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StrategicMarketManagementGlobalPerspectivesDavidA.AakerandDamienMcLoughlinISBN:978-0-470-68975-2/college/aaker?Copyright2010JohnWiley&SonsLtd1StrategicMarketManagementGlChapterTenEnergizingtheBusinessChapterTenEnergizingtheBusi“Itwasourdutytoexpand.Thosewhocannotorwillnotjoinusaretobepitied.Whatwewanttodo,wecandoandwilldo,together.Agloriousfuture!”IngvarKamprad,FounderIKEA“Itwasourdutytoexpand.Th“Manyofthefailuresarepeoplewhodidnotrealizehowclosetosuccesstheywerebeforetheygaveup”ThomasEdison“Manyofthefailuresarepeop“Wherethereisnowind,row.”Portugueseproverb“Wherethereisnowind,row.”Chapter10-EnergizetheBusinessPPT10-6GrowthinExistingProductMarketsInnovatingtheOfferingUsingBrandedDifferentiatorsEnergizingtheBrand&MarketingUsingBrandedEnergizersIncreasingtheUsageofExistingCustomersChapter10-EnergizetheBusiChapter10-EnergizetheBusinessAnactivelymanaged,brandedfeature,ingredientortechnology,service,orprogramthatcreatesameaningful,impactfulpointofdifferentiationforabrandedofferingoveranextendedperiodoftime.BrandedDifferentiatorChapter10-EnergizetheBusiChapter10-EnergizetheBusinessSub-brandorbrandthatenergizesandenhancesaparentbrandEnergizerscouldbe:

ProductsPromotionEndorsersAnysourceofenergyattachedtothebrandBrandedEnergizerChapter10-EnergizetheBusiChapter10-EnergizetheBusinessPPT10-9EnergizingtheBrand&MarketingInvolvethecustomerGoretailPublicizeeventsOfferpromotionstogetnewcustomersChapter10-EnergizetheBusiChapter10-EnergizetheBusinessPPT10-10IncreasingtheUsageofExistingCustomersMotivateHeavyUserstoUseMoreProvideReminderCommunicationsPositionforRegularorFrequentUseMaketheUseEasierProvideIncentivesReduceUndesirableConsequencesofFrequentUseFindNewUsesChapter10-EnergizetheBusiKeyLearningsEnergizinganexistingbusinessisafruitfulsourceofgrowthbecauseitavoidsrisksofventuringintonewcompetitivearenasrequiringnewassetsandcompetences.Improvingtheofferingthroughinnovationisalwaysthebestroutetogrowthandprofitability.However,innovationscanrepresentshort-livedadvantagesunlessbranded.Abrandeddifferentiatorisanactivelymanaged,brandedfeature,ingredientortechnology,serviceorprogramthatcreatesameaningful,impactfulpointofdifferentiationforabrandedofferingoveranextendedperiodoftime.KeyLearningsEnergizinganexiKeyLearningsSometimesinnovationisnotfeasible,andthenenergizingthebrand/marketingorcreatingabrandedenergizeristhebestoption.Abrandedenergizerisabrandedproduct,promotion,sponsorship,symbol,program,orotherentitythatbyassociationsignificantlyenhancesandenergizesatargetbrand-thebrandedenergizeranditsassociationwiththetargetbrandareactivelymanagedoveranextendedtimeperiod.Growthlessvulnerabletocompetitiveresponsecanalsocomefromincreasingproductusagebymotivatingheavyuserstousemore,makingtheuseeasierwithreduedundesirableconsequences,providingusageincentives,remindercommunications,positioningforfrequentuse,andfindingnewuse.KeyLearningsSometimesinnovatChapter10-EnergizetheBusinessPPT10-13AncillarySlidesChapter10-Energiz

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