The consumer LED lighting market is currently in the growth stage of its industry lifecycle, characterized by high growth and low barriers to entry. As the market moves into the shakeout stage, competition will intensify as weaker players are forced out. To succeed at this point, brands must establish strong brand recognition and differentiate themselves in a meaningful way to consumers before competition increases. Failing to build a brand that matters could lead to having to compete primarily on price when the market reaches maturity.

1. Positioning innovation brands for
sustainable competitive advantage in high
growth markets

2. Just like us, industries go
through life cycles

3. they begin, they grow and
they eventually mature and
decline.

4. 5
there are five stages in an industry's life cycle.

5. Blank
the development stage
1

6. Blank
the growth stage
2
you are here

7. Blank
the shakeout stage
3

8. Blank
the maturity stage
4

9. Blank
the decline stage
5

10. 12 34 5
these lifecycle stages are often plotted on a
industry life cycle graph.

11. A typical Industry Life
Cycle curve looks like
this.....

12. The consumer LED lighting market
in currently in a growth phase,
characterised by high growth &
low barriers to market entry.

13. growth markets
High growth markets, like the current consumer LED
lighting market, are characterised by relatively low rivalry
and plenty of market opportunity for everyone.

14. growth markets
Buyers in high growth markets are often keen to secure
products due to external drivers (like high electricity prices)
but lack sophistication about what they are buying, so
diminishing their buying power.

15. growth markets
The marketing goal in high growth markets is all about
growing market share and building a strong brand ready for
the onslaught of competition that will arrive in the late
growth stage and into the shakeout stage.

16. growth markets
In this high growth markets, traditional broadcast
media channels like TV, radio and direct marketing
work well because of the abundance of buyers and
limited competition.
TV + PRICE

17. growth markets
On the downside, high growth markets have low barriers to
entry, meaning new competitors can easily enter and pick up
market share quickly, This is because existing competitors
may not have built scale, experience or customer loyalty.

18. growth markets
In a typical growth market, competition is
present but there is more than enough
business for everyone. The aim of the growth
phase is to build market share.

19. shakeout stage
After the growth stage an industry moves
into the shakeout stage.

20. growth markets
In the shakeout stage there is much higher
levels of competition, the growth rate starts to
decline and increased rivalry forces the
weakest players and brands out of the
business.

21. shakeout stage
In the shakeout stage broadcast promotion and
big budgets won't ensure success as there will
be many companies vying for a share of the
consumers mind. At this point, brand strength
is critical.
TV + PRICE

22. Similar to the way brands like Canon means
something in printer and photocopier markets, and a
're-seller' brands like Aussie home loans means
something in the mortgage market, Brands in high
growth markets needs to develop a strong brand that
is different from competitors in a way that matters to
me.

23. At Aussie they'll save me!

24. ...and Bunnings means much more to me than just lower prices

25. So why should I remembering your brand?

26. why does it matter to me?

27. How is your brand different in a way that matters?

28. Being a strong brand that is different and valuable
doesn't mean so much in a high growth market.

29. but it means everything when things get crowded and you
don't want to get caught up competing on price alone.

30. ..to win, build a brand that matters

31. ..or it's LED lights out.

32. the end