what is the marketing strategy for Cemex? Develop your Cemex marketing strategy
ID: 371407 • Letter: W
Question
what is the marketing strategy for Cemex?
Develop your Cemex marketing strategy based on your STP strategy. Remember that these decisions are interdependent, and are part of a whole. Follow the sequence outlined in the marketing plan template.
First you will want to consider Cemex's product or brand strategy. Describe the needs/wants of your target cement customer(s), and how you intend to position Cemex versus the competition. Present a detailed description of the different types of cement that you intend to sell in the US market, including their attributes, features, and quality level, along with the brand names, intended packaging, logo, and supplemental products. As you make these branding strategy decisions, it is imperative that you stay focused on the customer. Remember that Cemex's customers do not buy features; they buy benefits, both tangible and intangible. It is also critical to understand the customer: Think about who makes the cement purchase and who influences that decision, etc.
Next, you will want to think about pricing strategy. Pricing is very strategic as it is the only marketing mix variable that generates income. As a marketing team, you need to decide on your price objectives and strategies. Think about pricing tactics like discounts and incentives. You need to decide whether your pricing strategy should be skimming, premium, or market penetration given the nature of the cement products, your customers, and your major competition. Profit margins and the breakeven analysis will also need to be considered. As you determine your final price points, you'll need to consider the perceived value of your cement products. Describe how you would go about making these decisions, and the major issues involved.
Then you will need to consider Cemex's distribution and supply chain strategy. Remember, cement is a heavy and bulky product, and there are a lot of issues involved in delivering it to the final user. These strategic decisions deal with how customers purchase cement. Will you market the cement directly to your customers or through distributors/wholesalers (intermediaries)? Will you follow an exclusive, selective, or intensive distribution? Distribution decisions focus on marketing channels, as well as the physical distribution of the cement. Explain the criteria you would use to make these distribution and supply chain strategy decisions.
Finally, you should consider your integrated marketing communications and promotion strategy, which is often the most visible element of a marketing strategy. Cemex's communication strategy involves developing an integrative mix of a number of different tools at your disposal, while keeping in mind the needs and characteristics of the target cement market(s). These tools may include a mix of traditional communication elements such as advertising, personal selling, sales promotion, and publicity/public relations. It is essential that your promotion objectives are clearly defined, and that a holistic and integrated marketing communication approach is used.
Explanation / Answer
CEMEX is a maxican cement and concrete production company . Company is involved in providing construction materials, products are high quality and company service are very much reliable.
CEMEX has selling cement in more than 50 country and company was supplied cement in FiFi world cup 2014 that business build a strong brand equity of CEMEX.
Company marketing strategy are based upon STP strategy that as follows.
1) Segment- Company has country wise segmentation ,rural and urban area wise segmentation and builders , retailer consumer wise segmentation and retailer and wholesaler wise segmentation. Such segmentation practices applying by CEMEX .
2) Targeting- Cement dealer and builders in rural and urban areas.Company is much focusing its strategy to build a better relationship to its dealer and builders .
3) Positioning- As company was supplied cement in FIFA world cup in 2014 that main reason to build brand value , position its brand in general public and make a reliable and trusted products.
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