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<\/figure>\n\n\n\nArjun’s caf\u00e9 is struggling.<\/p>\n\n\n\n
He’s running advertisements.<\/p>\n\n\n\n
Posting on Instagram.<\/p>\n\n\n\n
Offering discounts.<\/p>\n\n\n\n
But sales still aren’t coming.<\/p>\n\n\n\n
So what happened?<\/p>\n\n\n\n
Did Rahul have better coffee?<\/p>\n\n\n\n
No.<\/p>\n\n\n\n
A better coffee machine?<\/p>\n\n\n\n
No.<\/p>\n\n\n\n
A much bigger budget?<\/p>\n\n\n\n
No.<\/p>\n\n\n\n
The biggest difference wasn’t the coffee.<\/p>\n\n\n\n
It was the strategy behind the business.<\/strong><\/p>\n\n\n\n Before opening his caf\u00e9, Rahul studied the neighbourhood.<\/p>\n\n\n\n He noticed that many offices were nearby and a lot of young professionals were looking for a comfortable place to work, have meetings and grab good coffee.<\/p>\n\n\n\n So instead of trying to attract everyone, he decided to focus on them.<\/p>\n\n\n\n Fast Wi-Fi.<\/p>\n\n\n\n Charging ports.<\/p>\n\n\n\n Comfortable workspaces.<\/p>\n\n\n\n Affordable weekday lunch combos.<\/p>\n\n\n\n And even his marketing had one clear message:<\/p>\n\n\n\n “Your second office, with better coffee.”<\/strong><\/p>\n\n\n\n Arjun took a completely different approach.<\/p>\n\n\n\n He believed:<\/p>\n\n\n\n “Agar coffee acchi hai, customers automatically aa jayenge.”<\/strong><\/p>\n\n\n\n So he opened the caf\u00e9.<\/p>\n\n\n\n Posted occasionally.<\/p>\n\n\n\n Ran some ads.<\/p>\n\n\n\n Gave random discounts.<\/p>\n\n\n\n But none of these activities had a clear direction.<\/p>\n\n\n\n Rahul wasn’t simply doing marketing.<\/p>\n\n\n\n He was making marketing decisions based on a strategy.<\/strong><\/p>\n\n\n\n And that’s what we’re going to understand in this chapter.<\/p>\n\n\n\n Ask someone:<\/p>\n\n\n\n “How do you market a business?”<\/strong><\/p>\n\n\n\n You might hear:<\/p>\n\n\n\n “We run Google Ads.”<\/p>\n\n\n\n “We’re active on Instagram.”<\/p>\n\n\n\n “We do SEO.”<\/p>\n\n\n\n “We post content.”<\/p>\n\n\n\n “We work with influencers.”<\/p>\n\n\n\n These are all marketing activities.<\/p>\n\n\n\n But they aren’t the strategy.<\/p>\n\n\n\n Before choosing any tool, a marketer needs to answer much bigger questions:<\/p>\n\n\n\n Who are we trying to serve?<\/strong><\/p>\n\n\n\n What problem are we solving?<\/strong><\/p>\n\n\n\n Why should they choose us?<\/strong><\/p>\n\n\n\n Who are we competing with?<\/strong><\/p>\n\n\n\n Where can we win?<\/strong><\/p>\n\n\n\n What do we want to achieve?<\/strong><\/p>\n\n\n\n How are we going to grow?<\/strong><\/p>\n\n\n\n The answers to these questions start forming your marketing strategy.<\/p>\n\n\n\n In simple words:<\/p>\n\n\n\n A marketing strategy is the thinking behind how a business will reach the right customers, create value for them, stand out from alternatives and achieve its business goals.<\/strong><\/p>\n<\/blockquote>\n\n\n\n Notice something.<\/p>\n\n\n\n It doesn’t start with Google Ads.<\/p>\n\n\n\n It doesn’t start with Instagram.<\/p>\n\n\n\n It starts with decisions<\/strong>.<\/p>\n\n\n\n Before deciding how to market something, you need to know:<\/p>\n\n\n\n What are we actually trying to achieve?<\/strong><\/p>\n\n\n\n Imagine a company says:<\/p>\n\n\n\n “We want more customers.”<\/strong><\/p>\n\n\n\n That’s a start.<\/p>\n\n\n\n But it’s not specific enough.<\/p>\n\n\n\n More customers for what?<\/p>\n\n\n\n Maybe the business wants to:<\/p>\n\n\n\n Increase revenue.<\/strong><\/p>\n\n\n\n Increase market share.<\/strong><\/p>\n\n\n\n Launch a new product.<\/strong><\/p>\n\n\n\n Enter a new market.<\/strong><\/p>\n\n\n\n Improve profitability.<\/strong><\/p>\n\n\n\n Increase repeat purchases.<\/strong><\/p>\n\n\n\n These goals can lead to completely different strategies.<\/p>\n\n\n\n Imagine two companies.<\/p>\n\n\n\n Company A wants to acquire as many new customers as possible.<\/p>\n\n\n\n Company B already has millions of customers but wants to increase repeat purchases.<\/p>\n\n\n\n Both have the same marketing tools available.<\/p>\n\n\n\n But should they use the same strategy?<\/p>\n\n\n\n Obviously not.<\/p>\n\n\n\n Company A may focus heavily on acquisition.<\/p>\n\n\n\n Company B may focus on retention, loyalty and customer experience.<\/p>\n\n\n\n So the first question in strategy is:<\/p>\n\n\n\n “What are we trying to achieve?”<\/strong><\/p>\n<\/blockquote>\n\n\n\n Because without a clear objective, you can’t even decide whether your strategy is working.<\/p>\n\n\n\n This is one distinction I want you to remember throughout this course.<\/p>\n\n\n\n Let’s use a simple example.<\/p>\n\n\n\n Imagine Aman launches an earbuds brand.<\/p>\n\n\n\n His strategy<\/strong> is:<\/p>\n\n\n\n Become the preferred earbuds brand for young professionals who want premium sound and reliable call quality without paying flagship prices.<\/strong><\/p>\n<\/blockquote>\n\n\n\n Now he needs a plan<\/strong>.<\/p>\n\n\n\n Maybe:<\/p>\n\n\n\n Launch in three major cities.<\/p>\n\n\n\n Build awareness over six months.<\/p>\n\n\n\n Use creators for product demonstrations.<\/p>\n\n\n\n Capture high-intent searches.<\/p>\n\n\n\n Sell through the website and marketplaces.<\/p>\n\n\n\n Then come the tactics<\/strong>.<\/p>\n\n\n\n YouTube comparison videos.<\/p>\n\n\n\n Google Search campaigns.<\/p>\n\n\n\n Instagram Reels.<\/p>\n\n\n\n Retargeting.<\/p>\n\n\n\n Email campaigns.<\/p>\n\n\n\n And finally, the tools<\/strong>.<\/p>\n\n\n\n Google Ads.<\/p>\n\n\n\n Meta Ads Manager.<\/p>\n\n\n\n GA4.<\/p>\n\n\n\n Google Tag Manager.<\/p>\n\n\n\n Canva.<\/p>\n\n\n\n CRM.<\/p>\n\n\n\n And so on.<\/p>\n\n\n\n So remember:<\/p>\n\n\n\n Strategy<\/strong><\/p>\n\n\n\n \u2193<\/p>\n\n\n\n Plan<\/strong><\/p>\n\n\n\n \u2193<\/p>\n\n\n\n Tactics<\/strong><\/p>\n\n\n\n \u2193<\/p>\n\n\n\n Tools<\/strong><\/p>\n\n\n\n And here’s the important part:<\/p>\n\n\n\n If you change the tool, your strategy may stay exactly the same.<\/strong><\/p>\n\n\n\n If you change the strategy, almost everything underneath it can change.<\/strong><\/p>\n<\/blockquote>\n\n\n\n That’s why marketers should never start with:<\/p>\n\n\n\n “Which tool should I learn?”<\/strong><\/p>\n\n\n\n Start with:<\/p>\n\n\n\n “What are we trying to achieve?”<\/strong><\/p>\n\n\n\n Here’s another thing beginners often misunderstand.<\/p>\n\n\n\n They think a strategy means:<\/p>\n\n\n\n “Let’s do everything.”<\/strong><\/p>\n\n\n\n SEO.<\/p>\n\n\n\n Google Ads.<\/p>\n\n\n\n Instagram.<\/p>\n\n\n\n YouTube.<\/p>\n\n\n\n Influencers.<\/p>\n\n\n\n Email.<\/p>\n\n\n\n Content.<\/p>\n\n\n\n Affiliate marketing.<\/p>\n\n\n\n Everything.<\/p>\n\n\n\n But that’s not strategy.<\/p>\n\n\n\n That’s a shopping list.<\/p>\n\n\n\n Strategy involves choices<\/strong>.<\/p>\n\n\n\n If you decide to target young professionals, you’re choosing not to prioritise everyone else<\/strong>.<\/p>\n\n\n\n If you decide to compete on premium experience, you’re choosing not to compete primarily on the lowest price<\/strong>.<\/p>\n\n\n\n If you decide to focus on SEO, you may choose to invest less in certain paid channels.<\/p>\n\n\n\n If you decide to sell only through your own website, you’re making a different distribution choice from a brand that wants to be available everywhere.<\/p>\n\n\n\n A strategy therefore answers two questions:<\/p>\n\n\n\n What are we going to do?<\/strong><\/p>\n\n\n\n And equally importantly:<\/p>\n\n\n\n What are we not going to do?<\/strong><\/p>\n\n\n\n That’s where strategy gets difficult.<\/p>\n\n\n\n Because saying yes to everything feels safe.<\/p>\n\n\n\n But a business with limited money, time and people can’t do everything equally well.<\/p>\n\n\n\n Strategy is not just choosing what to pursue. It’s choosing what to prioritise.<\/strong><\/p>\n<\/blockquote>\n\n\n\n Now let’s actually build a strategy.<\/p>\n\n\n\n The first step is understanding the market.<\/p>\n\n\n\n Before investing money, a marketer needs to ask:<\/p>\n\n\n\n Is there demand?<\/strong><\/p>\n\n\n\n What problems are customers facing?<\/strong><\/p>\n\n\n\n What trends are changing the market?<\/strong><\/p>\n\n\n\n Who are the competitors?<\/strong><\/p>\n\n\n\n What are competitors doing well?<\/strong><\/p>\n\n\n\n Where are customers still unhappy?<\/strong><\/p>\n\n\n\n The goal isn’t simply to collect information.<\/p>\n\n\n\n The goal is to find opportunities<\/strong>.<\/p>\n\n\n\n Imagine every food delivery app in your market has customers complaining about slow delivery.<\/p>\n\n\n\n That’s not just a complaint.<\/p>\n\n\n\n For a marketer, it could be an opportunity.<\/p>\n\n\n\n Maybe a new brand can compete around speed.<\/p>\n\n\n\n Or imagine every skincare brand is targeting women between 18 and 35.<\/p>\n\n\n\n Maybe there’s an underserved customer group that nobody is speaking to properly.<\/p>\n\n\n\n That’s where research becomes useful.<\/p>\n\n\n\n Strategy built without research is mostly assumption.<\/strong><\/p>\n<\/blockquote>\n\n\n\n And assumptions become expensive when you start spending money on them.<\/p>\n\n\n\n Once you understand the market, ask:<\/p>\n\n\n\n Who exactly are we trying to serve?<\/strong><\/p>\n\n\n\n This is where many businesses make a mistake.<\/p>\n\n\n\n They say:<\/p>\n\n\n\n “Our product is for everyone.”<\/strong><\/p>\n\n\n\n But when you try to speak to everyone, your message often becomes generic.<\/p>\n\n\n\n Let’s go back to Aman.<\/p>\n\n\n\n He’s launching earbuds.<\/p>\n\n\n\n His potential market includes:<\/p>\n\n\n\n Students.<\/p>\n\n\n\n Gamers.<\/p>\n\n\n\n Travellers.<\/p>\n\n\n\n Fitness enthusiasts.<\/p>\n\n\n\n Music lovers.<\/p>\n\n\n\n Young professionals.<\/p>\n\n\n\n Parents.<\/p>\n\n\n\n Almost everyone could technically use earbuds.<\/p>\n\n\n\n But that doesn’t mean Aman should market to everyone in the same way.<\/p>\n\n\n\n Suppose his research shows that young professionals have a particular problem:<\/p>\n\n\n\n They spend hours on calls.<\/p>\n\n\n\n They need comfortable earbuds.<\/p>\n\n\n\n They want reliable microphones.<\/p>\n\n\n\n They don’t want to pay flagship prices.<\/p>\n\n\n\n Now the strategy becomes much clearer.<\/p>\n\n\n\n And this is where STP<\/strong> comes in.<\/p>\n\n\n\n STP stands for:<\/p>\n\n\n\n Segmentation<\/strong><\/p>\n\n\n\n Targeting<\/strong><\/p>\n\n\n\n Positioning<\/strong><\/p>\n\n\n\n Let’s simplify it.<\/p>\n\n\n\n The market isn’t one giant group.<\/p>\n\n\n\n You divide it into groups based on meaningful differences in needs, behaviour, characteristics or preferences.<\/p>\n\n\n\n For earbuds:<\/p>\n\n\n\n Students<\/strong><\/p>\n\n\n\n Gamers<\/strong><\/p>\n\n\n\n Travellers<\/strong><\/p>\n\n\n\n Fitness enthusiasts<\/strong><\/p>\n\n\n\n Working professionals<\/strong><\/p>\n\n\n\n Now you choose:<\/p>\n\n\n\n Which group do we want to focus on?<\/strong><\/p>\n\n\n\n Aman chooses:<\/p>\n\n\n\n Young working professionals.<\/strong><\/p>\n\n\n\n Now comes the interesting part.<\/p>\n\n\n\n What do we want this audience to think about our brand?<\/strong><\/p>\n\n\n\n Maybe:<\/p>\n\n\n\n “Premium earbuds built for your workday.”<\/strong><\/p>\n<\/blockquote>\n\n\n\n Now the product, communication and customer experience can all support that idea.<\/p>\n\n\n\n That’s the power of STP.<\/p>\n\n\n\n It helps a business stop saying:<\/p>\n\n\n\n “We’re for everyone.”<\/strong><\/p>\n\n\n\n and start saying:<\/p>\n\n\n\n “This is who we’re really building for.”<\/strong><\/p>\n\n\n\n Now ask:<\/p>\n\n\n\n Who are customers choosing instead of us?<\/strong><\/p>\n\n\n\n And don’t only look at brands selling exactly the same product.<\/p>\n\n\n\n If Aman sells earbuds, his alternatives could include:<\/p>\n\n\n\n Other earbuds.<\/p>\n\n\n\n Headphones.<\/p>\n\n\n\n Wired earphones.<\/p>\n\n\n\n Or even the product the customer already owns.<\/p>\n\n\n\n The real question is:<\/p>\n\n\n\n “What alternatives can solve the customer’s problem?”<\/strong><\/p>\n<\/blockquote>\n\n\n\n Now study them.<\/p>\n\n\n\n What do they do well?<\/p>\n\n\n\n What do customers like?<\/p>\n\n\n\n What do customers complain about?<\/p>\n\n\n\n What do they charge?<\/p>\n\n\n\n How do they position themselves?<\/p>\n\n\n\n What do customers associate with them?<\/p>\n\n\n\n And then ask:<\/p>\n\n\n\n Where is the gap?<\/strong><\/p>\n\n\n\n Because your strategy needs a reason to exist.<\/p>\n\n\n\n Now we have:<\/p>\n\n\n\n A market.<\/p>\n\n\n\n A customer.<\/p>\n\n\n\n Competitors.<\/p>\n\n\n\n And customer problems.<\/p>\n\n\n\n The next question is:<\/p>\n\n\n\n Why should this customer choose us?<\/strong><\/p>\n<\/blockquote>\n\n\n\n This is where positioning<\/strong> becomes important.<\/p>\n\n\n\n Let’s say every competitor is shouting:<\/p>\n\n\n\n “More features.”<\/strong><\/p>\n\n\n\n “Better sound.”<\/strong><\/p>\n\n\n\n “Best technology.”<\/strong><\/p>\n\n\n\n Aman doesn’t necessarily need to shout louder.<\/p>\n\n\n\n Maybe he can own a different idea:<\/p>\n\n\n\n “The earbuds designed for your workday.”<\/strong><\/p>\n<\/blockquote>\n\n\n\n Now he’s not trying to win every possible customer.<\/p>\n\n\n\n He’s trying to become highly relevant to a specific customer with a specific need.<\/p>\n\n\n\n That’s strategic thinking.<\/p>\n\n\n\n You don’t always win by being better at everything.<\/p>\n\n\n\n Sometimes you win by becoming the most relevant choice for a particular customer and problem.<\/strong><\/p>\n\n\n\n Now answer:<\/p>\n\n\n\n Why should customers care?<\/strong><\/p>\n\n\n\n This is where your value proposition<\/strong> comes in.<\/p>\n\n\n\n A simple way to understand it is:<\/p>\n\n\n\n Why should I choose you instead of the alternatives?<\/strong><\/p>\n<\/blockquote>\n\n\n\n Let’s use Aman again.<\/p>\n\n\n\n Suppose his earbuds have:<\/p>\n\n\n\n 30-hour battery life.<\/strong><\/p>\n\n\n\n That’s a feature.<\/p>\n\n\n\n What does that mean?<\/p>\n\n\n\n You don’t need to charge them every day.<\/strong><\/p>\n\n\n\n That’s a benefit.<\/p>\n\n\n\n Now imagine his target customer travels frequently.<\/p>\n\n\n\n The value becomes:<\/p>\n\n\n\n Reliable listening throughout your busy day without constantly worrying about charging.<\/strong><\/p>\n\n\n\n Now we’re moving through:<\/p>\n\n\n\n Feature<\/strong><\/p>\n\n\n\n \u2193<\/p>\n\n\n\n Benefit<\/strong><\/p>\n\n\n\n \u2193<\/p>\n\n\n\n Customer value<\/strong><\/p>\n\n\n\n That’s how marketers should think.<\/p>\n\n\n\n Don’t stop at:<\/p>\n\n\n\n “What does our product have?”<\/strong><\/p>\n\n\n\n Ask:<\/p>\n\n\n\n “Why does that matter to this particular customer?”<\/strong><\/p>\n<\/blockquote>\n\n\n\n That’s the difference between listing features and communicating value.<\/p>\n\n\n\n Now we can start making decisions around the famous 4 Ps<\/strong>.<\/p>\n\n\n\n Product<\/strong><\/p>\n\n\n\n Price<\/strong><\/p>\n\n\n\n Place<\/strong><\/p>\n\n\n\n Promotion<\/strong><\/p>\n\n\n\n But don’t treat them as four separate boxes.<\/p>\n\n\n\n They need to support the strategy.<\/p>\n\n\n\n Imagine Aman wants to build a premium earbuds brand for professionals.<\/p>\n\n\n\n His:<\/p>\n\n\n\n Product<\/strong> needs to feel premium.<\/p>\n\n\n\n Price<\/strong> needs to support the positioning.<\/p>\n\n\n\n Place<\/strong> needs to match the kind of experience he wants customers to have.<\/p>\n\n\n\n Promotion<\/strong> needs to communicate the right value.<\/p>\n\n\n\n Now imagine something completely different.<\/p>\n\n\n\n The company says:<\/p>\n\n\n\n “Premium earbuds for professionals.”<\/strong><\/p>\n\n\n\n But then:<\/p>\n\n\n\n The product looks cheap.<\/p>\n\n\n\n The price is constantly discounted.<\/p>\n\n\n\n The main message is:<\/p>\n\n\n\n “CHEAPEST EARBUDS ONLINE!”<\/strong><\/p>\n\n\n\n And the brand is built entirely around bargain hunting.<\/p>\n\n\n\n Nothing is necessarily wrong with any individual decision.<\/p>\n\n\n\n But together, they create a contradiction.<\/p>\n\n\n\n The customer doesn’t know what the brand actually stands for.<\/p>\n\n\n\n That’s why:<\/p>\n\n\n\n The 4 Ps need to work together, not independently.<\/strong><\/p>\n<\/blockquote>\n\n\n\n Only now should we ask:<\/p>\n\n\n\n Where should we reach the customer?<\/strong><\/p>\n\n\n\n This is where SEO, Google Ads, Meta Ads, YouTube, email, influencers and other channels come in.<\/p>\n\n\n\n But don’t choose them because they’re popular.<\/p>\n\n\n\n Choose them because they make sense for your customer and objective<\/strong>.<\/p>\n\n\n\n Suppose Aman discovers that his audience:<\/p>\n\n\n\n Searches Google before buying electronics.<\/p>\n\n\n\n Watches YouTube reviews.<\/p>\n\n\n\n Uses Instagram regularly.<\/p>\n\n\n\n And compares products on marketplaces.<\/p>\n\n\n\n Now his channel strategy has a reason.<\/p>\n\n\n\n He could use:<\/p>\n\n\n\n Google Ads<\/strong> to capture high-intent searches.<\/p>\n\n\n\n YouTube creators<\/strong> to demonstrate the product.<\/p>\n\n\n\n Instagram<\/strong> to build awareness.<\/p>\n\n\n\n Retargeting<\/strong> to bring interested visitors back.<\/p>\n\n\n\n Email<\/strong> to follow up and retain customers.<\/p>\n\n\n\n Notice the difference.<\/p>\n\n\n\n He isn’t saying:<\/p>\n\n\n\n “Let’s do Instagram because everyone does Instagram.”<\/strong><\/p>\n\n\n\n He’s saying:<\/p>\n\n\n\n “Our customers behave this way, so these channels make strategic sense.”<\/strong><\/p>\n<\/blockquote>\n\n\n\n That’s marketing thinking.<\/p>\n\n\n\n Launching the strategy isn’t the end.<\/p>\n\n\n\n Now you need to measure it.<\/p>\n\n\n\n But don’t measure everything just because you can.<\/p>\n\n\n\n The metrics should connect to the business objective.<\/p>\n\n\n\n If you’re trying to acquire customers, you might care about:<\/p>\n\n\n\n Customer Acquisition Cost, or CAC.<\/strong><\/p>\n\n\n\n If you’re focused on long-term customer value, you might look at:<\/p>\n\n\n\n Customer Lifetime Value, or LTV.<\/strong><\/p>\n\n\n\n Imagine Aman spends \u20b9500 to acquire one customer.<\/p>\n\n\n\n That customer buys \u20b9300 worth of products and never returns.<\/p>\n\n\n\n That’s obviously a problem.<\/p>\n\n\n\n But another customer costs \u20b9500 to acquire and generates \u20b94,000 over the next two years.<\/p>\n\n\n\n That’s a very different situation.<\/p>\n\n\n\n This is why marketers need to understand the relationship between acquisition cost and customer value.<\/p>\n\n\n\n A campaign can generate:<\/p>\n\n\n\n Clicks.<\/strong><\/p>\n\n\n\n Likes.<\/strong><\/p>\n\n\n\n Followers.<\/strong><\/p>\n\n\n\n Traffic.<\/strong><\/p>\n\n\n\n And still be bad for the business.<\/p>\n\n\n\n The real question is:<\/p>\n\n\n\n “Is our marketing helping the business achieve its objective?”<\/strong><\/p>\n\n\n\n Knowing individual marketing tactics is useful. Knowing how to decide which tactics to use, why to use them and how they fit together is what turns marketing into strategy. Learn this way of thinking through real frameworks and examples in the What Is a Marketing Strategy?<\/h1>\n\n\n\n
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Strategy Starts With the Goal<\/h1>\n\n\n\n
![\"\"](\"https:\/\/positioning.co.in\/blog\/wp-content\/uploads\/2026\/08\/ChatGPT-Image-Sep-3-2026-12_41_20-PM-1024x576.png\")
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Strategy vs Plan vs Tactics vs Tools<\/h1>\n\n\n\n
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Strategy Means Choosing<\/h1>\n\n\n\n
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Step 1: Understand the Market<\/h1>\n\n\n\n
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Step 2: Understand the Customer<\/h1>\n\n\n\n
STP: Choosing Who You Want to Win<\/h1>\n\n\n\n
Segmentation<\/h3>\n\n\n\n
Targeting<\/h3>\n\n\n\n
Positioning<\/h3>\n\n\n\n
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Step 3: Study the Competition<\/h1>\n\n\n\n
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Step 4: Decide How You Will Win<\/h1>\n\n\n\n
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Step 5: Build Your Value Proposition<\/h1>\n\n\n\n
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Step 6: Build the Marketing Mix<\/h1>\n\n\n\n
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Step 7: Choose the Right Channels<\/h1>\n\n\n\n
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Step 8: Measure Whether the Strategy Is Working<\/h1>\n\n\n\n
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