Commercial Strategies: Market Analysis, Product, and Promotion
Commercial Area for Businesses
The commercial area is responsible for understanding the market and meeting consumer needs by offering products with the right quality, presentation, price, and distribution. The commercial function facilitates the exchange between the company and the market, achieving transactions with customers. Marketing has evolved from a production orientation to a customer orientation, designing products based on demand. The daily activities of a business involve applying marketing principles, known as Marketing Management, which includes analyzing the situation and designing strategies to achieve goals. In practice, this involves implementing strategies and controlling results.
Market Definition
From a marketing perspective, the market is a group of individuals or organizations that need a product or service, have the desire to purchase it, and possess the capacity to buy.
Shop Games: A Case Study
Our business will focus on selling games for computers and consoles, along with related apparel and accessories. We will differentiate ourselves by offering exclusive games from well-known companies. Our target audience is young gaming enthusiasts. Our pricing policy will include online discounts, random offers, and promotions based on the product life cycle. We will offer exclusive promotional prices for early purchases and loyalty discounts for repeat customers.
Distribution Policy
We will have our own stores with a unique brand identity, located in medium-sized towns and large shopping centers in cities with high foot traffic and easy parking. We will target the domestic market, with stores in major cities, and also sell online with payment upon delivery.
Promotion Policy
We will advertise in youth magazines and general information magazines, as well as in publications dedicated to gaming. We will also use methods such as sponsoring sports events and organizing gaming tournaments. Public relations will be used to promote new game releases.
Zara Clothing Store: A Case Study
Zara’s product strategy focuses on trendy clothing with a short life cycle, requiring frequent renewal. The product is differentiated by spacious and well-decorated stores, targeting a young audience looking for modern and affordable clothing. While other brands in the same sector may offer more classic styles, Zara caters to a younger demographic with bolder designs.
Pricing Policy
Zara’s low-price policy has three objectives: 1) reach a large general public to achieve high sales, 2) promote high consumption, and 3) facilitate high rotation of products. This policy may affect the brand’s image, as it is not seen as a high-end brand. Initial discounts and sales are offered in newspapers and through promotions. Establishing purchase prices gives the brand an image of prestige.
Distribution Policy
Zara sells its products in its own stores and through franchises, always in large stores located in central areas of major cities or in shopping centers with high foot traffic. The brand prefers to target the global market with a focus on customer service and privacy.
Promotion Policy
Zara’s promotion strategy focuses on reaching its target audience through word-of-mouth and in-store advertising. The brand also uses its website as a promotional tool. Zara relies more on customer needs and brand loyalty than on extensive advertising campaigns in magazines or other publications.