Is the central and key focus for an organisation’s marketing strategy. For example, Coca-Cola’s core strategy may be advertising, because this is the main way in which it maintains its brand image and enhances general awareness. However, its secondary strategies could include sports sponsorship, participating in grass roots community events, doing point-of-sale marketing activities, etc. By contrast, the Core Marketing Strategy of budget airline Mango may be to promote low cost fares via all available marketing channels.
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