TU Patiala Aman Mehta - How can market followers or nichers compete effectively

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How can market followers or nichers compete effectively

HOW CAN MARKET
FOLLOWERS OR
NICHERS COMPETE
EFFECTIVELY

MARKET FOLLOWER
STRATEGIES
Different Types Of Imitation Products
Look-
Alikes
Spell-
Alikes
Duplicates

LOOK-ALIKES

DUPLICATES
Exact copies of the
popular brands,
including the colour
schemes of the product
and the packaging.

MARKET NICHER
STRATEGIES

MARKET NICHER
STRATEGIES
Firms with low
market share may
be highly
profitable
because of High
Margins.
Despite Apple having only 18% of the Smartphone
market as compared to Android’s 74%, it still makes
more money than any other company in the market.

MARKET NICHER
STRATEGIES
Firms with low
market share may
be highly
profitable
because of High
Margins.
Despite Apple having only 18% of the Smartphone
market as compared to Android’s 74%, it still makes
more money than any other company in the market.

Aman Mehta
Thapar University, Patiala
mehtaaman15@gmail.com
08437924582
THANK YOU!

“Created by Aman Mehta, Thapar
University, Patiala, during an internship
under Dr. Sameer Mathur, IIM Lucknow.
www.iiminternship.com”

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INTRODUCTION- Private label brands are on the rise right now everywhere in the world and command a higher unit share than the strongest of national brands in 77 out of 250 product supermarket categories which is an astonishing 31% and even in 100 of those categories, Private Label comes a close second or third position. However, manufacturers do not realize that sales of private labels sales vary with the economic conditions of the country they are operating in. Their share goes up when the economy is suffering and tanks in stronger growth periods. The proof of this claim is evident from the following fact- During the last 20 years, Private Label share of markets has averaged out at a decent 14% of the U.S dollar supermarket sales. This share was 17% during 1981-82 at the peak of the recession and in the year 1994, this share dropped to 14.8% despite receiving media adulation. Private labels have managed to pressurize strong national and international brands but brands must also assess the threats that are possible from private labels and whether they will decline or mature in the future. European Markets have seen quite success with Private Label Brands and compared to USA supermarkets which has only 15% of their sales come from Private Label Brands, European supermarkets has 54% of their sales from PLBs. This is because in Europe, the television markets are highly regulated and hence advertising is limited. Also, grocery chains dominate the entire European landscape and hence retailers hold more power in relation to manufacturers than in the United States of America.

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Running head: WEEK 8 ASSIGNMENT 3 1 WEEK 8 ASSIGMENT 3 5 Week 8 Assignment 3 Sherri Coleman Strayer University BUS499 Business Administration Capstone Dr. Keller December 3, 2018 Week 8 Assignment 3 Many businesses in the world today have the aim of acquiring profits, gaining returns for shareholders and remaining relevant in the market. Apple Inc. is not an exemption in the quest to be a leader in the business niche where it exists. The company is facing large competition from some established corporations like Samsung and others which are growing at a very faster rate. Failing to have good strategies will make the company obsolete and will be overtaken in the industry. Fortunately, Apple Inc. is aware of the challenge and has put forth the best business level strategy and corporate level strategies which are indicators of each growth even to new and unexploited markets in the world. The strategies of Apple Inc. are clearly illustrated and compared to that of Samsung, its giant competitor and the outcome is that there is hope for retaining the global leadership in technology investments (Piao, & Kleiner, 2015). Business-Level Strategies The business-level strategy that is more appealing at Apple Inc. is the product differentiation. Apple through this strategy was able to produce a wide range of products which are almost similar but with minor differences to match the customers’ needs and also the financial capabilities. This made the brand to be very popular because it could serve people of all economic classes and the market increased from only the high-class citizens but also to the middle class and even low-class citizens. Apple has a wider connection and an ear to the customer meaning that all the concerns which will be raised by the customer are handled with utmost care. The research and development team works around the clock to ensure that the kind of products produced is the replica of what the clients want. The best example is the improvement and addition of features to meet clients need (Khan, Alam, & Alam, 2015). When the business realized that more people need an app store to access important services, the business corporation launched an app store complete with all the packages needed by the clients all over the globe. The app store was launched in some of the major products and customers could make choices accordingly. The product differentiation is strongly boosted by the innovation which is the language at Apple Inc. the development of iPad became a huge milestone for the organization. Thousands of songs existed in the database to meet the needs of the customers; innovation made it possible to have a shuffling capability for all the songs present in the system. Through the incorporation of things like iCloud and other beautiful features, customers have had a wide range of choice. The product differentiation is important to the corporation because giving customers a choice is a good way of retaining them. Once a c.

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Apple Brand Audit APPLE Inc Submitted to: Sir Goher Raza Submitted by : Sumeet Raj & Mumal Khan 12/15/2012 Apple Brand Audit 2012 Executive Summary Since its foundation in 1976, Apple has grown from a small business selling computers into one of the most successful and valuable brands in the entire world. Consumers everywhere perceive the brand as being one of the very best because of their groundbreaking product lines, their successful marketing programs, and their ability to differentiate themselves among other competing brands. These elements and attributes are the core aspects that make up Apple’s brand equity. Apple has always been known for releasing innovative, user-friendly products that have become extremely popular in the market. They are a dominant force in the market for consumer electronics, and their merchandise is in extremely high demand. Secondly, their very successful marketing and distribution strategies are able create consumer perceptions that make Apple’s brand a highly reputable icon. Through these core elements and attributes, Apple as a brand has seen its value skyrocket over the years. By continuing to implement and improve on these successful programs and strategies, Apple’s brand equity will continue to grow and flourish in the future of the company. 2 Apple Brand Audit 2012 Introduction Brand Audit Brand audit is concerned with the behavioral and psychological nature of brand equity, and it will be discussed in terms of strength of a brand’s equity and its nature. So simply it is the examination of brand’s current position in industry compared to its competitors and the examination of its effectiveness, brand’s strategy, positioning, market position, consumer views, pops and pods etc. Objective and scope of the audit Brand perceptions often create a complex and elusive picture, but it’s crucial that you determine how your various audiences view your brand. The brand which we have taken is Apple, the main objective of this audit is to show that where the brand is currently stand. After the audit will be done we also come to know that whether the share of brand in market is increasing, decreasing or stable. It will also show that what are the strengths, weaknesses and opportunities for this brand, how much people know and like the brand. So after audit we can come to know about the overall market position of the Brand. Brand audit Apple Inc & its history The brand which we have taken is Apple, currently the top brand of the world. The point which is intriguing is that how Apple has maintained its equity worldwide. The innovative products of apple have enabled the company to be a global brand worldwide. Apple Computer, Inc., is a multinational corporation that creates consumer electronics, personal computers, computer software, and commercial servers, and is a digital distributor of media content. Apple's core product lines are the, I phone, I pa.

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The most valuable brand in the world Apple - is also about the best marketer in the world I research, develop, and advise on implementing strategies to identify and leverage opportunities, and eliminate complex problems. As an advisor, company director, advisory board member and mentor, I work with organisations of all shapes and sizes to drive the consumer and business behaviour that maximises performance with strategies that minimise costs. Eliminating marketing waste marketing s a passion. Over 30 years, I have learned that too many organisations spend too much on initiatives that are not cost-efficient. My primary expertise includes: • Research – including customer insights and behavioural economics. • Brand – including defining, creating and communicating a brand. • Marketing – addressing -product, experience, pricing, and distribution. • Communication – addressing both traditional and digital channels. • Business development – systematic B2B business generation. I am passionate about identifying and implementing ethical strategies – driven by objective, critical and lateral thinking. ESG can and should be more than an acronym used in annual reports.

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Singapore Airlines (SIA) is a well-known airline carrier that was established in 1972, and has since grown to become one of the world's most successful airlines. The airline has a reputation for offering excellent customer service, innovative products, and a premium flying experience to its passengers. The Singapore Airlines case study examines the strategies and tactics that have made the airline so successful over the years. It analyzes the company's marketing and branding strategies, its approach to customer service, its fleet management and product development strategies, and its financial performance. One of the key factors behind SIA's success is its focus on customer service. The airline has won numerous awards for its service excellence, and has consistently been ranked among the world's best airlines in customer satisfaction surveys. SIA achieves this through a combination of well-trained and motivated staff, attention to detail, and a willingness to invest in new technologies and processes. Another key factor behind SIA's success is its fleet management strategy. The airline has a modern and efficient fleet of aircraft, which helps to reduce costs and improve reliability. SIA is also constantly investing in new technologies and products, such as its new A380 and A350 aircraft, which offer improved comfort and fuel efficiency. Finally, the Singapore Airlines case study examines the company's financial performance. Despite facing challenges such as rising fuel costs and increased competition, SIA has managed to maintain profitability over the years. The company's focus on cost management, operational efficiency, and product innovation has helped it to weather these challenges and remain a leader in the airline industry. Overall, the Singapore Airlines case study provides an in-depth analysis of a successful airline carrier, and offers valuable insights into the strategies and tactics that have made SIA so successful over the years.

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1. HOW CAN MARKET FOLLOWERS OR NICHERS COMPETE EFFECTIVELY

2. MARKET FOLLOWER STRATEGIES Different Types Of Imitation Products Look- Alikes Spell- Alikes Duplicates

3. LOOK-ALIKES These are product that are like clones and they adopt a brand name, colour scheme and packaging that resemble the popular brand.

5. SPELL-ALIKES These are fakes of popular brands with misspelt brand names of the original brands. They also bear a close resemblance to the original brand.

6. DUPLICATES Exact copies of the popular brands, including the colour schemes of the product and the packaging.

7. MARKET NICHER STRATEGIES

8. MARKET NICHER STRATEGIES Firms with low market share may be highly profitable because of High Margins. Despite Apple having only 18% of the Smartphone market as compared to Android’s 74%, it still makes more money than any other company in the market.

9. MARKET NICHER STRATEGIES Firms with low market share may be highly profitable because of High Margins. Despite Apple having only 18% of the Smartphone market as compared to Android’s 74%, it still makes more money than any other company in the market.

10. Aman Mehta Thapar University, Patiala mehtaaman15@gmail.com 08437924582 THANK YOU!

11. “Created by Aman Mehta, Thapar University, Patiala, during an internship under Dr. Sameer Mathur, IIM Lucknow. www.iiminternship.com”