Chapter 12 Addressing Competition and Driving Growth

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Chapter 12Addressing Competition and Driving Growth

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Competitive Strategies for Market LeadersExpanding total market demand Protecting market share Increasing market share

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Expanding total market demandNew customers More usage

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Protecting market shareProactive marketing Responsive anticipation Creative anticipation

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Protecting market shareDefensive marketing

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PRODUCT LIFE-CYCLE MARKETING STRATEGIESA company’s positioning and differentiation strategy must change as its product, market, and competitors change over the PLC

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Figure 12.7 Style, Fashion, And Fad Life Cycles

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Marketing Strategies: Introduction StagePioneering advantages Recall of brand name Establishes product class attributes Captures more uses in middle of market Pioneering drawbacks Imitators can surpass innovators Once leadership is lost, it’s rarely regained

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Marketing Strategies: Growth StageTo sustain rapid market share growth now: Improve product quality and add new features Add new models and flanker products Enter new market segments Increase distribution coverage and enter new distribution channels Shift from awareness and trial communications to preference and loyalty communications Lower prices to attract the next layer of price-sensitive buyers

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Marketing Strategies: Maturity StageMarket modificationProduct modificationMarketing program modification

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Marketing Strategies: Decline StageEliminating Weak Products Harvesting and Divesting

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NEW WAYS TO USE A BRANDCopyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 11-*

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Last Updated: 8th March 2018

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