Market stimulation strategies - companies seek to exploit markets through targeted processing. The market stimulation strategies determine the manner in which the market is influenced or controlled. A distinction can be made between two basic strategic directions: preference strategy and price-quantity strategy.
Markets often show a stratification according to different customer groups. There are consumers or buyers who are more inclined to high quality and brands, and there are those who are more interested in price. The two upper market strata are predominantly made up of brand or quality buyers who can mainly be addressed via preference strategies; So-called price buyers predominate in the lower market layer, which is why the focus here is on the strategy of attractive prices.
The matrix shows the basic strategic options for determining a position in the dimensions of quality and price.
In addition to the two positions pure preference strategy and pure price-quantity strategy, there are other options:
The middle layer strategy, which is problematic because of the lack of profiling, the frequent concentration of a relatively large number of providers in this field and because the middle market class is becoming narrower in many markets.
With the campaign strategies, special prices are offered in sales promotion campaigns. In the case of some branded items, the proportion sold through price campaigns is large and increasing.
The overexploitation strategy is unattractive from the customer's point of view, since the quality and price of a product diverge.
Companies have two clear strategic position options:
A premium brand strategy (brand strategies), i.e. performance advantage marketing via a preference strategy or an also-brand strategy, or price advantage marketing via price-volume strategies.
Both strategies can also be implemented in a company. There are markets in which it is possible to operate on a multi-track basis and to cover several market fields at the same time, for example by supplementing the product range with a price-active brand or a range of products covering several market fields through a multi-brand strategy, 30 different groups of buyers are addressed. Examples can be found in sparkling wine, chocolate, beer, etc.
Dabei ist darauf zu achten, dass der Cannibalism effect möglichst gering ist.
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