How can market leaders expand the total market and defend market share?
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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.
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How should a company set prices initially for products or services
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Lateral marketing
This document discusses lateral marketing as an alternative to vertical marketing. Vertical marketing leads to fragmented, saturated markets while lateral marketing creates entirely new markets. It describes the lateral marketing process of selecting a focus, making a lateral displacement to generate new ideas, and making connections. Techniques for applying lateral thinking include substitution, combination, inversion, elimination, exaggeration, and reordering at the product, market, and marketing mix levels. Implementing lateral marketing requires companies to innovate, train employees in lateral thinking, and establish systems to solicit, fund, and evaluate new ideas.
MARKETING MANAGEMENT
This document provides an overview of key marketing concepts including the marketing concept, marketing environment, market research, demand forecasting, consumer and organizational buying behavior, marketing mix, product life cycle, new product development, distribution, promotion, personal selling, and pricing decisions. It also compares selling and marketing orientations and discusses factors influencing marketing communications.
1 - MASS MARKETING .pptx
Mass marketing involves appealing to the entire market using the same marketing mix without differentiating based on customer needs or demographics. It aims to boost sales volume and return on investment. While cost-effective, mass marketing has disadvantages like limited success and inability to adapt to changing consumer trends. Modern approaches like adaptive marketing tailor activities based on customer data to meet interests and needs. Sustainable marketing seeks to differentiate brands based on social purpose and align with consumer values while achieving environmental, social and economic goals.
Market segmentation
This document discusses market segmentation. It begins by defining market segmentation as dividing a potential market into distinct subgroups with common needs and characteristics. It then outlines various approaches to segmentation including mass marketing, product variety, target marketing, micromarketing, customized marketing, and personalized marketing.
The document also discusses different bases for segmentation such as geographic, demographic, psychographic, and behavioral segmentation. It provides examples of how companies segment based on these criteria. Finally, it covers procedures for segmentation, selecting market segments, segmentation strategies, and benefits and limitations of segmentation.
Market
This document provides an overview and summary of key topics from Chapter 9 of a class, including defining markets and different types of markets, developing target market strategies, selecting target markets through analyzing demand patterns and market segmentation approaches, concentration and multisegment strategies for targeting markets, criteria for segmentation, and variables that can be used for segmentation such as demographic, geographic, psychographic, and behavioral variables. The chapter discusses concepts like homogeneous vs clustered vs diffused demand, and using single vs multi-variable segmentation. Examples are provided throughout to illustrate different targeting strategies and segmentation approaches.
Retail Ch.5.ppt
The document summarizes key aspects of retail strategy and strategic planning. It discusses McDonald's target market as families and individuals seeking inexpensive, convenient food. McDonald's format is franchising fast food restaurants with standardized operations. McDonald's competitive advantages include speed, consistency, and brand recognition from locations worldwide. The summary then outlines the strategic planning process, including defining the business mission, conducting a situation audit of the market and competitors, identifying strategic opportunities like market penetration, and establishing specific objectives.
Retail Strategy
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MARKETING STRATEGIES BA4207 MBA ANNA UNIVERSITY
"Marketing Strategy is a long term plan for achieving a company’s goals by understanding the needs of customers and creating a distinct and sustainable competitive advantage.”
Goals indicate what a business unit wants to achieve, strategy is a game plan for getting there.
Industry situation analysis
This document analyzes industry situations, specifically fragmented industries. It defines fragmented industries as having no single dominant player, low barriers to entry, and firms that specialize to satisfy diverse customer needs. Examples given include fashion, restaurants, and professional services. The document discusses strategic options for industry leaders like fortifying their position and staying on the offensive, as well as strategies for runners-up like pursuing vacant niches. Thirteen commandments of successful business strategies are also outlined.
5.4. mlc maturity stage
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Lesson 6 cmarketing
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Lesson 6 cmarketing
The document outlines a 5-step process for selecting target markets: 1) Identify targeting strategy, 2) Determine segmentation variables, 3) Develop profiles, 4) Evaluate segments, 5) Select markets. Key variables include demographics, geography, psychographics, and behavior. The process involves profiling segments, estimating sales potential and costs, and selecting markets that are attractive and fit the company's capabilities. Sales forecasts use methods like executive judgment, surveys, time series analysis of trends, cycles, and seasons.
Product life cycle
The document discusses the marketing strategies appropriate at each stage of the product life cycle, which includes introduction, growth, maturity, and decline. During introduction, strategies focus on securing retail distribution, product trial, and consumer awareness. In growth, companies leverage celebrity endorsements to attract more attention and market share. Maturity involves addressing stable, decaying, or changing consumer demand. For decline, strategies include rebranding, new markets, or price flexibility to stave off competition and changing tastes. The key is applying different strategies as a product progresses through its limited life cycle.
market development
The document discusses market development strategies and concepts. It covers reasons for market development, tools used like advertising and distribution, and outcomes such as increased sales and trial. It also discusses developing preference for products over alternatives, getting current users to consume more, and using products for new purposes. Key strategies involve setting objectives, determining appropriate tools and tactics, and assessing results to re-evaluate approach.
THE TOURISM MARKET AND SEGMENTATION
The document discusses market segmentation and targeting for tourism. It defines markets and segmentation as dividing markets into subgroups with similar characteristics. Six characteristics are identified for effective market segments. Common variables for segmentation include geographic, demographic, psychographic, behavioral, and technographic factors. The document also discusses evaluating segment attractiveness and size, and choosing between undifferentiated, differentiated, or concentrated market coverage strategies based on company objectives and resources.
Product Life Cycle
The document discusses the product life cycle, which describes the stages a product goes through from introduction to decline. There are typically four stages: introduction, growth, maturity, and decline. Each stage presents distinct opportunities and challenges for marketing strategy and profitability. Products require different marketing, manufacturing, and personnel strategies depending on what stage they are in within their life cycle. Understanding the product life cycle framework helps companies develop effective strategies for each phase as a product progresses through its life.
408 marketing strategy unit 3
This presentation covers the following points:
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• Market Challenger Strategies
• Market Follower Strategies
• Market Nicher Strategies
• Industry Life Cycle
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• Opportunities of A Mature Market
• Routes to revitalize a stagnant market
Expand market & defend the market share
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.
Market Segmentation and Targeting
This document discusses different types of market segmentation and targeting. It defines market segmentation as dividing a large market into identifiable subgroups with similar needs or characteristics. The key types of segmentation covered include geographic, demographic, psychographic, and business-to-business segmentation. It also discusses the differences between segmentation, which divides the overall market, and market targeting, which selects specific subgroups to focus advertising and marketing efforts on. The main approaches to market targeting discussed are undifferentiated, differentiated, and concentrated targeting.
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Final assignment
created by ROHAN GUPTA in an Internship under
Proff Sameer Mathur, Marketing Proffessor, IIM Lucknow
Creative that cracks the code
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Preserve the Luxury or Extend the Brand
Château de Vallois produces luxury wines and is deciding whether to preserve its luxury brand or expand into more affordable wines. It currently produces a premium Grand Vin for €1000 per bottle and a second label Pouillé for €100. Younger consumers are being priced out of luxury French wines. One option is to introduce an affordable €20-25 branded wine while keeping it separate to maintain exclusivity. However, this could damage relationships with merchants and tradition. The stakeholders disagree on the approach with the son preferring tradition and granddaughter favoring expansion. Both maintaining profits and market share must be considered in the decision.
Creative that cracks the code
The document discusses six advertising campaigns that effectively cracked the code of marketing.
1. Pistachios used celebrities in its campaign and national TV spots, yielding a 233% increase in sales in its first year.
2. Coca-Cola China allowed viewers to interact with ads by "choking" bottle caps on screen.
3. Oreo crowdsourced daily cookie designs on Facebook, increasing shares by 4,400%.
4. Kia used subtle humor in ads to sell cars more effectively than excessive entertainment.
5. Marks & Spencer launched a campaign with Oxfam to encourage socially responsible shopping.
6. Target and Neiman Marcus hired the cast of TV show
Gino SA - Distribution Channel Management
Gino SA is a burner manufacturer considering expanding into the Chinese market. It currently distributes products through distributors who are resistant to some changes. A key customer, Feima Boiler, approached Gino directly for a better price as an OEM rather than through the distributor Jinghua. The best solution is to lower prices to Jinghua so it can offer discounts to Feima, avoiding upsetting the distribution channel. Breaking the channel could lose dealers, so an exception for industrial products may be negotiated while focusing on long-term benefits and relationships over immediate profits.
Gina SA Distribution Channel Management
Gino SA is a large burner manufacturer looking to expand its business in China, where it currently sells through distributors, but one distributor's largest customer, Feima Boiler, wants to deal directly with Gino as an OEM. However, granting Feima OEM status could undermine Gino's distributor relationship, so the best solution is to keep Feima loyal to the distributor while lowering transfer prices to the distributor to allow for discounts to Feima.
Goodyear : The aquatred launch
- Goodyear is a major tire manufacturer with a global presence and over 100,000 employees.
- The passenger tire market consists of replacement tires (65% of revenue) and original equipment manufacturer tires (35% of revenue).
- Goodyear wanted to launch the new Aquatred tire to target value-oriented and quality-focused customers and revitalize its brand.
- It planned a major launch campaign during the 1992 Winter Olympics with a $21 million budget.
A brand is forever a framework for revitalizing declining and dead brands
Brand decline and death can be reversed through strategic revitalization efforts. There are three key steps: 1) Assess whether the brand can regain former levels of awareness and differentiate itself again. 2) Reposition the brand through investment and educating consumers on its new uniqueness. 3) Address past mismanagement by rebuilding quality, resisting overuse of the brand, and clearly defining the target market. Overall success requires a long-term perspective and commitment to the revitalization process.
Gino sa distribution channel management case study
Created by ROHAN GUPTA, IIT (BHU) Varanasi, during an internship by Prof. SAMEER MATHUR, IIM Lucknow www.iiminternship.com
A brand is forever ! a framework for revitalizing declining & dead brands
The document discusses the decline and potential revitalization of brands. It outlines several causes of brand decline related to poor managerial actions, changes in the market environment, and competitive actions. Managerial missteps that can lead to decline include compromising on quality, unnecessary price increases, price cuts that damage brand image, neglecting strong brands, and failing to stay aligned with the target market. The document provides examples of brands that declined and presents guidelines for brand revitalization, including carefully repositioning the brand, correcting past mismanagement, and pursuing a defined target market. The key message is that revitalizing existing brands is often preferable to developing new brands.
What are the major trends with marketing intermediaries?
Major trends in marketing intermediaries include book stores combining with coffee shops and petrol pumps adding food stores. Large retailers like Walmart, Gap, and Delhaize are also integrating multiple product types. Another trend is the growth of shopper marketing which aims to influence customers during the actual purchase through in-store promotions, displays, and other tactics.
What marketing decisions do these marketing intermediaries make ?
This document discusses various marketing decisions made by intermediaries, including product assortment, advertising, and distribution channels. It provides examples of different types of product assortment strategies like narrow/shallow, narrow/deep, broad/shallow, and broad/deep. The document also discusses inventory management techniques like RFID tracking and direct product profitability analysis. Additionally, it covers factors considered for order processing, warehousing location, and shipping methods.
What major types of marketing intermediaries occupy this sector?
This document discusses retailing and wholesaling. It defines retailing as selling goods or services directly to final consumers for personal use, and wholesaling as selling to those who buy for resale or business use. It outlines different types of retailers like specialty stores, department stores, drug stores, and off-price retailers. It also discusses corporate retailing models like franchising. Wholesaling types mentioned include merchant, full-service, limited service, brokers, agents, and manufacturers' branches. Logistics functions for wholesaling like order processing, warehousing, inventory, and transportation are also summarized.
How should marketers adjust their strategies and tactics for an economic down...
The document provides 5 ways for marketers to adjust their strategies during an economic downturn or recession. These include: 1) increasing marketing expenditure to boost revenue and profits, 2) getting closer to customers to better understand their needs, 3) reviewing budget allocations to cut underperforming distributors and incentivize top sellers, 4) putting forth compelling value propositions rather than price reductions which are a mistake, and 5) fine-tuning brand and product offerings such as having luxury brands and lower-priced brands.
Change in marketing management
Major societal forces driving change in marketing management include the rise of network information technology, globalization, deregulation, heightened competition, industry convergence, and shifts in consumer buying power, access to information, participation, and resistance. Companies must develop capabilities to engage consumers via mobile marketing and new digital channels in order to adapt to these changes in the industry environment and consumer behaviors.
Core marketing concepts
This document discusses key marketing concepts like needs, wants, desires, segmentation, targeting, positioning, offerings, brands, value and satisfaction. It covers different marketing channels including communication, distribution, and service channels. It also discusses competition and the marketing environment. The document is a presentation on marketing for transport, banking, and insurance services that was created by Anubhab Mondal during an internship under Prof. Sameer Mathur at IIM Lucknow. It provides credits and sources for images at the end.
Importance of marketing
Marketing is important for firms to prosper and survive by introducing more demand for goods and bringing about new products and services. This leads to the production of new goods and services which creates more jobs. Effective marketing also helps firms create a strong brand and loyal customer base while promoting socially responsible activities.
Scope of marketing
The scope of marketing includes goods, services, events, experiences, people, places, property, organizations, information, and ideas. Experiential marketing examples include amusement parks and water parks, while musicians and artists are examples of people promoted through marketing. The document was created by Anubhab Mondal during an internship under Prof. Sameer Mathur at IIM Lucknow to discuss the wide scope of subjects that marketing can encompass.
Importance of marketing
Marketing is important for firms to prosper and survive by introducing more demand for goods and bringing about new products and services. This leads to the production of new goods and services which creates more jobs. Effective marketing also helps firms create a strong brand and loyal customer base while promoting socially responsible activities.
how can we improve service quality ?
The document discusses factors that influence customer satisfaction and switching behavior for services. It identifies the top factors that lead customers to switch as pricing, inconvenience, core service failures, service encounter failures, response to service failures, competition, and ethical problems. It also discusses models for determining the five key determinants of service quality: reliability, responsiveness, assurance, empathy, and tangibles. The document notes that increasing customer expectations of what a firm will deliver and decreasing expectations of what a firm should deliver can both improve perceptions of overall service quality according to tests of the dynamic process model. It provides examples of self-service technologies that can be incorporated, such as ATMs, self-service gas pumps, and customization of products.
More from Sameer Mathur (20)
A brand is forever a framework for revitalizing declining and dead brands
A brand is forever a framework for revitalizing declining and dead brands
Gino sa distribution channel management case study
Gino sa distribution channel management case study
A brand is forever ! a framework for revitalizing declining & dead brands
A brand is forever ! a framework for revitalizing declining & dead brands
What are the major trends with marketing intermediaries?
What are the major trends with marketing intermediaries?
What marketing decisions do these marketing intermediaries make ?
What marketing decisions do these marketing intermediaries make ?
What major types of marketing intermediaries occupy this sector?
What major types of marketing intermediaries occupy this sector?
How should marketers adjust their strategies and tactics for an economic down...
How should marketers adjust their strategies and tactics for an economic down...
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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategySmart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.Email Marketing Master Class - Chris Ferris
Email Marketing Master Class - Chris FerrisDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closerHow To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Recently uploaded (20)
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
How can market leaders expand the total market and defend market share?
- 1. Competitive Dynamics How can market leaders expand the total market and defend market share?
- 2. Expanding Total Market Demand Ways of
- 3. Attract New Customers Market penetration strategy New market segment strategy Geographical expansion strategy WAY 1
- 4. • Company operated Retail Stores • Bottled Cold Coffee • Line of premium Ice Cream • Line of premium Tea Products
- 5. More Usage Increase Amount or Frequency of Consumption WAY 2
- 6. Additional opportunity to use brand • Communicate advantages of using the brand • Communicate relevant information
- 7. Gillette Razors Colored Stripe that slowly fades with repeated use signaling to change cartridges
- 8. New ways to use Brand Identify completely New and Different Application
- 9. Ice cream, Cake, Kulfi, Halwa, Other home made sweets Used for making :
- 10. Protecting Market Share Ways of
- 11. Proactive MarketingWAY 1 • Ability to take Risk • Innovative Capabilities • Flexible and non-bureaucratic • Future Vision and Willingness to Invest in it
- 13. Defensive MarketingDefensive MarketingWAY 2 • Reduce the probability of attack • Divert attack to less threatened area
- 16. These slides were created by Archit Raj, IIT Delhi, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )