Marketing Disciplines

Strategic Elements of Marketing Disciplines

 

 

DISCIPLINE: Channels and Distribution

Channels & Distribution often referred to as Place within the classic Marketing P’s: the where, how and by whom a product or service is brought to market. Channel and Distribution strategy answers the following questions:

 

• Should the product be sold through a retailer?
• Should the product be distributed through wholesale?
• Should multi-level marketing channels be used?
• Where and when should the product or service be available?
• Should distribution be exclusive, selective or extensive?
• Who should control the channel?
• Should channel relationships be informal or contractual?
• Should channel members share advertising (co-op ads)?
• Should electronic methods of distribution be used? What will it cost to keep an inventory of products on store shelves and in channel warehouses (filling the pipeline)?
• When done right, the Channels & Distribution marketing discipline successfully uses third parties and intermediaries to profitably sell products and services.

 

 

DISCIPLINE: Branding & Positioning

As a competitive tool, brand positioning appeals to the wants and needs of a worthwhile target audience (who); places a brand within a competitive frame of reference (what); and registers its benefits and associations as an owned benefit (why). It offers a focus on how to sell as in a value proposition. Positioning is the central organizing thought around which to build brand equity to gather features and attributes of a company’s offerings.

 

There are 6 basic positioning strategies:

 

• Remain the leader—increase strength of perceived superiority
• Attack the leader head on—take over the leader’s perceived superiority
• Assault the leader’s relative weakness—emphasize different benefit dimension
• Take a vulnerable part of leader’s franchise—meet special needs of a special group better than leader
• Turn the tables—reposition leader to your advantage
• Open new territory—position where no leader exists

 

 

DISCIPLINE: Research

Customer Insights for Innovation; a practice that studies aspects of a business and its ecosystem to provide:

• An ability to see what is not evident
• To discriminate and find what is true, appropriate and excellent
• To apply the insight to their business with discernment and practical judgment

 

 

DISCIPLINE: Product Management & Marketing

An offering of either a physical object/product/process or intangible service that satisfies customers’ physical, psychological or social needs. The products are the means by which an organization achieves its Revenue. Products have performance attributes like size, color, usability, and convenience that provide tangible benefits to target customers that for a certain price, acceptable delivery time, and quality with agreed to payment terms are purchased. Product as used refers to both products and services.

Packaging: protective addition to product that allows it to effectively flow through the distribution process. It also merchandises and communicates the brand, features, benefits, relevant warning information, and usage instructions.

Pricing: a monetary value based on financial and marketplace analysis of : a.) costs (fixed, variable, SGA); b.) volume targets; c.) ROI; d.) brand positioning; e.) profit requirements; f.) competition; g) and product distinctiveness or demand opportunities

 

 

DISCIPLINE: Customer Communications

Help companies define and clearly present their value proposition and customer experience expectations to better connect with an enterprise’s internal and external stakeholders. Through development of a communications platform using all media related practices we help an enterprise articulate and advance its brand values to stakeholders to accelerate product and service revenue. HOW and WHAT is said sets expectations for the customer experience and the brand position in the customer’s mind.

 

 

DISCIPLINE: Internet Technologies and Social Media

The Internet technologies and social media practice at OneAccord helps companies evaluate and employ web-based and mobile platforms to build market awareness, generate demand, and convert and nurture customers. We believe that businesses, of all sizes, can accelerate sales cycles and increase lifetime customer value by incorporating on-line strategies into traditional operations, supply chain and sales channels.

 

 

DISCIPLINE: Globalization

Understanding the implications and capturing opportunities of global expansion by avoiding pitfalls and reducing risk for product and service entry. This involves any of the following: joint ventures, acquisitions, build the channel yourself or a combination of all of these.