Mata kuliah
Tahun
: 00274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
The Nature of Strategy
Pertemuan 19 & 20
What is STRATEGY?
 Marketing Communication Strategy
Integrated and drive all the
communication tools in a single
purposeful direction.
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Forward or Backward Strategy
 Igor Ansoff makes strategy out to be a carefully
planned, heavily analyzed, prescriptive activity
far removed from the details of tactical
creativity.
 Henry Mintzberg suggest that strategy is an
emergent pattern in organizational actions to
which managers give legitimacy by ascribing
the label of strategy to what has already
happened
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SOSTAC planning system
 Situation, where are we now?
 Objectives, where do we want to be?
 Strategy, summaries how we are going
to get there
 Tactics, details of strategy
 Action, means implementation
 Control, means measurement, monitoring,
reviewing, updating and modifying
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SOSTAC planning system
 This means that strategy should come
before tactics
 Strategy should drive the tactics in an
overall direction otherwise the tactics
can drift anywhere
 Strategy summaries how the objectives
will be achieved.
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Definitions of Strategy
Dictionary definitions
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Strategy: the science of planning and
directing military operations; a plan or
action based on this; skill in managing or
planning esp. by using stratagem (Collins
Pocket Dictionary, 1986)
Stratagems: a trick or plan for deceiving an
enemy in war, any trick or scheme (Collins
Pocket Dictionary, 1986)
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Marketers’ Definitions
Here is how strategy has been defined by marketing professionals:
A big picture
A longer-term view
A way of achieving objectives
A summary of tactics
A guideline for tactics
A platform for integrating the marketing mix
A platform for integrated communications
A platform for combining the positioning,
segmentation and the mix
A way of making things fit better.
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Mintzberg’s 5Ps of Strategy
He listed 5 definitions of strategy :
Plan; ‘… a unified, comprehensive, integrated
plan designed to ensure objectives are
achieved’
Play: ‘… a maneuver to attack or threaten to
attack a competitor.. Threatening to enter
a market, cut prices or launch lower priced
“fighting brands”
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 Pattern: the summary of a series of action
(consistency in behavior whether or not
intended).
 Position: how the organization or brand
wants to be seen in the market place
and whether it wants to be a leader or a
follower in a niche or not.
 Perspective: permeates internally–within the
organization so that all employees see the
strategy and feel part of it… the corporate
culture.
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THE THREE LEVELS OF STRATEGY:
(1)
Corporate
Strategy
(2)
Marketing Strategy
(3)
Marketing Communications Strategy
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Three Levels of Strategy
 Corporate Strategy; Long term moves made
to achieve corporate plans and objectives.
Corporate strategy involves senior
management decisions, eg. choosing what
business to be in!
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Three Levels of Strategy
 Marketing Strategy/operational strategy:
can cover manufacturing system, eg.
McDonald’s strategy was to
systematize the franchising
system
so that it could deliver a consistent
level quality, service, cleanliness and
value around the world!
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Three Levels of Strategy
 Marketing Communications Strategy:
involves the whole marketing mix and
marketing communication tools and choice
of target markets, exploiting competitive
advantage, eg. reposition the product as
up-market, state of the art, priced
accordingly and distributed through
exclusive retail stores, and supported
by a major above the line campaign.
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Types of Strategy
 Product Strategy: determines and
guides decisions about product
development, eg to expand the
range instead of restrict the range,
focus on product enhancements
only, utilize miniaturizations.
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Pricing strategy (PS)
PS: determines prices and pricing
structures, eg. adopt a premium
pricing strategy (skimming the market)
instead of a cut price strategy
(penetrating the market)
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Distribution strategy
 Distribution strategy; determines
the routes for distribution eg to
distribute directly through mail
order instead of retail outlets or to
develop multi-level channels instead
of single-level channels
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Marketing Communication Strategy
 Marketing communications strategy:
determines the message or sequence of
messages which should be shared with
specific target audiences through the
optimum communications mix (eg.
advertising or direct mail)
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Advertising strategy:
 Advertising strategy: determines the
message or sequence of messages
which should be shared with specific
target audiences through the optimum
media mix (eg televisions or press
advertisement).
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The Benefits of Strategy
 Each tactical activity is able to build on
the others to create strength through
continuity and consistency
 Tactical planning is that much easier
and quicker when clear strategic
direction is agreed
 Marketing communications strategy
creates many more benefits through
integration.
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The components of marketing strategy :
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Products
Markets/customers
Strengths/competitive advantage
Scope/scale
Objectives
Resources
Timing
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Tips for strategy makers
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Adopt SOSTAC
Do your homework
Develop some options
Know your resources
Win seniors management support
Do not hurt your market or environment
Put everything in place before making a
move.
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Good Luck! Be Happy
with Your daily Activity!
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