generic marketing entry strategies
DESCRIPTION
TRANSCRIPT
Essentials For Market EntryFirm`s brand name
Management`s Strength`s
Operational Strength`s
Capital resources
Types Of Market Entry Strategies FOR NEW FIRMSFirst Movers Alliances
FOR EXISTING FIRMSFast FollowersBrand Extender
First MoversEntering first into the marketTaking the advantages of user awareness
followed by consumer transactions & experiences then grow brand strength
Eg amazon.com ebay.com etrade.com
Concept – First MoversFirst movers experience short lived monopolyThey then become the only providers for few
monthsDuring that period competitors come in the market
as entry cost is lowTo prevent new entrants in the market , first movers
need to advertise aggressivelyObjective is building brand (site) awarenessMajority of the marketing budget is spend on high
visibility advertising in mass media to strengthen brand
Brand strengthening will create less chances of customers to pay the switching cost
Limitations Of First Mover`sLack of trust & loyalty
Lack of financial depth
Lack of Brand reputation
Production facilities needed to meet customer demands once the product succeeds
Site visits do not translate into purchase
AllianceTo ally themselves with established firms(Firms having established their brand names ,
production & distribution facilities , financial resources need to launch a business )
Eg Brainplay an e-tailer of children`s goods entered into alliance with KB toys unit to form new online presence called Kbkids.com
Fast FollowersUsing existing brand name to expand or enter
market
Eg Barnes & Noble , world`s largest book retailer , formed barnesandnoble.com after the success of amazon.com
Brand ExtenderMixing of online branding with offline storesAlready having the advantage of existing
brand and relationshipBrand extenders do not separately set up
online stores rather but instead integrate with online firms
Eg Walmart
E-CRMCustomer relationship is the next step once
the company enters into the marketPublic relations and advertising media vital
for establishing relationshipThree important techniques for E-CRM are :
Permission MarketingAffiliate MarketingViral Marketing
Permission MarketingMarketing strategy in which companies
obtain permission from consumers before sending them information or promotional messages
Sending information helps in developing relationship with customers
When consumers agree they are opting in and when consumers do not agree they are opting out
Eg companies asking for email from customers
Affiliate MarketingAffiliate adds link to the company`s website
on its own site and encourage its visitors When one website agrees to pay another
website a commission for new business opportunities it refers to the site
Also it can be upon the number of clicks , flat fees , or combination of both
E.g. Ebay`s affiliates program pays $4 for each visitor who become a registered user
Viral MarketingProcess of getting customers to pass along a
company`s marketing message to friends , family and colleagues
Online version of word of mouthE.g. half.com is using the strategy by giving $5
to the person when his friend , family , colleague spends $10 on first order
(People are asked to give the name and email address for the friends and relatives whom they want to tell about the site)
Brand LeveragingUsing the power of existing brand to acquire
new customers for a new product or service
Eg Tab was the first to introduce diet cola drinks , Coka-Cola ultimately succeeded in dominating the market by leveraging the coke brand to a new product called Diet Coke