Question

Topic: Strategy

New Brands Launch Stratergy

Posted by Anonymous on 8/7/2005 at 10:44 PM ET 50 Points
Dear All,

I am from Philippines. I am working with one of the worlds largest consumer goods company. The products that we offer are divided in to four (4) PRICE segments. 1. Premium 2. Hi 3. Medium 4. Low We are the market leader in premiun category and have a significant presence in the Hi segment. However, more than 50% of our consumers belongs to the MID and LOW price segment. We would want to enter the MID and LOW price segment and eventually gain significant volume from that segment. However the products that we are offering is not allowed to use some of the mass media available - TV and Radio. What are the other things that we can do to penetrate the LOW price segment wherein our competitiors have a very strong presence and share for more than 20 years. Thanks.
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RESPONSES

  • Posted by ReadCopy on 8/8/2005 at 4:56 AM Accepted
    What tactics are your competitors using?

    Here is a almost complete list of media that might help you think about strategies.

    EXTERNAL MEDIA:
    Aerial advertising
    Audio/Visual material
    Books
    Business Gifts
    Case Studies
    CD-Rom
    Cinema
    Competitions
    Corporate Hospitality
    Customer Training
    Customer user panels
    Dealer panels
    Direct marketing
    Directories and yearbooks
    Editorial publicity
    Email
    Events
    Helplines
    House Magazine
    Internet
    Letters
    Literature
    Magazine ads
    Mailings - ads and press releases
    Newsletters
    Newspaper ads
    Outdoor posters
    Packaging
    Private exhibitions and receptions
    Point of purchase
    Public Exhibitions and Tradeshows
    Radio
    Roadshows
    Sales aids
    Samples
    Seminars and Conferences
    Social events
    Sponsorship
    Telephone
    Television
    Video Conferencing

    PEOPLE AS MEDIA:
    Academics
    Agents
    Business partners
    Consultants
    Customers
    Employees
    Journalists
    Other outside influences
    Retailers
    Trade associations

    INTERNAL MEDIA:
    Annual reports
    Attitude surveys
    Award ceremonies
    Campaign presentations
    Company magazines
    Information on PCs
    Intranet
    Literature
    Local newspaper articles
    Manager/employee team talks
    Mass meetings
    Notice boards
    Pay packet inserts
    Posters
    Senior management presentations
    Special competitions
    Sports and social events
    Static displays
    Training sessions
    Videos
  • Posted by timo kruskopf on 8/9/2005 at 7:59 AM Accepted
    Think of your new target group habits and select your media innovatively. Late adopters are typically very habit oriented (maybe family oriented on your market). So the word-of-mouth might be the best way to spread the information.
    Crazy ideas:
    + arrange a lottery and deal out free tickets or co-brand with existing game which has huge popularity among target group
    + do Benetton: Benetton brand makes provocative posters that are prohibited on most of the markets but gets widely published of free press (free PR)
    + Do a promo stunt that stops the whole city/country
    + Product placement in popular TV-program; buy your product in the target groups faivourite show
    What ever you do try to concentrate (focus) major deal of your budget to one media.

    DON'T destroy your existing customer perceptions of your brand. To attract new target you might have to repostition your brand and it might loose favourability among loyal customers. Think of sub branding it to differentiate two gategories.

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