Browsing Archive: August, 2014

How Chobani Won The Subcategory Competition and Drove Market Dynamics.

Posted by John Iduh on Monday, August 18, 2014, In : Insights for Innovation 

In the future, branding and business in general is going to involve more subcategory creation and competition and less “my brand is better than your brand” competition. This is because, with rare exemptions, that is the only way to achieve real profitable growth. In category after category, real growth results not from market share increases, but from brands that have created a set of “must haves” that define a new subcategory and then manage that subcategory by becoming its...


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Differentiation Marketing

Posted by John Iduh on Sunday, August 17, 2014, In : Insights for Innovation 



Differentiation Marketing

Challenge:
What are the Feasible ways to differentiate your brands  from competition in a market space?

Solution: Product Differentiation Model is a solution to assist you in differentiating your offering from that of competition. Product Differentiation Model will help you innovate beyond tried and tired industry practices by creating new approaches to challenge industry norms.


For Differentiation Marketing  Service, Text Me!

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Homogeneous Marketing

Posted by John Iduh on Sunday, August 17, 2014,


Homogeneous
Marketing


Challenge: How do avoid serving the mass markets, but rather, focusing on the customer groups with same needs and wants?


Solution: Homogeneous Marketing is a solution  to assist you do just that. It will help you target your products at customers that have same needs. To illustrate, members of associations, pupils, and some factory workers need uniforms.

For Homogeneous Marketing  advice, Text Me!

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Decision Supports

Posted by John Iduh on Sunday, August 17, 2014,


Decision Supporting


Challenge: How do you overcome a tough marketing decision ahead? How do you make strategic decisions and be sure that they are accurate and will be successful?

Solution: Decision Support is a solution developed to help you:

  • With insightful tips, checklists, practical advices and Directions at Stages of Marketing Management/ Decision Making Processes.
  • With Marketing algorithm-  step-by-step & descriptive ways to carefully solving your marketing problems, 
  • with such practical ...

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Winning Marketing

Posted by John Iduh on Sunday, August 17, 2014,

Creating Marketing Cases


Cases on Breakthrough Marketing & Major accomplishments of successful organizations could serve as models to help in devising marketing strategies. Prophet's David Aaker has posited that: " When I am asked for guidance on a brand or marketing problem, I usually respond that I know a method that is “guaranteed” to work: Find an organization that has successfully addressed a similar problem, and adapt what they did. Don’t limit the search to those organizations...


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Customer sweetspots

Posted by John Iduh on Sunday, August 17, 2014,

Creating Customer Sweet-points

Challenge: How do you create an online strategy that involves customers in an energized social community? How do you generate an engaged, active “go-to” website?

Solution: You must change the orientation of marketing from selling something, to create  Customer Sweet-points. This means you must create a go-to-place for something relevant by becoming an active partner with a program around customer’s interest points. A customer interest point reflects cus...


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Segment Marketing

Posted by John Iduh on Sunday, August 17, 2014,


Small-segment Marketing


Challenge: You and other firms have the desire to make it big in the Market segments where your products are sold. However, cut throat competition makes it difficult for your brand to achieve just that.

Solution: Small-segment marketing model is a solution developed to  help you succeeding successfully in a market niche. As an alternative route to avoid competing in a larger market, Small-segment marketing could help you become leader in small markets by specializing an...
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Diaspora Marketing

Posted by John Iduh on Sunday, August 17, 2014,


Diaspora Marketing

Challenge: Who would help  your brands break into foreign markets avoiding the often unfeasible attempt to build a brand on foreign shores from Zero?


Solution: Try Diaspora Marketing! This is a package of solution developed to help you  devise marketing program  targeted at Diasporas or consumer groups living away from their birth countries. It will assist you market your brand to a group that is familiar with and has an affinity for offerings that come from their home cou...
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Category Marketing

Posted by John Iduh on Sunday, August 17, 2014,
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Category Innovation &  Marketing

Challenge: How do you create a market position to make your industry competition irrelevant and grow with rare exception? How do you create an offering so relevant such that your industry competition is awkward to gain visibility and credibility at the space? How could you prevent rivals from unleashing assaults? Can you keep your marketing enemies at Bay?

Solution: Category Marketing will help you do just that! Category Marketing is an important solu...


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Insight Search

Posted by John Iduh on Sunday, August 17, 2014,



 Insight Search [IS] 

Insight is the foundation of development. For developing practitioners looking for fresh insights from actual behaviors, attitudes and ways consumers do their things in order to develop: Business or Program Strategies; Breakthrough Innovation Concepts and Appropriate Marketing Messages; Or  brand owners  that want to kick-start new business approaches or refine the existing ones,John-Iduh's Insight Search  is a research service that aims to support brands unveil to transl...


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Concepts Guide

Posted by John Iduh on Sunday, August 17, 2014,

Creating Concepts


Challenge: How do you create concepts that will impress customers, as good purchase option and be willing to buy?


Solution: Concepts framing Guides is a solution developed to help you create concepts that will impress people to buy. It leverages  customer knowledge to help you frame concepts that will earn the loyalty of customers. Framing concepts matters. Framing, if turns out, can affect how a people perceive, talk about, develop attitudes toward, and, ultimately, buy a...


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Demand Dynamic Manager

Posted by John Iduh on Sunday, August 17, 2014,

 Managing Dynamic Markets


Challenge:  It is apparent that one serious threat facing most brands in dynamic markets is the loss of relevance, because the category or subcategory their brands are serving  is declining. Customers are no longer buying the products their brand is perceived to make. New categories emerge as competitors' innovation creates "Must-Haves". This dynamic can happen even if the brand is strong, while customers are loyal. To illustrate, a newspaper could have the best new...


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Brand Vision

Posted by John Iduh on Sunday, August 17, 2014,


Creating Brand Vision + Market Application


Challenge: How do you Identify the Brand dimensions that are relevant for the strategic contexts you have at hand, and capable of resonating with  your chosen markets?


Solution: Brand Vision Model  will help you answer the question.  This solution was developed to help you adapt and apply your brand vision elements rightly to different market segments and in Geographies. This is important because my observation reveals that real  business starts...


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Intersection Marketing

Posted by John Iduh on Sunday, August 17, 2014,

Aligning Business to Markets

Problem: Many times, you observe that your customers find  it so reluctant  to buy your brands or subscribe to your services despite investment in great marketing that asked then to do just that. Then you start figuring out what to do to earn the loyalty of these customers.

Solution:  Intersection Marketing was  developed as solution to help you  align your Business objectives, resources and capabilities to the marketplace needs. It is a Product + Market Int...
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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