John Iduh Blog

Packaging yogurt in Go-Gurt's colorful nine-inch tube helped Yoplait, a subsidiary of General Mills Inc.,  forged  ahead of Danone SA 's Dannon, a brand that Yoplait had trailed for decades. Go-Gurt's tube changed what parents were buying, making yogurt easier and more fun for kids to eat. Similarly, the invention of cereal bars, in response to a society on the run, succeeded in changing where and how consumers bought and ate cereal.

      Consider the Innovation of: Alomo-Bitters   Orijin-Bitters   Lemon-Bitters etc. You also could create .............Bitters. By filling the space, a new product concept category will emerge immediately.

Elevate your offering by defining what the customer is buying. Ideally, it will become a “must have,” which means that if a brand is deficient on that characteristic it will be less relevant and unlikely to be considered. It may even become completely irrelevant. Consider: Whole Foods Markets makes “organic food” a primary choice factor for food. Dove created a case for moisturizing as a must-have shampoo characteristic Patagonia arguing that clothing brands should have sustainable programs and values ASUS creating a subcategory that make motherboards for the big name computer brands. Would you like to to talk to me regards business concepts & Solutions, go to my website!  

A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering. To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and child care. Its five sections – pregnancy, newborn, baby, toddler, and preschooler – all have a menu of topics. Its online community allows moms and soon-to-be moms to connect with each other to share their common experiences, issues and thoughts about how to raise a healthy, happy child.  The program demonstrates that Pampers understands mothers, and works to establish a relationship between the brand and the mother that will potentially continue throughout the mother’s Pampers buying lif...

D iasporas are groups living away from their birth countries such as first-generation immigrants. The idea is to market your brand to a group that is familiar with and has an affinity for offerings that come from their home country. When that group provides a sales base, it gradually expands to people connected to the diaspora and finally to a broader market.   Consider these brands: The Mexican beer brand, Tecate, built US sales by reaching out to first-generation Mexican-Americans and now has 20% of that segment.  India’s Reliance MediaWorks has tapped into the US Indian population that watches Bollywood films by setting up quality theaters aimed at this market. Dabur , a manufacturer of herbal medicines, also from India, secured a foothold in the United Arab Emirates by focusing on the Indian segment—some 5 million Indians who live in the Gulf Region.  Bangladesh’s food brand, PRAN RFL, set up distribution channels where the Banglades...

Consider the emergence of these categories/subcategories: Skin-Treatment Facial-Treatment Pimples-Treatment etc. Just to mention but a few. I believe you too, could create your ..............Treatment. By filling the space, a new product or business will emerge automatically! 

DiGionor introduced the "Rising crust pizza", re-framing the original category, and was market success.   DiGiorno is a frozen pizza whose crust rises when the pizza is heated. Instead of positioning it in a frozen or delivery pizza category, the marketers framed it as a Rising Crust Pizza . One of its advertisement shows party guests asking which pizza delivery service the host used. Then the host says:  it’s not delivery; it’s Digiorno’s!  This framing helps highlight Digiorno’s fresh quality and taste. Through this clever framing strategy, Digiorno’s sales went from essentially nothing in 1995 to $514 million dollars in 2005 ( as reported by Tybout & Sternthal: Brand Positioning in Kellogg on Marketing, 2001) ; making Digiorno the pizza leader by far. Would you like to to talk to me regards business concepts & Solutions, go to my website!

Think about the emergence of these beverage subcategories: Can malt Plastic Coke Plastic Malt They suggest opportunities for new business space to emerge!   

Think about the emergence of these subcategories in the cosmetics space: Skin-lightening Body Moisturizing Cream Moisturizing Oil Skin-Softening Cream You too can create.........................oil; Cream etc.!

 Consider the emergence of these Can Metaphors: Can Malt Can Juice Can Beer Can Coke Can Energy Drink However, you too can introduce your own Can .......................(fill the space), and drive customers!

The word "Anti" seems a war metaphor in our minds. But if turns out very well, can help PRODUCTS achieve market-Success. Consider the the use of ANTI metaphor that has re-frame some objects of choice discussions, resulting in new categories at the same time: Anti-Dandruff Anti-Aging Ant-Darkening Anti-Virus Anti-Mal ware Anti-Bullying Anti-Slavery etc However, you too can create Anti..................................,(fill the space) and drive market loyalty and relationship!