Harvard Business Review

OCTOBER 19, 2016

Since the goal is to combine premium prices with mass market reach, brands that already have mass awareness, distribution and retailer support are miles ahead of smaller upstarts. As a lesser-known brand, simply getting a product on retailer shelves is a long, uphill battle.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Strategy Driven

JULY 6, 2021

This way, you can optimize the volume of assisted conversions that you’re able to create as part of the typical customer journey, while also generating targeted and large-scale leads through mass marketing channels such as billboards.

Real Estate 70

Real Estate Marketing Tips Mass Marketing 70

Frank Sonnenberg Online

DECEMBER 1, 2020

You begin to sell your luxury products in mass-market retail stores to boost sales. — You accept orders even though you don’t have enough product to satisfy demand — Rather than being upfront with customers, you pray no one gets upset with the delay. Remember… Half the truth is often a whole lie.

Discount 103

Discount Learning-by-Doing Mass Marketing Reputation 103

Harvard Business Review

NOVEMBER 9, 2012

The Met, with his inclusive strategy, has activated a mass market outside the confines of the theatre and of the traditional affluent and aging opera lover. The current 2012-13 season is being shown in more than 1,900 cinemas in 60 countries. Revenues have reached an estimated 25% of the overall top line.

Mass Marketing 8

Mass Marketing Marketing Sharpe Price 8

The Horizons Tracker

APRIL 28, 2022

It runs the risk that startups targeting niche problems get crowded out in favor of those forced to chase mass market problems. This runs the very real risk of crowding out those startups looking to take a slower and more sustainable path to growth in favor of those seeking the path to riches as quickly as possible.

Entrepreneur 93

Entrepreneur Venture Capitalist Innovation Mass Marketing 93

Leading Blog

MARCH 3, 2015

Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first mass market personal computer. What is interesting is that most organizations weed out the very people that they need to create massive value.

Mass Marketing 150

Mass Marketing Follow-up Execution Maturity 150

In the CEO Afterlife

APRIL 4, 2011

The change-makers are small to medium size enterprises that either lead niche categories or are keen to knock the big guy from the top rung of a mass market. Your job is to choose a company with a buoyant culture and leadership that’s not afraid of change. In those companies you’ll find entrepreneurial thinking.”

CEO 150

CEO Leadership Mass Marketing Class 150

Harvard Business Review

MAY 8, 2019

Youngme, Felix, and Mihir talk about the Beyond Meat IPO and whether plant-based meat alternatives like Beyond Burger and Impossible Burger will become mass-market products. They then discuss Facebook’s announcement that it is pivoting to put greater emphasis on user privacy.

IPO 11

IPO Mass Marketing Marketing Productivity 11

Terry Starbucker

JULY 19, 2015

The past declines in video customers were indicative of an industry that encountered two formidable satellite TV competitors, and as a result lost massive chunks of market share. Our competitors offered more channels at a very competitive price, and were able to mass market.

Leadership 150

Leadership Metrics Learning-by-Doing Books 150

Harvard Business Review

FEBRUARY 23, 2017

For example, one of the most striking differences we saw depended on whether the product was for a mass market. The Chinese believed that the mere fact that a product was for the mass market indicated the product was creative. But Americans believed that being designed for a mass market did not make a product creative.

Creativity 10

Creativity Mass Marketing Productivity Products 10

Harvard Business Review

AUGUST 21, 2018

Many of us are also becoming more demanding — we are less and less willing to settle for standardized, mass market products when it is far easier to seek out the niche products that are tailored to our specific needs and context. So, what’s the result?

Mass Marketing 12

Mass Marketing Technology Contract Manufacturing Creativity 12

Harvard Business Review

MAY 25, 2018

Our 2017 survey of 170 top Consumer Packaged Goods (CPG) and Retail CEOs, COOs, and CFOs revealed a conscious shift away from traditional mass production and mass marketing practices toward more personalized approaches. .” Are brands adapting to this new reality? This certainly makes sense. Influence vs. Affluence.

Disintermediation 8

Disintermediation Mass Marketing P&L Retail 8

CO2

JANUARY 2, 2011

They look at 9 Building Blocks that form the business canvas. These are: Customer Segments – An organization serves one or several customer segments.

Executive Coaching 141

Executive Coaching Business Model Execution Blog 141

Harvard Business Review

APRIL 22, 2011

The Nespresso system, a machine and single dose capsules, didn't fit with the company's mass-market distribution system. Only then could the new unit, Nestlè Coffee Specialties, pioneer the mass market household espresso coffee segment and boost Nespresso's sales.

Innovation 15

Innovation Mass Marketing Strategic Planning Business Model 15

Harvard Business Review

DECEMBER 3, 2010

Maybe it could have positioned the first generation Kinect as something for hard core gamers who don't mind dealing with quirky interfaces before introducing a more streamlined version for the mass market.

Mass Marketing 14

Mass Marketing Long-term Video Innovation 14

Harvard Business Review

MARCH 12, 2012

There is no way to design a product for the American mass market where the mass market per capita income is $50,000, and then simply adapt it and hope to capture middle India where the mass market per capita income is $3,000. You need to innovate for India, not simply export to India.

Glocalization 11

Glocalization P&L Mass Marketing Innovation 11

Harvard Business Review

DECEMBER 2, 2010

It lies in engaging directly and experientially with individuals, not getting distribution in front of markets. The broad, mass market approach of a Western marketer is foolish because there is no mass market in places where villages are the market. Mass market acceptance is rare.

Marketing 14

Marketing Mass Marketing Godin Govindarajan 14

Harvard Business Review

SEPTEMBER 26, 2014

Precision business models and one-to-one marketing may still feel out of reach for some. But perhaps the compromise between mass marketing and CRM is “GRM” — geographic relationship marketing. And the best of both worlds is possible.

Marketing 9

Marketing Mass Marketing Business Model ROI 9

Harvard Business Review

APRIL 12, 2013

There''s one big reason JCP would never be "Bloomingdale''s for the mass market," as Johnson wanted it to be, and that''s because the mass market is gone. Penney''s sudden swoon that not enough commentators are picking up on. Because the middle class is gone, or at least rapidly going.

Class 8

Class Mass Marketing Bottom-up Retail 8

Harvard Business Review

JUNE 7, 2013

Its approach was the first to align the key actors in the ecosystem in a way that addressed the critical shortcomings — range, resale value, grid capacity — that undermine the electric car as a mass-market proposition. Note to Tesla owners: you are not the mass market).

Mass Marketing 8

Mass Marketing Transportation Innovation Depreciation 8

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. Henry Ford's genius lay not in inventing the assembly line, interchangeable parts, or the automobile (he didn't invent any of them). They should also feel free to ignore customers' inputs.

Innovation 15

Innovation Mass Marketing Open-book Learning-by-Doing 15

Harvard Business Review

FEBRUARY 5, 2013

Freedom of contract, however, proved inconvenient when mass markets arose, and companies needed to do business the same way with millions of customers at once. Handy as this hack was in the age of mass marketing, it has become a massive source of friction for everybody interacting with services on the internet today.

Mass Marketing 8

Mass Marketing Short-term Long-term Policies 8

Harvard Business Review

NOVEMBER 1, 2012

What if RIM decided to essentially ditch its efforts to become a mass-market company and instead focused on becoming the productivity tool for the rapidly growing middle class in emerging markets? That's not to say that RIM is anywhere close to being out of the woods. But there's hope for the company yet.

Mass Marketing 16

Mass Marketing Airlines Constraint System 16

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 Travel Market Segmentation Airlines 12

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 16

Porter Mass Marketing Learning-by-Doing Bottom-up 16

Harvard Business Review

DECEMBER 7, 2011

Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt.

Comparison 14

Comparison Mass Marketing Retail Review 14

Harvard Business Review

FEBRUARY 17, 2012

Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. What we've found is disturbing: Deshopping seems to be addictive and a growing number of people are serial offenders.

Retail 13

Retail Mass Marketing Customer Loyalty Case Study 13

Harvard Business Review

APRIL 25, 2012

The TV included many of the teens' suggestions, but didn't catch on in the mass market. The company interviewed teens in focus groups before launching the product to find out which features to include in their new internet-enabled TV.

Power 14

Power Mass Marketing Focus Group Innovation 14

Harvard Business Review

JUNE 6, 2016

“But some of these photos were so far from that wavelength, it’s really helping us kind of realign with the mass market.” ” True customer insights – the kind that can drive breakthrough innovations — come from these kinds of surprising individual stories.

Productivity 8

Productivity Products Mass Marketing Franchising 8

Harvard Business Review

APRIL 15, 2014

The recent failures of mass market retailers Sears and J.C. Will you confuse people? If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. Penney are clear examples of the problem with inconsistency. What is the cost?

Disruptive Innovation 10

Disruptive Innovation Porter Fashion Mass Marketing 10

Harvard Business Review

MARCH 1, 2013

Brian Palmer at Slate provides us with some clues, and he says “corporate trickery” and “market manipulation” have nothing to do with Big Beer’s success. Mild beers, you see, became popular in the 1800s as an alternative to whiskey (wince), and they “simply beat other styles of beer in the American market. BONUS BITS: Finally!

Mass Marketing 8

Mass Marketing Consensus Stress Participative 8

Harvard Business Review

OCTOBER 19, 2017

This makes it easier to do what Netflix was built for: experiment with the long tail rather than go for mass-market hits. On-demand is one, as is the “born global” approach of Netflix. While it might be inconceivable for an old-style network to green-light a series that appeals to 0.5%

Mass Marketing 8

Mass Marketing Content Planning Price 8

Harvard Business Review

APRIL 23, 2013

Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." As with any emerging, potentially revolutionary new technology, it is impossible to anticipate all the uses to which unmanned aircraft might be put once they reach mass markets.

Mass Marketing 8

Mass Marketing Innovation Technology Long-term 8

Harvard Business Review

JANUARY 13, 2015

In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. In retailing, there is Wal-Mart, Dollar General, and category killers. But there is also Nordstrom, Louis Vuitton, and many high-end boutiques. Soliris costs $400,000 per patient annually.

Mass Marketing 8

Mass Marketing Market Segmentation Price Airlines 8

Harvard Business Review

DECEMBER 30, 2016

In a platform business model, firms create value primarily by connecting users and third parties, and they capture value by charging fees for access to the platform. ” ”Platformization” dissolves once-meaningful distinctions between product vs. process competitive advantage.

Process 12

Process Competitive Advantage Outsourcing Innovation 12

Harvard Business Review

JULY 25, 2016

They then moved into the luxury market where they applied plenty of competitive pressure with the Model S. And recently they announced the final part of their plan: a mass-market vehicle costing around $30,000 that quickly racked up years worth of pre-orders.

Strategy 8

Strategy Business Model Energy Automotive 8

Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. One size no longer fits all. Consumers respond to customized messages or they don't respond at all. Big messages just bounce off. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers.

Strategy 14

Strategy Marketing Mass Marketing Audience 14