Expand market & defend the market share
•
0 likes•406 views
This document discusses strategies for companies to expand the total market and defend their market share. It outlines two methods to expand the market: 1) attract new customers through market penetration, new market segments, and geographical expansion, and 2) create more usage by finding new ways to use the brand and bringing innovation to products. It also discusses two methods to defend market share: 1) proactive marketing requiring innovation, risk-taking, and future investment and 2) defensive marketing such as avoiding losing customers, differentiating the business, promoting products, and knowing the audience.
Report
Share
Report
Share
Download to read offline
Recommended
How should market challenger attack market leader
Market challengers have several options when attacking market leaders including encirclement attacks against the entire market leader, bypass attacks by entering new geographic markets or product categories not defended by the leader, or guerrilla attacks involving intermittent price cuts and promotions. The document provides strategies for market challengers to consider when deciding whom and how to attack based on their available resources, with bypass attacks and identifying shifts to fill gaps suggested as approaches for challengers with fewer resources than frontal assaults on market leaders.
procter & gamble: Marketing Capabilities Case Analysis
P&G expands its product categories and reaches customers through acquisition, innovation, understanding market changes, and adapting marketing strategies. It acquires small businesses to enter new categories and develops new products internally and externally. Extensive market research helps customize global products for local markets. P&G understands markets change and uses various marketing techniques from in-store ads and promotions to digital marketing and social media. It evaluates its advertising effectiveness through sales, return on marketing investment, and successful brands, suggesting its current digital and in-store strategies are successful at reaching more consumers worldwide.
Anukriti Bain De Soleil Imc Plan
The document outlines an IMC campaign to re-launch the brand Bain de Soleil in the self-tanning market. The goals are to establish brand recognition and awareness among consumers. Key strategies include generating product awareness, promoting the sun-care segment, communicating differentiation, persuading a lifestyle shift, and reminding consumers at point-of-sale. Challenges include a limited product range, outdated website, no social media presence, and stiff competition from large brands. The proposed tactics utilize advertising, celebrity endorsements, social media, blogs, and product placement.
Shiva
The document discusses marketing strategies for different stages of a product's life cycle and the growth of the pharmacy industry in India. It describes the introduction, growth, maturity, and declining stages of the product life cycle. For each stage, it provides examples of marketing strategies like pricing, promotion, and distribution techniques. It also outlines the increasing market value and export value of the Indian pharmacy industry in recent years and some of the major pharmaceutical companies in India.
Natureview farm case study by simran tapia
Natureview farm is considering options to grow its revenue by 50% by 2001. It is deciding whether to expand into supermarkets. There are three options: 1) Expand the 8-oz yogurt cups into supermarkets, which has high upside potential but also high costs and competition risks. 2) Expand the larger 32-oz multi-use size, which has lower marketing costs but risks around new users and distribution. 3) Expand the multi-pack into supermarkets in Northeast and West regions, which has the benefits of high growth, minimized channel conflicts, revenue goal achievement, and higher expected demand through cheaper multi-packs increasing sales. The recommendation is to expand the multi-pack option into supermarkets in Northeast and West.
Ch 8 tapping into global markets by majelle gagtan v88
This document discusses strategies for developing a global market presence. It identifies key differences between developing and developed markets, such as addressing basic consumer needs in developing markets versus tapping growing middle classes. Companies must select the best entry mode, like direct investment, joint ventures, or licensing. Products and marketing must also be adapted for different cultures and consumer preferences globally. The document uses Potato Corner, a Philippine fast food chain, as a local example of successfully expanding into foreign markets over several decades.
Energy drink
This document outlines a marketing strategy to target 13-35 year olds who enjoy an active lifestyle with interests in extreme sports, music, and college life. The strategy focuses on an energy drink that provides instant energy as well as being a healthy substitute to other beverages. To promote the product, the strategy employs a push strategy using TV, radio, magazines and websites to create strong brand awareness. It also uses promotions like contests and events as well as cooperative advertising with retailers. The product will be distributed indirectly through supermarkets, food stores, vending machines, clubs and restaurants, dividing the country into zones. Personal selling to retailers and free customer samples seek to avoid product resistance.
PEPSICO marketing mix
PepsiCo uses a variety of distribution channels to make its products available to customers globally. It primarily distributes products through retailers like supermarkets and convenience stores, as well as online retailers. PepsiCo also promotes its products through various tactics, with advertising being the primary approach. It advertises on TV, radio, print media and online. PepsiCo uses different pricing strategies depending on the product, but generally aims for competitive prices based on market conditions or to reduce gaps between regular and promotional pricing. The company offers a wide range of products across many categories like soft drinks, snacks, cereal and bottled water through brands it has developed or acquired over time.
Recommended
How should market challenger attack market leader
Market challengers have several options when attacking market leaders including encirclement attacks against the entire market leader, bypass attacks by entering new geographic markets or product categories not defended by the leader, or guerrilla attacks involving intermittent price cuts and promotions. The document provides strategies for market challengers to consider when deciding whom and how to attack based on their available resources, with bypass attacks and identifying shifts to fill gaps suggested as approaches for challengers with fewer resources than frontal assaults on market leaders.
procter & gamble: Marketing Capabilities Case Analysis
P&G expands its product categories and reaches customers through acquisition, innovation, understanding market changes, and adapting marketing strategies. It acquires small businesses to enter new categories and develops new products internally and externally. Extensive market research helps customize global products for local markets. P&G understands markets change and uses various marketing techniques from in-store ads and promotions to digital marketing and social media. It evaluates its advertising effectiveness through sales, return on marketing investment, and successful brands, suggesting its current digital and in-store strategies are successful at reaching more consumers worldwide.
Anukriti Bain De Soleil Imc Plan
The document outlines an IMC campaign to re-launch the brand Bain de Soleil in the self-tanning market. The goals are to establish brand recognition and awareness among consumers. Key strategies include generating product awareness, promoting the sun-care segment, communicating differentiation, persuading a lifestyle shift, and reminding consumers at point-of-sale. Challenges include a limited product range, outdated website, no social media presence, and stiff competition from large brands. The proposed tactics utilize advertising, celebrity endorsements, social media, blogs, and product placement.
Shiva
The document discusses marketing strategies for different stages of a product's life cycle and the growth of the pharmacy industry in India. It describes the introduction, growth, maturity, and declining stages of the product life cycle. For each stage, it provides examples of marketing strategies like pricing, promotion, and distribution techniques. It also outlines the increasing market value and export value of the Indian pharmacy industry in recent years and some of the major pharmaceutical companies in India.
Natureview farm case study by simran tapia
Natureview farm is considering options to grow its revenue by 50% by 2001. It is deciding whether to expand into supermarkets. There are three options: 1) Expand the 8-oz yogurt cups into supermarkets, which has high upside potential but also high costs and competition risks. 2) Expand the larger 32-oz multi-use size, which has lower marketing costs but risks around new users and distribution. 3) Expand the multi-pack into supermarkets in Northeast and West regions, which has the benefits of high growth, minimized channel conflicts, revenue goal achievement, and higher expected demand through cheaper multi-packs increasing sales. The recommendation is to expand the multi-pack option into supermarkets in Northeast and West.
Ch 8 tapping into global markets by majelle gagtan v88
This document discusses strategies for developing a global market presence. It identifies key differences between developing and developed markets, such as addressing basic consumer needs in developing markets versus tapping growing middle classes. Companies must select the best entry mode, like direct investment, joint ventures, or licensing. Products and marketing must also be adapted for different cultures and consumer preferences globally. The document uses Potato Corner, a Philippine fast food chain, as a local example of successfully expanding into foreign markets over several decades.
Energy drink
This document outlines a marketing strategy to target 13-35 year olds who enjoy an active lifestyle with interests in extreme sports, music, and college life. The strategy focuses on an energy drink that provides instant energy as well as being a healthy substitute to other beverages. To promote the product, the strategy employs a push strategy using TV, radio, magazines and websites to create strong brand awareness. It also uses promotions like contests and events as well as cooperative advertising with retailers. The product will be distributed indirectly through supermarkets, food stores, vending machines, clubs and restaurants, dividing the country into zones. Personal selling to retailers and free customer samples seek to avoid product resistance.
PEPSICO marketing mix
PepsiCo uses a variety of distribution channels to make its products available to customers globally. It primarily distributes products through retailers like supermarkets and convenience stores, as well as online retailers. PepsiCo also promotes its products through various tactics, with advertising being the primary approach. It advertises on TV, radio, print media and online. PepsiCo uses different pricing strategies depending on the product, but generally aims for competitive prices based on market conditions or to reduce gaps between regular and promotional pricing. The company offers a wide range of products across many categories like soft drinks, snacks, cereal and bottled water through brands it has developed or acquired over time.
Unit 2 product decision
This document provides an overview of marketing management concepts including the marketing mix, product concepts, product classification, product life cycle, and product mix strategies. It discusses key topics such as the 4Ps of the marketing mix (product, price, place, promotion), different product concepts (physical, service, augmented), consumer and industrial product classification, stages of the product life cycle (introduction, growth, maturity, saturation, decline) and related strategies, and different dimensions of a company's product mix (width, length, depth). The document aims to educate on fundamental marketing and product management topics.
Red bull
Red Bull has developed a 5-step product development process: concept, research, analysis, develop, launch. With 70-90% market share of the energy drink market, Red Bull is the dominant player in a mature category. This implies competitors will have difficulty gaining market share. There is potential for long-term growth in the functional beverage market if companies continue product development and promotional strategies to attract new customers. The document recommends Red Bull pursue market penetration through short-term sales promotions and product samplings. It also suggests product development of new packaging with advanced features. Market development could expand to new countries.
"About the future of media", Alf Lande, Lac 2.0 AS
This is a presentation about opportunities and challenges in the media sector. Held by Alf Lande, Lac 2.0 AS, at the conference Oslo Content Marketing Camp, May 20., 2015 - at Rockefeller Music Hall.
nargis naseem
Companies can pursue three main strategies to increase sales and profits: market penetration, market development, and product development. Market penetration involves offering existing products to current customers. Market development means finding new markets or customer segments for existing products. Product development is creating new or modified products for current markets. Effective strategies depend on factors like market saturation, distribution channels, growth opportunities, and research capabilities.
Edexcel ial-business-studies-unit-2
This document provides an overview of marketing strategies and concepts, including the 4Ps of marketing (product, price, place, promotion), marketing objectives, mass marketing vs niche marketing, product life cycles, and portfolio management techniques. It discusses how current social trends may impact elements of the marketing mix, specifically addressing ethical sourcing, sustainability, online retailing, and retailer purchasing power.
REPORTING-GROUP-2-OCTOBER-5-2022.pptx
This document discusses market development strategies. It defines market development as selling existing products to new customer groups. It lists factors to consider like ensuring the target segment needs the product. The importance of market development is explained as diversifying risk and structured market research. Common strategies discussed are geographic expansion, pricing, distribution channels, and attracting competitors' customers. Examples provided are expanding to new areas, upselling existing customers, gaining new users, and attracting competitors' users.
Plc
The document discusses product development and the product life cycle. It describes 7 stages of new product development: idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, and test marketing. It then outlines the typical product life cycle stages of introduction, growth, maturity, and decline. Finally, it provides strategies for marketing products at each stage of the life cycle, such as improving quality and features in growth, market and product modifications in maturity, and investment decisions in decline.
Marketing Management MCQ by Prof. Sujeet Tambe
The document contains 45 multiple choice questions about marketing management and the product life cycle prepared by Assistant Professor Sujeet Tambe. The questions cover topics such as the 4 P's of marketing, pricing strategies, the stages of the product life cycle including introduction, growth, maturity and decline, new product development processes, and the functions of packaging and labeling. The MCQ questions are intended to test marketing students' understanding of fundamental marketing concepts.
Marketing Strategy
marketing strategy
,
types of utility
,
developing a marketing strategy
,
designing a marketing mix
Product, services and brands 2
I. The document discusses new product development including idea generation, screening, concept development, marketing strategy, business analysis, product development, market testing, and commercialization.
II. It also covers managing new product development through customer-centered and team-based approaches.
III. The document concludes with brief discussions on product decisions and social responsibility as well as international product and services marketing.
How can market leaders expand the total market and defend market share?
This document discusses strategies for market leaders to expand total market demand and defend market share. It outlines three ways to attract new customers: market penetration, new market segments, and geographical expansion. It also discusses two ways to increase usage: communicating advantages to increase frequency or amount of consumption, and identifying new applications. Finally, it discusses two approaches to protecting market share: proactive marketing through innovative capabilities and future vision, and defensive marketing such as reducing attack probability and diverting threats.
POM CH-1.pptx
The document provides an introduction to modern marketing concepts. It defines key terms like market, marketers, and marketing. It discusses the exchange process in marketing and the conditions required for effective exchange. It also covers the nature and characteristics of marketing management, focusing on it being a human activity, sensing customer needs, and involving exchange. The document then discusses the evolution of marketing philosophies from the production, product, and selling concepts to the modern marketing concept. It concludes by introducing the marketing mix and its key elements of product, price, place, and promotion.
20 Improved Questions on the 22 Chapter Assignment
This document discusses improved questions for various marketing concepts chapters. It provides revised questions and explanations for chapters on new consumer capabilities, Ansoff's product-market expansion grid, marketing alliances, marketing information systems, probability and nonprobability samples, and others. The questions are improved from their original form by adding more context and explanation.
Chap007.pptx
This document discusses product strategy and new product development. It covers defining product characteristics, classifications, and experience. It also discusses the product life cycle and how strategies change over the phases of introduction, growth, maturity, and decline. Finally, it outlines the new product development process of identifying opportunities, defining the product and opportunity, and developing the product opportunity through testing before launch.
Market led extension
Market led extension is a paradigm shift from mere production led extension to market ward orientation of the extension system such that with market analysis and market information one continue for market oriented production. It is a tried between Fish Farmer/ Agro Farmer, Extension System and Economics particularly Market.
Market led extension
This document discusses the shift from production-led extension to market-led extension in agriculture. It notes that while production-led extension focused on increasing productivity, farmers were not realizing remunerative prices for their produce. Market-led extension aims to build farmers' capacity to earn higher returns by focusing on market strategies and linkages. The roles of extension would expand beyond production advice to include market information, quality guidelines, and business training to help farmers access markets. Challenges include the small size and scattered nature of markets as well as the influence of intermediaries. Training programs and collective action are suggested to help farmers and extension workers develop new skills and approaches for market-led extension.
Kotler10 exd
The document discusses new product development and a product's life cycle. It describes the typical stages in new product development as idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. It also outlines the stages in a product's life cycle as development, introduction, growth, maturity, and decline. The document provides strategies for marketing a product through each stage of its life cycle.
MKT 571 EDU Become Exceptional--mkt571edu.com
FOR MORE CLASSES VISIT
www.mkt571edu.com
MKT 571 Week 1 Assignment Researching Marketing Questions
MKT 571 Week 2 Assignment Understanding Target Markets
Marketing
Marketing involves identifying, anticipating, and satisfying consumer needs profitably through processes like creating customer interest in products and services, developing strategies for sales and business communication, and building strong customer relationships. It differs from selling which is just one part of marketing, and from advertising which is one tactic used in marketing. Key aspects of marketing include identifying consumer needs, focusing on profit, being ongoing, and responding to consumer reactions and changes. Marketing plays an important role in business success by helping promote products, reach changing customers, and compete effectively.
What organizational structures and processes do managers use to oversee new p...
The document discusses organizational structures and processes for overseeing new product development. It describes using customer-driven engineering to incorporate customer preferences, and making internal changes to improve products. It outlines acceptance criteria for new products and calculates the budget and costs associated with developing new product ideas through stages of idea screening, concept testing, market testing, and national launch. Finally, it discusses organizing development through cross-functional teams, skunkworks projects, and stage-gate systems.
What is the best way to manage the new product development process
The document discusses various stages of product development and commercialization. It explains how quality function deployment methodology takes customer attributes from market research and turns them into engineering attributes. It also notes that commercialization incurs the highest costs to date for a company and will require manufacturing capabilities. Finally, it outlines three timing choices for a company entering a market: first entry for advantages, parallel entry to coincide with competitors, or late entry after competitors reveal flaws.
More Related Content
Similar to Expand market & defend the market share
Unit 2 product decision
This document provides an overview of marketing management concepts including the marketing mix, product concepts, product classification, product life cycle, and product mix strategies. It discusses key topics such as the 4Ps of the marketing mix (product, price, place, promotion), different product concepts (physical, service, augmented), consumer and industrial product classification, stages of the product life cycle (introduction, growth, maturity, saturation, decline) and related strategies, and different dimensions of a company's product mix (width, length, depth). The document aims to educate on fundamental marketing and product management topics.
Red bull
Red Bull has developed a 5-step product development process: concept, research, analysis, develop, launch. With 70-90% market share of the energy drink market, Red Bull is the dominant player in a mature category. This implies competitors will have difficulty gaining market share. There is potential for long-term growth in the functional beverage market if companies continue product development and promotional strategies to attract new customers. The document recommends Red Bull pursue market penetration through short-term sales promotions and product samplings. It also suggests product development of new packaging with advanced features. Market development could expand to new countries.
"About the future of media", Alf Lande, Lac 2.0 AS
This is a presentation about opportunities and challenges in the media sector. Held by Alf Lande, Lac 2.0 AS, at the conference Oslo Content Marketing Camp, May 20., 2015 - at Rockefeller Music Hall.
nargis naseem
Companies can pursue three main strategies to increase sales and profits: market penetration, market development, and product development. Market penetration involves offering existing products to current customers. Market development means finding new markets or customer segments for existing products. Product development is creating new or modified products for current markets. Effective strategies depend on factors like market saturation, distribution channels, growth opportunities, and research capabilities.
Edexcel ial-business-studies-unit-2
This document provides an overview of marketing strategies and concepts, including the 4Ps of marketing (product, price, place, promotion), marketing objectives, mass marketing vs niche marketing, product life cycles, and portfolio management techniques. It discusses how current social trends may impact elements of the marketing mix, specifically addressing ethical sourcing, sustainability, online retailing, and retailer purchasing power.
REPORTING-GROUP-2-OCTOBER-5-2022.pptx
This document discusses market development strategies. It defines market development as selling existing products to new customer groups. It lists factors to consider like ensuring the target segment needs the product. The importance of market development is explained as diversifying risk and structured market research. Common strategies discussed are geographic expansion, pricing, distribution channels, and attracting competitors' customers. Examples provided are expanding to new areas, upselling existing customers, gaining new users, and attracting competitors' users.
Plc
The document discusses product development and the product life cycle. It describes 7 stages of new product development: idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, and test marketing. It then outlines the typical product life cycle stages of introduction, growth, maturity, and decline. Finally, it provides strategies for marketing products at each stage of the life cycle, such as improving quality and features in growth, market and product modifications in maturity, and investment decisions in decline.
Marketing Management MCQ by Prof. Sujeet Tambe
The document contains 45 multiple choice questions about marketing management and the product life cycle prepared by Assistant Professor Sujeet Tambe. The questions cover topics such as the 4 P's of marketing, pricing strategies, the stages of the product life cycle including introduction, growth, maturity and decline, new product development processes, and the functions of packaging and labeling. The MCQ questions are intended to test marketing students' understanding of fundamental marketing concepts.
Marketing Strategy
marketing strategy
,
types of utility
,
developing a marketing strategy
,
designing a marketing mix
Product, services and brands 2
I. The document discusses new product development including idea generation, screening, concept development, marketing strategy, business analysis, product development, market testing, and commercialization.
II. It also covers managing new product development through customer-centered and team-based approaches.
III. The document concludes with brief discussions on product decisions and social responsibility as well as international product and services marketing.
How can market leaders expand the total market and defend market share?
This document discusses strategies for market leaders to expand total market demand and defend market share. It outlines three ways to attract new customers: market penetration, new market segments, and geographical expansion. It also discusses two ways to increase usage: communicating advantages to increase frequency or amount of consumption, and identifying new applications. Finally, it discusses two approaches to protecting market share: proactive marketing through innovative capabilities and future vision, and defensive marketing such as reducing attack probability and diverting threats.
POM CH-1.pptx
The document provides an introduction to modern marketing concepts. It defines key terms like market, marketers, and marketing. It discusses the exchange process in marketing and the conditions required for effective exchange. It also covers the nature and characteristics of marketing management, focusing on it being a human activity, sensing customer needs, and involving exchange. The document then discusses the evolution of marketing philosophies from the production, product, and selling concepts to the modern marketing concept. It concludes by introducing the marketing mix and its key elements of product, price, place, and promotion.
20 Improved Questions on the 22 Chapter Assignment
This document discusses improved questions for various marketing concepts chapters. It provides revised questions and explanations for chapters on new consumer capabilities, Ansoff's product-market expansion grid, marketing alliances, marketing information systems, probability and nonprobability samples, and others. The questions are improved from their original form by adding more context and explanation.
Chap007.pptx
This document discusses product strategy and new product development. It covers defining product characteristics, classifications, and experience. It also discusses the product life cycle and how strategies change over the phases of introduction, growth, maturity, and decline. Finally, it outlines the new product development process of identifying opportunities, defining the product and opportunity, and developing the product opportunity through testing before launch.
Market led extension
Market led extension is a paradigm shift from mere production led extension to market ward orientation of the extension system such that with market analysis and market information one continue for market oriented production. It is a tried between Fish Farmer/ Agro Farmer, Extension System and Economics particularly Market.
Market led extension
This document discusses the shift from production-led extension to market-led extension in agriculture. It notes that while production-led extension focused on increasing productivity, farmers were not realizing remunerative prices for their produce. Market-led extension aims to build farmers' capacity to earn higher returns by focusing on market strategies and linkages. The roles of extension would expand beyond production advice to include market information, quality guidelines, and business training to help farmers access markets. Challenges include the small size and scattered nature of markets as well as the influence of intermediaries. Training programs and collective action are suggested to help farmers and extension workers develop new skills and approaches for market-led extension.
Kotler10 exd
The document discusses new product development and a product's life cycle. It describes the typical stages in new product development as idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. It also outlines the stages in a product's life cycle as development, introduction, growth, maturity, and decline. The document provides strategies for marketing a product through each stage of its life cycle.
MKT 571 EDU Become Exceptional--mkt571edu.com
FOR MORE CLASSES VISIT
www.mkt571edu.com
MKT 571 Week 1 Assignment Researching Marketing Questions
MKT 571 Week 2 Assignment Understanding Target Markets
Marketing
Marketing involves identifying, anticipating, and satisfying consumer needs profitably through processes like creating customer interest in products and services, developing strategies for sales and business communication, and building strong customer relationships. It differs from selling which is just one part of marketing, and from advertising which is one tactic used in marketing. Key aspects of marketing include identifying consumer needs, focusing on profit, being ongoing, and responding to consumer reactions and changes. Marketing plays an important role in business success by helping promote products, reach changing customers, and compete effectively.
Similar to Expand market & defend the market share (20)
"About the future of media", Alf Lande, Lac 2.0 AS
"About the future of media", Alf Lande, Lac 2.0 AS
How can market leaders expand the total market and defend market share?
How can market leaders expand the total market and defend market share?
20 Improved Questions on the 22 Chapter Assignment
20 Improved Questions on the 22 Chapter Assignment
More from Sameer Mathur
What organizational structures and processes do managers use to oversee new p...
The document discusses organizational structures and processes for overseeing new product development. It describes using customer-driven engineering to incorporate customer preferences, and making internal changes to improve products. It outlines acceptance criteria for new products and calculates the budget and costs associated with developing new product ideas through stages of idea screening, concept testing, market testing, and national launch. Finally, it discusses organizing development through cross-functional teams, skunkworks projects, and stage-gate systems.
What is the best way to manage the new product development process
The document discusses various stages of product development and commercialization. It explains how quality function deployment methodology takes customer attributes from market research and turns them into engineering attributes. It also notes that commercialization incurs the highest costs to date for a company and will require manufacturing capabilities. Finally, it outlines three timing choices for a company entering a market: first entry for advantages, parallel entry to coincide with competitors, or late entry after competitors reveal flaws.
What factors should a company review before deciding to go abroad
A company should review several factors before deciding to go abroad, including the size of their domestic market, potential profit opportunities in international markets, and whether they need a large customer base to achieve economies of scale. They must also determine how many countries to enter and how quickly to expand internationally, whether using a selective approach targeting a few countries or a multi-domestic approach targeting many countries. Additionally, companies must decide on their marketing program, organization, and strategy for adapting brands, communications, pricing, and distribution globally.
What challenges does a company face in developing new products and services.pptx
The document discusses the challenges of developing new products and services. It notes that fewer than 10% of new products are truly innovative. Developing new products presents high technological uncertainty, fierce competition, and high investment risks. It provides an example of how Gore overcame these challenges by involving customers early, giving employees flexibility to choose projects, and judging ideas based on feasibility, competitiveness, and profitability. The document also discusses reasons for new product failure, including poor advertising and wrong timing.
What are the main stages in developing new products and services.pptx
The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it outlines methods for concept development including attribute listing, forced relationships, and morphological analysis as well as concept testing and conjoint analysis.
What are the diffeences between marketing in a developing and a developed market
This document discusses differences between marketing in developing and developed markets. It provides examples of companies that have found success marketing in developing countries like Bangladesh, India, and Mexico by targeting rural villages. Many large corporations now generate a significant percentage of their revenue from developing markets. Companies often prefer to enter and sell to neighboring developing countries that they understand better due to shared language, laws, and culture. Proximity plays a key role in determining marketing choices for international expansion.
Un me jeans branding in web 2.0.pptx
UnME Jeans was a successful junior denim brand that promoted individuality and anti-conformity. Its brand manager, Margaret Foley, saw changes in media consumption that could reduce the effectiveness of UnME's advertising plan. An agency proposed using social media like Facebook and YouTube. This raised challenges in measuring results and controlling content, but could complement UnME's plan by engaging younger consumers. Foley had to decide whether social media investments would produce sales comparable to traditional advertising.
To what extent must the company must adopt its productsand marketing program ...
This document discusses various strategies for cultural adaptation and globalization. It outlines 4 main cultural dimensions that differentiate countries: individualism vs collectivism, high vs low power distance, masculine vs feminine, and weak vs strong uncertainty avoidance. It then discusses 3 product strategies for entering foreign markets: straight extension, product adaptation, and flexible manufacturing. It also discusses strategies for global pricing, distribution, and communication.
Iim intern report
This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Ideas on how to create powerful presentation.pptx
The document discusses how Al Gore improved his public speaking skills through better presentation techniques. It outlines Gore's story of initially struggling to convey his message until working with a presentation design firm. The document then provides tips for creating better presentations, including focusing on simplicity, concreteness, emotions, visual elements over text, and passion in delivery. It advocates for preparation, visual simplicity in slides, and strong delivery skills.
How should the company manage and organize its international activities
The document discusses different organizational structures companies use as they expand into international markets. It explains that companies typically start with an export department when first exporting goods internationally. As international sales grow, they form international divisions headed by a division president to oversee all global operations. The international division consists of functional specialists and operating units organized either by geography, product groups, or international subsidiaries. However, coordinating influence between headquarters, products, markets, and countries presents organizational complexities for these international companies.
How can companies evaluate and select specific foreign markets to enter
Companies must decide how aggressively to expand into foreign markets. They can take a multi-country approach, entering many markets quickly, or a sequential approach, entering a few markets initially before expanding. Developed nations account for 20% of the world's population, while the other 80% live in developing nations where issues like affordability, infrastructure and competition must be addressed. Some companies that successfully entered developing markets adapted their practices, such as by hiring local women as sales agents in villages or using video vans to demonstrate products in rural areas. Proximity also influences market selection, as companies often first target neighboring countries with similar languages and cultures.
How do marketers influence country of-origin effects
The country-of-origin effect describes how a product's country of origin influences consumers' perceptions and purchasing decisions. New Zealand developed marketing programs to sell products abroad and attract tourism by highlighting landscapes from The Lord of the Rings. Consumers are often ethnocentric and favor their own country's products unless they come from a less developed country. Certain countries have reputations for specific goods like Japan for electronics and France for wine. Marketers must consider country-of-origin perceptions from both domestic and foreign perspectives to understand patriotic appeals and how perceptions may differ in times of economic or political crises.
IIM intern report
This internship report discusses the evolution of web analytics from version 1.0 to 2.0. It describes how traditional analytics focused on descriptive reporting and internal decision making, while analytics 2.0 enables attribution, optimization, and allocation of marketing activities using predictive modeling. The report also discusses how one gaming company implemented analytics 2.0 to increase sales and profits by quantifying campaign contributions and optimizing resource allocation in real-time. Finally, it outlines Flipkart's use of an A/B testing framework to conduct live experiments, drive innovation, and improve performance metrics.
Creativity in Advertisements.
Creativity in advertising can be an effective marketing strategy when done properly. Creative ads tend to be more memorable, get more attention, and require less media spending to be effective. However, more creativity does not always translate to better results. The effectiveness of creative advertising depends on factors like the product category and dimensions of creativity like originality, artistic value, flexibility, elaboration, and synthesis. While highly creative ads may boost sales for certain categories like coffee, too much creativity could potentially decrease sales for other categories like body lotion that consumers prioritize function over image. It is important for advertisers to understand their product category's sensitivity to creativity before investing in a highly creative advertising campaign.
Make the most of a polarizing brand
This document discusses strategies for companies to capitalize on brand polarization. It provides examples of companies that have successfully harnessed polarization to drive sales. Some key strategies discussed are identifying polarized customer opinions, placating brand detractors, antagonizing haters to create buzz, amplifying polarizing attributes through new products, driving wedges in the market through targeted campaigns, and launching provocative ads. The conclusion emphasizes that companies should assess and exploit brand dispersion by not relying on average opinions and responding strategically to pockets of haters on social media.
Analysis brands versus private labels- fighting to win
This document discusses the growing threat of private labels to national brands in India. It outlines several reasons for the rise of private labels, including improved quality, premium options, success in Europe, and expansion to new categories. While national brands have advantages like existing brand value and appeal to retailers, private labels offer higher profits and control for retailers. The document considers pros and cons of brands manufacturing for private labels, and advises evaluating private label business thoroughly. It provides tips for brands to strengthen themselves through investment, innovation, niche brands, relationships, category management, and sales promotions. Overall, the threat of private labels should not be underestimated.
Creative that cracks the code
The document discusses various creative advertising techniques that have proven successful, such as using memes, games, crowd-sourcing, humor, and native advertising. It provides examples of campaigns that utilized these techniques, such as a Kia campaign that featured hamsters to add humor, achieving product selling success. It also discusses how Marks & Spencer launched a "Shwopping" campaign encouraging recycling clothes before shopping, hoping to make $350 million annually if the social movement catches on. Overall, the document advocates for advertising approaches that are creative, persuasive yet simple, and leverage popular culture trends.
Article intern
Château de Vallois, a luxury wine producer, is considering producing a more affordable wine line to boost profits and market share. While this could increase sales and address financial losses, it risks damaging the brand's luxury image and disrupting traditional suppliers. The document analyzes different approaches and criteria for evaluating a new affordable wine, balancing the need to preserve the brand's luxury positioning while expanding into a new market.
Branding yoga case analysis
This document discusses the branding and commercialization of yoga in the United States. It explores how yoga originated in ancient India as a spiritual practice within Hinduism but was introduced and popularized in the US without reference to its Hindu roots. Individual yoga styles like Bikram yoga and Strala yoga became branded and trademarked, despite debates around copyrighting yoga. Groups like the Hindu American Foundation campaigned to reconnect yoga to its religious origins in the face of its portrayal as a secular physical practice alone.
More from Sameer Mathur (20)
What organizational structures and processes do managers use to oversee new p...
What organizational structures and processes do managers use to oversee new p...
What is the best way to manage the new product development process
What is the best way to manage the new product development process
What factors should a company review before deciding to go abroad
What factors should a company review before deciding to go abroad
What challenges does a company face in developing new products and services.pptx
What challenges does a company face in developing new products and services.pptx
What are the main stages in developing new products and services.pptx
What are the main stages in developing new products and services.pptx
What are the diffeences between marketing in a developing and a developed market
What are the diffeences between marketing in a developing and a developed market
To what extent must the company must adopt its productsand marketing program ...
To what extent must the company must adopt its productsand marketing program ...
How should the company manage and organize its international activities
How should the company manage and organize its international activities
How can companies evaluate and select specific foreign markets to enter
How can companies evaluate and select specific foreign markets to enter
How do marketers influence country of-origin effects
How do marketers influence country of-origin effects
Analysis brands versus private labels- fighting to win
Analysis brands versus private labels- fighting to win
Recently uploaded
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...Nguyen Thanh Tu Collection
https://app.box.com/s/y977uz6bpd3af4qsebv7r9b7s21935vdHindi varnamala | hindi alphabet PPT.pdf
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh
Main Java[All of the Base Concepts}.docx
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingExcellence Foundation for South Sudan
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.clinical examination of hip joint (1).pdf
described clinical examination all orthopeadic conditions .
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...Nguyen Thanh Tu Collection
https://app.box.com/s/tacvl9ekroe9hqupdnjruiypvm9rdaneবাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Advanced Java[Extra Concepts, Not Difficult].docx
This is part 2 of my Java Learning Journey. This contains Hashing, ArrayList, LinkedList, Date and Time Classes, Calendar Class and more.
Leveraging Generative AI to Drive Nonprofit Innovation
In this webinar, participants learned how to utilize Generative AI to streamline operations and elevate member engagement. Amazon Web Service experts provided a customer specific use cases and dived into low/no-code tools that are quick and easy to deploy through Amazon Web Service (AWS.)
How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience Wahiba Chair Training & Consulting
Wahiba Chair's Talk at the 2024 Learning Ideas Conference. Solutons Maths Escape Room Spatial .pptx
Solutions of Puzzles of Mathematics Escape Room Game in Spatial.io
Recently uploaded (20)
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
B. Ed Syllabus for babasaheb ambedkar education university.pdf
B. Ed Syllabus for babasaheb ambedkar education university.pdf
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
Leveraging Generative AI to Drive Nonprofit Innovation
Leveraging Generative AI to Drive Nonprofit Innovation
How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience
Expand market & defend the market share
- 1. Competitive dynamics How can Market Expand the Total Market and Defend Market Share?
- 3. Attract New Customers Create More Usage 2 Ways to Expand Market Demand
- 4. Method 1: Attract New Customers Adapt to these Strategies Market Penetration New Market Segment Geographical Expansion
- 5. ACT II Popcorn Attract New Customer
- 6. Method 2: Create More Usage Additional Opportunities to Use the Brand Finding New Ways to Use the Brand Key Points
- 7. To Increase the Frequency of Consumption: Bring Innovation in Product Micromax LED TV Kurkure New Variants
- 9. Method 1: Pro-Active Marketing Key Requirements Innovation Risk Taking Capacity Future Vision & Willingness of Investment Future Vision & Willingness of Investment
- 11. Method 2: Defensive Marketing Avoid Losing your Customer Base
- 13. Increase your Market share •Differentiate Your Business •Promote Your Product •Know your Audience