Marketing Communications Strategies Case Study Example | Topics and Well Written Essays - 3000 words

Marketing Communications Strategies - Case Study exemplificationMarketing has moved from customer acquisition (winning new customers) through customer retention (keeping customers for life) towards customer survival of the fittest (dumping unprofitable customers speckle selectively seeking and keeping the more profitable ones). The development of market placeing communications is the major role of the promotional dodge component off the marketing mix. The marketing mix is basically a conceptual framework that helps to structure the approach to each marketing challenge. At the heart of a marketing strategy is the target market strategy stemming from the markets segmentation process of segmentation, targeting and positioning. A marketing strategy specifies the segments to target, the brand or product positioning required to appeal to these targeted customers, plus the competitive advantage to be exploited versus rivals. Without a marketing strategy, the marketing mix activities ar e unlikely to bring signifi give the bouncet benefits to the arrangement and probably will fail to satisfy and retain targeted customers. Core to a marketing strategy is the arrest of competition and the identification of a differential advantage something unique to one supplier and highly sought after by targeted customers. In terms of the all overall competitive strategy, there are four broad options (a) graphic growth, when current products and current markets have potential for increasing sales (b) diversified growth, which occurs when new products are certain to be sold in new markets (c) integrated growth, owing to forwards, backwards or horizontal integration and (d) maintenance, of the status quo. The marketing strategy should specify marketing objectives so that marketing performance can be monitored.UK - Soft Drink Industry Review The roots of the velvet drink industry have been engrave in the soil of United Kingdom for hundreds of years. The soft drink industr y continued to grow steady as the nineteenth century progressed. The current UK soft drinks market is 9 billion litres in volume. If big(p) juice drinks reached this proportion of the total market, the segment would be 360 million litres. The size of the target market must(prenominal) be set in context with the sales by volume of the leading carbonated soft drinks in the UK. Brands such as Lucozade and Lilt have sales of around 100 million litres, while coca plant Cola is a massive 1.4 billion litres by volume.Overview Coca Cola and Pepsi Cola can be identified as market leaders in the Cola drinks industry. They possess significant market share within the soft drinks industry. Coca Cola is a 100-year-old soft drink that started out as anything but soft. It was introduced as a medicine. A delicious, exhilarating, refreshing, invigorating beverage in addition to being a cure for all nervous afflictions, sick headaches, neuralgia, hysteria, melancholy said an early advertisement. C oca- Cola is enjoyed all over the world. The figure indicates that 1.6 billion gallons is sold every year, in over one hundred and sixty countries. Coca Colas main challenger world wide is the Pepsi Cola most commonly referred to as Pepsi. Pepsi follows exactly the comparable brand and business model. Its differentiation is based on the fact that it was introduced more recently than Coke, and did not piddle the category. As a challenger, its brand image and market grip are lower. It challenges the leader on terce facets price, product and image. Price it is a dime cheaper than Coke, at consumer level, but this creates a