Showing Tag: "category" (Show all posts)

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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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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Kinetizing strategy helps firms deliver two conflicting benefits

Posted by John Iduh on Thursday, January 16, 2014,
Kinetizing strategy can help firms convince their target markets that their products can accomplish two seemingly conflicting benefits. This is an attempt to straddle two conflicting values or reconciling conflicting consumer goals and create best-of-both solution:

  • BMW, for example, first made a strong competitive push into the US. market in the early 1980s. It positions its brand as  " the only automobile that offer both luxury and performance". At that time, consumers saw American luxury car...

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Wal-Mart Used Kinetizing Approach to Reach Customers in Different Geographic Markets.

Posted by John Iduh on Sunday, June 30, 2013,
Wal-Mart with its new stores of community concept, segments its customers on geographic basis. Now over two dozens of Wal-Mart stores have been designed to reflect the communities in which they are located.
For instance, there is a Wal-Mart with a western flair in F.T Collins Colorado and a two-level art-deco-inspired unit to draw in wealthy African-Americans in Balwin Hills, California. In an effort to carter for the fourth largest Amish communityin the United states, the Middlefield, Ohio, W...
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Things To Consider When Choosing A Toothpaste

Posted by Oral B on Thursday, April 25, 2013,

These days, you may feel overwhelmed by the types of toothpaste available at your grocery store or pharmacy. Just remember: The best toothpaste for you is the one you like well enough to use every day.

Of course, you can buy a few different types for variety, or to suit the tastes and needs of your family members. Today, there are toothpastes to meet the oral care needs of virtually everybody, and you can’t really go wrong with any toothpaste that has the seal of the American Dental...


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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