Browsing Archive: January, 2013

Ford Used Kinetizing Model Repositioned Existing Products/Services Resulting in an Original Category.

Posted by JOHN BRIGHT on Wednesday, January 23, 2013,

In the United Kingdom, Ford positioned its Galaxy Minivan in relation to First-Class Air Travel comfortable enough to be suitable for busy executives. By highlighting attributes far different from those that would appeal to buyers looking for a family vehicle, the automaker used a classic Kinetizng approach created a Minivan subcategory.

 

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Tivo Used Kinetizing Model by Exploiting Changing Technology to Invent a new Category.

Posted by JOHN BRIGHT on Wednesday, January 23, 2013,

Tivo inc. created a new category for home televison by combining the personal video player, a computer hard drive and electronic program guide changing the way people watch televison, resulting in marketshare trajectory. I believe the initiative exemplifies a classic kinetizing model:  delevoping category by changing what people buy!


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Yoplait used Kinetizing Approach to Create Go-gurt Expanding the Boundary of An Existing Category

Posted by JOHN BRIGHT on Wednesday, January 23, 2013,
In the Yogurt market, eat-on-the-go trend led Yoplait developed Go-gurt,. delivered in a colourful nine-inch tube, designed to enhance portability and appeal to kids. Go-gurt helped Yoplait forged ahead of Danone's Dannon, a category competitive brand it had trailed over a decade. And with this kinetizing initiative, a new yogurt subcategory was created in which Dannon was not relevant.

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About Me


John Iduh Certified Consumer Insights / Business Development Professional. John has contributed to the success of Hero Beer, Grand Malt, Trophy Lager, Beta Malt, TINK Africa, Surge Mobile, Johntrecs Foot-wears and Globus Chicken. He translates insights into Business implications, supporting brands develop Strategies,Iinnovation and Messaging. John has wider Knowledge of Nigerian-Geographies. He works with SMEs to help their brands win through Insights! John's skills lie in Insight Generation & Translation » Innovation Conceptualizing & Evaluation » Customer Segmentation & Niche Definition » Category Definition and Value Proposition » Business or Program strategy Development » Appropriate Marketing Message Development » Creating New Markets and Customers » Managing Declining Markets & Relevance. Tel:07031399556, 08022768694. E-mail: iduhjohn18@gmail.com