A

Micro-Project Report

On

“Marketing Strategy”
"
Partial Fulfilment of the Requirement for the Diploma in Computer
Engineering.

By

ARSHIYAN SAYYAD 2114660018

ABHISHEK SALVE 2214660198
MONOJ JAGTAP 2114660028
SHRISANT BADHE 2214660162

Guided By

Prof.C.P.Bhagannavar

Shree Samarth Academy's

Shree Samarth Polytechnic

Mhasane Phata, Ahmednagar

Maharashtra State Board of Technical Education

(2023-24)
Shree Samarth Academy's Shree Samarth Polytechnic
Mhasane Phata, Ahmednagar (414001)

Maharashtra State Board of Technical Education

A project report on-

“Marketing Strategy”
Partial Fulfillment of the Requirement for the Diploma in

Computer Engineering

BY-

ARSHIYAN SAYYAD 2114660018

ABHISHEK SALVE 2214660198
MONOJ JAGTAP 2114660028
SHRISANT BADHE 2214660162
GUIDED BY-

Prof.C.P.Bhagannavar

HOD PRINCIPAL

Prof.S.S.Darode Prof.D.D.Desale
 Index
Sr.No. Topics Page No.
1 Introduction
2 Components
3 Creates & Delivers
Value
4 Levels

5 Expansion matrix
6 Plan
7 Marketing Philosophies
8 Summary
9 References
 Introduction
Marketing strategy provides an overview of the many marketing
elements that must come together to make a successful business. It
determines how to go about selecting products, customers,
competitors, appropriate distribution, pricing, and promotion plans.
What is marketing? Initially people think marketing is advertising or
selling. Yes, advertising and selling are part of marketing, but
marketing is much more. The American Marketing Association
defines marketing as the “activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.”
 Components
1. Marketing is the exchange that takes place between sellers and
buyers.
2. Marketing creates, communicates, and delivers value to facilitate
exchanges.
We add a third component to the definition, often referred to as
the marketing concept:

3. By delivering value, marketing satisfies customer needs and

wants, at a profit.
 Creates and Delivers Value
Marketing plays a critical role in a firm’s survival and growth.
Specifically, marketing creates and delivers value to the firm’s
chosen customers. Certainly, if there is no value, customers leave.
Without customers, companies fail. Meeting customers’
functional and emotional needs creates value. The importance of
marketing’s role within the firm was underscored by Jack Welch,
former CEO of GE:

“Marketing isn’t somebody’s responsibility; marketing is

everybody’s responsibility.”

The Strategic Triangle

The Strategic Triangle, developed by Kenichi Ohmae, provides
insight into value creation. The customer is the central point of
the model. The company and the competition seek to sell
products and services to the customer by creating value for the
customer. The value equation is benefits minus costs. Of course,
both the company and the competition incur costs when creating
value.
Overall, it is better to focus on creating and delivering exceptional
value to customers, rather than benchmarking and copying
successful competitors. Creating and delivering exceptional value
enables a firm to attract and keep customers. Attracting and keeping
the right customers drives profitability for the firm.
 Levels
Corporate Strategy
What businesses should we be in? At the corporate level, the firm
considers the types of business to include in its portfolio. Pepsico,
for example, competes in three specific businesses: beverages,
salty snacks, and packaged food. In the beverage business, the
company offers soft drinks (Pepsi, Mountain Dew, Mug Root
Beer), juices (Tropicana, Dole, Naked Juices), performance
drinks (Gatorade, Propel), and bottled water (Aquafina). In the
salty snack business, the company offers a variety of chips,
pretzels, dips, and salsas under the Frito Lay brand. The Quaker
brand anchors the packaged food group with ready-to-eat cereals
(Cap’n Crunch, Life), pancake mixes and syrups (Aunt Jemima),
granola bars (Quaker), and side dishes (Rice-A-Roni). With these
chosen businesses, Pepsico specializes in areas that draw on
common core skills and resources. This specialization supports
much of the research on strategy; that is, specialists perform
better than generalists.
Strategic Business Unit (SBU) Strategy
How do we compete effectively in a given business? Once the
firm decides which businesses to include in the portfolio, the next
decisions focus on how to perform and compete in the given
business categories. For example, now that Pepsico has decided
to compete in the salty snack business, how can the company play
to its strengths given the opportunities in the marketing
environment?

Marketing Strategy
How do we orchestrate the marketing mixvariables to deliver
value to a particular market segment? At this level, each
functional area of the company—finance, human resources,
marketing, and supply chain—has a strategy that is consistent
with the SBU strategy and the corporate strategy. Marketing
strategy addresses a specific target market with a cohesive
marketing mix of product, place, price, and promotion.
 Expansion Matrix
1. Market Penetration—selling more of the existing products in
existing markets.
2. Product Development—introducing new products to existing
markets.
3. Market Development—introducing existing products to new
markets.
4. Diversification—introducing new products to new markets.
 Plan
Marketing Plan
One step beyond the marketing strategy is the marketing plan.
Adding an itemized budget and a time schedule to a marketing
strategy generates the marketing plan. For example, Little
Caesar’s Pizza targets economy-minded single adults and families
looking for a quick, satisfying meal they don’t need to prepare or
clean up. Note that a target is comprised of a specific type of
person in a particular usage situation. With this target in mind,
Little Caesar’s offers two pizzas for the price of one (with
minimal toppings and cheese) that customers can pick up from a
low-rent storefront with little or no seating. Little Caesars'
product, place, price, and promotion work together to deliver
exactly what their economy-minded brand champions are looking
for.

Building a Successful Revenue Model

Building a successful revenue model requires marketing
managers to know how they will acquire customers, retain
customers, forecast the amount purchased by typical customers,
and calculate the margin earned per sale.
 Marketing Philosophies
Through the years, several different marketing philosophies or
orientations have emerged. One orientation is not necessarily better
than another. If we look around the world at the wide variety of
product categories and industries, we see that each orientation is being
applied. They all can play a role in delivering a useful product at a
price that a customer can afford.\

Production Orientation
Build it and they will come. An orientation based on the belief
that supply generates its own demand. Mass production,
economies of scale, and uniform products and services are
employed to lower costs and increase distribution. Henry Ford’s
Model T automobile is a definitive example of production
orientation. The car was quick to make using the world’s first
assembly line, simple to drive, and inexpensive to repair. When
introduced, the Model T cost $825. Within a decade, its price
dropped to $360. At the height of its production, half of all
automobiles in America were Model T’s. Incidentally, all Model
T’s built on the assembly line were black because black paint
dried faster than other colors. Hence, Henry Ford’s famous quip,
“Any customer can have a car painted any color that he wants so
long as it is black.”

Sales Orientation
Sell ice to the Eskimos. An orientation based on the belief that
marketing’s only role is to sell products once they are made.
Marketing doesn’t have input into what products are made, how
they are made, or how they are priced. Marketing must find
 someone to buy and then aggressively sell. Door-to-door sales of
Kirby vacuum cleaners, Cutco knives, pest control, home security
systems, etc., are examples of a sales orientation. Business-to-
business companies also often adopt a sales orientation. Any time
we introduce and sell a product or service to a customer that
either was not aware of it or not aware of their need for it, we are
employing a sales orientation.

Market Orientation
Customer is king. An orientation based on the belief that every
product or service should be focused on meeting customer needs
from the outset. Marketing plays a key role in determining target
customers, product features, pricing, distribution, customer
research, and company-to-customer relationships. Amazon,
Google, Apple, Nordstrom, Southwest Airlines, Papa John’s
Pizza, and Toyota all top the list for market orientation. In their
own way, each company continues to adapt and evolve in order to
provide exactly what their customers are looking for.

Societal Orientation
Do well by doing good. An orientation based on the belief that
every product or service should provide value to the customer as
well as to society as a whole. This orientation encourages
marketers to make a better world together with making a better
product. Timberland Shoes and Outdoor Wear planting one
million trees in Inner Mongolia, Newman’s Own Spaghetti Sauce
donating all profits to charity, Endangered Species Chocolate
sponsoring sustainability projects in Ecuador, and Tom's Shoes
giving a pair of shoes to a child in need for every pair purchased
are all examples of societal orientation.
 Summary
Marketing is the exchange that takes place between sellers and
buyers. Marketing managers can facilitate exchange by using the
marketing mix (product, place, price, and promotion) to create and
deliver value to the firm’s chosen customers. Indeed, creating and
delivering value enables the firm to attract and keep customers.
Attracting and keeping customers drives profitability for the firm.
 References
https://www.oreilly.com/library/view/marketing-the-
brian/9780814434215/xhtml/summary.html

https://www.scribd.com/user/674886615/Arshiyan-Sayyad
Teacher Evaluation Sheet
Name of Student:………………………………………………………………………………….. Enrolment
No……………………………….

Name of Programme…………………………Semester:……………………………….

Course Title: …………………. Code:……………………….

Title of the Micro-Project:………………………………………………………………………….

Course Outcomes Achieved

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Evaluation as per suggested Rubric for Assessment of Micro-Project

Sr. Characteristic to be Poor Average Good Excellent

No. assessed (Marks 1-3) (Marks 4-5) (Marks 6-8) (Marks 9-10)

1 Relevance to the course

Literature survey/
2
Information Collection

3 Project Proposal

Completion of the Target as

4
per project proposal

Analysis of Data &

5
Representation

6 Quality of Prototype/Model

7 Report Preparation

8 Presentation

9 Defence
Micro-Project Evaluation Sheet

Process Assessment Product Assessment

Total
Project Individual Marks
Part A- Project Part B-Project
Methodology Presentation/Viva 10
Proposal Report/Working Model
(2 mark) (4 mark)
(2 marks) (2 marks)

Note:

Every course teacher is expected to assign marks for group evolution in first 3 columns & individual
evaluation in 4th columns for each group of students as per rubrics.

Comments/Suggestions about team work/leadership/inter-personal communication(if any).

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Any other comment:

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Name and designation of the faculty member

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