1Associate Professor, Department of Management Technology, Shri Ramdeobaba College of Engineering & Management, Nagpur, India. agashea@rknec.edu
2Assistant Professor, Department of Management Technology, Shri Ramdeobaba College of Engineering & Management, Nagpur, India. khanah@rknec.edu
Online published on 27 February, 2018.
The paper highlights a significant impact of low-cost marketing strategies adopted by local and multinational companies and advantage of low-cost initiatives in developing market. Low-cost marketing efforts are crucial in terms of establishing a sustainable competitive advantage for the firms. The paper aims to highlight with some concrete example how firms' quest for cost leadership is supported by engaging in low cost marketing strategies. A conceptual model of low-cost marketing strategies is also proposed for managerial implications.
The paper seeks to draw attention towards controlled spending on marketing activities of the firms. The paper also sheds light on how over spending without control raises the question on long term survival strategy of the firm. This instigates to explore the nature of low-cost practices in product design, distribution, packaging and marketing communication. The literature on the topic offers insights on what type of low-cost marketing strategy would be most appropriate for firms' strategic decision.
Low-Cost, Marketing Strategies, Strategic Decision, Applied Decision
