Abstract

CHAPTER-1
INTRODUCTION
What is marketing
Marketing refers to activities undertaken by a company to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Professionals who work in a corporation's marketing
and promotion departments seek to get the attention of key potential audiences
through advertising. Promotions are targeted to certain audiences and may involve
celebrity endorsements, catchy phrases or slogans, memorable packaging or
graphic designs and overall media exposure.

Marketing strategies for manufacturing

Many manufacturers rely on a marketing strategy of using resellers or distributors to sell their
products. This eliminates the need for you to sell individual products from your facility or
open multiple stores to make the product available. Choosing the best marketing strategies for
manufacturing therefore requires careful planning to design efforts that increase your
company’s profitability.

Audience Analysis
Deciding which marketing strategies to use starts with thinking like the people who actually
use your product. Learn the end user’s demographics, including their interests, the reasons
why they buy your product and who is most likely to make purchase decisions. Share this
valuable information with your resellers and distributors to give them the tools and
motivation to sell. In addition, learn everything you can about what makes your resellers want
to sell your product, as this gives you additional ways to encourage them to sell more.

Resellers and Distributors

Finding an outside dealer, agent or independent representative requires you to hold them
accountable for reaching sales goals. Motivating your resellers to get out there and sell your
product may require incentives for both them and their management team once sales goals are
met. Once your product line is well established, look for a distributor to help you reach more
resellers. Distributors represent a variety of products that they convince suppliers to buy,
ideal if you’re trying to break into larger markets or big box stores.
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Web Content

Buyers of manufactured goods often start their search online, so you need to create content on
your website that grabs their attention and makes them want to get in touch with you. The
content you develop needs to be written to meet the needs of your potential customers, such
as by mentioning how your products solve their problems or fit in with their existing
operations. Describe the market for the product, including the demographics you researched,
and explain why people want to buy the item. Include strong calls of action to get potential
resellers or distributors to sign up for your email marketing list or to request more
information about your products.

Promotions

Buy advertising space in industry-specific magazines related to your products to attract

resellers or distributors. If you sell directly to consumers, use your target market analysis to
determine which publications your prospective buyer is most likely to read. Get word out
about your products by renting a booth at industry tradeshows so resellers and distributors
learn about your new product and want to represent it.
Marketing strategy is a long-term, forward-looking approach to planning with the
fundamental goal of achieving a sustainable competitive advantage.[1]
Scholars continue to debate the precise meaning of marketing strategy. Consequently, the
literature offers many different definitions. On close examination, however, these definitions
appear to centre around the notion that strategy refers to a broad statement of what is to be
achieved.
Strategic planning involves an analysis of the company's strategic initial situation prior to the
formulation, evaluation and selection of market-oriented competitive position that contributes
to the company's goals and marketing objectives.[2]
Strategic marketing, as a distinct field of study emerged in the 1970s, and built on strategic
management that preceded it. Marketing strategy highlights the role of marketing as a link
between the organization and its customers.
 5 P's for a Successful Manufacturing
Marketing Strategy
1. Pertinent
Above all, everything you create, produce, publish, and share needs to be relevant to your
audience. It should pertain directly to becoming better in their role, achieving their goals, or
relieving their pain points. When we absorb content online, we can pick and choose which
content we interact with. This is one reason why the buyer behavior has changed; the
customer is the one who holds the power, which means they can choose to completely ignore
the ads and promotions you produce. When we have the power to choose, we'll consistently
choose the things that we care about - the things that are relevant to our circumstances. So,
what does your customer care about in manufacturing? Why do they interact with content
marketing? Here are a few common motivations:

 It helps them be better in their roles (career or personal roles)

 It entertains them
 It reaffirms their beliefs
 It tells them how to be successful
 It makes them feel good
 It makes them feel understood
 It helps them solve a problem
 It helps them take advantage of an opportunity
 It answers a question

If you can pick at least one of these things and execute it well, you'll have your audience
wrapped around your finger.

2. Profitable

Once you know your topic is relevant to your audience, you need to make it profitable. They
should be able to take the information you provide and use it to grow their business, make a
better product, save money on a purchase, etc.

You can explicitly point out factors to the potential customer that will affect their ROI.
Ultimately, approaching them in a way that shows your understand what value means to
them will lead you to success! After all, each individual places different values on all sorts of
products and services.

Your potential customer's definition of "valuable" will vary between individuals and
industries. To get a better idea of what your buyers value, make sure you're building buyer
personas for your business.
3. Practical
Theories and ideas are great to incorporate in your digital marketing strategies every once in
a while. However, your target market is, for the most part, looking for actionable information
that will help them produce results in their job. They want information that is usable now and
will get them results now.

When you sit down to outline your brand strategy, your marketing campaign, or your inbound
content, ask yourself: Would I be able to take this information and immediately apply it
to my business?

4. Provocative
You should create content with one goal in mind - to produce an emotional reaction from
your audience. It's so incredibly important to make your consumers feel something.

As consumers, we make buying decisions based on emotion: how we feel about the company,
how we feel about the product, how we feel about the price, etc. Studies have found that 71%
of B2B purchasing decisions are based more on personal value (how the product makes
you feel) rather than on business impact.

5. Plugged-in
Even manufacturers use news, current events, and memes to make their marketing
content more relatable. You should understand trends in your industry AND in your
target audience's industries. You should be up to date with technology, both personal
and industrial.

Furthermore, the next generation is stepping up into the roles of the buyer, the
executive, the engineer, and even the talent you want to hire. To reach those targets
and speak their language, you need to switch gears in your approach. These are
your 5 keys to marketing success along with strategies for marketing your
manufacturing business. If you want more information about being a better marketer