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SCA
It is an element or combination of elements of the business strategy that provides a meaningful advantage over both existing and future competitors. Wal-Mart has a cost advantage because of its scales . Southwest Airlines has a fun personality and a point to point model. Dell computers efficient direct sales model makes customized computers.
SCA
What you offer Value Proposition Where you compete Product market selection Competitors selection
A solid value proposition can fail if a key ingredient is missing. Procter and Gamble Pringles Potato chips had a host of assets, such as consistent product, long shelf life, a crushproof container, and national distribution. The problem was that these attributes were valued only if the taste was perceived to be good. As a result, Pringles ability to penetrate the snack market was limited for decades until it made progress in term of both actual and perceived taste.
How are Pringles made? Company facts:- We're glad you noticed that Pringles are shaped differently and taste different. While Pringles contain the same basic ingredients found in other chip products, we take a totally radical approach to the way we mix our ingredients. We buy potatoes in the form of potato flakes and then add just enough water and other wholesome ingredients to make a smooth potato dough. The dough is cut in uniform shapes and these cut-outs are placed on pre-formed and Pringles-shaped carriers. The crisps are quick-fried and seasoned just right. Finally, they go to the stack-packer and then on to your favorite store.
In most areas of the world local health regulations require that food cannot sit under a heat lamp for more than 16 minutes before it is deemed inconsumable by the public. It is at this time interval that one of the largest suppliers of fast food for the world supplies one of the largest manufacturers of potato chips their base ingredient. McDonald's carefully collects unserved French fries and places them into specially created dehydrators. The remains are then flaked and placed into airtight containers which are then shipped to Pringles factories all over the world.
Canada Dry was launched in India in 1995. The brand ,from Cadbury Schweppes ,was a highly popular brand of softdrinks across the globe. Canada Dry was a much hyped brand because it was from the house of Cadbury. Cadbury Schweppes launched Canada Dry and Orange Crush in the Indian market with much fanfare. Canada Dry was a Champagne Softdrink.
The brand has positioned itself as a champagne and the taste was different and refreshing. The brand was also promoted heavily in various media. The ad featuring the snow and tiger brings back the nostalgia about this brand. The brand was positioned as a premium coldrink . The brand gained immediate acceptance because of its association with Cadbury. The brand had the potential to become a premium softdrink brand in India. But alas, the brand did not last too long in the market. In 1999 CocaCola took over the beverages business of Cadbury Schweppes and like GoldSpot and Limca , Coke killed this brand.
It is sad to see such brands being killed for no reason connected with customers. The only reason for Coke to kill these brands was to make way for Coke's original brands. In the case of Canada Dry , the brand only had a negligible presence in the Indian market. Look at the Indian market now - Is there a premium soft drink brand in India ? Neither Coke or Pepsi was able to create a premium soft drinks category in India. They have not even tried yet.......
Product design
Focus
Strategic Option
Customer intimacy
Brand Familiarity
Market/submarket
Ford Figo A thousand Ford engineers worked to build the Figo. It has sold 30,000 units in 25 weeks and will be sold in 50 countries including Mexico, North Africa and the Middle East. Toyota Etios: At least 2,000 engineers from India and Japan worked for over four years on the low-cost car. Etios will be launched in Brazil, South Africa and China. Nokia learn English Application- the service, developed for the Indian market, has
6 million user worldwide. The company is looking to take its new consumer, such as the Hispanic population in the U.S. it also plans to replicate its tie-up with IGNOU globally. Nestle Maggi Masala-ae-Magic: the high nutrient and the low cost variant of Maggi noodles developed for the rural poor in India & Pakistan, is on its way to Australia and New Zealand. Pepsi Kurkure and Nimbooz- After tasting success in India, PepsiCo plans to launch these products globally.