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The document discusses strategies for market leaders to expand their total market and defend market share, including attracting new customers through market penetration, new market segment, and geographical expansion strategies. It also recommends increasing usage of existing products by boosting packaging or redesigning products, and protecting market share through proactive and defensive marketing strategies. Annual sales increased 20% by introducing a multi-recipe strategy and new ways to use existing brands.
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This document outlines the key steps for effectively launching a new product, including conducting market research to understand customer needs and competitor offerings, developing a marketing plan and training materials, conducting clinical trials and seeding programs, and focusing on selling skills like handling objections and ensuring initial trials are successful. It emphasizes the importance of proper planning, preparation, and practice to prevent poor performance and ensure the success of the new product launch.
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Product launch plan of Shoe Cleaning Mousse
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Success Factors and Failure Points in Metabolic Product Launches Report Summary
Biopharmaceutical companies invest large amount of resources to develop and launch new products for metabolic therapeutic areas. However, the complexity of a new metabolic product launch is compounded by the many pitfalls that are part of the market-entry landscape.
Best Practices
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Study Overview–-
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Forty four executives from 38 leading companies including Abbott, Amgen, Baxter, Bayer, Eisai, GlaxoSmithKline, Merck, Novartis, and Roche participated in this study. Majority of the respondents were at vice president or director level.
Section 1: Study Background --
Reviews the study background, the research approach, methodology, participant demographics, the benchmark class and key findings.
Section 2: Topical chapters --
Outlines valuable insights and findings from the study that includes pitfalls & stumbling blocks, lessons learned and best practices and future changes. Pitfalls chapter reviews current and future risk levels for these metabolic launch factors: product shaping, market shaping, physician, patient, payer, internal and regulatory.
Method Media Plan
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Mgmt_Imp_Grp_Proj__Final
Samsung Group outlines key strategy action plans to increase brand awareness, integrate its software division, and form partnerships. The plans involve organizing international departments, recruiting software developers, and researching partnership opportunities. Leadership strategies include communicating cross-divisionally, promoting innovation, and incentivizing employee ideas. Control strategies are to establish goals, review performance monthly, benchmark against competitors, and take corrective action to realign with goals.
IMC - campaign proposal luteinblue
This document proposes an integrated marketing campaign for the national launch of Lutein Blue, a dietary supplement from Nature's Bounty. The objectives are to generate $8-10 million in sales within 12 months by reaching an average of 6 million consumers aged 18-60, increasing brand awareness by 25% among younger adults and 10% among older adults, and enabling repeat purchases from at least 170,000 consumers. The proposed strategy uses mass media like traditional, digital and direct marketing tactics to educate consumers on the harmful effects of blue light and position Lutein Blue as protecting eye health. Success will be evaluated based on website traffic, brand lift, social engagement, leads, sales and other metrics.
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The document outlines the steps for effectively launching a new product, including conducting market research to understand target markets and competition, developing a marketing plan and training materials, selecting key accounts, implementing a pre-launch campaign of press conferences and teasers, training the sales force, launching promotional activities, analyzing effectiveness, and revising plans based on post-launch feedback. The key is to thoroughly plan and prepare all elements of the launch to ensure a successful new product introduction.
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This document outlines the launch plan for White Plus, a shoe cleaning mousse for white shoes. The product aims to provide an effective and easy-to-use solution for cleaning white shoes with less water and time. The target market is sneaker lovers and collectors aged 18-55 with a household income below HK$1,000,000. The objectives are to increase sales, improve awareness, enhance customer satisfaction and become the market share leader. The launch timeline includes product development, promotions, and sales starting from 1 week to 3 months after launch. Measures to evaluate success include media coverage, sales analysis, customer feedback and engagement on social media and website.
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Biopharmaceutical companies invest large amount of resources to develop and launch new products for metabolic therapeutic areas. However, the complexity of a new metabolic product launch is compounded by the many pitfalls that are part of the market-entry landscape.
Best Practices
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Study Overview–-
This study explores the executive insights, best practices and lessons learned to avoid common pitfalls while launching a new metabolic product into market.
About the Benchmark Class -
Forty four executives from 38 leading companies including Abbott, Amgen, Baxter, Bayer, Eisai, GlaxoSmithKline, Merck, Novartis, and Roche participated in this study. Majority of the respondents were at vice president or director level.
Section 1: Study Background --
Reviews the study background, the research approach, methodology, participant demographics, the benchmark class and key findings.
Section 2: Topical chapters --
Outlines valuable insights and findings from the study that includes pitfalls & stumbling blocks, lessons learned and best practices and future changes. Pitfalls chapter reviews current and future risk levels for these metabolic launch factors: product shaping, market shaping, physician, patient, payer, internal and regulatory.
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2. Develop packaging and slogans to showcase the product's uniqueness.
3. Create a timeline and launch strategy with competitor analysis.
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The document provides descriptions of 5 case scenarios related to marketing and business strategy issues:
1. Clean Edge Razor product launch positioning strategy for a new razor in the men's market.
2. Price promotion strategy debate for premium cookware considering brand impact and past analysis.
3. Positioning and communications plan for launch of new weight loss drug in competitive market.
4. Marketing strategy options for supermarket chain facing new low-price competitors.
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There are several types of business strategies that companies can use to achieve their goals. These include:
Integration Strategies: These strategies involve merging or acquiring other companies to gain access to new markets, technologies, or resources. Integration strategies can be vertical, horizontal, or conglomerate.
Intensive Strategies: These strategies focus on increasing market share and profitability within existing markets. This may involve expanding product lines, increasing marketing efforts, or improving distribution channels.
Diversification Strategies: These strategies involve expanding into new markets or industries. This can be done through related diversification, where the company enters a new market that is related to its existing business, or unrelated diversification, where the company enters a completely new market.
Defensive Strategies: These strategies are designed to protect the company from external threats. This may involve reducing costs, divesting non-core businesses, or implementing anti-takeover measures.
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This document outlines a marketing plan for Gatorade to appeal more to everyday consumers rather than just athletes. The plan proposes using Foursquare to offer promotions when users check in at Gatorade locations like gyms and gas stations. An ad campaign will focus on everyday consumers and the benefits of Gatorade. Success will be evaluated by tracking Foursquare check-ins and comparing money spent on marketing to increased sales. The plan will be implemented over 1 year with advertising, blogging, and the Foursquare partnership each receiving a portion of the 15% of the overall marketing budget allocated to this initiative.
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The document outlines a product launch plan with the following key steps:
1. Identify the target audience and market segments.
2. Develop packaging and slogans to showcase the product's uniqueness.
3. Create a timeline and launch strategy with competitor analysis.
4. Consult PR firms, create product sheets, and update websites to promote the product.
5. Advertise through various channels and hold press conferences to generate initial interest.
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This document outlines a marketing plan for Gatorade to appeal more to everyday consumers rather than just athletes. The plan proposes using Foursquare promotions and check-ins at targeted everyday locations like gyms and gas stations to increase Gatorade sales by 8%. Success will be evaluated by tracking Foursquare check-ins and comparing revenue to the marketing budget over 1 year. The budget allocates 15% of overall marketing funds, with 8% for ads targeting everyday people and benefits, 3% for blogging, and 4% for the Foursquare partnership.
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This document describes a vehicle tracking device and provides details about the product, its features, the organization's mission and vision, a marketing plan, SWOT analysis, and marketing strategies. It discusses that the device uses GSM and GPS to provide security against car theft and allows controlling the car via SMS. The organization aims to set standards in software security by providing customized products meeting customer needs. The marketing plan includes targeting middle and high-income customers and pursuing new technology. Strengths include updated technology and experienced staff, while weaknesses are a new product and lack of awareness.
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This document describes a vehicle tracking device and the company marketing it. It provides details on the device's features like GPS tracking and SMS controls. The company's mission is to set standards in software security by providing customized products that satisfy customers. Their vision is to be a global leader in software security with the latest technology. The marketing plan includes a SWOT analysis noting strengths like experienced staff but also weaknesses like the product being new. Marketing strategies include positioning, product, pricing, and promotion strategies to push and pull the product.
Product life cycle
The document discusses the product life cycle, which includes four main stages: introduction, growth, maturity, and decline. In the introduction stage, sales volumes and market share gradually grow through reduced stock turnover and coverage of more sales points. The growth stage involves positioning in the market segment, ongoing promotion activity, and increased repetition of purchases. During maturity, market penetration reaches optimal levels and profitability is highest. In decline, demand decreases with no further growth, ultimately requiring the product's withdrawal from the market if economic results cannot be obtained.
Case Comp SAMPLE
The document discusses an AI chatbot app called Clara that provides virtual therapy and mental health services. It outlines a 3-phase market strategy to launch the prototype in Chengdu and Yangshuo, China, including an initial press release and establishing an early adopter network. Phase 1 involves a 6-month, $200 per person prototype trial with daily surveys and a satisfaction survey, referring extreme cases to a professional. Risks like censorship, intellectual property theft, and misdiagnosis are addressed, as well as mitigations through partnerships with government and WeChat.
Product Launch Methodology
This document outlines a phase-gate approach to product launches with 5 phases: (1) Business Case, (2) Solution Definition, (3) Solution Creation, (4) Market Feedback, and (5) Sales & Operations. Each phase has entrance and exit criteria as well as deliverables that must be approved by management in phase-gate reviews in order to progress to the next phase. The goal is to provide oversight and accountability for product launch efforts.
Market launch plan
This document outlines a three step market launch plan: 1) Pre-Launch involves building awareness through surveys, pamphlets, games and generating interest and an opt-in list. It also includes validating readiness through product samples. 2) Launch focuses on choosing an appropriate venue and date for the product launch event and developing a promotional plan. 3) Post-Launch focuses on measuring success through case studies, reviews, testimonials and growth reports, as well as retaining customers through an exclusive club and holiday gifts.
Product Development & Product Testing
Market research for product development purposes minimizes the risk of failure for a new product or app entering the market. Market research is particularly useful in four stages of product or app development:
Pharma Presentation - Marketing the Future
For many years, pharmaceutical companies decided what their products were worth, and priced them accordingly. But healthcare policy-makers, payers and patient groups are now playing an increasingly important role in the valuation process – and this trend will accelerate, as healthcare expenditure everywhere continues to soar.
Audience fuel look-a-like modeling case study
A magazine publisher hired AudienceFUEL to drive new subscriptions through display banner ads across the web over 6 weeks, with a goal of reaching a $20 cost per order. Using proprietary modeling and media optimization, AudienceFUEL was able to reduce the cost per order from $55 to under $20, meeting the goal. The click-through rate on the banner ads also increased by 58% over the course of the pilot program.
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P&G expands its product categories and reaches customers through acquisition, innovation, understanding market changes, and adapting marketing strategies. It acquires small businesses to enter new categories and develops new products internally and externally. Extensive market research helps customize global products for local markets. P&G understands markets change and uses various marketing techniques from in-store ads and promotions to digital marketing and social media. It evaluates its advertising effectiveness through sales, return on marketing investment, and successful brands, suggesting its current digital and in-store strategies are successful at reaching more consumers worldwide.
Consumer behavior and Marketing strategy
Model of Consumer Behavior
Influencers on Consumer Behavior
Applications of consumer Behavior
Examples of marketing Strategy
Nature of Consumer Behavior
Procter & Gamble
P&G is a global consumer goods company based in Ohio. The case discusses P&G's focus on innovation through R&D connected to marketing, serving unserved customers, and growing its business globally. P&G established research labs and 7 global business units. It connects with external scientists and develops technologies in-house. Successful products include Crest, Head & Shoulders, and Pampers. P&G conducts detailed customer segmentation and brand building. It uses advanced technology and viral marketing. Sponsorships, celebrity endorsements, and digital/social media help increase its global presence. P&G serves over 5 billion consumers as the world's largest marketer by building on strengths in R&D, consumer insights
Patagonia Ppt
The document outlines Patagonia's dilemma in balancing growth goals with environmental values. It proposes a Product Lifecycle Initiative to repair and resell used Patagonia garments, extending their usable life. This would allow the company to maintain profitability while encouraging less consumption and waste. The initiative faces risks like increased costs and potential quality issues but supports Patagonia's mission and competencies. Outsourcing repairs could help implementation.
Final
The document outlines the 8 step new product development process: [1] Idea generation and screening, [2] Concept development and testing, [3] Marketing strategy development, [4] Business analysis, [5] Product development, [6] Test marketing, [7] Commercialization. It then discusses each step in the process and provides examples of idea sources, concept testing methods, and commercialization strategies. The conclusion emphasizes that the process is iterative and many companies complete steps concurrently to reduce time to market.
Marketing case scenarios
The document provides descriptions of 5 case scenarios related to marketing and business strategy issues:
1. Clean Edge Razor product launch positioning strategy for a new razor in the men's market.
2. Price promotion strategy debate for premium cookware considering brand impact and past analysis.
3. Positioning and communications plan for launch of new weight loss drug in competitive market.
4. Marketing strategy options for supermarket chain facing new low-price competitors.
5. Market research and sales projection analysis for potential new pizza product launch.
1.pd
This document discusses the new product development process and product lifecycle strategies. It begins by outlining common causes of new product failures, then describes the typical 7-step new product development process. This includes idea generation, screening, concept development/testing, marketing strategy development, business analysis, product development, and test marketing. Finally, it outlines the 4 stages of the product lifecycle - introduction, growth, maturity, and decline - and the associated sales, costs, profits, and marketing objectives for each stage.
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Similar to Presentation2
REPORTING-GROUP-2-OCTOBER-5-2022.pptx
This document discusses market development strategies. It defines market development as selling existing products to new customer groups. It lists factors to consider like ensuring the target segment needs the product. The importance of market development is explained as diversifying risk and structured market research. Common strategies discussed are geographic expansion, pricing, distribution channels, and attracting competitors' customers. Examples provided are expanding to new areas, upselling existing customers, gaining new users, and attracting competitors' users.
Business Strategies - Dr. Emmanuel Dotong.pdf
Business strategy covers the plans and actions that a company undertakes to achieve its goals and objectives. These strategies are designed to create value for the organization and its stakeholders while gaining a competitive advantage in the market. Business strategies are crucial for the success of a company as they guide decision-making processes and provide a roadmap for achieving desired outcomes.
There are several types of business strategies that companies can use to achieve their goals. These include:
Integration Strategies: These strategies involve merging or acquiring other companies to gain access to new markets, technologies, or resources. Integration strategies can be vertical, horizontal, or conglomerate.
Intensive Strategies: These strategies focus on increasing market share and profitability within existing markets. This may involve expanding product lines, increasing marketing efforts, or improving distribution channels.
Diversification Strategies: These strategies involve expanding into new markets or industries. This can be done through related diversification, where the company enters a new market that is related to its existing business, or unrelated diversification, where the company enters a completely new market.
Defensive Strategies: These strategies are designed to protect the company from external threats. This may involve reducing costs, divesting non-core businesses, or implementing anti-takeover measures.
Overall, the choice of business strategy will depend on the company's goals, resources, and competitive environment. By selecting the right strategy and implementing it effectively, companies can position themselves for long-term success.
how can market leaders expand the total market and defend market share?
how can market leaders expand the total market and defend market share?
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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.
Marketing Strategy - ICL
The document outlines the marketing strategy of Ittehad Chemicals. It discusses goals of achieving sales targets, minimizing receivables, and increasing market share and profitability. The strategy focuses on customer confidentiality, ethics, quality, technology, and CSR. It also discusses identifying good and bad customers, product expansion, developing a motivated team, export marketing, and building strong customer and supplier relationships. The growth strategy involves increasing product usage, developing new products, market development, leveraging assets, and considering vertical integration or outsourcing. Key directions for growth are market penetration, market development, product development, and product diversification. The most valuable assets of businesses going forward will be knowledge workers and their productivity.
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This document summarizes a marketing analysis project for Pillsbury cookies in the Canadian market. It includes the following key points:
The goals are to increase market share and sales growth in Canada by understanding differences between US and Canadian consumers. Perceptual mapping techniques will be used to understand customer perceptions. An analysis of customer surveys found that convenience is a key benefit for current and lapsed users but not for non-users, so advertising should highlight benefits beyond just being convenient. Multiple potential uses and recipes should also be communicated since few use the package recipes. Issues like being seen as unnecessary or "cheating" must also be addressed through repositioning the brand's messaging.
Market Strategy
A successful marketing strategy is a process that allows a company to focus its limited resources on the greatest opportunities. It should be part of the overall business strategy and based on a clear understanding of the market. The strategy develops new products, identifies target markets, and uses the marketing mix of product, price, place, and promotion. It also considers the company's strengths, weaknesses, and threats in the market through a SWOT analysis to help match its resources and capabilities. The strategy can involve targeting a single, multi, or total market scope.
Growth Strategies
Firms consider pursuing various market segments as part of their overall growth strategies, which may include the four major strategies that are:Market Penetration, Market Development, Product Development and Diversification.
This presentation ion tell about the growth strategies that how various successful firms have adopted and got success.
New product innovation
The document outlines the new product development process, highlighting the importance of market research. It discusses conducting research to understand customer needs and the market opportunity. Key steps include concept testing prototypes with customers, market testing, and launching the product. Market research is emphasized as critical to new product success and should be an ongoing process to understand how customer needs and the business environment evolves over time.
The product market expansion grid
The product market expansion grid is a tool used to develop business growth strategies by examining the relationship between new and existing products and markets. It outlines four main strategies:
1. Market penetration involves introducing current products to existing markets with low risk through tactics like pricing strategies and increased sales efforts.
2. Market development introduces existing products to new markets with some risk, such as focusing on untapped geographical areas.
3. Product development involves new products in existing markets also with some risk and requires research and development to ensure products are first to market.
4. Diversification introduces new products to new markets and has the highest risk, requiring the most investment of both time and resources. It provides security if other
Corporate stratergy
corporate level strategies for a company to promote sales growth in a competitive market with strategic objective
Expansion strategy
The document discusses different expansion strategies that businesses can pursue. It describes concentration strategy, which involves broadening market share and increasing profits through improving existing products and introducing new products. Concentration focuses on deepening expertise within the current business and provides predictability but risks organizational inertia if overused. Other strategies mentioned include integration, diversification, internationalization, and cooperation.
Ansoff Matrix - New Markets
The least risky strategy of the above is the market penetration, since it makes use of the firms existing
capabilities and resources.
http://www.researchomatic.com/Ansoff-Matrix-93098.html
nargis naseem
Companies can pursue three main strategies to increase sales and profits: market penetration, market development, and product development. Market penetration involves offering existing products to current customers. Market development means finding new markets or customer segments for existing products. Product development is creating new or modified products for current markets. Effective strategies depend on factors like market saturation, distribution channels, growth opportunities, and research capabilities.
Marketing Plan for a new product in existing market
This document outlines a marketing plan for a new pharmaceutical product. It discusses objectives like increasing market share and brand strength. It then covers the marketing planning process and performing an environmental analysis including strengths, weaknesses, opportunities, and threats. Finally, it proposes strategies for market penetration, development, positioning, branding, public relations, product development, pricing, distribution, promotion, and commercialization.
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how can market leaders expand the total market and defend market share?
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Marketing Plan for a new product in existing market
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Presentation2
- 1. How Can Market Leaders Expand Total Market And Defend Market Share?
- 3. ATTRACT NEW CUSTOMERS Market Penetration Strategy For Those Who Might Use It But Do Not New-Market Segment Strategy For Those Who Have Never Used It Geographical Expansion Strategy For Those Who Live Elsewhere
- 4. MORE USAGE OF PRODUCT Boost Amount Through Packaging Or Product Redesign
- 5. Additional Opportunities To Use Honey Products Antiseptic Cough Suppressant Body Wash Sugar Supplement
- 6. New Ways To Use The Brand Annual sales increased by 20% with the introduction of multi-recipe strategy
- 7. PROTECTING MARKET SHARE Proactive Marketing Responsive and Creative Anticipation to Devise Innovative Solutions of Problems that may Occur in Future Defensive Marketing Reducing the probability of attack, divert attacks to less-threatened areas, and lessen their intensity.