Harvard Business Review

MAY 24, 2016

Often new products are over-engineered with too many features, usually at too high a price. Some products are truly innovative but stay walled up too long in R&D and then are released to market when they are no longer unique. After that, you could buy them on eBay – but for 33% more than the original price tag.

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

MARCH 12, 2012

Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Deere & Company developed a small tractor, the 35-horsepower Krish, built and priced specifically for the India market, competing head on with the Indian market leader, Mahindra & Mahindra.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. But everything changed with the onset of the innovations introduced by General Motors in the 1920s , which took the direct opposite of Henry Ford's tack of "Any color.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

JANUARY 13, 2015

In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. But insurers pay this price because Soliris is the only safe and effective treatment for these diseases and that price is less than the total cost of alternative treatments. Soliris costs $400,000 per patient annually.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Frank Sonnenberg Online

DECEMBER 1, 2020

Sell value, not price. You rush a product or service to market even though it’s not ready for prime time — You hope you can work out the bugs before customers notice. You begin to sell your luxury products in mass-market retail stores to boost sales. — You slash prices to combat a temporary downturn. —

Discount 105

Discount Price Mass Marketing Reputation 105

Harvard Business Review

APRIL 15, 2014

If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. The recent failures of mass market retailers Sears and J.C. The company struggled, and its stock price fell, until Schultz came back and reversed those decisions. Will you confuse people?

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

OCTOBER 19, 2017

Netflix will raise the price of its standard plan by a dollar a month and its premium plan by two dollars a month. This makes it easier to do what Netflix was built for: experiment with the long tail rather than go for mass-market hits. This is far more than any other online player.

Mass Marketing 8

Mass Marketing Content Price Industry 8

Harvard Business Review

JUNE 22, 2016

Customers no longer want anything that is mass-marketed. Unlike mass merchants which provide basic goods at everyday low prices, these big box players leverage the novelty of their constantly changing products and discounts. Customers are thrilled by the prices it offers given the quality of its merchandise.

Retail 9

Retail Discount Reis Supply Chain 9

Harvard Business Review

DECEMBER 19, 2011

For mass market retailers who understand this and react quickly, this upheaval is survivable. With technology making both pricing and assortment choices transparent for the consumer, there is less and less incentive to buy from a physical store when a better price can be found online.

ROIC 12

ROIC Retail Mass Marketing Price 12

Harvard Business Review

JANUARY 3, 2013

A prosumer camera is one that is borderline professional grade but a price point in between a consumer camera (few hundred dollars) and a professional camera (few thousand dollars). Prosumers can be the guide to finding unmet demand on the price/value curve. They also are finicky about marketing ("how you market it").sometimes

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 12

Mass Marketing Market Segmentation Travel Marketing 12

Harvard Business Review

MAY 31, 2011

companies produce the batteries required for price-competitive electric vehicles that can truly shift the market? Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. BYD of China can.

Incubator 14

Incubator Business Model Mass Marketing Globalization 14

Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

Harvard Business Review

AUGUST 2, 2016

Market prices would prevail, the regulations state, “except when municipal government officials believe it is necessary to implement government-guided pricing.” But by going for the mass market to reach higher valuation and to fuel its larger platform strategy, Uber brought on extra challenges.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

MAY 3, 2011

They have an idea for a vocal "warm-up" program and intend to develop and market computer programs and videos to effectively coach aspiring performers. So had everyone wanted a "below-retail" price (if everyone chose to be a free rider, or nearly so), the project would not have been funded.

Retail 13

Retail Discount Mass Marketing Download 13

Harvard Business Review

JANUARY 3, 2013

Avis has taken an interesting (and bold) step by acquiring Zipcar, absorbing an innovative but struggling competitor at what is likely to be seen as a bargain price while acquiring a small but desirable customer base and gaining a foothold in the rapidly growing world of collaborative consumption.

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

OCTOBER 22, 2014

And while the networks reach all those households, they don’t have to market to all of them. “[Cable networks] don’t want to deal with the mass market,” Hazlett says. And Verizon and Comcast and those guys are in the best position to sell you that, probably at a higher price than they do now.

Hedge 9

Hedge Licensing Mass Marketing Price 9

Harvard Business Review

NOVEMBER 4, 2011

It's not easy to deliver sophisticated robotics at a $40 price point , and by managing to do that, they have a toy with mass market sales. He figures Bossa Nova has bought itself some time with its engineering focus on driving costs down.

Mass Marketing 9

Mass Marketing CEO Technology Conference 9

Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. Instead, publishers experimented with differentiated pricing and saw their readership (which is to say customer base) grow. But book publishing survived the shock, and an indigenous American literature, as Dickens predicted, took off.

Levitt 14

Levitt Mass Marketing Simon eBook 14

Harvard Business Review

JANUARY 11, 2017

The companies that are most vocal about environmental and social issues tend to be big, mass-market brands — well-known retailers , consumer products giants , and tech firms that are telling a new story to consumers who increasingly care about sustainability.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

FEBRUARY 14, 2012

Mass markets were a convenient fiction created by mass media. This was the case with Netflix, whose well-documented pricing snafus showed a tone that didn't work for the social era. Because that's the point.

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

Harvard Business Review

MARCH 16, 2016

And yet because buyers can access prices, reviews, and other information via online searches, their attitudes toward negotiations, pricing, online engagement, and sales reps are changing. Not everyone likes negotiating price, but a lot of people do. ” As in most industries, buyers’ preferences vary. .”

Price 8

Price Automotive Mass Marketing Industry 8

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. Then a price was slapped on, and Dodge took it to customers to try to sell it. The company would build prototype after prototype to get it right.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

JUNE 15, 2017

Hyundai has succeeded in India precisely because it developed lower-priced subcompact cars tailored to the needs of the Indian middle class. #4 Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S. 4 — Strategy Also Needs to Be Based on Volume and Scale.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

FEBRUARY 7, 2018

They have pricing, product, brand, portfolio and corporate strategies. It’s easy to forget that a little over six years ago, in 2011, Netflix’s market capitalization fell from $15 billion to under $4 billion thanks to the Qwikster and pricing debacle. Big brands are giving way to smaller brands.

Strategy 12

Strategy Mass Marketing Business Model Brand 12

Harvard Business Review

JUNE 27, 2014

As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marketing and reinvent the field from the ground up. This shift will play out most obviously in marketing communications and advertising. This does not reflect income level.

Marketing 9

Marketing Mass Marketing Retail Market Segmentation 9