Transcript Chapter 12

Chapter
12
Addressing
Competition and
Driving Growth
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12-1
Competitive Strategies
for Market Leaders
• Expanding total market
demand
• Protecting market share
• Increasing market share
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12-2
Expanding total market demand
• New customers
• More usage
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12-3
Protecting market share
• Proactive
marketing
– Responsive
anticipation
– Creative
anticipation
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12-4
Protecting market share
• Defensive marketing
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12-5
PRODUCT LIFE-CYCLE
MARKETING STRATEGIES
• A company’s
positioning and
differentiation
strategy must change
as its product,
market, and
competitors change
over the PLC
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12-6
Figure 12.7
Style, Fashion, And Fad Life Cycles
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12-7
Marketing Strategies: Introduction
Stage
• Pioneering 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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12-8
Marketing Strategies: Growth
Stage
• To 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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12-9
Marketing Strategies: Maturity
Stage
Market modification
Product modification
Marketing program
modification
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12-10
Marketing Strategies: Decline
Stage
• Eliminating Weak
Products
• Harvesting and
Divesting
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12-11
NEW WAYS TO USE A BRAND
Copyright
© 2016 Pearson
Education, Inc.
Copyright © 2011 Pearson
Education,
Inc. Publishing
as Prentice Hall
12-12