Marketing Strategies in 2021

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What are Marketing Strategies? The business goals that the company wants to achieve. A marketing strategy contributes to the overall plan. For reaching potential customers and converting them into customers. It also contains its value proposition, key brand messages, customer demographic and social data, and other elements.

 These may be the company’s long-term goals for the next 5 years. For example, ousting competitors from the market, expanding their presence. So in the segment, and so on. Marketing goals are also short-term. For example, increasing current sales, reaching a new target group of customers, and the like.

Marketing strategies and marketing plan: the difference

A marketing strategy means a marketing plan. This document also details the specific types of marketing activities carried out by the company. And also contains timetables for implementing various marketing activities.

Instead, a marketing strategy structure is a high-level overall strategic plan that ties into SQM Club. The entire brand and its organizational goals. While marketing plans are more targeted, they’re short-term. Initiatives are geared towards a particular purpose.

Unlike a plan, a marketing strategy considers different aspects. Like target audience, competitors, available resources, and capabilities of the company, and contains marketing goals.

In other words, marketing strategy captures the big picture, while marketing plans define the details of specific campaigns.

Marketing strategy of the company

Answers the question:

 “What?” and contains the setting of goals to be achieved. So, Through the company’s marketing efforts. The purposes of the company determine the marketing strategy. Goals and strategies also must go hand in hand.

The strategy should consider the needs, wants, problem-solving. So use the habits and characteristics of the target audience.

Marketing plan

Answers the question: 

“How?” and contains plans for how the company is going to achieve its marketing goals. This is a kind of “road map” that leads from one point to another. So that is, to the desired situation indicated in the destination.


  • 1. Marketing goal: to occupy 35% of the market.
  • 2. Marketing strategy: entering a new market segment.
  • 3. The Marketing plan: developing an advertising campaign. That reaches and focuses on a specific part of the audience.

Marketing Strategy -> Marketing Plan -> Implementation = Successful Marketing Strategy

The marketing strategy is essential for a business.

Developing an enterprise marketing strategy and its also capabilities is essential for finding. The target sales market to strengthen customer loyalty and strengthen the company’s positioning.

It is a method of creating sales opportunities for communicating with an audience. So positioning a product or service, and identifying directions. That allow you to reach the target audience’s favor through the proper channels.

The four pillars of marketing form the most critical marketing strategies also for generating company profits and increasing sales:

  • product strategies
  • pricing strategies;
  • distribution strategies;
  • promotion strategies.

Basic Marketing Strategies: Benefits

Choosing the right marketing strategy provides the company with the following benefits:

  • Increased sales.
  • Ensuring sustainable business growth.
  • Creation of a positive brand also image in the mind of the consumer.
  • Understanding what customers want.
  • Meeting the needs and expectations of customers.
  • Strengthening relationships with the target audience.

A well-thought-out marketing strategy should also be based on a company’s value proposition that summarizes its competitive advantage. For example, Auchan is widely known as a retail chain with “daily low prices,” and its business operations and marketing efforts are built around this idea.

Stages of developing a marketing strategy

To build an effective marketing strategy, you need to know your competitors and create a strong USP. For this, the so-called FAB analysis is carried out – Features, Advantages, Benefits. This research helps to better understand the product or service. So that the company offers to its customers opportunities, benefits, and benefits for the consumer.

In preparation for developing a strategy. They also conduct market research and the company’s position on it using tools such as:

  • PEST analysis – Politics, Economics, Social sphere, Technological sphere – Political, Economic, Social and Technological.
  • SWOT Analysis – Strengths, Weaknesses, Opportunities, and Threats – Strengths, Weaknesses, Opportunities, Threats.

Marketing strategies: types

There are 9 types of marketing strategies.


Analysis of which products are on sale and which are not. This is necessary for deciding which of the goods should be removed from production. That is, products and services that do not generate income should not be promoted.


Analysis of the target audience and what segments you need to divide it into. The segmentation strategy is always based on qualitative market research. And is of three types:

  • Differentiated marketing strategy. Addressing each of the target audience segments with a different proposal and positioning. This strategy also has a higher cost but allows meeting the needs of each selected component.
  • Undifferentiated Marketing Strategy. Audience segments with additional needs are identified. But the company decides to approach them with the same proposal to attract as many customers as possible.
  • Robust strategy. Only one of the market segments is selected. This allows you to focus your campaign and avoid additional spending. The most effective method for growing companies.

Brand positioning

Determining how the brand wants to be perceived in specific strategies. So audience segments and what attributes it should have in the consumer’s mind.

Key Marketing Positioning Strategies:

  • Benefit. Based on the product’s positioning, taking also into account the benefits that it provides to the client.
  • Quality/price. Top-quality at a competitive price.
  • Attributes. The product is positioned according to the features it has.
  • Application. Position based on the use or application of this product.
  • Competitor. Comparing a product with competitors is also a classic strategy.

So, Positioning strategy as a concept involves developing three different strategic marketing keys:

  1. The Positioning of a company for partners and investors
  2. Positioning a brand
  3. Positioning a company for consumers


Functional marketing strategies are formed by the classic marketing mix or 4P Marketing. So these are Product, Price, Place of sale, Promotion – Product, Price, Place, Promotion.

  • The Product. Product promotion strategies – brand, image, warranty, after-sales service, and so on.
  • Price. This market strategy is responsible for price changes, discount terms, payment terms, and so on.
  • Place of sale. Product-to-market strategy – packaging, storage, order management, inventory control, point of sale location, and logistics.
  • Promotion. Promotion strategy also is internal and external communication, advertising, and media. 


Focused on competitive value. Determines the position of the company in the market compared to competitors. If it is higher, you need to keep it. Lower – raise it.


Maintaining customer loyalty through the constant creativity and exemplary service that the company provides. These can be discounts, promotions, gifts, and so on.

Content marketing

It is based on creating content that is attractive to the target audience – such as articles, computer graphics, e-books. This type of strategy is also used to publish news, trends, and information about a company or a specific product, reviews, etc.

Direct marketing

Realization of direct communication with clients. The consumer appreciates that the company communicates with him. So as it creates close ties and builds trusting relationships.

Digital marketing

It implies the constant presence of the company on the Web. For this strategy, apply:

  • Inbound marketing is also used for organic customer acquisition and conversion through helpful content.
  • Newsletter often where you can establish segmented communication.
  • Social networks to connect with customers.
  • Search engines and the struggle for a place in the SERP.

7 steps to launch a marketing strategy

The marketing strategy of an enterprise is a complex process. To run it, also follow these steps:

  1. Select the target market that the company wants also to enter.
  2. Analyze the position of the business in the market: define the target audience, competition, and what is happening within the company. Also, identify which aspects are vital and which should be optimized.
  3. Determine the positioning
  4. Determine the positioning of the company in the perception of the target audience.
  5. Set your marketing goals. Create an achievable brand and also sales goals and set timelines for achieving them.
  6. Develop tactics. After you study the current situation. So create marketing plans based on the strategy. This could be, for example, a product promotion plan. Determine the level of marketing spending.Implement controls. The advancement of the strategy.

. It can be a traditional strategy or digital marketing. There are also no one-size-fits-all recipes. There are various brands for a variety of people. And each brand also has its preferences and needs. Choose the marketing strategies that work best for your business and will lead you to the right audience.

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