Develop your Cemex marketing strategy based on your STP strategy. Remember that these decisions are interdependent, and are part of a whole.
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.