MARKETTING STRATEGIES FOR KUTA & SONS NIG.

LTD

PRODUCERS OF TABLE WATER

• Natural mineral water

• Lemonade, soft drinks

• Ice Tea

• Spring water

Spring water consists of underground water that has formed in a clean environment and has a
unique chemical composition. It is extracted from the 260 metre deep well, MONA, in Telšiai, which
is protected from any type of pollution. The proportions of this pure water have been balanced by
nature — providing it with a unique fresh taste. The spring water MONA is assigned to the world’s
most popular underground waters of low mineralization. People of any age can drink this fresh sprin
water to quench their thirst and sustain the internal environment of the body. Besides, it can be
consumed as table water.
A glass of water in the morning will infuse energy at the beginning of the day.
A glass of water before a meal will improve digestion.
A glass of water before sleep will guarantee freshness in the morning.
Consumption of spring water that has less mineral substances cleans the body from noxious
substances, prevents excess accumulation of salts, stabilizes the amount of sugar and cholesterol
the blood, and helps microelements to reach cells more easily.

C
MONA sparkling spring water
Sparkling spring water of low mineralization (540mg/l) that is extracted from the 260 metre deep we
located in Telšiai. Nature has ideally balanced and protected it from environmental pollution.
Available in 1.5 l bottles.
MONA sparkling spring water with lemon
Sparkling spring water of low mineralization (540mg/l) with flavourings that is extracted from the 260
metre deep well located in Telšiai. Nature has ideally balanced and protected it from environmental
pollution. Lemon flavour stimulates the appetite and perfectly quenches a thirst.
Available in 1.5 l bottles.
 MONA still spring water
Sparkling spring water of low mineralization (540mg/l) that is extracted from the 260 metre deep we
located in Telšiai. This naturally pure spring water can be consumed each day without any
limitations.
Available in 1.5 l bottles.

©1998-2007 TICHĖ. Solution: Neosymmetria

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Business Profiles brings together registration information for corporations, LLCs,
partnerships, and other business entities registered in Australia, Canada, Ireland, New
Zealand, the United Kingdom and the United States.
Most profiles include:
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• Shareholders
• Addresses
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Search for a Business

Enter the name of the company or other business entity. Exclude suffixes (e.g. LLC, LLP,
Inc.)
To be successful, a retailer must distinguish itself from other retailers and develop a strategy
for satisfying the needs and preferences of a specific consumer group. This strategy, called a
retail mix, involves careful consideration of (1) the productto sell, (2) the quantity at which to
make the product available, (3) the location at which to sell the product, (4) the time to make
the product available, (5) the pricing of the product, and (6) the appeal that can be generated
to attract the consumer’s interest.
A.
The
Product

Retailers strive to offer products that appeal to the tastes of the consumer, are of good quality,
and function properly. Sometimes the product must also provide psychological and emotional
benefits, such as prestige or convenience. For example, an expensive watch with a well-
known, visible brand name may give its owner a sense of prestige.
B.
Quantit
y

Unlike wholesalers, who sell goods in quantities that often are too large to be useful for
individuals or families, retailers sell products in small quantities that are more convenient for
consumers. For example, wholesalers may sell jeans to retail stores in lots (units) of a dozen
pairs each. Retailers then sell consumers jeans by the individual pair.
C.
Locatio
n

A retailer’s location must be convenient. In locating retail stores, retailers consider the market
or town in which they want to establish themselves, the part of town to be in, and the actual
site of their store. In some cases, no store is involved because the right location for shopping
for a product is the consumer’s home or place of business. These retailers without stores,
known as nonstore retailers, act as direct marketers by contacting customers directly through
mail, the Internet, television, telephone, or other means.
D.
Timin
g

Retailers must make their products available at times when consumers are willing and able to
buy them. Retailers identify consumer buying patterns and adjust such things as store hours,
inventory levels, and promotional programs to accommodate consumers. Retailers also
identify special times that generate opportunities to sell merchandise, such as holidays,
changing seasons, and special occasions, such as weddings and school graduations.
 E.
Pricin
g

Retailers use different pricing strategies to attract different consumers. For example, some
stores use low or discount prices to attract economy-minded consumers, while some stores set
higher prices to convey an upscale image.
F.
Appea
l

Retailers work hard at creating an image of their store or product that customers find
appealing. Retailers use such promotional techniques as advertising and public relations to
create awareness and build interest in their products. These techniques also attract customers
to the retailer’s store, provide valuable information about the retailer, and persuade customers
to buy.
III.
KINDS OF
RETAILERS

There are many kinds of retailers and they can be categorized according to their store format.
Each format has different management and selling techniques for satisfying the needs of a
select group of customers. By using different formats, retailers are able to differentiate
themselves from their competition. The most common kinds of retailers include specialty
stores, department stores, discount stores, retail chain stores, warehouse retailers, and off-
price retailers.
A.
Specialty
Stores

Specialty stores offer a limited number of different product lines, such as women’s clothing
or sporting goods, but provide their customers with an extensive selection of brands and
styles within each product line. Examples of specialty stores include those operated by Toys
“R” Us, Circuit City, Tower Records, and Eddie Bauer.
B.
Department
Stores

Department stores feature a wide variety of different product lines and a selection of
merchandise within each line. These large stores have many separate departments that sell
different types of merchandise, making a wide variety of goods available to consumers in one
place. Bloomingdale’s and Macy’s are examples of two national department store chains.
 C.
Discount
Stores

Discount stores, such as Wal-Mart and Kmart, sell a wide variety of merchandise at low
prices. Discount retailers focus on attaining a large volume of sales and in return give up
some profit margin per sale.
D.
Retail Chain
Stores

Retail chain stores are multiple stores that carry much of the same merchandise and are
managed with the same policies. In many cases chain stores have the same owner, although
sometimes individuals own franchises that are part of a chain. Any kind of store, such as a
specialty store, a department store, or a supermarket, can be a chain store. For example, The
Gap is a chain of specialty stores that offers casual apparel for teenagers and adults. Sears and
J. C. Penney are two large department store chains.
E.
Warehouse
Retailers

Warehouse retailers offer a limited selection of many kinds of products. They deal in large
quantities and tend to have lower prices. Home improvement centers and warehouse clubs are
examples of warehouse retailers.
F.
Off-Price
Retailers

Off-price retailers include factory outlet stores, close-out stores, and one-price retailers.
These stores sell irregular or flawed merchandise, factory overruns—that is, excess
merchandise—and other goods at prices below regular retail prices.
IV.
OTHER
RETAILERS

Supermarkets and convenience stores are also retailers. Supermarkets offer a broad variety of
groceries, as well as nonfood items such as toiletries and school and office supplies. Many
supermarkets also offer a wide selection of ready-to-eat items, such as prepared salads,
sandwiches, and entrees. Convenience stores, such as 7-11 and White Hen Pantry, also sell a
variety of food and other items. Their strategy is to provide customers with a convenient time
and place to buy needed items. Convenience stores are usually small and located on busy
streets to make it easy for customers to make a quick purchase.
Some retailers do not use a store as their principle means of contacting customers. Instead,
these nonstore retailers contact customers by telephone, mail, the Internet, or by personally
meeting with potential customers at their home, workplace, or some other convenient
location. For example, telemarketers phone potential customers to market goods and services.
Some retailers send catalogs to homes and businesses so customers can order merchandise at
their convenience. Cybermalls on the Internet allow customers to browse for goods and
services by visiting a site on the World Wide Web. Finally, vending machine companies act
as nonstore retailers by selling items from machines that are located where people are likely
to find them convenient, such as in gas stations or work places.
Microsoft ® Encarta ® 2009. © 1993-2008 Microsoft Corporation. All rights reserved.
Marketing strategy is a method of focusing an organization's energies and resources on a course of action which
can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product
development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's
marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy
determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is
most effective when it is an integral component of overall firm strategy, defining how the organization will
successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate
missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing
strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with
a company's overarching mission statement.[4]
Basic theory:
1. Target Audience
2. Proposition/Key Element
3. Implementation

Tactics and actions

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set of specific actions required to successfully implement a marketing strategy. For
example: "Use a low cost product to attract consumers. Once our organization, via our low
cost product, has established a relationship with consumers, our organization will sell
additional, higher-margin products and services that enhance the consumer's interaction with
the low-cost product or service."
A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning by marketing plans
designed to fill market needs and reach marketing objectives.[5] Plans and objectives are
generally tested for measurable results.
A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy ,
which might include advertising, channel marketing, internet marketing, promotion and
public relations can be orchestrated. Many companies cascade a strategy throughout an
organization, by creating strategy tactics that then become strategy goals for the next level or
group. Each group is expected to take that strategy goal and develop a set of tactics to achieve
that goal. This is why it is important to make each strategy goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and partially
unplanned. See strategy dynamics
Marketing strategies may differ depending on the unique situation of the individual business.
However there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:
• Strategies based on market dominance - In this scheme, firms are classified based on
their market share or dominance of an industry. Typically there are four types of
market dominance strategies:
○ Leader
○ Challenger
○ Follower
○ Nicher
• Porter generic strategies - strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength
refers to the firm’s sustainable competitive advantage. The generic strategy
framework (porter 1984) comprises two alternatives each with two alternative scopes.
 These are Differentiation and low-cost leadership each with a dimension of Focus-
broad or narrow.
○ Product differentiation (broad)
○ Cost leadership (broad)
○ Market segmentation (narrow)
• Innovation strategies - This deals with the firm's rate of the new product development
and business model innovation. It asks whether the company is on the cutting edge of
technology and business innovation. There are three types:
○ Pioneers
○ Close followers
○ Late followers
• Growth strategies - In this scheme we ask the question, “How should the firm grow?”.
There are a number of different ways of answering that question, but the most
common gives four answers:
○ Horizontal integration
○ Vertical integration
○ Diversification
○ Intensification
A more detailed scheme uses the categories[6]:
• Prospector
• Analyzer
• Defender
• Reactor
• Marketing warfare strategies - This scheme draws parallels between marketing
strategies and military strategies

Product • Pricing
Distribution • Service • Retail
Brand management
Account-based marketing
Marketing ethics
Marketing effectiveness
Market research
Market segmentation
Marketing strategy
Marketing management
Market dominance
Promotional content
Advertising • Branding • Underwriting
Direct marketing • Personal Sales
Product placement • Publicity
 Sales promotion • Sex in advertising
Loyalty marketing • Premiums • Prizes
Promotional media
Printing • Publication
Broadcasting • Out-of-home
Internet marketing • Point of sale
Promotional merchandise
Digital marketing • In-game
In-store demonstration
Word-of-mouth marketing
Brand Ambassador • Drip Marketing