Competitive Marketing

In this age of declining customer loyalty, some areas that a marketing manager needs to focus can be put as follows:-

·         Marketing needs to lead in substantial or transformational innovation that will result in new offerings that will define new categories or subcategories

·         Marketing should own customer insights as driver of strategy which should enable growth initiatives and be the basis for strategic resource allocation

·         Value proposition needs to be the centerpiece of business strategy

·         Marketing should own brand strategy which should both inform and enable the business strategy

·         Marketing needs to get control of the product, country, and functional silos to foster cooperation and communication rather than competition and isolation

·         Marketing needs to inject energy and involvement into their brands

·         Marketing needs to be elevate its game tactically. With the fragmentation of the media options, the dynamics of social media, and the proliferation of brands and offerings, there is so much clutter and complexity that nothing less than great marketing and exceptional offerings will break out