Blonde Joke on Starbucks

In the CEO Afterlife

This characteristic was at the core of his brand’s point of difference versus the market leaders, Folgers and Maxwell House. Marketing 101 says, “Never try to be all things to all people,” but at Wall Street’s urging, zealous marketers keep trying to break that golden rule.

7 Executive Coaching Types

CO2

In the past decade or so, coaching has become increasingly professional and leadership development is now the largest market segment. Life Coaching–This is a newer part of the coaching market, and does not have a significant corporate following either.

Find the Customers Your Competitors Are Offending

Harvard Business Review

Pizza Hut''s campaign unwittingly shut the door on thousands of customers who were either: 1) people within the target market that the ad alienated (ex: millennials who care about politics more than pizza); or 2) people excluded from the target market altogether (ex: non-Gen Yers).

The Growing Power of Inside Sales

Harvard Business Review

Different companies divide it in different ways: By market segment. When focused on the right market segments, stages of the customer engagement process, and product/services, inside sales drives huge sales force efficiency improvements with little or no effectiveness loss.

B2B 16

Use Your Sales Force’s Competitive Intelligence Wisely

Harvard Business Review

The vast majority of your marketing data, whether from purchases or surveys, tells you about your business customers’ past behaviors. In other cases, sales reps found out about competitors’ plans to introduce new types of cooking oil and mayonnaise before the products went to market.

How Ad Agencies Can Make the Shift to Open Innovation

Harvard Business Review

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. It also allows them to save some money on production and redirect the budget to market a proven product.

Brand 17

If Your Mobile Strategy Can Win Here, It Can Win Anywhere

Harvard Business Review

As a marketer, I work to engage women online with brands and causes. of emails to my all-female marketing database are opened on iPhones, likely because many on my mailing list are busy moms who often aren''t in front of a computer. And these messages use strong market segmentation.

Why Retail Clinics Failed to Transform Health Care

Harvard Business Review

health care market more than a decade ago, they were greeted with high expectations. Nonetheless, their performance has been disappointing: Their growth has been less than expected, they have not expanded care to underserved markets (namely, the poor), and their impact on health care spending — helping to lower it — remains unclear. When retail clinics entered the U.S.

What Manufacturing Taught Me About Knowledge Work

Harvard Business Review

How many analyses were required to complete that market segmentation report? What type of competitor analysis are you doing in order to evaluate that market? Growing up in the 1970s, I often found myself in my father's factory, which manufactured women's clothing.

Reverse Innovation in Tech Startups: The Story of Capillary Technologies

Harvard Business Review

At its core, reverse innovation describes solutions adopted first in poorer, emerging nations that subsequently—and disruptively—find a market in richer, developed nations. Furthermore, for the past half-century, technology solutions have inevitably come from developed nations and occasionally "trickled down" to the emerging markets. So they developed an "emerging market" technology solution centered on mobile phone text messaging and low-cost cloud server networks.

CRM 12

Why Sales and Marketing Don’t Get Along

Harvard Business Review

Sales teams and marketing teams pursue a common objective: create customer value and drive company results. But sales and marketing don’t always get along. Some tension between sales and marketing is healthy and productive. Sales-marketing tension can stem from differences in marketers’ and sellers’ perspectives. Marketers think in terms of aggregate customer segments; sellers think in terms of individual customers. Marketing tasks.

Get Your Budget Ready for the Upturn

Harvard Business Review

Most budgets for 2013 were made in 2012, when the prevailing economic outlook was grim. Position yourself in market segments that will grow. The recession eliminated some market segments and redefined others.

Coping With Change in Emerging Markets

Harvard Business Review

In 2000, Chrysler''s then president, James Holden, traveled to India to study the market. Holden didn''t anticipate that the Indian automobile market would grow by over 500% over the next 10 years: India''s car sales shot up from 518,000 units in 2000 to 2.8 million in 2010, making it the world''s sixth largest car market. Not surprisingly, Chrysler is notable for its near-absence — in 2012, Chrysler-Fiat''s share was 0.4%— from the Indian market today.

B2B 12

Understanding Customers Is Everyone's Job

Harvard Business Review

Going to market effectively these days, no matter what business you''re in, means relating to customers as individuals — even if there are millions of them. Creating products and services for market segments of one (" mass customization ") isn''t easy. The only way it can happen: marketing, IT, operations, and human resources functions must collaborate in unprecedented ways. Collaboration Marketing Operations

How Ad Agencies Can Make the Shift to Open Innovation

Harvard Business Review

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. It also allows them to save some money on production and redirect the budget to market a proven product.

Brand 12

What Small Business Can Learn from Emerging Markets

Harvard Business Review

A new wave of smaller companies from emerging market countries have discovered that you can not only win, but have the advantage over larger companies. In researching our book, we studied 39 new companies, which we characterize as " Emerging Market Multinationals " (EMNCS), and found patterns in how these upstarts compete with larger companies. Lenovo thus goes after medium and large businesses before targeting the mass consumer market.

Brand 12

Don't Live Your Life, Lead It

Harvard Business Review

Marketers segment you, target you, and analyze you. Think for a moment about the first words you say when you talk about your life. Are you more apt to say "I live my life." or "I lead my life."? It's far more likely that you and the people who influence you use the former. There are 90 times more Google hits today for "I live my life" than "I lead my life."

Does Your Company Come Across as Too Male?

Harvard Business Review

He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. After all, Red Bull and P&G were strategically going after a market segment they had chosen to focus on. jennifer maravillas FOR HBR. “Oh no!”

Will Spanish Help You Reach the U.S. Hispanic Market? It Depends

Harvard Business Review

The Hispanic market will represent $1.5 Business leaders who are contemplating how to reach such an enormous market segment, especially through their digital presence, often ask me the same question: “Do we really need Spanish, or can we get by with just English?”. If you want to market to online Hispanics effectively, you want to do it right. Translating or adapting content to reach a new market makes your initial investment in the original content go even farther.

What You Need to Know About Segmentation

Harvard Business Review

The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. As Businessweek’s Jessica Grose reported , the maker of the test, Swiss Precision Diagnostics, has a 25% share of the at-home pregnancy-testing industry and is targeting its marketing efforts at Millennials. And that’s segmentation.”

Navigating the Dozens of Different Strategy Options

Harvard Business Review

In a visionary setting, firms win by being the first to create a new market or to disrupt an existing one. This approach works when the visionary firm can single-handedly build a new, attractive market reality.