Please enable JavaScript.
Coggle requires JavaScript to display documents.
Product and CUEGIS - Coggle Diagram
Product and CUEGIS
Strategy
Product strategy
Needs other marketing mix to work effectively
Different products = different strategies
Multi-brand strategy
2 or more products in the same category
Potential product cannibalism
Brands of the same business compete
Aided by business tools (SWOT)
Optimal product portfolio strategy
Takes advantage of strengths (stars & cash cows)
Develop attractive opportunities (rising stars & problem children)
Product portfolio analysis
Boston Matrix
Build
Low market share; high market growth
Gain market share; invest
Question marks -> stars
Harvest
High market share; high market growth
Reap profits; advertise
Stars -> cash cow
Hold
High market share; low market growth
Maintain; just enough investment to keep position
Maintain cash cow
Divest
Low market share; low market growth
Phase/sell out; free resources elsewhere
Removing dogs & some question marks
Problem children = main user of cash
Cash cows = main generator of cash
Value of Sucessful Products
Fucntional value
Emotional value
Brand loyalty
Globalization
Global Brands
Marketing tends to be consistent
Result of brand exposure and cost savings
Glocalization
Culture + Ethics
Local preferances
Maintain core of global brand
Brand Extension
From brand loyalty
New products under same brand
Strengthen competitive position
Innovation
Intensified competition
Consumer electronics
Shoten product life cycles
Change
Marketing Myopia
Complacency of product
Failure to keep up to market