Understanding A
MARKETING STRATEGY by m eli s sa edwards
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hy a marketing strategy? Why is it necessary? Can’t I just start selling my product? Would you go shopping for or start making a new dish without having a recipe to guide you? A strategy acts both as a roadmap as it includes where you want to go, your objectives, as well as supports cohesive deployment of plans and activities in line with those established goals and objectives.
By now, you are likely familiar with the term “The 4 P’s” of Marketing: Product, Price, Place, and Promotion. An additional underlying element that must be recognized is your target... the who. Let’s look at each P in the context of the target. I’d like to approach it differently, though, and I’d like you to step out of your shoes as a marketer and step into the familiar shoes of the shopper or consumer (in some cases they are issue iv . 17