Patterns of New Product Introduction in Consumer Products Category

Koshy, Abraham; Angel, Anna

doi:10.1177/0256090919940203

Cited by 2 publications

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Repositioning also involves redefining target segments and/or altering the benefits offered by the product along with appropriate changes in the relevant marketing mix elements (Koshy and Angel, 1994). This paper attempts to find out the segments of the passenger car owners/potential buyers and to suggest repositioning strategies for the existing brands of passenger cars in the so identified segments.…”

Section: Introductionmentioning

confidence: 99%

Repositioning Strategies For Passenger Cars-A Segment-Wise Empirical Study Using MDS And Cluster Analytic Approach

Sandhu¹,

Kaur²

2005

Paradigm: A Management Research Journal

View full text Add to dashboard Cite

Brand positioning and market segmentation appear to be the hallmarks of today's marketing research. A company cannot serve all customers in a broad mass market. The customers are too numerous and diverse in their buying requirements. Thus, company needs to identify the market segments it can serve effectively. By segmenting the market, .firms can better understand their customers and target their marketing efforts efficiently and effectively. Thus positioning and segmentation go side by side. This study attempts to carry out benefit segmentation of the passenger car market and suggests repositioning strategies for the existing brands of passenger cars in the identified segments. The study is based on a sample of 303 car owners/ potential buyers from the major cities of the state of Punjab and union territory Chandigarh. Eleven brands of cars alongwith an Ideal (Imaginary) brand are considered. Advanced multivariate techniques, viz., Cluster analysis and Multidimensional Scaling (MDS) were used for data analysis. Results of the analytical study brings out two segments of respondents on the basis of benefit segmentation and also identified position of Ideal brand vis-à-vis other brands. Study further reveals that Ideal brand is away from all other brands (considered in the study) as far as segment I is concerned. However, Zen and Santro can very well be stretched towards the most preferred Ideal brand using various repositioning strategies. In case of segment II, Zen is observed to be closer to the ideal brand.

show abstract

Section: Introductionmentioning

confidence: 99%

Repositioning Strategies For Passenger Cars-A Segment-Wise Empirical Study Using MDS And Cluster Analytic Approach

Sandhu¹,

Kaur²

2005

Paradigm: A Management Research Journal

View full text Add to dashboard Cite

show abstract

Never innovate to compete rather innovate to change the rules of the game

Victor¹

2012

EEMCS

View full text Add to dashboard Cite

Subject area New product development and introduction, Marketing. Study level/applicability The case is suitable for post-graduate students in management, or in their final year. The case is intended for those business school students who are familiar with the basics of marketing management and are going through a course on new product development. The level of difficulty for post-graduate management students as far as this case is concerned is medium to high. The case can be a part of the following courses in marketing; new product marketing; technology marketing; brand management (how to build a technology brand). Case overview The case concerns a computing technology company – Novatium Solutions – that has developed a new product, an affordable computing system, and is looking at ways of marketing it. The product offering in the initial stages is just hardware with limited local processing abilities that needs to be connected through a wire to a telecom broadband player to provide the internet browsing facility. As the case progresses, the product evolves into upgraded and newer formats. The theme of the case is intended to be new product marketing in a technology sector. Expected learning outcomes The following will be the learning outcomes for this case; new product process and marketing in a technology company (compared to non technology consumer product company); bringing customer orientation to a product technology company; the role of a marketing head in a new product company; and building a retail brand for an affordable technology product. Supplementary materials Teaching notes are available; please consult your Librarian for access. The teaching notes provide adequate questions and answers (four assignment questions and three class discussion questions) so that faculty members need not look beyond these to give student projects or assignments.

show abstract

Patterns of New Product Introduction in Consumer Products Category

Cited by 2 publications

References 0 publications

Repositioning Strategies For Passenger Cars-A Segment-Wise Empirical Study Using MDS And Cluster Analytic Approach

Repositioning Strategies For Passenger Cars-A Segment-Wise Empirical Study Using MDS And Cluster Analytic Approach

Never innovate to compete rather innovate to change the rules of the game

Contact Info

Product

Resources

About