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Management
Lecture 10
By
New Dimension
in Thinking
MARKETING: BCG Matrix
Boston Consulting Group
MARKETING: BCG Matrix
Boston Consulting Group
Stars: The products that have the best market share and
generate the most cash are considered stars. Monopolies or first
in the market products are stars. Advised to invest in stars.
Cash cows: are the leaders in the marketplace and generate
more cash than they consume. Cash cows provide the cash
required to turn question marks into market leaders, to cover the
administrative costs, to fund research, and to pay dividends to
shareholders.
Dogs: dogs are products that have both a low market share and
a low growth rate. These products s are candidates of divest.
Question marks:
marks
known as problem children.
These products have high growth
prospects but a low market share.
They are consuming a lot of cash
and bringing little return.
They are a potential to be stars;
either to invest or to sell.
MARKETING: CONCEPTS
Shifting from the 4Ps to the 4Es
Shifting from the 4Ps to the 4Es
Product -> Experience
Marketing is no longer the product, it is the whole experience about a
product. When you develop strategies about your product, think
about the experience of your customer. What will influence the
decisions
Shifting from the 4Ps to the 4Es
Place -> Everyplace
Marketing is evolving very fast from traditional modes to the digital
forms like advertising on mobiles, social media, websites etc. the
technology opened up so many ways for customers to find info. This
makes it very difficult to target customers through fixed places. You
need to find out : which channels most of our customers use? so that
you can come up with innovative ways to reach out to them anytime
anywhere.
Shifting from the 4Ps to the 4Es
Price -> Equity
Price is not the only thing that customers think about while buying a
product. You can price your product at the price it deserves to be
sold, but just make sure that when the customer buys your product,
they get real value for the price. If customers see a higher value in
your product/service, they will be loyal to you. Appreciate the value,
not the cost
Shifting from the 4Ps to the 4Es
Promotion -> Evangelism
Marketing is shifting from promoting what you sell to Why you sell.
Customers buy why you are selling what you are selling and not
what you are selling. Promotions will not be competitive unless you
influence the customers decision making process.
Find out the emotions related to your product or service, the
motivation or the passion behind it and promote that. This will allow
the customers to connect better with the product and also motivate
them to talk about it to their friends i.e. evangelize for your product.
Competition
Competition has heated up drastically in the last decade.
Brand
Quality,
Price 5
THE BODY OF EVIDENCE