Identify competition KOTLER CH9
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This document discusses competitor analysis and defines competitors as other brands that a brand competes with. It notes there are industry-based and market-based competitors and uses Coke as an example, stating that Coke focused only on the soft drink industry and missed opportunities in the coffee market. The document also advises analyzing customers to study competitors and lists desirability, deliverability, and differentiability as criteria to determine if a brand can function as a point of difference against competitors.
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How do marketers identify and analyze competition?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How do marketers identify and analyze competition
Marketers identify competitors by examining products that serve as close substitutes and satisfy the same customer needs. They analyze competitors from two perspectives: products within an industry and companies targeting the same market. To understand competitors, marketers gather information on their strengths, weaknesses, goals, and behaviors in order to assess how competitors may impact their own strategies.
How do marketers identify and analyze compeition?
Marketers identify competitors by determining the competitive frame of reference which defines which other brands a product competes with. They identify competitors by looking at category membership and what products are close substitutes. Examples include PepsiCo seeing Coca-Cola's Dasani as a competitor to Aquafina, and Citigroup viewing Bank of America as a major banking competitor. Analyzing competitors involves gathering information on their strengths and weaknesses, what they seek to achieve in the market, and what drives their behavior.
How do marketers identify and analyze competition
This document discusses how to identify and analyze competition. It explains that competitors are products that closely substitute a brand and compete for the same customers. To understand competition, a company should determine what category their brand belongs to and gather information about competitors such as their objectives, motivations, and factors that influence their behavior. The overall goal is to understand existing and potential future competitors to help a brand, especially ones with growth ambitions, enter new markets.
Lim chapter 10
This document outlines key concepts for crafting an effective brand positioning strategy, including competitive frame of reference, straddle positioning, points of parity and difference, and differentiating a product through its life cycle. It emphasizes the importance of understanding consumers, competitors, and communicating clear category membership for the brand. Effective positioning requires strategic segmentation, targeting, and positioning using marketing mix elements like product, price, place, and promotion.
Kotler dealing with competition
The document discusses 10 concepts for dealing with competition. It covers identifying competitors and analyzing them using Porter's 5 competitive forces model. It also discusses strategies for market leaders to defend market share through innovation. Market challengers can attack leaders through frontal or flank attacks. Market followers use imitation and market nichers specialize in small markets. Maintaining a balance of customer and competitor orientation is important.
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Recommended
How do marketers identify and analyze competition?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How do marketers identify and analyze competition
Marketers identify competitors by examining products that serve as close substitutes and satisfy the same customer needs. They analyze competitors from two perspectives: products within an industry and companies targeting the same market. To understand competitors, marketers gather information on their strengths, weaknesses, goals, and behaviors in order to assess how competitors may impact their own strategies.
How do marketers identify and analyze compeition?
Marketers identify competitors by determining the competitive frame of reference which defines which other brands a product competes with. They identify competitors by looking at category membership and what products are close substitutes. Examples include PepsiCo seeing Coca-Cola's Dasani as a competitor to Aquafina, and Citigroup viewing Bank of America as a major banking competitor. Analyzing competitors involves gathering information on their strengths and weaknesses, what they seek to achieve in the market, and what drives their behavior.
How do marketers identify and analyze competition
This document discusses how to identify and analyze competition. It explains that competitors are products that closely substitute a brand and compete for the same customers. To understand competition, a company should determine what category their brand belongs to and gather information about competitors such as their objectives, motivations, and factors that influence their behavior. The overall goal is to understand existing and potential future competitors to help a brand, especially ones with growth ambitions, enter new markets.
Lim chapter 10
This document outlines key concepts for crafting an effective brand positioning strategy, including competitive frame of reference, straddle positioning, points of parity and difference, and differentiating a product through its life cycle. It emphasizes the importance of understanding consumers, competitors, and communicating clear category membership for the brand. Effective positioning requires strategic segmentation, targeting, and positioning using marketing mix elements like product, price, place, and promotion.
Kotler dealing with competition
The document discusses 10 concepts for dealing with competition. It covers identifying competitors and analyzing them using Porter's 5 competitive forces model. It also discusses strategies for market leaders to defend market share through innovation. Market challengers can attack leaders through frontal or flank attacks. Market followers use imitation and market nichers specialize in small markets. Maintaining a balance of customer and competitor orientation is important.
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Make the most of a polarizing brand
The final assignment 4 of an online marketing internship by Prof. Sameer Mathur of IIM Lucknow is an in-depth presentation report on a HBR Harvard Business Review Article Titled "Make the most of a polarizing brand" by Xueming Luo, Michael Wiles, and Sascha Raithel
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The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It analyzes several issues with the launch: 1) The Aquatred may not be the right product as it overlaps with Goodyear's existing Invicta GS tire; 2) Launching during the winter Olympics may cause supply issues due to initial production of smaller sizes; 3) Expanding distribution channels could erode the brand and cannibalize existing outlet sales. It determines the new channels should likely not sell the Aquatred due to questions around the product's differentiation and potential to burden inventory.
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2. Engaging users by embedding ads in games like Coca-Cola did by having users catch bottle caps.
3. Crowdsourcing ideas from users through competitions and voting, like Oreo's "Daily Twist" campaign.
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Preserve the luxury or extend the brand
The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional view and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois argues they lack the grapes for expansion, while Claire believes a lower-priced wine could attract young consumers and grow the brand. The estate manager Jean Paul's expertise could help determine if brand extension is feasible without compromising quality or relations with their negociant partners. Gaspard's final decision will set the family business's strategy for the future.
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2. Their objectives are to understand pricing strategies and how pricing impacts auxiliary sales.
3. Their marketing plan includes community events to promote the team and create memorable experiences.
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Barry Robins and Stanley G. Gault are discussing Goodyear's launch of their new Aquatred tire. Goodyear is a major tire manufacturer with plants around the world and is seeking to launch the Aquatred through their traditional dealers. The Aquatred has innovative wet traction features and a high mileage warranty but launching it faces challenges around proper dealer training, distribution channels, timing, and pricing/promotion strategies. Suggestions are made to optimize the winter Olympics promotion, expand distribution carefully, market aggressively in rainy areas, and avoid discounts to protect the brand image.
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A brand's equity and power lies in its relationship with consumers. Over time, a brand's equity can decline due to various factors, leading to its demise. Some common reasons for brand decline include compromised product quality, brand neglect, inability to stay relevant to the target market, and failure to evolve with consumer preferences. To revitalize a declining brand, managers should address prior mismanagement issues, re-establish product quality, reinvigorate brand messaging and positioning, and reconnect with the target consumer base. Correcting past mistakes is key to restoring a brand's vitality.
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The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It raises issues around whether the Aquatred is the right product given competition from other tire brands. It also questions if launching during the upcoming winter Olympics is the right timing due to potential supply bottlenecks. Additionally, it debates the risks and benefits of expanding distribution channels and whether the new channels should sell the Aquatred.
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The document provides tips on avoiding common mistakes when creating presentations. It identifies the top 5 mistakes as including too much information, not enough visuals, poor quality visuals, overuse of images and colors (visual vomit), and lack of preparation. It emphasizes spending time preparing, designing with the audience in mind, having solid content, and delivering the best presentation possible. The document also covers marketing concepts like the 4 Ps of marketing, Kotler's concepts of public relations, advertising decisions and programs, and customer-based brand equity.
Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It analyzes several issues with the launch: 1) The Aquatred may not be the right product as it overlaps with Goodyear's existing Invicta GS tire; 2) Launching during the winter Olympics may cause supply issues due to initial production of smaller sizes; 3) Expanding distribution channels could erode the brand and cannibalize existing outlet sales. It determines the new channels should likely not sell the Aquatred due to questions around the product's differentiation and potential to burden inventory.
Creative that cracks the code
While marketing relies on science and data analysis, it also requires creativity. Common elements of viral videos include featuring ordinary people, humor, and whimsical or repetitive content. An example of a creative and engaging marketing campaign is Coca-Cola China's advertisement that treated the ad as a game.
Assignment4
The document discusses how online reviews influence marketing strategies. It provides tools like the "influence mix" and "O continuum" to help companies understand how much they depend on online reviews. It uses examples like Xiaomi and Lumia to show how companies highly dependent on reviews can succeed or fail based on feedback. It recommends companies properly segment markets, lower prices through economies of scale, and cut ad spending to be more review-dependent like Xiaomi. Political brands of Rahul Gandhi and Narendra Modi are also examined, showing how Modi used social media more effectively.
Creative that Cracks the Code
This document discusses various creative advertising techniques, including:
1. Using memes to create variations on successful ads like Wonderful Pistachios.
2. Engaging users by embedding ads in games like Coca-Cola did by having users catch bottle caps.
3. Crowdsourcing ideas from users through competitions and voting, like Oreo's "Daily Twist" campaign.
4. Incorporating humor into ads, as seen in Kia Motor's hamster-focused ad.
Preserve the luxury or extend the brand
Preserve the luxury or extend the brand is an article which makes to think gaspard (owner of wine company in france ) that to extend the brand name or just preserve it.
Preserve the luxury or extend the brand
The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional views and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois questions if there are enough grapes and resources for a new product. The estate risks losing its negociants but could attract younger customers and extend its brand by entering a new, lower price market segment. Gaspard must determine the best path for future generations at the estate.
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Assignment 4
The document discusses strategies for a minor league baseball team in Springfield with a population of 55,000. Key points:
1. The team sells single game tickets for $6 each and targets families as their market.
2. Their objectives are to understand pricing strategies and how pricing impacts auxiliary sales.
3. Their marketing plan includes community events to promote the team and create memorable experiences.
4. The executive summary states the goal is to break even in their first year over 38 home games.
Brands vs private label
This document discusses private label products and strategies for brand name manufacturers to address the threat from private labels. It notes that private label strength varies with economic conditions and brand manufacturers can influence private labels. While private labels pose a threat, an overreaction is not the solution. The document recommends that brand manufacturers invest in brand equity, innovate wisely, use fighting brands sparingly, build trade relationships, manage price spreads, exploit sales promotions, manage each category separately, and take private labels seriously to stem further private label gains in market share.
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A brand is forever! A framework to revitalizing the declining and dead brand
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Goodyear - The Aquatred Launch
Barry Robins and Stanley G. Gault are discussing Goodyear's launch of their new Aquatred tire. Goodyear is a major tire manufacturer with plants around the world and is seeking to launch the Aquatred through their traditional dealers. The Aquatred has innovative wet traction features and a high mileage warranty but launching it faces challenges around proper dealer training, distribution channels, timing, and pricing/promotion strategies. Suggestions are made to optimize the winter Olympics promotion, expand distribution carefully, market aggressively in rainy areas, and avoid discounts to protect the brand image.
Gino SA distribution channel management
Gino SA manufactures burners and sells through distributors. Its largest distributor, Jinghua, opposes a direct sales offer from Feima, a boiler company. Gino's marketing manager must decide whether to accept Feima's offer and risk upsetting Jinghua, or maintain the distributor relationship. The document analyzes alternatives like declining Feima, accepting them through Jinghua, or developing Feima as an OEM partner. It concludes the best option is accepting Feima as a customer through Jinghua to increase sales while strengthening distributor relationships and reducing their bargaining power.
A brand is forever!a framework for revitalizing declining and dead brands
A brand's equity and power lies in its relationship with consumers. Over time, a brand's equity can decline due to various factors, leading to its demise. Some common reasons for brand decline include compromised product quality, brand neglect, inability to stay relevant to the target market, and failure to evolve with consumer preferences. To revitalize a declining brand, managers should address prior mismanagement issues, re-establish product quality, reinvigorate brand messaging and positioning, and reconnect with the target consumer base. Correcting past mistakes is key to restoring a brand's vitality.
What are brands good for?
Brands are no longer the focal point of marketing in the era of disaggregation. Segmenting customers based on their individual needs and communicating with them directly through personalized channels allows marketers to be more responsive. This approach builds deeper relationships through two-way communication rather than one-size-fits-all branding. As a result, brands now play a supporting role by delivering their value proposition to targeted consumer segments rather than acting as individual stars.
Assignment 3
The document discusses Goodyear's launch of the Aquatred tire, which features an innovative tread design to improve wet traction. It raises issues around whether the Aquatred is the right product given competition from other tire brands. It also questions if launching during the upcoming winter Olympics is the right timing due to potential supply bottlenecks. Additionally, it debates the risks and benefits of expanding distribution channels and whether the new channels should sell the Aquatred.
Gino case study
Gino Burner Co. is a leading burner manufacturer based in France that wants to expand its market share in China. It currently distributes products through distributors like Jinghua. A new opportunity arose with Feima proposing to be an OEM customer, but this could damage relations with Jinghua. Two alternatives were considered: 1) maintaining relationships with distributors or 2) signing a deal directly with Feima. Financial analysis showed the Feima deal would boost revenue and profits for both Gino and Jinghua. Thus, alternative 2 of directly supplying Feima while offering discounts to Jinghua was recommended to penetrate the industrial segment and meet growth goals in China.
Case3
Over the years, many brands have declined or become obsolete. Some brands decline gradually over time while others experience sudden death. Significant financial investments made to build brands can also be lost when brands decline. The document goes on to discuss various causes of brand decline, such as poor managerial decisions around product quality, pricing, neglecting the brand, and an inability to stay relevant to the target market over time. Environmental factors like changes in consumer preferences and competitive actions can also contribute to a brand's decline. The document provides signs that a brand may be declining and advice on assessing whether a declining brand is viable to revive. Guidelines are offered for successfully revitalizing a struggling brand.
What are brands good for
Branded are still useful in three core areas: (1) building consumer relationships through targeted communication and customer data, (2) managing channel relationships with retailers, and (3) organizing brand management organizations. While disaggregation allows for more targeted and nimble marketing, brands provide a unified value proposition and can still aspire to build direct relationships with customers. Overall, despite changes in marketing, brands have endured and continued to be an effective way for companies to develop and communicate their differentiated offerings in the marketplace.
More from Sameer Mathur (20)
A brand is forever! A framework to revitalizing the declining and dead brand
A brand is forever! A framework to revitalizing the declining and dead brand
A brand is forever!a framework for revitalizing declining and dead brands
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- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
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.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
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- 4. Competitor Focus 1. Industry based 2. Market Based
- 5. Coke focused on soft drink (industry) business and missed opportunity for coffee bars (market)
- 7. Study Customers to Analyse Competitors Criteria to determine if a brand can function as point of difference: 1. Desirability 2. Deliverability 3. Differentiability