A Few ways to increased of Market Share
Written by dogosh on 11/12/2008So !! ever heard or read this one, "Think Out of the Box!! How big the space available inside the box ? its Relative, how big the space available of the outside box ? Wow, no limit !!
When your brand were trapped in the violent competition with the same level competitors ( especially in the competition from the aspect of price and promo that completely that really drained the margin of the profit ), and apparently did not have the way out apart from continuing to serve the competition or was forced to surrender, When your brand have been enough existed in the market was hemmed in by the giant's competitors, and apparently must be satisfied with a little market share, When the market apparently has been very bored so as almost was not niche market that could be wrought on, at first your label was absolute market leader (controlled approximately 80% market share), so as apparently one by one the task only maintained the market share.
During to considering of few methods in increasing Market Share, along with this:
1.Launching the premium product your brand . Don't had been provoked to widened the market share brand you by launching class products of two (the quality was reduced). Your Brand will be broken. On the other hand, the launching of the premium product will from your product have many profits, such as the image brand rose on the whole, the margin of the company's profit took part in rising, and the rise market share also enabled. By launching the premium product, brand you at least had new room to move, was not trapped in stagnation. See The example: Gery Chocolatos, Dji Sam Soe Super Premium, Toyota Camry, Toyota Prado, Chitato taste of cheese, etc.. The risk of the failure continued to be available, the example: Extra Joss Tube.
The Idea : To out of the competition with Indofood, Wingsfood launched Sedap noodles Premium , that did not contain MSG, did not contain preservatives, noodles were finer, the original spice, etc
2. Added added value in your brand , Added value certain will create the certain market share also. The example: Nokia with the camera, Nestle Omega (utk the health of the heart), Pepsodent Milk teeth .
The Idea : how with Gery Plus (to growth the child, etc.)?
3. Widen of scope your brand in the other industry that still was related, In Fact when the industrial whole in the category of your label already stuck, your brand could be developed to other industries that still very potential. There absolutetly no limit.
The example:
As the reminder its also necessary to knew that the Expansion strategy of the Line in marketing was really the opposite of the Focus Law.
The strongest concept in the marketing was to have a word in the prospective customer's memory.
The Volvo example -- > the security, Mercedes -- > the engineering, BMW -- > driving.
Many companies were trapped in the expansion law of the line that only may always be successful short-term but failed in the long term. The example like IBM as the master mainframe computer that finally had failed after descending to the PC market, likewise Xerox that has exist in the machine copy failed after trying the expansion of the line in the PC market.
If the context was the ruler of market, actually anything efforts that were carried out were on the occasion of maintained market share and especially being to maintain the business. Launched the premium product or added value just to a product according me not to increase market share, but to raised the image and maintained the market that their had.
Nokia launched the camera Mobile phone only their user did not move the product, because that loyalty was scrutinised. The "2nd class product” of unilever for the Shampoo category that is Sunsilk could in fact stand stable like his relatives that is CLEAR that more previously was released. For the soap product, Unilever had two products that is LUX and Lifebuoy that were equally strong, but both of them also not the premium, only of his segmentation differences then. Like also Ponds with Citra.
Saw the Unilever success, evidently they launched the "2nd product ", his intention what ? If I was not wrong, they want to locked market share shampoo. It Works !! other Brand was enough to be difficult to compete with the brother's duet.
Avanza and Xenia, not the premium product, but success!! This as repeating the Unilever success with the "product no.2 ". Avanza and Xenia became proof that brand Toyota and Daihatsu not stuck, precisely sustainable.
In here was seen that the Brand processing its very important and quite decisive existent of our business, must not with the advertisement or the promotion also, launched the "generic" product also one of the methods of processing Brand so that always exist.
When your brand were trapped in the violent competition with the same level competitors ( especially in the competition from the aspect of price and promo that completely that really drained the margin of the profit ), and apparently did not have the way out apart from continuing to serve the competition or was forced to surrender, When your brand have been enough existed in the market was hemmed in by the giant's competitors, and apparently must be satisfied with a little market share, When the market apparently has been very bored so as almost was not niche market that could be wrought on, at first your label was absolute market leader (controlled approximately 80% market share), so as apparently one by one the task only maintained the market share.
During to considering of few methods in increasing Market Share, along with this:
1.Launching the premium product your brand . Don't had been provoked to widened the market share brand you by launching class products of two (the quality was reduced). Your Brand will be broken. On the other hand, the launching of the premium product will from your product have many profits, such as the image brand rose on the whole, the margin of the company's profit took part in rising, and the rise market share also enabled. By launching the premium product, brand you at least had new room to move, was not trapped in stagnation. See The example: Gery Chocolatos, Dji Sam Soe Super Premium, Toyota Camry, Toyota Prado, Chitato taste of cheese, etc.. The risk of the failure continued to be available, the example: Extra Joss Tube.
The Idea : To out of the competition with Indofood, Wingsfood launched Sedap noodles Premium , that did not contain MSG, did not contain preservatives, noodles were finer, the original spice, etc
2. Added added value in your brand , Added value certain will create the certain market share also. The example: Nokia with the camera, Nestle Omega (utk the health of the heart), Pepsodent Milk teeth .
The Idea : how with Gery Plus (to growth the child, etc.)?
3. Widen of scope your brand in the other industry that still was related, In Fact when the industrial whole in the category of your label already stuck, your brand could be developed to other industries that still very potential. There absolutetly no limit.
The example:
- When the comic business & the Disney cartoon began to be stagnant, they entered to the new industry that still was related the field entertainment, that is building the Disney Land, the playing place of children. Now they develop to the producer of films animasi famous, like Cars, The Lion King, etc.. guest what outcome was when Walt Disney did not spread brand "Disney" to the other similar industry, such as, Japanese comics.
- Donald Trump made use of the reputation themmself as the brand, by entering to the book field (he published books about herself), the field tv show (The Apprentice), and all the complexities from the tie to the coat with the "Trump" label. Take note the expansion of the TRUMP in his website www.trump.com. Take note also the expansion of the OPRAH WINFREY SHOW make that more mesmerised in her website oprah.com.
- Martha Tilaar made use of the brand strength in cosmetic products, to build beauty salons.
As the reminder its also necessary to knew that the Expansion strategy of the Line in marketing was really the opposite of the Focus Law.
The strongest concept in the marketing was to have a word in the prospective customer's memory.
The Volvo example -- > the security, Mercedes -- > the engineering, BMW -- > driving.
Many companies were trapped in the expansion law of the line that only may always be successful short-term but failed in the long term. The example like IBM as the master mainframe computer that finally had failed after descending to the PC market, likewise Xerox that has exist in the machine copy failed after trying the expansion of the line in the PC market.
If the context was the ruler of market, actually anything efforts that were carried out were on the occasion of maintained market share and especially being to maintain the business. Launched the premium product or added value just to a product according me not to increase market share, but to raised the image and maintained the market that their had.
Nokia launched the camera Mobile phone only their user did not move the product, because that loyalty was scrutinised. The "2nd class product” of unilever for the Shampoo category that is Sunsilk could in fact stand stable like his relatives that is CLEAR that more previously was released. For the soap product, Unilever had two products that is LUX and Lifebuoy that were equally strong, but both of them also not the premium, only of his segmentation differences then. Like also Ponds with Citra.
Saw the Unilever success, evidently they launched the "2nd product ", his intention what ? If I was not wrong, they want to locked market share shampoo. It Works !! other Brand was enough to be difficult to compete with the brother's duet.
Avanza and Xenia, not the premium product, but success!! This as repeating the Unilever success with the "product no.2 ". Avanza and Xenia became proof that brand Toyota and Daihatsu not stuck, precisely sustainable.
In here was seen that the Brand processing its very important and quite decisive existent of our business, must not with the advertisement or the promotion also, launched the "generic" product also one of the methods of processing Brand so that always exist.
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