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Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
Generic marketing entry strategies
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Generic marketing entry strategies

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  • 1.  
  • 2. Essentials For Market Entry <ul><li>Firm`s brand name </li></ul><ul><li>Management`s Strength`s </li></ul><ul><li>Operational Strength`s </li></ul><ul><li>Capital resources </li></ul>
  • 3. Types Of Market Entry Strategies <ul><li>FOR NEW FIRMS </li></ul><ul><li>First Movers </li></ul><ul><li>Alliances </li></ul><ul><li>FOR EXISTING FIRMS </li></ul><ul><li>Fast Followers </li></ul><ul><li>Brand Extender </li></ul>
  • 4. First Movers <ul><li>Entering first into the market </li></ul><ul><li>Taking the advantages of user awareness followed by consumer transactions & experiences then grow brand strength </li></ul><ul><li>Eg amazon.com </li></ul><ul><li>ebay.com </li></ul><ul><li>etrade.com </li></ul>
  • 5. Concept – First Movers <ul><li>First movers experience short lived monopoly </li></ul><ul><li>They then become the only providers for few months </li></ul><ul><li>During that period competitors come in the market as entry cost is low </li></ul><ul><li>To prevent new entrants in the market , first movers need to advertise aggressively </li></ul><ul><li>Objective is building brand (site) awareness </li></ul><ul><li>Majority of the marketing budget is spend on high visibility advertising in mass media to strengthen brand </li></ul><ul><li>Brand strengthening will create less chances of customers to pay the switching cost </li></ul>
  • 6. Limitations Of First Mover`s <ul><li>Lack of trust & loyalty </li></ul><ul><li>Lack of financial depth </li></ul><ul><li>Lack of Brand reputation </li></ul><ul><li>Production facilities needed to meet customer demands once the product succeeds </li></ul><ul><li>Site visits do not translate into purchase </li></ul>
  • 7. Alliance <ul><li>To ally themselves with established firms </li></ul><ul><li>(Firms having established their brand names , production & distribution facilities , financial resources need to launch a business ) </li></ul><ul><li>Eg Brainplay an e-tailer of children`s goods entered into alliance with KB toys unit to form new online presence called Kbkids.com </li></ul>
  • 8. Fast Followers <ul><li>Using existing brand name to expand or enter market </li></ul><ul><li>Eg Barnes & Noble , world`s largest book retailer , formed barnesandnoble.com after the success of amazon.com </li></ul>
  • 9. Brand Extender <ul><li>Mixing of online branding with offline stores </li></ul><ul><li>Already having the advantage of existing brand and relationship </li></ul><ul><li>Brand extenders do not separately set up online stores rather but instead integrate with online firms </li></ul><ul><li>Eg Walmart </li></ul>
  • 10. E-CRM <ul><li>Customer relationship is the next step once the company enters into the market </li></ul><ul><li>Public relations and advertising media vital for establishing relationship </li></ul><ul><li>Three important techniques for E-CRM are : </li></ul><ul><li>Permission Marketing </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Viral Marketing </li></ul>
  • 11. Permission Marketing <ul><li>Marketing strategy in which companies obtain permission from consumers before sending them information or promotional messages </li></ul><ul><li>Sending information helps in developing relationship with customers </li></ul><ul><li>When consumers agree they are opting in and when consumers do not agree they are opting out </li></ul><ul><li>Eg companies asking for email from customers </li></ul>
  • 12. Affiliate Marketing <ul><li>Affiliate adds link to the company`s website on its own site and encourage its visitors </li></ul><ul><li>When one website agrees to pay another website a commission for new business opportunities it refers to the site </li></ul><ul><li>Also it can be upon the number of clicks , flat fees , or combination of both </li></ul><ul><li>E.g. Ebay`s affiliates program pays $4 for each visitor who become a registered user </li></ul>
  • 13. Viral Marketing <ul><li>Process of getting customers to pass along a company`s marketing message to friends , family and colleagues </li></ul><ul><li>Online version of word of mouth </li></ul><ul><li>E.g. half.com is using the strategy by giving $5 to the person when his friend , family , colleague spends $10 on first order </li></ul><ul><li>(People are asked to give the name and email address for the friends and relatives whom they want to tell about the site) </li></ul>
  • 14. Brand Leveraging <ul><li>Using the power of existing brand to acquire new customers for a new product or service </li></ul><ul><li>Eg Tab was the first to introduce diet cola drinks , Coka-Cola ultimately succeeded in dominating the market by leveraging the coke brand to a new product called Diet Coke </li></ul>

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