To give a good marketing support it is necessary to understand the market well. Having a good strategy is the foundation for a strong marketing.

Two basic Strategies which can be pursued, are:

A. General strategy
B. Customer strategy

A. General strategy

Companies here comes up with a product, which is common, and try marketing to the masses. Advertising plays a major role here. Even though this has been a major practice, profit margin out of this has been very low, because individual needs of the customers are not taken into account.

B. Customer strategy

Basically understanding the customer needs and tailoring to their individual needs have overcome the disadvantages in general strategy. Thus business intelligence plays a major role here by analyzing the customers that optimize profits by nurturing value added customer relationships.

Thus strong customer relationships are attained by customer centricity: Customers drive business, thus understanding the customers plays a very important role.

• Customers’ requirements
• Customers’ expectations.
• Customers’ changing behavior pattern

Thus by understanding the above points it is possible to build a strong customer strategy model.

This customer strategy model directly influences

• Product pricing / tariff plans

Product pricing plays a key role in pushing business, by understanding

the customers it possible to categorize them into different groups based on their needs . Thus pricing can be decided by striking a balance between customers group needs and profits to the company.

This can also be easily tested with help of business intelligence – by implementing the model for a trial period and comparing the sale figures it is possible to get the profit margin.

By business intelligence useful information can be provided to different departments for making the right decisions with in very little time thus analysis becomes easier and designing the product pricing(tariff plans)becomes efficient.

• Advertising plans

Advertising plays major role because major money is involved in this.

Thus channeling advertising according to customers is very important. Since it conveys the right message to right mass and this can be achieved by profiling the customer’s data and checking their behavior patters.

This can save lot revenue, thus any saved revenue is profit for the company.