May 222015
 

In modern-day marketing, brand equity is generally highly sought-after. Brand equity can deliver financial benefits to the firm – primarily through greater market share, price premium, and increased customer loyalty. There are multiple decisions to be made however, when introducing a new product into the marketplace. This particular article provides Read full article…

Sep 042014
 

  New-to-the-world products are one of several classifications of new products (please see separate article). Other classifications of new products include: new categories, product line extensions, product improvements and product repositioning. Risks of new-to-the-world products Although there are many potential advantages, as outlined above, for introducing a new-to-the-world product, this Read full article…

Sep 042014
 

  The challenges of a product line extension include: Potential product cannibalization Minor increases in sales volume Cluttering or confusing the market Less efficiency of production and marketing Unresponsive retail channels Potential product cannibalization Probably the main concern with a product line extension, particularly for a simple variation of an Read full article…

Sep 032014
 

  When you study new products or marketing in your university degree, you will find that many new products fail to be successful in the marketplace and that evaluation of new product, prior to development and launch, is critical. This is perhaps surprising given that professional and experienced companies bring Read full article…

Jul 212014
 

  Probably a good example of a product repositioning exercise is Mother Energy drink in Australia, which is a Coca-Cola brand. When it was first introduced into the marketplace, driven by Coca-Cola’s goals be a market leader in the energy submarket, the overall launch campaign was well executed. All the Read full article…

Jul 212014
 

  A new category product is one of several classifications of new products (please see separate article). Other classifications of new products include: new-to-the-world product, product line extensions, product improvements and product repositioning. When a firm introduces a new type of product to the firm, which is an established product Read full article…

Jul 212014
 

  New-to-the-world products are one of several classifications of new products (please see separate article). Other classifications of new products include: new categories, product line extensions, product improvements and product repositioning. As suggested by the name, a new-to-the-world product is one that is introduced by a company or an organization Read full article…

Jul 212014
 

  Types of new products There are several accepted categories for classifying new products within a company, these are: New-to-the-world products New category products Product line extensions Product improvements Product repositioning Cost reductions Much more than brand-new inventions When we think about new products, we automatically think about brand-new inventions Read full article…