Winning Share

Gaining market share is often top-of-mind for many executives. It is a simple metric to understand and visualize, it is usually tracked on an industry-basis and it usually communicates a sense of achievement when the share numbers are looking good. However exclusive focus on market share can also mask numbers that really count – profitability or long-term brand health. In today’s economic environment, many companies are lured into cutting prices to gain market share.Read more

In our quest for organic growth, we can often be our own worst enemy. In the development of a win share strategy one of the most obvious, critical but often neglected question is – what market are we trying to get an additional share of? When marketers or executives are asked this question their response is usually formed on the basis of their product or service category i.e. we are in the credit card market, the market for inventory finance or the market for car audio systems.Read more

One of the central tenets of modern economic theory is that open competition is good for consumers and creates greater overall value. Our feature for this week, LG, has embraced this concept and as if competition in the cellphone market was not fierce enough, it has created and channeled forces of internal competition within its own walls.Read more

Winning market share is not easy. Keeping it is even harder, especially from deep-pocketed sophisticated marketers such as P&G, J&J or McDonalds. Yet this is exactly what some companies are doing through highly targeted marketing.

Targeted marketing is a blind spot for many mass marketers. Few companies develop an entire brand proposition for small segments because:Read more

One of my clients asked this question yesterday, “Can we grow share even when our competitors are outspending us? Is it possible to increase share with lower share of voice?” It’s a question that comes up often, especially with smaller companies who face deep-pocketed rivals. Not everyone has the media spend of a P&G, Johnson & Johnson or Toyota (3 of the top 10 global advertisers). Here are a few ideas to fight higher-spending competitors:Read more

Watch and Listen to the Webinar

Click here to watch and listen to the full webinar, as presented on Tuesday, June 30, 2009, by EMM Group CEO Sat DuggalRead more

View the PowerPoint

The article in the WSJ Retailers Cut Back on Variety, Once the Spice of Marketing (dated June 26th, 2009) speaks to one of the most important shifts sweeping the consumer packaged goods industry today. And this trend is not just limited to the CPG industry but applies to many other industries as well in which cash-strapped retailers are cutting inventories sharply. Read more

View the original article from the The Economist.

The recession will have a lasting impact on the way people shopRead more

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With their jobs less secure, their houses worth less and their stock-market portfolios shrunken, Americans are saving more now. But will they still be thrifty when the recession ends?Read more