Karteikarten
break-free from product lifecycle
Karten in diesem Stapel (18)
- 1what is product life cycleprogress of an offerring along a bell-shaped curve from introduction to growth to maturity and decline
- 2what is the issue currently on how marketers use product life cyclethey see only one successful trajectory for successful products; so they tend to adopt similar positioning approached for their products and services
- 3what is the objective of this article?how some companies have successfully defied the product life cycle curve by repositioning their products in the minds of the customers ; and by this , they rescue their products floundering in the maturity phase to bring them back to their growth phase
- 4what are the 3 three positioning strategies being talked about?reverse positioning
breakaway positioning
stealth positioning - 5what is the reverse positioning?step-off the augmentation treadmill shedding the product attributes that the rest of the industry considers sacred.
then add none or more carefully selected attributes that can be found only in a highly augmented product.
this allows the product to assume a new competitive position within the category and move backwards from maturity into a growth position on the life-cycle curve - 6Furniture Industry example: Traditional positioningTraditional augmentation:
High inventory
Helpful salesmen
Deliver furniture to home and takeaway old furniture
Furnitures last forever - 7IKEA as a reverse positionno instore sales assistance
limited variety
no delivery option
most furnitures need to be assembled
Durability not expected
instead offers, child-care
serves delicacies
purcahse items beside furniture such as housewares and cleverly designed toys;
in this way IKEA distinguished itself from middle-tier furniture stores, bigbox retailers, lowend warehouse stores - 8Banking : Commerce Bankpays lowest interest rate in the market
limited product range - 4 checking accounts
reverse position : most convenient bank in America
open 7 days a week including evenings
get a debit card while you wait
free coffee , newspapers
free coin-counting machines - 9AIrlines JetBlue: Reverse positioningno meals
no roundtrip fares
no firstclass seating
reverse positioning:
Leather seats, high end personal entertainment with satellite TV
larger legrooms in the back 2/3 of plane - 10What is breakaway positioning?a product breaks away from its category deliberately and associates with a different one
- 11how does breakaway positioning works?products convey their category - thru design, distribution channels, promotions and pricing. customers mentally categorize the offering based on the marketing mix.
by manipulating these cues, a firm can change how customers "frame" a product and breakaway from its category - 12breakaway positioning: swatchswiss watches were categorized as jewellery : serious, enduring,expensive,last lifetime
swatch positioned it as playful fun accessory: fun, inexpensive - 13Simpsonstelecast during prime-time sitcoms
sitcoms had compressed lifecycle because of actors age
cartoon for adults ; pause indefinitely on the life-cycle curve - 14EZ squirt ketchupbreakaway from food category into arts and craft category;
ketchup in green,purple,orange,pink - 15Stealth positioningcovert in nature;
conceal the true nature of products by affiliating with a different category - 16EyeToymarket peneteration of games consoles restricted to boys and adult male...
to sneak into home entertainment , EyeToy play introduced to engage the family in a game without using consoles - 17AIBOhow to make a robot that could do anything useful?
create a lovable but dumb robot and see how users interacted with it - 18Mac Minino monitor , mouse, keyboard ;
like a server, internet port, backup device for photos;
not a PC ; but leave future marketing options wide open
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- PSM (Readings) Karteikarten am break-free from product lifecycle, erstellt von Mukundhan Srinivasan am 17/09/2016.
- Erstellt von
- Mukundhan Srinivasan
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