newspaper’s same audience of educated‚ affluent‚ single professionals and students seeking different opinions from those offered by mainstream media. WFNX was a first mover in the “new wave” or “alternative rock” music genre – they offered something different and had a firm commitment to the local music scene‚ and quickly became a leader in Boston’s “new music” radio niche. As alternative rock caught on and WFNX’s competitors began to pounce on the station’s previously unique market positioning‚ their
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These days the World is shifting from mass marketing to personal service‚ from focus on mainstream products to popularity of unique and personalized goods. This principle is reflected in the Long Tail theory‚ which explains phenomenon of why revenue from total quantity of items‚ which are out of top positions‚ outnumbers greatly the one brought by a relatively short list of “hits”. Sellers of all kinds are no longer limited by physical space of stores when operating in a virtual environment. Neither
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a new toothbrush “Colgate Precision” in the United States. From early 1990s‚ therapeutic toothbrushes were gaining acceptance among common people. As a result‚ the toothbrush industry experienced a massive influx of competitors and formation of a niche market. In order to gain an edge each competitor worked on developing new toothbrush technology and offering promotions that would grab consumer attention. Competitors Major competitors for Colgate Palmolive are as following: * Oral-b: Indicator
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The Failure of a Wine Closure Innovation: A Strategic Marketing Analysis Wayne J. Mortensen‚ Faculty of Business and Law‚ Victoria University of Technology‚ PO Box14428‚ Melbourne City MC‚ Victoria‚ 8001‚ Australia‚ +61 3 9688 4526‚ Wayne.Mortensen@vu.edu.au Brian K. Marks‚ Faculty of Business and Law‚ Victoria University of Technology‚ PO Box14428‚ Melbourne City MC‚ Victoria‚ 8001‚ Australia‚ +61 3 9688 4101‚ Brian.Marks@vu.edu.au Abstract In the wine closure industry cork remains the dominant
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to sell to consumers as their competitive mainstream products. The theory is based on the fact of how non- popular or niche products among the market that are not kept by the traditional stores can contribute to a significant portion of the sales in online models of shopping. The assumptions of the theory are based on low cost of distribution‚ Availability of all kinds of products in the product category‚ extracting markets and consumer buying out of niche products. The long tail model works on the
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Bureaucracy‚ which is an important model of organization defined by rules and series of hierarchical relationships‚ has been the dominant role for understanding organization for decades (Grey‚ 2007). Since the 1960s‚ numerous criticisms in mainstream thinking keep emerging toward the bureaucracy asserted that the imminent death of bureaucracy is coming because the defects associated with applying rules would lead to several problems such as poor employee motivation and goal-displacement. In view
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SNAPPLE In this case the important question is: “What should Mike Weinstein do?” However‚ to address this question it is best to look at the history of Snapple and consider the following issues: In the period of 1972 to 1993‚ why do you think that Snapple flourished when so many small startup premium fruit drinks stayed small or disappeared? Explore each of the Four Ps (as you decide where to give credit). Now look at the period from 1994 to 1997. Did Quaker make an error in buying Snapple
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shaving. Product innovations have turned this morning ritual from a chore into a pleasing grooming experience. This has also opened a new segment of men in the world who are now interested in personal grooming and made the idea of men’s grooming more mainstream and many consumers have embraced the change in the morning ritual. Paramount Health and Beauty Company is among the leaders of the nondisposable razor market‚ with multiple products each targeting a different market of consumers. Recent trends
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Discussion Paper Ethical Consumerism Introduction 1. It ’s received wisdom in the fashion industry that the market for ’ethical ’ fashion is booming. But what do we mean by ’ethical consumerism ’‚ and does this trend mean that the fashion industry as a whole is getting more ethical? In this discussion paper we ’ll examine these questions from two sides: demand and supply. First we ’ll look at the extent to which there really is a demand for ethical clothing from consumers. Next we ’ll
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This is definitely a new era. Whoever would have thought you would hear people diss “fact-based journalism” — or that we’d even see that phrase? But the dissing‚ and existence of that phrase do exist: 21st century America is moving into a new age where many people will often only go to websites with which they totally agree‚ listen or watch left and right wing talk shows that already share their views‚ read news stories they agree with‚ and tout factoids that fit their biases and ignore those that
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