How to dissolve the marketing myopia and the product lens
Playing to Win by A.G. Lafley and Roger L Martin
Playing to Win by A.G. Lafley and Roger L Martin
Not your company's product or the detailed service. But the value you provide to the customer.
Products.
One Tide. Many varieties. One Bounty. Different textures, strength, absorbency.
Technologies.
Febreze technology locks onto the bad odor molecules and neutralizes it. Quilting technology for paper towels. Film manipulation know how from diaper making to trash bags.
Why procter? According to this Nasdaq article, Procter & Gamble has 38% of its sales from emerging markets. Entering and thriving in a market which calls for a different pricing calls for fitting the circle into a square peg problem. A president of the company decided that a baby diaper in the emerging market should be affordable and cost as much as an egg. Instead of diluting its brand by selling sub par or whittling own the product, they kept the consumer in mind.
Since the company caters to household products, many exapmles in the book are easily relatable. Tide, Diapers, Febreze.
How Pand G presents data
Books referenced:
A good case study of Four Seasons hotel catering to both home and convention center style. On th elighter side, look at what a casual trip plan can turn into in a scholar speak.
Products.
One Tide. Many varieties. One Bounty. Different textures, strength, absorbency.
Technologies.
Febreze technology locks onto the bad odor molecules and neutralizes it. Quilting technology for paper towels. Film manipulation know how from diaper making to trash bags.
Why procter? According to this Nasdaq article, Procter & Gamble has 38% of its sales from emerging markets. Entering and thriving in a market which calls for a different pricing calls for fitting the circle into a square peg problem. A president of the company decided that a baby diaper in the emerging market should be affordable and cost as much as an egg. Instead of diluting its brand by selling sub par or whittling own the product, they kept the consumer in mind.
Since the company caters to household products, many exapmles in the book are easily relatable. Tide, Diapers, Febreze.
How Pand G presents data
Books referenced:
A good case study of Four Seasons hotel catering to both home and convention center style. On th elighter side, look at what a casual trip plan can turn into in a scholar speak.
Techie stuff
Porter Activity map
OGSM
Assertive Inquiry
Weighted Purchase
BCG matrix
VRIN model
GE Mckinsey 9 box matrix
Porter Activity map
OGSM
Assertive Inquiry
Weighted Purchase
BCG matrix
VRIN model
GE Mckinsey 9 box matrix
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