Introduce the flow of market research for each product at EngineThemes. Market research is a pre-launch step. There will be guides to Launch, Growth and Maturity of the product in this series
1) The document discusses the product life cycle of the Maruti 800 automobile in India from its launch in 1983 until its replacement by the Alto 800 in 2012-2013. It describes the 5 stages of the product life cycle - introduction, growth, maturity, decline, and repositioning.
2) In the introduction stage from 1983-1986, Maruti Udyog launched the Maruti 800 as a collaboration with Suzuki Motor. It was the cheapest car in India and was also exported. Over time, features were added and sales grew rapidly.
3) By the maturity stage from 1997-2002, competitors entered the market and Maruti launched newer models like the Alto but sales of the 800 gradually declined
Saffola cooking oil was originally launched in 1960 as a flagship brand of Marico Ltd, targeting male consumers over 45 years old concerned with heart health. In the 1990s, Saffola established itself as the first "healthy oils" brand through doctor endorsements promoting its benefits. However, sales began stagnating as the brand was seen only as a prescription product. A repositioning effort in the 2000s aimed to broaden Saffola's appeal beyond heart health to "healthy living", but this also failed to significantly boost sales. The brand's strong medical association proved difficult to change. A new strategy refocused on younger urban consumers through the sub-brand "Saffola Gold" and a 360 degree marketing approach
This document discusses a marketing plan for Enbrel, a drug produced by Wyeth to treat psoriasis. It provides an overview of Wyeth, describes Enbrel and the psoriasis market in Egypt. It analyzes Enbrel's market share and position, performs a SWOT analysis, and discusses segmentation of the psoriasis market in Egypt. The plan suggests an awareness campaign to educate physicians, insurers and others on benefits of Enbrel to improve patients' quality of life and allow them to meet needs beyond just basic physiological requirements.
The document discusses literacy, education, and vocational training programs for youth in India run by Pratham Institute. It notes that India has a very young workforce but only 2% are formally skilled. Pratham Institute aims to provide vocational skill training, build confidence, meet industry demands, and develop entrepreneurs. It has trained over 20,000 youth across various sectors like hospitality, automotive, healthcare, and placed many in jobs. Pratham Institute works across India with a focus on sustainability and innovation in its programs.
Titan is an Indian watch and jewellery company launched in 1987. It has since launched several brands like Fastrack in 2003 and eyewear in 2007 to expand its product portfolio. Titan's mission is to create wealth for stakeholders through customer-centric businesses and community contributions. Its vision is to be a world-class innovative organization and build India's most desirable brands. Titan holds a 58% market share in the watches segment in India, followed by HMT at 19%. The company uses Ansoff's matrix to penetrate existing markets through brands like Titan Bandhan and expand into new markets and products.
The document provides an overview of the Indian wafer snacks market. It discusses the market size of approximately Rs. 4,500-5,000 crores annually and growth rate of 30%. Major players include Frito-Lay, Bingo, Haldiram, and Balaji. Frito-Lay commands 45% market share. The document then analyzes the industry attractiveness using Porter's 5 forces model, finding the threat of new entrants and competitive rivalry to be moderate and high respectively. Finally, it summarizes the marketing strategies of leaders Frito-Lay and Bingo, and challenger Smart Chips.
Product management case study ciba visionADITYA KARWA
The document discusses Ciba Vision's proposal to develop a daily disposable contact lens to compete in the growing market dominated by Johnson & Johnson. It outlines the challenges of the project, including high costs, changing consumer perceptions, and the need to develop a new production process. The executive team debated whether to create an isolated project team in Germany or Atlanta. They ultimately recommended establishing a separate cross-functional team in Atlanta, with a dedicated budget and external support, to quickly develop the lens before competitors and launch with extensive marketing.
1) The document discusses the product life cycle of the Maruti 800 automobile in India from its launch in 1983 until its replacement by the Alto 800 in 2012-2013. It describes the 5 stages of the product life cycle - introduction, growth, maturity, decline, and repositioning.
2) In the introduction stage from 1983-1986, Maruti Udyog launched the Maruti 800 as a collaboration with Suzuki Motor. It was the cheapest car in India and was also exported. Over time, features were added and sales grew rapidly.
3) By the maturity stage from 1997-2002, competitors entered the market and Maruti launched newer models like the Alto but sales of the 800 gradually declined
Saffola cooking oil was originally launched in 1960 as a flagship brand of Marico Ltd, targeting male consumers over 45 years old concerned with heart health. In the 1990s, Saffola established itself as the first "healthy oils" brand through doctor endorsements promoting its benefits. However, sales began stagnating as the brand was seen only as a prescription product. A repositioning effort in the 2000s aimed to broaden Saffola's appeal beyond heart health to "healthy living", but this also failed to significantly boost sales. The brand's strong medical association proved difficult to change. A new strategy refocused on younger urban consumers through the sub-brand "Saffola Gold" and a 360 degree marketing approach
This document discusses a marketing plan for Enbrel, a drug produced by Wyeth to treat psoriasis. It provides an overview of Wyeth, describes Enbrel and the psoriasis market in Egypt. It analyzes Enbrel's market share and position, performs a SWOT analysis, and discusses segmentation of the psoriasis market in Egypt. The plan suggests an awareness campaign to educate physicians, insurers and others on benefits of Enbrel to improve patients' quality of life and allow them to meet needs beyond just basic physiological requirements.
The document discusses literacy, education, and vocational training programs for youth in India run by Pratham Institute. It notes that India has a very young workforce but only 2% are formally skilled. Pratham Institute aims to provide vocational skill training, build confidence, meet industry demands, and develop entrepreneurs. It has trained over 20,000 youth across various sectors like hospitality, automotive, healthcare, and placed many in jobs. Pratham Institute works across India with a focus on sustainability and innovation in its programs.
Titan is an Indian watch and jewellery company launched in 1987. It has since launched several brands like Fastrack in 2003 and eyewear in 2007 to expand its product portfolio. Titan's mission is to create wealth for stakeholders through customer-centric businesses and community contributions. Its vision is to be a world-class innovative organization and build India's most desirable brands. Titan holds a 58% market share in the watches segment in India, followed by HMT at 19%. The company uses Ansoff's matrix to penetrate existing markets through brands like Titan Bandhan and expand into new markets and products.
The document provides an overview of the Indian wafer snacks market. It discusses the market size of approximately Rs. 4,500-5,000 crores annually and growth rate of 30%. Major players include Frito-Lay, Bingo, Haldiram, and Balaji. Frito-Lay commands 45% market share. The document then analyzes the industry attractiveness using Porter's 5 forces model, finding the threat of new entrants and competitive rivalry to be moderate and high respectively. Finally, it summarizes the marketing strategies of leaders Frito-Lay and Bingo, and challenger Smart Chips.
Product management case study ciba visionADITYA KARWA
The document discusses Ciba Vision's proposal to develop a daily disposable contact lens to compete in the growing market dominated by Johnson & Johnson. It outlines the challenges of the project, including high costs, changing consumer perceptions, and the need to develop a new production process. The executive team debated whether to create an isolated project team in Germany or Atlanta. They ultimately recommended establishing a separate cross-functional team in Atlanta, with a dedicated budget and external support, to quickly develop the lens before competitors and launch with extensive marketing.
The document provides an overview of Adidas, including its history, leadership, financial details, product segments, and case study issues. Some key points:
- Adidas was founded in 1949 and has grown through acquisitions of companies like Salomon and Reebok. It reported $10 billion in net sales in 2008.
- The company has three product segments: Performance, Originals, and Lifestyle (Y3). Performance focuses on categories like running and football, while Originals and Lifestyle target lifestyle consumers.
- Case study issues include the company's reduced fortunes after changes in ownership, lack of advertising in the US, and opportunities to expand globally and identify new technology products.
-
The document discusses the BCG matrix, which classifies business units into four categories based on their relative market share and market growth rate: question marks, stars, cash cows, and dogs.
Question marks have high growth but low market share, requiring high investment to potentially become stars or cash cows. Stars have high growth and market share but also require heavy investment. Cash cows have low growth but high market share, generating cash to invest in other products. Dogs have low growth and market share and should be divested from or have investment reduced.
The BCG matrix provides a framework for analyzing a company's product portfolio and allocating resources, though it has limitations and requires further analysis to develop effective strategies for business units
Red Bull is considering extending its brand into caffeinated energy bars. It would leverage Red Bull's brand image of high energy and excitement. The implementation strategy includes placing bars in convenience stores with eye-catching packaging and a premium price of $3.99. Red Bull projects the total energy bar market size at $1.2 billion, and estimates it could capture a 5% initial market share.
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
Marketing Position Of "GILLETTE" and Its Supply Chain Integration Sunny Kumar
The report was assigned to evaluate marketing practices of Gillette and their effectiveness in Pakistan's safety razors and personal care product sector.
The document provides information on the BCG matrix and GE matrix, which are tools for analyzing a company's business portfolio.
The BCG matrix developed by Bruce Henderson classifies products into four categories (Stars, Cash Cows, Question Marks, Dogs) based on market share and market growth. The GE matrix developed by McKinsey uses a nine-cell grid to classify products based on business strength and industry attractiveness.
The document then analyzes McDonald's and Google using both matrices, classifying some of their products and services into the different categories to demonstrate how the tools can be applied.
Team E achieved a cumulative ROI of 6.4%, generated $1.276 billion in revenues through sales of 3029 units, and increased their market share to 19.3%, resulting in a $728 thousand contribution after marketing and a stock price index of 3623. Their strong financial performance was driven by growing market share and revenues while maintaining high returns on investment.
The document discusses the strategies and decision-making process of a company playing a business simulation game over 9 periods, focusing on being the first mover in the emerging Vodie market, setting objectives to dominate specific segments, and balancing budgets to fund R&D, production, and marketing while maintaining stock performance and market share leadership. Key lessons highlighted include benefits of early market entry, importance of long-term strategies and goals, need for flexibility, and budget management challenges of running a large diversified business.
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when a new competitor, Garnier, launched. Nielsen applied its "Winning Brands" solution to examine Pantene's brand equity, market share, loyalty, personality, pricing, and shopping behavior. The analysis found that consumers were highly involved but used habitual shopping modes. It identified Pantene's main competitors and opportunities to trigger consumers to reevaluate their brand choices through improved promotions and packaging changes to better position Pantene's brand personality.
The BCG matrix is a portfolio planning model that classifies a company's business units into four categories based on their market share and market growth rate: stars, question marks, cash cows, and dogs. Stars are market leaders that generate cash but also require heavy investment. Question marks have potential but also absorb cash. Cash cows are mature business units in stable industries that generate cash with little investment. Dogs are cash traps in declining industries. The matrix helps identify how to allocate resources for maximum growth and profitability by screening opportunities and considering investment needs. However, it only considers two dimensions and high market share does not guarantee profits.
The document discusses the application of the BCG matrix to analyze major automobile companies in India. It provides statistics on India's ranking in auto manufacturing and outlines the major players in different vehicle segments. Market share data shows that Maruti Suzuki dominates the passenger vehicle market with nearly 50% share, followed by Hyundai, Mahindra & Mahindra, and Tata Motors. For each of these top three companies - Maruti Suzuki, Hyundai, and Mahindra & Mahindra - the document analyzes their product portfolios using the BCG matrix to classify products as question marks, dogs, cash cows or stars based on their market growth and market share.
Nike is an American multinational corporation that designs, develops, markets and sells footwear, apparel, and equipment. Founded in 1964 in Oregon, Nike has become a leader in the athletic shoe and apparel industry through innovative product design and effective marketing strategies. Nike focuses on sustainability and social responsibility through initiatives that aim to improve working conditions, reduce environmental impact, and empower workers.
This document discusses strategies for launching new products. It covers several key points:
1. Successful product launching depends on coordination across functions and preparation.
2. Strategic decisions for launching include identifying customers, product positioning, and developing an appropriate marketing mix.
3. Tactical decisions involve the "4 Ps" of marketing - product, price, place (distribution), and promotion.
4. The document provides an overview of different product life cycle stages and strategies for each stage.
The document discusses healthcare challenges in the U.S. and emerging global healthcare models. It outlines GE's strategy to invest $6 billion by 2015 in over 100 innovations that lower costs, increase access, and improve quality in healthcare by 15%. GE aims to drive better employee health, achieve long-term healthcare growth above GDP rates, and be transparent in partnering with others to support more productive and sustainable healthcare systems.
A Case for a new launch?
Your client is one of India's oldest homegrown FMCG companies, TipTop Products. They have been key players in the Personal Care category for several decades, competing successfully with large multinational companies. They are currently present in the categories of soaps, shampoos, moisturizing creams, fairness products and talcum powder. They are focused in the northern and eastern parts of the country, although their products enjoy good distribution across India. Their products are popular both in urban (Tier 2) and rural areas.
For the last 8+ quarters though, their growth has been stagnating. This is partly due to evolution of some of their key categories, as consumers seek other forms of Personal Care. TipTop's head of marketing has been studying this evolution of the market, and the changing consumer, and he feels that TipTop needs to revamp their product portfolio. He strongly feels that deodorants is a Personal Care category that TipTop needs to get into, because of its exploding growth and potential. Some of the other leaders at TipTop however, are not so sure. TipTop has hired you to help. Can you specifically answer these questions for them:
1. Should TipTop enter the Deodorants market? Would you look at a specific market segment or look at the overall market? Please provide your reasons based on the data provided.
2. If they choose to enter, what launch strategy would you recommend in terms of product type, distribution and marketing strategy?
TipTop has provided some data for you to base your conclusions on. Please state what other types of data you might need.
The document provides an analysis of pre-purchase consumer behavior towards TVS motors in India. It analyzes 18 consumers who were planning to purchase a 2-wheeler in the premium (Rs. 50,000+) or executive (Rs. 40,000-50,000) segment from TVS. It finds that consumers in the 25-33 age group were more inclined towards premium bikes focusing on design and performance, while being willing to pay more. They considered Yamaha as the main competitor for TVS in this segment. The survey also showed that consumers do significant research one month before purchase, mainly gathering information from advertisements, and make the purchase decision themselves without much influence from others.
The document discusses a SWOT analysis of REVA, an electric vehicle company. It notes REVA's strengths include having no competition in the EV segment, being environmentally friendly, low driving costs, government subsidies, and high customer satisfaction. Opportunities include a large untapped EV market and growing demand for green technologies. Weaknesses include high prices and low consumer awareness, while threats include potential new competitors and changing government incentives.
The document summarizes an analytics platform that maps competitors' products across websites and languages. It monitors pricing and visibility trends for products like the Adidas Gazelle shoe sold on retailers like Macy's, Next, Zalando, Myntra, and Zalora. The platform discovers exact and similar products, tracks pricing strategies over time, and identifies opportunities for customized pricing and store-level analytics to maximize sales.
- Gillette was founded in 1901 and introduced the first safety razor in 1904. It entered the Indian market in 1984 through a joint venture.
- Gillette produces shaving products and personal care brands like Oral-B, Braun, Duracell batteries, Luxor pens. It reported a 16% rise in sales and profits for the fiscal year 2007-2008.
- Gillette has a wide portfolio of shaving systems, blades, gels, and other personal care products. It uses various marketing strategies like pricing, promotions, and distribution channels to reach consumers across India.
The document provides an overview of Adidas' marketing strategy. It discusses Adidas' mission and vision to be the global leader in sports and focus on innovation. It outlines Adidas' business model of streamlining operations and focusing on innovative products. The target market is athletes aged 20-29 and influential consumers aged 14-19. Main competitors are discussed. The marketing mix of product, price, place and promotion is explained, including brand ambassadors, team sponsorships, and the "Impossible is Nothing" campaign. The marketing budget for R&D and overall is also summarized.
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...CompellingPM
In my April 23rd Webinar, I presented the importance of becoming more Strategic as Product Managers and Product Marketers. The starting point for this is to clearly understand our target markets. Too much activity in Product Management/Marketing is guided by our own assumptions, internal discussions and anecdotal information. If we are serious about being great Product Managers & Product Marketers, we must develop a deep (or dare I shall say intimate) understanding of our target markets. In this webinar, we’ll show what you must learn about your target markets and how to do it?
Key Takeaways from participating in this webinar:
Learn the 3 key points you must know about your target markets
Discover essential frameworks that will allow you to effectively describe your target markets to sales, marketing and executive management.
Understand how this understanding leads to great Product Management & Product Marketing
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
The document provides an overview of Adidas, including its history, leadership, financial details, product segments, and case study issues. Some key points:
- Adidas was founded in 1949 and has grown through acquisitions of companies like Salomon and Reebok. It reported $10 billion in net sales in 2008.
- The company has three product segments: Performance, Originals, and Lifestyle (Y3). Performance focuses on categories like running and football, while Originals and Lifestyle target lifestyle consumers.
- Case study issues include the company's reduced fortunes after changes in ownership, lack of advertising in the US, and opportunities to expand globally and identify new technology products.
-
The document discusses the BCG matrix, which classifies business units into four categories based on their relative market share and market growth rate: question marks, stars, cash cows, and dogs.
Question marks have high growth but low market share, requiring high investment to potentially become stars or cash cows. Stars have high growth and market share but also require heavy investment. Cash cows have low growth but high market share, generating cash to invest in other products. Dogs have low growth and market share and should be divested from or have investment reduced.
The BCG matrix provides a framework for analyzing a company's product portfolio and allocating resources, though it has limitations and requires further analysis to develop effective strategies for business units
Red Bull is considering extending its brand into caffeinated energy bars. It would leverage Red Bull's brand image of high energy and excitement. The implementation strategy includes placing bars in convenience stores with eye-catching packaging and a premium price of $3.99. Red Bull projects the total energy bar market size at $1.2 billion, and estimates it could capture a 5% initial market share.
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
Marketing Position Of "GILLETTE" and Its Supply Chain Integration Sunny Kumar
The report was assigned to evaluate marketing practices of Gillette and their effectiveness in Pakistan's safety razors and personal care product sector.
The document provides information on the BCG matrix and GE matrix, which are tools for analyzing a company's business portfolio.
The BCG matrix developed by Bruce Henderson classifies products into four categories (Stars, Cash Cows, Question Marks, Dogs) based on market share and market growth. The GE matrix developed by McKinsey uses a nine-cell grid to classify products based on business strength and industry attractiveness.
The document then analyzes McDonald's and Google using both matrices, classifying some of their products and services into the different categories to demonstrate how the tools can be applied.
Team E achieved a cumulative ROI of 6.4%, generated $1.276 billion in revenues through sales of 3029 units, and increased their market share to 19.3%, resulting in a $728 thousand contribution after marketing and a stock price index of 3623. Their strong financial performance was driven by growing market share and revenues while maintaining high returns on investment.
The document discusses the strategies and decision-making process of a company playing a business simulation game over 9 periods, focusing on being the first mover in the emerging Vodie market, setting objectives to dominate specific segments, and balancing budgets to fund R&D, production, and marketing while maintaining stock performance and market share leadership. Key lessons highlighted include benefits of early market entry, importance of long-term strategies and goals, need for flexibility, and budget management challenges of running a large diversified business.
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when a new competitor, Garnier, launched. Nielsen applied its "Winning Brands" solution to examine Pantene's brand equity, market share, loyalty, personality, pricing, and shopping behavior. The analysis found that consumers were highly involved but used habitual shopping modes. It identified Pantene's main competitors and opportunities to trigger consumers to reevaluate their brand choices through improved promotions and packaging changes to better position Pantene's brand personality.
The BCG matrix is a portfolio planning model that classifies a company's business units into four categories based on their market share and market growth rate: stars, question marks, cash cows, and dogs. Stars are market leaders that generate cash but also require heavy investment. Question marks have potential but also absorb cash. Cash cows are mature business units in stable industries that generate cash with little investment. Dogs are cash traps in declining industries. The matrix helps identify how to allocate resources for maximum growth and profitability by screening opportunities and considering investment needs. However, it only considers two dimensions and high market share does not guarantee profits.
The document discusses the application of the BCG matrix to analyze major automobile companies in India. It provides statistics on India's ranking in auto manufacturing and outlines the major players in different vehicle segments. Market share data shows that Maruti Suzuki dominates the passenger vehicle market with nearly 50% share, followed by Hyundai, Mahindra & Mahindra, and Tata Motors. For each of these top three companies - Maruti Suzuki, Hyundai, and Mahindra & Mahindra - the document analyzes their product portfolios using the BCG matrix to classify products as question marks, dogs, cash cows or stars based on their market growth and market share.
Nike is an American multinational corporation that designs, develops, markets and sells footwear, apparel, and equipment. Founded in 1964 in Oregon, Nike has become a leader in the athletic shoe and apparel industry through innovative product design and effective marketing strategies. Nike focuses on sustainability and social responsibility through initiatives that aim to improve working conditions, reduce environmental impact, and empower workers.
This document discusses strategies for launching new products. It covers several key points:
1. Successful product launching depends on coordination across functions and preparation.
2. Strategic decisions for launching include identifying customers, product positioning, and developing an appropriate marketing mix.
3. Tactical decisions involve the "4 Ps" of marketing - product, price, place (distribution), and promotion.
4. The document provides an overview of different product life cycle stages and strategies for each stage.
The document discusses healthcare challenges in the U.S. and emerging global healthcare models. It outlines GE's strategy to invest $6 billion by 2015 in over 100 innovations that lower costs, increase access, and improve quality in healthcare by 15%. GE aims to drive better employee health, achieve long-term healthcare growth above GDP rates, and be transparent in partnering with others to support more productive and sustainable healthcare systems.
A Case for a new launch?
Your client is one of India's oldest homegrown FMCG companies, TipTop Products. They have been key players in the Personal Care category for several decades, competing successfully with large multinational companies. They are currently present in the categories of soaps, shampoos, moisturizing creams, fairness products and talcum powder. They are focused in the northern and eastern parts of the country, although their products enjoy good distribution across India. Their products are popular both in urban (Tier 2) and rural areas.
For the last 8+ quarters though, their growth has been stagnating. This is partly due to evolution of some of their key categories, as consumers seek other forms of Personal Care. TipTop's head of marketing has been studying this evolution of the market, and the changing consumer, and he feels that TipTop needs to revamp their product portfolio. He strongly feels that deodorants is a Personal Care category that TipTop needs to get into, because of its exploding growth and potential. Some of the other leaders at TipTop however, are not so sure. TipTop has hired you to help. Can you specifically answer these questions for them:
1. Should TipTop enter the Deodorants market? Would you look at a specific market segment or look at the overall market? Please provide your reasons based on the data provided.
2. If they choose to enter, what launch strategy would you recommend in terms of product type, distribution and marketing strategy?
TipTop has provided some data for you to base your conclusions on. Please state what other types of data you might need.
The document provides an analysis of pre-purchase consumer behavior towards TVS motors in India. It analyzes 18 consumers who were planning to purchase a 2-wheeler in the premium (Rs. 50,000+) or executive (Rs. 40,000-50,000) segment from TVS. It finds that consumers in the 25-33 age group were more inclined towards premium bikes focusing on design and performance, while being willing to pay more. They considered Yamaha as the main competitor for TVS in this segment. The survey also showed that consumers do significant research one month before purchase, mainly gathering information from advertisements, and make the purchase decision themselves without much influence from others.
The document discusses a SWOT analysis of REVA, an electric vehicle company. It notes REVA's strengths include having no competition in the EV segment, being environmentally friendly, low driving costs, government subsidies, and high customer satisfaction. Opportunities include a large untapped EV market and growing demand for green technologies. Weaknesses include high prices and low consumer awareness, while threats include potential new competitors and changing government incentives.
The document summarizes an analytics platform that maps competitors' products across websites and languages. It monitors pricing and visibility trends for products like the Adidas Gazelle shoe sold on retailers like Macy's, Next, Zalando, Myntra, and Zalora. The platform discovers exact and similar products, tracks pricing strategies over time, and identifies opportunities for customized pricing and store-level analytics to maximize sales.
- Gillette was founded in 1901 and introduced the first safety razor in 1904. It entered the Indian market in 1984 through a joint venture.
- Gillette produces shaving products and personal care brands like Oral-B, Braun, Duracell batteries, Luxor pens. It reported a 16% rise in sales and profits for the fiscal year 2007-2008.
- Gillette has a wide portfolio of shaving systems, blades, gels, and other personal care products. It uses various marketing strategies like pricing, promotions, and distribution channels to reach consumers across India.
The document provides an overview of Adidas' marketing strategy. It discusses Adidas' mission and vision to be the global leader in sports and focus on innovation. It outlines Adidas' business model of streamlining operations and focusing on innovative products. The target market is athletes aged 20-29 and influential consumers aged 14-19. Main competitors are discussed. The marketing mix of product, price, place and promotion is explained, including brand ambassadors, team sponsorships, and the "Impossible is Nothing" campaign. The marketing budget for R&D and overall is also summarized.
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...CompellingPM
In my April 23rd Webinar, I presented the importance of becoming more Strategic as Product Managers and Product Marketers. The starting point for this is to clearly understand our target markets. Too much activity in Product Management/Marketing is guided by our own assumptions, internal discussions and anecdotal information. If we are serious about being great Product Managers & Product Marketers, we must develop a deep (or dare I shall say intimate) understanding of our target markets. In this webinar, we’ll show what you must learn about your target markets and how to do it?
Key Takeaways from participating in this webinar:
Learn the 3 key points you must know about your target markets
Discover essential frameworks that will allow you to effectively describe your target markets to sales, marketing and executive management.
Understand how this understanding leads to great Product Management & Product Marketing
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
As business owners and execs, as product managers and sales people, we are surrounded by big data. Yet, we have big questions about our customers that we still don't have the answers to. We know a lot about what people are doing but not really the underlying reasons why. To get at that why you need to leverage the power of SMALL data.
This document discusses the importance of conducting market research before launching a new product or service. It outlines several key objectives of market research, including understanding the target market and customers' needs and perspectives. The document then provides guidance on assessing the relevant market, identifying competitors and their offerings, determining the target audience, and understanding what customers want and how they will perceive the new offering. A variety of qualitative and quantitative primary and secondary research methods are described to help gather customer insights and competitive intelligence needed to ensure market feasibility and success.
Creating Disruptive Strategies In Legacy ProductsJulie Anne Reda
This document outlines a framework for developing disruptive product strategies when gaps need to be closed. It discusses setting working agreements between product management, engineering and marketing; conducting research through secondary sources, user input and organizational data; analyzing the data through SWOT, Porter's Five Forces and prioritizing a roadmap. It then provides examples of developing strategies by looking at related technologies, leveraging an organization's assets and talents, and addressing underserved needs. The importance of articulating a clear value proposition and differentiating features is emphasized.
A merchant's guide to assembling the team, and conducting a SWOT analysis for category, brand, promotion, customer segmentation, or marketplace.
Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
The document provides an overview of digital marketing and various digital marketing strategies and tools. It begins with an introduction to digital marketing versus web marketing. It then covers topics such as digital marketing audits, competitor research, the digital marketing mix including email marketing, search engine optimization (SEO), social media, and various social media platforms. The document provides definitions and explanations of these digital marketing concepts in 1-2 paragraphs for each topic.
Tammy Ben Eliezer Baxter Swot Analysis Ppttben_eliezer
This document provides information on conducting a SWOT analysis. It begins by defining SWOT as an acronym that stands for strengths, weaknesses, opportunities, and threats. It then explains that a SWOT analysis involves analyzing an organization's internal strengths and weaknesses and its external opportunities and threats. The document provides examples of factors that could be considered for each component of a SWOT analysis. It emphasizes that SWOT analysis is subjective and should involve brainstorming from various perspectives. Overall, the document outlines the key components and process of conducting a SWOT analysis for an organization.
Product Management - Successful products, Strategy, Finding a job, B2B vs B2C...Rahul Deshpande
The document provides information about Rahul Deshpande and his background in product management. It states that he is the director of product management at his own company ProductManagementClub.com and has advised startups in Silicon Valley. It also notes that he has trained hundreds of students in product management across major tech companies and is involved in several product management associations. The document emphasizes his passion for product management and technology.
Young Marketers Elite 3 - Assignment 4.1 - Đức Hiệp_Ngọc Khánh_Minh ThôngNgọc Khánh Phạm
This document provides an overview of consumer and market knowledge as well as market research. It defines market research as a systematic way to collect data to solve marketing problems and help make better marketing decisions. The document then discusses the main purposes of market research including understanding the market and consumers, generating and evaluating marketing actions, and identifying opportunities and problems. It also outlines the key elements that should be included in a market research brief such as business objectives, research background, research objectives, action standards, key information needed, respondent requirements, and segment breakouts.
Faculty Development Program (FDP) for Entrepreneurs Development Program (EDP...Shakir Ali
The document discusses the importance of environmental scanning for new businesses and startups. It defines environmental scanning as analyzing factors inside and outside an organization to understand rapid changes that impact business. This helps identify strengths, weaknesses, opportunities, and threats through tools like SWOT and PESTLE analysis. The document emphasizes that environmental scanning is crucial for entrepreneurs to gauge market acceptance and risks for new ideas. It provides approaches and factors to consider like value propositions, messaging, competition and regulations. Finally, it discusses how digital tools like social media, analytics, and sentiment analysis can be leveraged for environmental scanning in the modern business environment.
Serve your customers better with User Experience ResearchAmanda Stockwell
This document discusses user experience (UX) research and marketing research. It defines UX research as understanding users and the context in which they use products in order to uncover opportunities and understand why things happen from the user's perspective. Marketing research is defined as understanding purchasers and the context of purchase in order to uncover market opportunities and understand what is happening from the company's perspective. The document then outlines different types of research methods that can be used for UX and marketing research like interviews, usability testing, surveys, and analytics reviews. It provides guidance on choosing methods based on the product stage and type of questions being asked.
Our Product Development Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive product development strategy & plan.
The Business Evaluation Scoring Technique (BEST)Peachy Essay
The Business Evaluation Scoring Technique (BEST) was developed to help entrepreneurs evaluate a group of ideas before deciding which ones to pursue.
The tool considers the various “windows of opportunity” related to new ventures.
The NPD process involves 8 key stages from idea generation through to product launch. It begins with brainstorming ideas and evaluating their potential. Top ideas are further developed into concepts which are tested through market research. Strategic and financial analysis determines if concepts fit the business. Products are developed, tested with customers and modified based on feedback. They are then commercialized by determining pricing and marketing plans. Finally, a launch plan introduces the product to the market.
Sample contents of a completed feasibility studynazcats
This feasibility study examines the viability of a new business venture. It includes sections on marketing, competition, management needs, and financial projections. The technical, production, and economic analyses determine if the required resources and market demand exist to make the business successful. The conclusion recommends whether or not the venture is feasible based on the comprehensive analysis in the study.
This document summarizes key points from a training session on social media measurement:
1. Social advertising spending has grown significantly in recent years but measurement remains a challenge, particularly linking activities to real objectives and ROI.
2. To measure return meaningfully, clear objectives like increasing brand awareness, engagement, or leads must be set first.
3. Social marketers have access to metrics on reach, engagement, and impact through various analytics and tools, but metrics need to be appropriate to objectives and provide useful context benchmarks.
4. Upcoming trends like native advertising and programmatic buying may change how social performance is measured and closed-loop attribution is achieved. Defining clear objectives, focusing on aligned metrics,
The document provides guidance on identifying suitable business opportunities. It advises analyzing strengths and weaknesses, as well as considering unmet needs and unique product features. An entrepreneur should study their managerial and technical skills, market potential, and economic viability. The document outlines three types of opportunities - additive, complementary, and breakthrough. Product ideas may come from studying raw materials, skills, trade statistics, stores, policies, research, and customer feedback. An entrepreneur must confirm their identified idea through analyzing managerial ability, technical feasibility, marketability, and economic viability of the potential product.
The document outlines 10 questions for entrepreneurs to consider when developing a new business idea or product. The questions address: identifying the entrepreneur and their unique value proposition; defining the problem, solution, and product; validating a market need and identifying target customers; assessing competitors; determining distribution and pricing strategies; identifying keys to success and risks; setting milestones; determining funding needs and costs; and identifying any additional needs or assumptions. Taking entrepreneurs through these questions aims to help strengthen their business concept before pursuing funding or launch.
Concrete Logic helps high-tech startups and internal incubators with market strategy development. They provide services to define the market opportunity, verify the value proposition, make the business case, analyze the adoption cycle, expect the unexpected, build the business model, and convert strategy into action. Their process involves exploring topics through discussion, research, validation, and deliverables like executive summaries and presentations to secure funding and move projects forward.
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2. A NEW PRODUCT
A completely new product
o Innovation to the market
o May create a new market
Additions to existing product lines
o New supplements to current products
Modifications of existing products
o Improve product performance to meet higher demands
Product life cycle
Develop Launch Grow Maturity
TIME
SALE
3. DEVELOP - RESEARCH FLOW
Define the needs
• Set research
objectives
• Identify possible
marketing actions
Research
questions
• Specific
constraints
• Identify
essential data
metrics for
marketing
actions
• Determine
how to collect
data
Collect
information
• Secondary data
• Primary data
Analysis &
suggestions
• SWOT analysis
• Profit analysis
• User analysis
• Competitor analysis
Take marketing
actions
• Implement
recommendations
• Evaluate results
Step 1 Step 2 Step 3 Step 4 Step 5
4. Clarity & purpose of the product:
o Is the purpose of the new product clear?
o Can potential users be persuaded of the product’s benefits?
o What value do we deliver to the customer?
Assess demand for the product:
o Does the product meet the need?
o What is the specific nature of target customers’ requirements?
User analysis of new product
o Who are potential customers? What are user persona?
o Which customer’s problems are we solving?
o How likely are potential customers buy the product at face value?
DEVELOP – RESEARCHQUESTIONS
5. User behavior of existing products:
o How long are existing product used?
o How frequency does customers contact for updates?
o What do they demand for existing product upgrades?
Identify market gaps
o What challenges do people face while using existing products?
o What demanded requirements are missing?
o How are current customers satisfied with the existing products?
Value-based pricing
o Is the price reasonable to benefits?
o How is the price compared with competitors?
DEVELOP – RESEARCHQUESTIONS
6. Secondary Research via external sources
o Market sizing
o Forecasts
Primary Research
o Quantitative (surveys, polls, crowdsourcing, social media)
o Qualitative (one on one interviews, focus group, etc.)
New approaches
o AB tests of products and pages
o Online focus groups/forums, crowdsourcing
o Social media pools, ID of early product testers and influencers
DEVELOP –COLLECT INFORMATION
7. Strength
Weakness
Opportunity
Threat
DEVELOP – SWOTANALYSIS
• What does
EngineThemes do
better than others?
• What are
EngineThemes
USP?
• What do
competitors and
customers in your
market perceive as
your weakness?
• What is
EngineThemes
competitive edge?
• What PEST changes
are taking place
that could be
unfavorable?
• What restraints is
EngineThemes
facing?
• What are
competitors doing
that could
negatively impact
EngineThemes?
• What do other
companies do
better than
EngineThemes?
• What elements of
the business add
little or no value?
• What do
competitors and
customers in
WordPress
market perceive
as your
weakness?
• What PEST
changes are taking
place that could be
favorable?
• Are there currently
gaps in the market
or unfulfilled
demand?
• What new
innovation could
EngineThemes
bring to
WordPress
market?
8. DEVELOP – PROFITANALYSIS (Five
Forces)
Supplier
power
Number of
suppliers of
product
Uniqueness
of product
Size and
strength of
the supplier
Cost of
switching
suppliers
Buyer
power
Buyer
information
Buyer
volume
Buyer price
sensitivity
Buyer
switching
costs
Bargaining
leverage
Threats of
substitution
Buyer
switching
cost
Buyer
tendency to
substitute
Product
differentiati
on
Threat of
new entry
Switching
costs
Economies
of scale
Learning
curve
Capital
requiremen
ts
Patents
Rivalry
Number of
competitors
Size of
competitors
Industry
growth rate
Differentiati
on
Exit barriers
Market
share
Market
growth
9. DEVELOP –COMPETITORANALYSIS
(FourCorner)
Motivation
• Financial goals
• Corporate culture
• Organization structure
• Leadership team backgrounds
• External constraints
• Business philosophy
Current strategy
• How their business creates value
• Which field their business is
targeting
• Relationships and networks their
business has developed
Management assumptions
• Company’s perceptions of
strengths and weaknesses
• Cultural traits
• Organization value
• Perceived industry forces
• Belief about competitor’s goals
Capabilities
• Marketing skills
• Ability to service channels
• Skills and training to work force
• Patents and copyrights
• Financial strength
• Leadership qualities of CEO
FUTURE COMPETITOR STRATEGY