Selling to The Moneyed Masses  

Oleh:

Nunes, Paul F. ; Johnson, Brian A. ; Breene, Timothy S.

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. 82 no. 7-8 (Jul. 2004), page 94-107.
Topik: MONEY; consumer marketing; market analysis; marketing strategy; mass merchandising; product development; product differentiation; product positioning

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.26 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Over the past decade, the distribution of household incomes has shifted so much that a much larger proportion of consumers now earns significantly higher - than - average incomes - while still falling short of being truly rich. As a result, what used to be a no man's land for new product introductions has in many categories become an extremely profitable "new middle ground." How can marketers capitalize on this new territory ? The key, say the authors, is to rethink the positioning and design of offerings and the ways they can be brought to market. Procter & Gamble, for instance, redefined the positioning map for tooth - whitening solutions by offering its $35 Whitestrips. P & G wisely positioned itself between the $400 bleaching technique that dental centers popularized and $2 to $8 whitening toothpaste. In product categories where the middle ground is already populated, it's important for companies to design or redesign offerings to compete. An example is the Polo shirt. How do you sell a man yet another one after he's bought every color he wants ? Add some features, and call it a golf shirt. Here, marketers have introduced designs based on the concept of "occasional use" to stand out. Finally, companies wishing to reach the almost rich can change how they go to market. Consider Target Stores, which has pioneered a focus the company itself characterizes as upscale discount. The strategy has made Target an everyday shopping phenomenon among well - heeled urbanites and prosperous professionals.

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