CONCEPTS

Challengers at work: A peep into the path ahead for some homegrown disruptors

A challenger brand is a company or product brand in an industry that is not the category leader. They can neither be called a market leader nor a niche brand. There are famous challenger brand stories in: Mobile segment: OnePlus One trying to convert the Apple and Samsung users to One plus. The company has …

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The BCG Matrix

The BCG growth share matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting group in the early 1970’s. It is based on the observation that a company’s business units can be classified into four categories based on combinations of “Market Growth” and “Market Share” relative to the largest competitor. The …

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Product Life Cycle(PLC)

A new product progresses through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation. Introduction This stage of the cycle could be the most expensive for a company launching a new product. The size of the market for the …

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MARKET SEGMENTATION, TARGETING, DIFFERENTIATION AND POSITIONING

To succeed in today’s competitive marketplace, companies must be customer-centered. Companies must know how to create value for customers and build a profitable customer relationship. For this, the customer-driven market strategy must be followed. SEGMENTATION: Market Segmentation is the process of dividing a market up into distinct groups of buyers who have different needs, characteristics …

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Brand Equity and Co-Branding

Brand is the major enduring asset of the company outlasting the company’s specific products and facilities. They represent the consumer’s perceptions and feelings about the product and its performance. Brand Equity is the differential effect that knowing the brand name has on the customer response to the product and its marketing. Companies can create brand …

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STEPS OF SEGMENTATION

Market segmentation is a marketing concept which divides the complete market setup into smaller subsets comprising of consumers with a similar taste, demand and preference. Following are the steps of Segmentation:- 1 – Define the market The first step in creating market segments is to clearly define the market of interest. For instance, for a …

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