Marketing strategy, marketing tactics, and marketing execution represent the three core levels of a company's marketing activities. When it comes to developing a marketing strategy, there are different perspectives. Some argue that customer-centric approaches should be the foundation, focusing on consumer needs and desires. Others believe in a competitive orientation, designing strategies by analyzing competitors. A third perspective emphasizes technological innovation as the driving force behind marketing decisions. So, what should be the key basis for crafting an effective marketing strategy?
**First, a competition-oriented marketing strategy**
A competition-oriented approach centers around competitors, identifying both existing and potential rivals—whether within the same industry or across sectors. Companies often follow competitor strategies or even develop counter-strategies. Many marketing professionals believe that customer satisfaction is closely linked to market competitiveness. In short-term marketing efforts, companies tend to focus more on direct competitors. For example, when Changan introduced its "Benben" model, it was positioned as a challenger to Chery QQ, while Hafei Lobo targeted the small-displacement car segment. Similarly, Yili’s "Golden Code" aimed to capture market share from Mengniu’s "Arun Su."
As the business environment becomes increasingly uncertain—due to shifting consumer demands, rapid technological changes, and global competition—the need for a dynamic marketing strategy has never been greater. While customer-centric strategies have their merits, they often fail to address emerging or unexpressed needs. As Pierre de Vries, a European marketing expert, once noted, customers may not always know what they want, and it's difficult to predict how new technologies will shape future demand. This makes the competitive orientation more relevant, as companies must adapt quickly to stay ahead.
Many firms prefer to avoid uncertainty by adopting a competitive mindset rather than solely focusing on customer demand. After all, entering a new market with an innovative product carries risks—being a pioneer or a failure is equally possible.
**Second, a customer-oriented marketing strategy**
In 1990, American marketing scholar R. Lauterborn proposed shifting the traditional 4P model (Product, Price, Place, Promotion) to a 4C framework (Customer Needs, Cost, Convenience, Communication). The core idea is that marketing should revolve around the customer, aiming to meet their needs efficiently and effectively. Those who support this view argue that performance depends on consumer demand, not just competition. Marketing innovation should be driven by customer needs, not by reacting to competitors.
This approach emphasizes flexibility and responsiveness. Companies must continuously adapt their strategies to reflect changing consumer behaviors and preferences. Customer-centric strategies also highlight the importance of building long-term relationships and maintaining brand uniqueness. By focusing on real customer needs, businesses can create lasting value and maintain a competitive edge.
**Third, a brand-oriented marketing strategy**
Brand-oriented marketing focuses on creating a strong brand identity that resonates with target audiences. It involves identifying the core values that the brand represents and aligning all marketing activities with those values. For example, a brand like "Small Woman" might emphasize qualities such as delicacy, elegance, and cultural depth to appeal to its audience.
However, misalignment between brand identity and customer expectations can lead to failure. Take Procter & Gamble’s "Yan Yan" shampoo, which failed to resonate with young women because its core message about "black hair" didn't align with their desire for colorful, trendy looks. On the other hand, brands like BMW ("driving pleasure"), Mercedes ("nobility"), and Volvo ("safety") have successfully built unique brand appeals.
Brand strategy also influences pricing, distribution, and promotional activities. A brand emphasizing luxury and exclusivity would likely adopt a premium pricing strategy, while a brand focused on affordability would aim for high cost-performance. Channel design, store layout, and promotional campaigns must all reflect the brand's identity to build consistent customer perceptions.
**Fourth, conclusion**
Marketing strategy is not a one-size-fits-all approach. It requires a balanced consideration of customer needs, market trends, and competitive dynamics. A successful strategy must be adaptive, forward-thinking, and aligned with the brand’s core values. It should engage consumers through sensory experiences, emotional connections, and meaningful actions. Ultimately, a well-crafted marketing strategy not only promotes products but also builds lasting relationships and brand loyalty. In today’s fast-paced and ever-changing market, the ability to evolve and innovate is key to long-term success.
Shaoxing Harbour Textile&Garments Co., Ltd , https://www.sxharbour.com