Post on 12-Aug-2015
transcript
Competitive Dynamics
Oh my God!!! where to go?
How can market leaders expand the total market and defend market share?
Expansion : By finding (A)New customer
They are among three groups:
1.Those who might use it but do not
2.Those who have never used it
3.Those who lives elsewhere
B . More usage
Manufacturers boosts the amount by packaging or product design
Consumers use more of impulse products such as soft drinks and snacks when product is made available
Increasing frequency consumptions requires
Identifying additional opportunities to use the brand in same basic way
Identifying completely new and different ways to use the brand
How can we defend Market Share?
Continuous inovation
Front –runner should lead company Develop new products,
distribution effectiveness, cost cutting
Continuous innovationFront-runner
should lead the company
distribution effectiveness, cost cutting
New ways to use the brandNew ways to use the brand
Sameer MathurIndian institute of Management Lucknow
Marketing professor 2013-
Marketing professor 2009-13
Ph.D and MS(marketing)2003-2009
Madhusudan DahalNational Institute of Technology surat
intern