Qurbani ke Masail by ch. bashir ahmed
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The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
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Session_6_Segmentation, Targeting, Positioning
The document discusses the marketing strategy of segmentation, targeting, and positioning (STP). It defines market segmentation as dividing a market into distinct subsets of customers. It also explains market targeting as evaluating segment attractiveness and selecting segments to enter. Additionally, it describes market positioning as arranging for a product to occupy a clear place in consumers' minds relative to competitors.
Colgate ppt
Colgate launched a new precision toothbrush to compete in a highly competitive market. There were three key issues to address: 1) how to position and brand the precision toothbrush, 2) determining the advertising budget and how to allocate it, and 3) developing a profit plan to maximize the product's potential. Consumer research showed emphasizing the precision brush's benefits increased purchase intent. The $24,058 advertising budget should be divided between media, consumer promotions, and trade promotions. Breakeven analysis estimated 550,000 units needed to cover costs. Competition from Oral-B and other brands had to be considered.
Product positioning strategies
This document discusses different product positioning strategies including using product characteristics or customer benefits, the price-quality approach, use or application approach, product-user approach, product-class approach, cultural symbol approach, competitor approach, brand positioning strategy, and corporate positioning strategy. Some key points are that positioning can be done based on physical or pseudo-physical product characteristics, benefits, price vs quality, intended user, cultural symbols, or in comparison to competitors. The goal is to conceptually position the product or company in the target consumer's mind.
Market targeting
The document discusses market targeting and the targeting process. It defines target market and explains that target market refers to the particular customer group selected by marketers. It outlines the steps in the targeting process as evaluating market segments, selecting segments, and additional considerations. It describes different strategies for selecting and targeting segments such as single segment concentration, selective specialization, product specialization, market specialization, and full market coverage. Finally, it discusses targeting strategies like undifferentiated, differentiation, and concentrated strategies.
4 P'S OF CADBURY
MY & PRIYANKA'S LIFE'S FIRST PPT OF MARKETING MANAGEMENT SUBJECT.....HOPE EVERYBODY WLD LIKE THIS..& TO BE USEFUL TO OTHERS...
Parle g
1) India is the 3rd largest producer of biscuits globally, with the organized sector producing 1.7 million tons annually worth INR 110 billion in 2008. Glucose biscuits represent 42% of the Indian biscuit market.
2) Parle Products is the largest biscuit company in India, producing 650,000 tons of biscuits per year. Parle-G alone accounts for 500,000 tons of annual production and 68% of Parle Product's INR 35 billion in annual sales.
3) Parle faces issues of rising input costs cutting into margins for its flagship Parle-G biscuit. A 2004 attempt to raise Parle-G's price from INR 4 to 4.5
Product life cycle cadbury
1. The document discusses the chocolate industry in India, with a focus on Cadbury Dairy Milk. It provides market share information for Cadbury, Nestle, and others.
2. It then analyzes Cadbury's product line evolution over time, from its introduction in India in the late 1940s to its current product portfolio and marketing strategies.
3. Key Cadbury products discussed include Dairy Milk, Perk, Gems, and 5-star. The document outlines Cadbury's segmentation, targeting, positioning, and promotional strategies over the years for these brands.
Segmentation, Targeting and Positioning (STP)
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
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Session_6_Segmentation, Targeting, Positioning
The document discusses the marketing strategy of segmentation, targeting, and positioning (STP). It defines market segmentation as dividing a market into distinct subsets of customers. It also explains market targeting as evaluating segment attractiveness and selecting segments to enter. Additionally, it describes market positioning as arranging for a product to occupy a clear place in consumers' minds relative to competitors.
Colgate ppt
Colgate launched a new precision toothbrush to compete in a highly competitive market. There were three key issues to address: 1) how to position and brand the precision toothbrush, 2) determining the advertising budget and how to allocate it, and 3) developing a profit plan to maximize the product's potential. Consumer research showed emphasizing the precision brush's benefits increased purchase intent. The $24,058 advertising budget should be divided between media, consumer promotions, and trade promotions. Breakeven analysis estimated 550,000 units needed to cover costs. Competition from Oral-B and other brands had to be considered.
Product positioning strategies
This document discusses different product positioning strategies including using product characteristics or customer benefits, the price-quality approach, use or application approach, product-user approach, product-class approach, cultural symbol approach, competitor approach, brand positioning strategy, and corporate positioning strategy. Some key points are that positioning can be done based on physical or pseudo-physical product characteristics, benefits, price vs quality, intended user, cultural symbols, or in comparison to competitors. The goal is to conceptually position the product or company in the target consumer's mind.
Market targeting
The document discusses market targeting and the targeting process. It defines target market and explains that target market refers to the particular customer group selected by marketers. It outlines the steps in the targeting process as evaluating market segments, selecting segments, and additional considerations. It describes different strategies for selecting and targeting segments such as single segment concentration, selective specialization, product specialization, market specialization, and full market coverage. Finally, it discusses targeting strategies like undifferentiated, differentiation, and concentrated strategies.
4 P'S OF CADBURY
MY & PRIYANKA'S LIFE'S FIRST PPT OF MARKETING MANAGEMENT SUBJECT.....HOPE EVERYBODY WLD LIKE THIS..& TO BE USEFUL TO OTHERS...
Parle g
1) India is the 3rd largest producer of biscuits globally, with the organized sector producing 1.7 million tons annually worth INR 110 billion in 2008. Glucose biscuits represent 42% of the Indian biscuit market.
2) Parle Products is the largest biscuit company in India, producing 650,000 tons of biscuits per year. Parle-G alone accounts for 500,000 tons of annual production and 68% of Parle Product's INR 35 billion in annual sales.
3) Parle faces issues of rising input costs cutting into margins for its flagship Parle-G biscuit. A 2004 attempt to raise Parle-G's price from INR 4 to 4.5
Product life cycle cadbury
1. The document discusses the chocolate industry in India, with a focus on Cadbury Dairy Milk. It provides market share information for Cadbury, Nestle, and others.
2. It then analyzes Cadbury's product line evolution over time, from its introduction in India in the late 1940s to its current product portfolio and marketing strategies.
3. Key Cadbury products discussed include Dairy Milk, Perk, Gems, and 5-star. The document outlines Cadbury's segmentation, targeting, positioning, and promotional strategies over the years for these brands.
Segmentation, Targeting and Positioning (STP)
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
stp of a hypothetical brand- Diamond jewellery brand STP
The brand ALLOTROPE offers a range of diamond and gemstone jewelry featuring elegant, ethnic designs and unique collections. It targets metropolitan and cosmopolitan consumers between the ages of 21-55 who have a monthly income over 30,000 rupees and interest in intricate, traditional designs as well as good diamond knowledge. ALLOTROPE positions itself by effectively meeting customer needs through a variety of elegant designs at varied price points and special collections for occasions.
Fmcg ppt
This document provides an overview of the fast moving consumer goods (FMCG) industry in India. Some key points:
- FMCG was a rapidly growing sector from the 1980s-1990s but started losing momentum in the 1990s due to lack of innovation. Growth resumed in 2006 as consumers upgraded to better products.
- FMCG products have quick turnover, low cost, and don't require much consumer thinking. Major companies include Nestle, Unilever, and Procter & Gamble.
- India is an attractive FMCG market due to its large population and domestic market, low consumption levels, changing lifestyles, and cost advantages for production.
- FMCG companies segment markets based
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This document outlines a digital marketing strategy for Siemens that focuses on social media platforms like Facebook and Instagram. It recommends increasing engagement through more frequent posts and better customer interaction. It also suggests improving the mobile website's usability while determining social media advertising is more effective than display advertising or developing a mobile app. Key goals are to boost website traffic, social media engagement, and brand awareness over 1-2 months with a budget of $10,000-$15,000.
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This document is a project report submitted by Saksham Rawat to study factors influencing retailers' perceptions of detergent powders to sell in their stores. The project focused on the detergent brand "WOOSH" produced by Harsh Clean Dhan (P) Limited. Through retailer surveys and data analysis, the project aimed to understand how factors like store location, product quality, retailer margins, and customer awareness relate to retailers' decisions to stock detergent brands. The findings of the project provide insights for WOOSH to increase availability and compete against established national and regional detergent brands.
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Tata GoldPlus is a major initiative by Tata to capture rural and semi-urban gold markets in India. Known for its trusted Tata brand name, GoldPlus has expanded from southern India to other parts of the country using various innovative marketing strategies. These strategies include promotional programs using newspapers, local events and contests, emphasizing purity and transparency, and offering savings schemes and buy-back programs. GoldPlus competes with local brands by leveraging the Tata name, gaining customer loyalty through purity, using a franchise model and regional product designs. Potential markets for further expansion include Kerala, Punjab and Gujarat.
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Samsung is a South Korean multinational conglomerate company with operations in 217 countries. It employs around 240,000 employees. In India, Samsung has production plants for refrigerators, televisions, and washing machines. The document discusses Samsung's market share and top selling products in various appliance categories. It then provides more details on segmentation, targeting, positioning, the 4Ps of marketing, and competitors for refrigerators, air conditioners, washing machines, televisions, ultrabooks, and mobile phones.
Product mix ppt
Lux soap has progressed through the stages of its product life cycle in India. In the introduction stage, it focused on creating awareness of the product through selective distribution and promotional activities. In the growth stage, it expanded distribution and increased advertising to attract more customers. Currently in maturity, Lux offers differentiated products and higher prices to maximize profits while maintaining market share through brand advertising featuring celebrities.
Principles of marketing
This document discusses market segmentation, targeting, and positioning for competitive advantage. It outlines the key steps in segmentation, targeting, and positioning. Step 1 involves identifying bases for segmenting markets, such as geographic, demographic, psychographic, and behavioral factors. Step 2 is evaluating segments and selecting target segments. Step 3 is developing positioning strategies for each target segment to create a competitive advantage. The document provides details on how to implement each step, including requirements for effective segmentation and strategies for market coverage, competitive differentiation, and selecting the right positioning advantages.
Chapter 11 ppt 11 market segmentation, targeting and positioning
This document outlines the key concepts of market segmentation, targeting, and positioning. It discusses:
- Segmentation involves classifying customers into groups based on common characteristics. Targeting is evaluating segment attractiveness and selecting segments to enter. Positioning is defining a product's place relative to competitors in consumers' minds.
- Effective segmentation requires segments be measurable, accessible, substantial, differentiable, and actionable.
- Companies first segment markets, then evaluate and select target segments based on size, growth, and structural attractiveness. They choose a market coverage strategy and position products to compete effectively in targeted segments.
Market Targeting
The document discusses various concepts related to market segmentation, targeting, positioning, and differentiation. It begins by defining market segmentation as the process of dividing the heterogeneous market into homogeneous subgroups. It then discusses the benefits and implementation of market segmentation. The document also covers topics like mass marketing vs micro marketing, levels of segmentation, bases for segmenting consumer and business markets, and market segmentation in various industries. It discusses the concepts of targeting, positioning, differentiation strategies and their application to products and services.
GE CHINA TECHNOLOGY CENTER EVOLVING ROLE IN GLOBAL INNOVATIONHa.docx
GE CHINA TECHNOLOGY CENTER: EVOLVING ROLE IN GLOBAL INNOVATION
Haiyang Li and Rebecca Chung wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [email protected]; www.iveycases.com.
In mid-2014, Dr. Xiangli Chen, general manager of the General Electric (GE) China Technology Center (CTC), and chief technology officer and vice president of GE China, had just been promoted to GE officer status and was thinking about the next stage of the CTC.
Located in Shanghai, the CTC was formed in 2000 to work with GE’s other research and development (R&D) centers so that it could bring technology breakthroughs and product innovations to the market. It was not only one of the biggest foreign-invested R&D centers in China, but also one of the few enterprise R&D centers with fundamental research capabilities and activities in the country. With its “In China for China” (ICFC) strategy that was initiated in 2008, the CTC specifically launched new projects for the Chinese market, rather than only adapting GE’s U.S. products to the Chinese market. It then disrupted the anti-cannibalization paradigm by bringing innovations for the mid-range market in China back to the developed countries like the United States.
Given the growing importance of China as a market, and as an R&D base, Chen had to consider a few important issues in order to maintain the growth of the CTC: what would the role of the CTC be in the long run? How would the CTC continue its role when China was strategically shifting from being the “world’s factory” to a global innovation powerhouse? How could the CTC effectively coordinate with other GE innovation centers in China and with the rest of the GE Global Research network? GE had been moving very quickly, as was China; Chen needed to act accordingly.
GE AND GLOBAL RESEARCH
Headquartered in the U.S. state of Connecticut, GE was formed in 1892 when the Edison Electric Light Company, which was established by incandescent lamp inventor Thomas Edison in 1878, merged with the Thomson-Houston Electric Company. It had been listed on the Dow Jones Industrial Index since 1896.
Jeffrey Immelt, who joined GE in 1982, became GE’s chief executive officer (CEO) in 2000 and chairman of the board in 2001. The company’s businesses covered financial services via GE Capital and the following i ...
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The moldy whopper campaign by burger king
Burger King launched a marketing campaign featuring a time-lapse video of a Whopper burger molding over 34 days. This highlighted BK's removal of artificial preservatives. The "Moldy Whopper" campaign received over 1.7 million YouTube views and significant social media engagement. While some experts praised BK's authenticity, others felt showing a rotting sandwich could backfire. Overall responses were mixed but awareness of BK's preservative removal was high. The campaign was innovative but may not increase sales as much as the Impossible Whopper launch.
Chapter 13. new product development
This document outlines the new product development process, including 7 key stages: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) business analysis, 5) product development, 6) market testing, and 7) commercialization. It describes the activities that occur at each stage, such as generating ideas from customers and employees, evaluating ideas, developing product concepts, analyzing business feasibility, testing concepts with customers, and launching the product in select markets. The goal is to systematically evaluate and refine new product ideas before full commercialization.
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Paanwala business: financial and social metrics
Paanwalas, or paan shop owners, play an important role in Indian culture and society. They operate small businesses selling paan and other goods across India. A typical paanwalas shop might start with only selling paan, bidis and matches, and later expand to also offer gutkha, paan masala, soaps, snacks and other convenience items. Most paanwalas are male, between 25-40 years old, and located near residential areas for higher sales and foot traffic. While some paanwalas aim to expand their shop's offerings over time, many prefer to stay small and focus mainly on paan to maintain their traditional role in the community.
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Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It is based on the recognition that markets contain different customer groups with distinct needs, characteristics and behaviors. The key objectives of market segmentation are to identify specific customer segments, understand their unique needs and develop tailored marketing strategies for each segment. Common approaches to segmentation include mass marketing, product differentiation and target marketing. Markets can be segmented based on geographic, demographic, psychographic and behavioral factors. The main benefits of effective segmentation include better understanding customer needs, more efficient resource allocation and increased sales and profits.
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stp of a hypothetical brand- Diamond jewellery brand STP
The brand ALLOTROPE offers a range of diamond and gemstone jewelry featuring elegant, ethnic designs and unique collections. It targets metropolitan and cosmopolitan consumers between the ages of 21-55 who have a monthly income over 30,000 rupees and interest in intricate, traditional designs as well as good diamond knowledge. ALLOTROPE positions itself by effectively meeting customer needs through a variety of elegant designs at varied price points and special collections for occasions.
Fmcg ppt
This document provides an overview of the fast moving consumer goods (FMCG) industry in India. Some key points:
- FMCG was a rapidly growing sector from the 1980s-1990s but started losing momentum in the 1990s due to lack of innovation. Growth resumed in 2006 as consumers upgraded to better products.
- FMCG products have quick turnover, low cost, and don't require much consumer thinking. Major companies include Nestle, Unilever, and Procter & Gamble.
- India is an attractive FMCG market due to its large population and domestic market, low consumption levels, changing lifestyles, and cost advantages for production.
- FMCG companies segment markets based
Digital marketing strategy presentation siemens
This document outlines a digital marketing strategy for Siemens that focuses on social media platforms like Facebook and Instagram. It recommends increasing engagement through more frequent posts and better customer interaction. It also suggests improving the mobile website's usability while determining social media advertising is more effective than display advertising or developing a mobile app. Key goals are to boost website traffic, social media engagement, and brand awareness over 1-2 months with a budget of $10,000-$15,000.
Retailer's Perception on Detergent brand
This document is a project report submitted by Saksham Rawat to study factors influencing retailers' perceptions of detergent powders to sell in their stores. The project focused on the detergent brand "WOOSH" produced by Harsh Clean Dhan (P) Limited. Through retailer surveys and data analysis, the project aimed to understand how factors like store location, product quality, retailer margins, and customer awareness relate to retailers' decisions to stock detergent brands. The findings of the project provide insights for WOOSH to increase availability and compete against established national and regional detergent brands.
Tata gold plus case IMDR
Tata GoldPlus is a major initiative by Tata to capture rural and semi-urban gold markets in India. Known for its trusted Tata brand name, GoldPlus has expanded from southern India to other parts of the country using various innovative marketing strategies. These strategies include promotional programs using newspapers, local events and contests, emphasizing purity and transparency, and offering savings schemes and buy-back programs. GoldPlus competes with local brands by leveraging the Tata name, gaining customer loyalty through purity, using a franchise model and regional product designs. Potential markets for further expansion include Kerala, Punjab and Gujarat.
Samsung STPD & 4 P's
Samsung is a South Korean multinational conglomerate company with operations in 217 countries. It employs around 240,000 employees. In India, Samsung has production plants for refrigerators, televisions, and washing machines. The document discusses Samsung's market share and top selling products in various appliance categories. It then provides more details on segmentation, targeting, positioning, the 4Ps of marketing, and competitors for refrigerators, air conditioners, washing machines, televisions, ultrabooks, and mobile phones.
Product mix ppt
Lux soap has progressed through the stages of its product life cycle in India. In the introduction stage, it focused on creating awareness of the product through selective distribution and promotional activities. In the growth stage, it expanded distribution and increased advertising to attract more customers. Currently in maturity, Lux offers differentiated products and higher prices to maximize profits while maintaining market share through brand advertising featuring celebrities.
Principles of marketing
This document discusses market segmentation, targeting, and positioning for competitive advantage. It outlines the key steps in segmentation, targeting, and positioning. Step 1 involves identifying bases for segmenting markets, such as geographic, demographic, psychographic, and behavioral factors. Step 2 is evaluating segments and selecting target segments. Step 3 is developing positioning strategies for each target segment to create a competitive advantage. The document provides details on how to implement each step, including requirements for effective segmentation and strategies for market coverage, competitive differentiation, and selecting the right positioning advantages.
Chapter 11 ppt 11 market segmentation, targeting and positioning
This document outlines the key concepts of market segmentation, targeting, and positioning. It discusses:
- Segmentation involves classifying customers into groups based on common characteristics. Targeting is evaluating segment attractiveness and selecting segments to enter. Positioning is defining a product's place relative to competitors in consumers' minds.
- Effective segmentation requires segments be measurable, accessible, substantial, differentiable, and actionable.
- Companies first segment markets, then evaluate and select target segments based on size, growth, and structural attractiveness. They choose a market coverage strategy and position products to compete effectively in targeted segments.
Market Targeting
The document discusses various concepts related to market segmentation, targeting, positioning, and differentiation. It begins by defining market segmentation as the process of dividing the heterogeneous market into homogeneous subgroups. It then discusses the benefits and implementation of market segmentation. The document also covers topics like mass marketing vs micro marketing, levels of segmentation, bases for segmenting consumer and business markets, and market segmentation in various industries. It discusses the concepts of targeting, positioning, differentiation strategies and their application to products and services.
GE CHINA TECHNOLOGY CENTER EVOLVING ROLE IN GLOBAL INNOVATIONHa.docx
GE CHINA TECHNOLOGY CENTER: EVOLVING ROLE IN GLOBAL INNOVATION
Haiyang Li and Rebecca Chung wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [email protected]; www.iveycases.com.
In mid-2014, Dr. Xiangli Chen, general manager of the General Electric (GE) China Technology Center (CTC), and chief technology officer and vice president of GE China, had just been promoted to GE officer status and was thinking about the next stage of the CTC.
Located in Shanghai, the CTC was formed in 2000 to work with GE’s other research and development (R&D) centers so that it could bring technology breakthroughs and product innovations to the market. It was not only one of the biggest foreign-invested R&D centers in China, but also one of the few enterprise R&D centers with fundamental research capabilities and activities in the country. With its “In China for China” (ICFC) strategy that was initiated in 2008, the CTC specifically launched new projects for the Chinese market, rather than only adapting GE’s U.S. products to the Chinese market. It then disrupted the anti-cannibalization paradigm by bringing innovations for the mid-range market in China back to the developed countries like the United States.
Given the growing importance of China as a market, and as an R&D base, Chen had to consider a few important issues in order to maintain the growth of the CTC: what would the role of the CTC be in the long run? How would the CTC continue its role when China was strategically shifting from being the “world’s factory” to a global innovation powerhouse? How could the CTC effectively coordinate with other GE innovation centers in China and with the rest of the GE Global Research network? GE had been moving very quickly, as was China; Chen needed to act accordingly.
GE AND GLOBAL RESEARCH
Headquartered in the U.S. state of Connecticut, GE was formed in 1892 when the Edison Electric Light Company, which was established by incandescent lamp inventor Thomas Edison in 1878, merged with the Thomson-Houston Electric Company. It had been listed on the Dow Jones Industrial Index since 1896.
Jeffrey Immelt, who joined GE in 1982, became GE’s chief executive officer (CEO) in 2000 and chairman of the board in 2001. The company’s businesses covered financial services via GE Capital and the following i ...
Go to Market Strategy
Planning a Product launch ? Here is a guideline/template for Defining a Go To Market Strategy. The deck would be more apt for Technology Product / Solution launch. Feel free to download and customize the deck for your needs.
Pricing Concepts
Contents
Pricing Definition
Pricing Philosophy
Pricing Goals
Factors Affecting Pricing Decision
Pricing Strategies
Pricing Tools
Conclusion
The moldy whopper campaign by burger king
Burger King launched a marketing campaign featuring a time-lapse video of a Whopper burger molding over 34 days. This highlighted BK's removal of artificial preservatives. The "Moldy Whopper" campaign received over 1.7 million YouTube views and significant social media engagement. While some experts praised BK's authenticity, others felt showing a rotting sandwich could backfire. Overall responses were mixed but awareness of BK's preservative removal was high. The campaign was innovative but may not increase sales as much as the Impossible Whopper launch.
Chapter 13. new product development
This document outlines the new product development process, including 7 key stages: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) business analysis, 5) product development, 6) market testing, and 7) commercialization. It describes the activities that occur at each stage, such as generating ideas from customers and employees, evaluating ideas, developing product concepts, analyzing business feasibility, testing concepts with customers, and launching the product in select markets. The goal is to systematically evaluate and refine new product ideas before full commercialization.
Hul communication mix
Hindustan Unilever Limited (HUL) is a manufacturing company headquartered in Mumbai, India that produces foods, beverages, cleaning agents, and personal care products. HUL launched a rural marketing initiative called "Khushiyon ki Doli" in three Indian states to promote its brands in rural areas through awareness campaigns, consumer engagement, and retail partnerships. The initiative uses traditional symbols and technology to educate consumers about hygiene habits and HUL products through media like mobile trucks. HUL has also expanded its direct retail presence in rural India through over 17,000 female distributors and aims to directly cover half of its over two million retail stores in rural areas.
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