketing strategies

Corporate strategies

Survival strategies

Stabilization strategies

Growth Strategies

Intensive growth strategies

market penetration strategy

market development strategy

product development strategy

Integration strategy

vertical integration strategy

  direct integration strategy

  back integration strategy

horizontal integration strategy

Diversification strategy

  related diversification strategy

   - end-to-end diversification strategy

   - horizontal diversification strategy

  unrelated diversification strategy

Marketing business strategies

According to competitive advantage

  price leader strategies

  differentiation strategy

   - product differentiation (packaging differentiation)

   - service differentiation

   - image differentiation

   - personnel differentiation

According to the stage of the life cycle

  growth strategies

  strategies under implementation

  maturity strategies

  downturn strategies

According to the competitive position of the company in the market

  market leader strategy

  challenger strategy

  follower strategy

  nicher strategy

The aggressiveness of the company's actions in the market

  offensive strategy

   - bypass attack

   - flanking attack

   - preemptive attack

   - guerrilla marketing

  defense strategy

Marketing strategies

Segmentation and target market selection strategies

  undifferentiated marketing

  differentiated marketing

  concentrated marketing

  individual marketing

  matrix strategies

   - matrix of commodity-segment structure of the market

   - matrix "consumer-situation"

Positioning strategies

  in terms of quality

  by scope of product

  at low price

  service maintenance

  technology features

  on the distinctive features of consumers

  image

Marketing Mix Strategies

  product marketing strategies

  marketing pricing strategies

  marketing sales strategies

  marketing communications strategies

Strategies according to the market demand for the company's products

  conversion marketing

  creative marketing

  incentive marketing

  synchromarketing

  supportive marketing

  remarketing

  demarketing

Nisher marketing strategies

Niche marketing strategy is considered from different classification factors of marketing strategies.

According to M. Porter's classification, a niche strategy (focusing or concentration strategy) is a kind of competitive price leadership and differentiation strategies.

On the basis of the choice of the target market of the company, the market niche strategy (single-segment concentration) is opposed to strategies (segment, product, selective and full market coverage strategies. For more information on choosing a target market, see here.

In terms of segmentation, the market niche strategy (concentric marketing) is opposed to the strategies of undifferentiated and differentiated marketing.

According to F. Kotler's classification, the market niche strategy is an alternative to the following strategies: market leader, challenger and follower.

A company's specialization when choosing a niche strategy can be based on the following features:

- geographically,

- for end users,

- according to the ratio "price - quality of goods",

- service maintenance,

- by type of consumer

- in terms of product.

The niche market strategy is most effective for small companies that are just starting out in the market.

Depending on the ratio of the growth rate of the niche company and the growth rate of the niche itself, the following types of marketing strategies are distinguished:

- position maintenance strategy

- integration strategy

- a strategy for going beyond the boundaries of a niche

- niche leadership strategy

The position maintenance strategy is applied when the growth rate of the niche and the nicher decreases.

The integration strategy is applied when the growth rate of the niche outpaces the growth rate of the nicher, i.e. a nicher company is unable to meet the growing needs of a niche through the use of its own capabilities.

The niche expansion strategy is used when the growth rate of the niche company is higher than the growth rate of the niche.

The niche leadership strategy is used when the niche and the nicher tend to grow rapidly.

Follower marketing strategies

"Followers" refers to companies that use the strategy and tactics of the leader's marketing strategy.

The main goal of the "follower" is to retain existing customers.

Follower strategies are:

compilation strategy,

imitation strategy,

adaptation strategy.

Compilation strategy - the use of the marketing strategy of the market leader in full (in terms of commodity, price, marketing and advertising activities).

Imitation strategy - based on the use of individual elements of the market leader with the introduction of certain differences in the brand, advertising, pricing policy.

Adaptation strategy - improvement of some elements of the market leader's marketing mix or adaptation of its strategy to certain markets.

Compared to the leader, challenger, and nicher, the follower has the greatest competitive vulnerability.

Challenger marketing strategies

Challengers are companies that are successfully developing and striving to increase their market share.

The main type of challenger strategy is the offensive strategy.

Challengers can attack:

Market leader.

A similar challenger company.

Smaller company.

Challenger marketing strategies are of the following types:

frontal attack (when the challenger attacks the leader in all his positions),

flank offensive (concentration of efforts on the weaknesses of a competitor),

bypass offensive (this strategy is designed for the long term; its variation is the strategy of the "guerrilla" offensive).

These strategies are achieved through the introduction of certain competitive advantages, which are mainly related to:

price,

quality,

price/quality,

using a wide range of products

best service,

reduction in production costs.

Market leader marketing strategies

There are the following types of market leader marketing strategies:

1. Strategy to increase market capacity:

attracting new customers to the company's product,

search for new needs that can be satisfied by the company's product,

increase in consumption of goods by consumers.

2. Increasing the market share with the existing market capacity:

improving the quality of goods,

product modification,

diversification,

gaining price leadership,

activation of advertising activities,

activation of sales activities,

integration.

3. Protection of market positions:

positional protection (protection of the company's market share in occupied sales markets across the entire product range),

flank defense (protection of the weak points of the leader),

proactive defense (transition to offensive preemptive actions against a competitor),

mobile protection (mobile protection strategy is implemented through two strategies - market development strategy and differentiation strategy),

counteroffensive (strategy for defending the positions of the market leader, which involves a series of actions regarding the aggressive pricing, innovation, marketing and advertising strategies of competitors),

cramped defense (retreat strategy, when the leader realizes the impossibility of protecting all of his product and market positions).