New products aren’t all created equal. We break down the six categories marketers use to classify new products, from new-to-the-world launches to simple cost reductions, and what each means for risk and planning.
Categories of New Products Find Out More...
Slice of life advertising uses realistic, everyday moments to build trust and warmth, and works differently than ads that make a direct performance claim.
Slice of Life Advertising Find Out More...
The halo effect explains how a positive impression of one product or trait can spread to a whole brand, and why that matters for launches and brand extensions.
What is the Halo Effect in Marketing? Find Out More...
The TOWS Matrix builds on SWOT analysis by pairing strengths and weaknesses against opportunities and threats to generate four types of actionable marketing strategy.
What is the TOWS Matrix? Find Out More...
A situation analysis is the “where are we now?” part of a marketing plan. Here’s what it covers, how SWOT and the 5Cs fit in, and a simple worked example.
Situation Analysis in Marketing Plans Find Out More...
Explore how the unique characteristics of services marketing shapes the way businesses market services, by looking at intangibility, inseparability, perishability, variability, and heterogeneity.
The Unique Characteristics of Services Marketing Find Out More...
Review an example SWOT analysis for a large chain of pizza stores. A great thought-starter for preparing a tailored SWOT.
Example SWOT Analysis for a Pizza Chain Find Out More...
Sales cannibalization refers to a situation where a company’s own products or services compete with each other for market share.
Understanding Sales Cannibalization Find Out More...
Here are some thought-starter ideas for preparing a SWOT analysis for an airline, where you can pick and choose the ones that best suit your needs and analysis.
Example SWOT for an Airline Find Out More...
Product complexity refers to the level of intricacy or difficulty associated with a particular innovation. It can be categorized into three main types: technological complexity, usability complexity, and market complexity.
Product Complexity in the Adoption of New Products Find Out More...
