OLD SCHOOL MARKETING STILL THE KEY TO BRAND SUCCESS TODAY

Imagine you’re launching a new line of luxury chocolates. You can’t just make a great product and expect customers to flock to it. You need a strategy that puts customers at the heart of every decision. That’s where a customer value–driven marketing strategy comes into play.

At its core, marketing is about creating customer value and strong relationships—not just selling products. To do this effectively, businesses must ask two fundamental questions:

Which customers will we serve? (Segmentation & Targeting)
How will we create value for them? (Differentiation & Positioning)

Step 1: Finding the Right Customers

Not everyone is your customer. A budget-conscious shopper might not be willing to pay for gourmet, hand-crafted chocolates, while a connoisseur searching for the finest cocoa might be eager to indulge. Innovative companies break down the market into segments—based on demographics, behaviour, and lifestyle—and target those they can serve best.

Take Tesla, for example. It doesn’t aim to sell its premium electric cars to everyone; it targets explicitly tech-savvy, eco-conscious, high-income consumers who value innovation and sustainability.

Step 2: Creating Value Through Differentiation

Once you’ve identified your ideal customers, you need to stand out. This is where differentiation comes in. Let’s return to our chocolate brand—perhaps you position it as an organic, ethically sourced product with limited-edition flavours inspired by world cultures. This unique approach sets you apart from mass-market competitors.

Apple is a prime example of differentiation. Their sleek designs, ecosystem integration, and premium user experience separate them from other tech brands, allowing them to charge a premium.

Step 3: Implementing the Four Ps

With a solid strategy in place, it’s time to bring it to life through the marketing mix (the 4 Ps):

Product – Ensure it meets the needs of your target customers. (Luxury chocolates made with rare ingredients.)
Price – Align it with customer expectations. (A premium price to reflect exclusivity and quality.)
Place – Sell in locations where your customers shop. (Boutique stores, high-end supermarkets, or online with personalised packaging.)
Promotion – Use marketing channels that resonate with your audience. (Instagram campaigns, influencer collaborations, and gourmet food festivals.)

Step 4: Continuous Improvement

Marketing doesn’t stop after launch. Businesses must analyse results, control performance, and adjust strategies to stay competitive. Starbucks, for instance, constantly refines its loyalty programme, mobile app, and seasonal product offerings based on customer feedback.

The Takeaway

Winning in today’s competitive landscape isn’t about casting a wide net—it’s about finding the right customers, giving them something unique, and continuously adapting to keep them engaged. Whether you’re selling chocolates, electric cars, or premium coffee, a customer value–driven marketing strategy is the key to long-term success.

So, who are your customers, and how will you create value for them?

References:

Kotler, P. and Armstrong, G. (2023) Principles of Marketing. 17th ed. Harlow: Pearson.