Growth Strategies

growing the core

-make the core of the brand distinctive

-drive distribution through both existing and new channels

-offer the core product in new formats

players in the market

-market leader (40%)

-market challenger (30%)

-market follower (20%)

-market nichers (10%)

adapter

takes the leader’s products and adapts or improves them

imitator

copies some things from the leader but differentiates on packaging, advertising, pricing or location

cloner

emulates the leader’s products, name, and packaging with slight variations

end user specialist

specific type of end user

vertical level specialist

specific level of production distribution value chain

channel specialist

specific channel of distribution

customer size specialist

small. medium, large size customers

job shop specialist

customizes for individual customer

geographic specialist

region, location specific

pioneering advantages of introduction stage

-recall of brand name

-establishes product class attributes

-captures more uses in middle of market

pioneering drawbacks of introduction stage

-imitators can surpass innovators

-once leadership is lost, it’s rarely regained

growth stage

-improve product and features

-add new models and flanker products

-enter new segments

-lower prices

maturity stage

-market modification

-product modification

-marketing program modification

market modification

-expand number of users

-increase usage

expand number of users

-convert nonusers

-enter new market segments

-attract competitors’ customers

increase usage

-have consumers use the product on more occasions

-have consumers use more of the product on each occasion

-have consumers use the product in new ways

decline stage

-eliminate weak products

-harvesting and divesting

marketing in a slow growth economy

-explore upside of investment

-get closer to customers

-review budget allocations

-compelling value proposition

-fine tune offerings