Your Brand's Best Strategy  

Oleh:

Mark, Jonathan ; Viswanathan, Vijay

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 75 no. 3 (1997), page 123-131.
Topik: strategy; brands; consumer marketing; market analysis; market share; marketing mixes; marketing strategy; product positioning

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Conventional wisdom holds that market share drives profitability. Certainly, in some industries, such as chemicals, paper, and steel, market share and profitability are inextricably linked. But when the authors studied the profitability of premium brands - brands that sell for 25 % to 30 % more than private - label brands - in 40 categories of consumer goods, they found that market share alone does not drive profitability. Instead, a brand's profitability is driven by both market share and the nature of the category, or product market, in which the brand competes. Developing the most profitable strategy for a premium brand, then, means reexamining market share targets in light of the brand's category. That is, managers must think about their brand strategy along two dimensions at the same time. First, is the category dominated by premium brands or by value brands ? Second, is the brand's relative market share low or high ?

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