marketing 2 blue ocean strategies (2014 - 2015)
TRANSCRIPT
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Marketing II Blue Ocean Strategy
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Strategy
Brand
Communication
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Strategy
Brand
Communication
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Strategy
Brand
Communication
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Strategy
Brand
Communication
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Strategy
Brand
Communication
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“Beware of the people who
are inventing something in their garage”
- Bill Gates
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Steve saw the potential ...
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Steve saw the potential ...
... but his colleagues
wanted to do it their way.
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Sony only wanted to know only
one thing ...
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Sony only wanted to know only
one thing ...
...how much does it cost to
produce?
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? Who among you plays
video games?
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Video games are mostly played by
guys ...
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Video games are mostly played by
guys ...
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...but things are changing.
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console gaming
population 25 % females
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online gaming
population 42 % females
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Gaming population
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Gaming population
Non-gaming population
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? Who ever tried playing with the Nintendo Wii?
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? Why do you like or dislike it?
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The Wii Remote changed
the gaming experience
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... and activated new segments
of gamers.
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Harvard
Commodity matrix
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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1st price
2nd price
3rd price
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1st price
2nd price
3rd price
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1st price
2nd price
3rd price
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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? Where in this quadrant should your company
never be?
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost
L
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Specialty Service
Low Cost Commodity
High price
Low price
High cost Low cost L
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LThe same place as your competitor
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Identi!ng competitors
Analyzing competitors
Selecting competitors
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VS. ?
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? If you own a hotel, who are your
competitors?
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VS.
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VS.
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VS.
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They fight for the same
share of wallet.
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Identi!ng competitors
Analyzing competitors
Selecting competitors
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Competitor Analysis
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Exam question
13
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Competitor Strategies
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Market leader
Market challenger
Market follower
Market Nicher
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Market leader
Market challenger
Market follower
Market Nicher
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? What do these brands have
in common?
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thanks you for your purchase
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The illusion of choice
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The battle for shelf space.
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Market leader
Market challenger
Market follower
Market Nicher
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? What do the following two
men have, in common?
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What is the price?
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3,5 Euro
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What is the cost?
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0,07 Euro
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0,07 Euro
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Roger says
thanks
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Roger says
thanks
Ow yea
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He will always be famous for
the words:
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Hasta Siempre la Revolucion
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El Fidel
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El Ché
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Market leader
Market challenger
Market follower
Market Nicher
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Market leader
Market challenger
Market follower
Market Nicher
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Gaming mouses niche
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Identi!ng competitors
Analyzing competitors
Selecting competitors
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C S F
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Critical Success Factor
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S C A
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Strategic Competitive Advantage
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Speed = 4 hours
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Speed = 4 hours CSF
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Speed = 4 hours
Speed = 2 hours
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Speed = 4 hours
Speed = 2 hours
SCA
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Price Range Speed Local Advertising
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Price Range Speed Local Brand
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Price Range Speed Local Brand
4
3
2
1
0
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Price Range Speed Local Brand
4
3
2
1
0
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Price Range Speed Local Brand
4
3
2
1
0
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SCA SCA
SCA
Price Range Speed Local Brand
4
3
2
1
0
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SCA SCA
SCA
Price Range Speed Local Brand
SCD
4
3
2
1
0
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Exam question
14
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SCA SCA
SCA
Price Range Speed Local Brand
SCD
4
3
2
1
0
![Page 118: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/118.jpg)
SCA SCA
SCA
Price Range Speed Local Brand
SCD
4
3
2
1
0
![Page 119: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/119.jpg)
The Bloody Ocean
![Page 120: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/120.jpg)
Blue Ocean Strategy
![Page 121: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/121.jpg)
![Page 122: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/122.jpg)
![Page 123: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/123.jpg)
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Reinventing Industries
![Page 125: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/125.jpg)
![Page 126: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/126.jpg)
![Page 127: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/127.jpg)
![Page 128: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/128.jpg)
? Who ever visited a traditional circus?
![Page 129: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/129.jpg)
![Page 130: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/130.jpg)
![Page 131: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/131.jpg)
? Who ever visited a Cirque de Soleil?
![Page 132: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/132.jpg)
Exam question
15
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![Page 134: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/134.jpg)
![Page 135: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/135.jpg)
Value Curve
![Page 136: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/136.jpg)
Price Animal shows
Multiple Show arenas
Thrills & danger
Star performers
Aisle concessions
Fun & Humor
Unique venue
![Page 137: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/137.jpg)
HIGH
LOW
Price Animal shows
Multiple Show arenas
Thrills & danger
Star performers
Aisle concessions
Fun & Humor
Unique venue
![Page 138: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/138.jpg)
HIGH
LOW
Price Animal shows
Multiple Show arenas
Thrills & danger
Star performers
Aisle concessions
Fun & Humor
Unique venue
![Page 139: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/139.jpg)
Exam question
16
![Page 140: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/140.jpg)
Cost leadership
Differentiation Focus
![Page 141: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/141.jpg)
Buyer value
![Page 142: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/142.jpg)
Costs
Buyer value
![Page 143: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/143.jpg)
Costs
Buyer value
Value innovation
![Page 144: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/144.jpg)
Costs
Buyer value
Value innovation
![Page 145: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/145.jpg)
Costs
Buyer value
Value innovation
![Page 146: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/146.jpg)
![Page 147: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/147.jpg)
![Page 148: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/148.jpg)
![Page 149: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/149.jpg)
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Exam question
17
![Page 151: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/151.jpg)
A new value curve
![Page 152: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/152.jpg)
A new value curve
Eliminate Which factors that the
industry takes for granted should be
eliminated?
![Page 153: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/153.jpg)
A new value curve
Eliminate Which factors that the
industry takes for granted should be
eliminated?
Reduce Which factors
should be reduced well below the industry’s
standard?
![Page 154: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/154.jpg)
A new value curve
Eliminate Which factors that the
industry takes for granted should be
eliminated?
Raise Which factors
should be raised well above the industry’s
standard?
Reduce Which factors
should be reduced well below the industry’s
standard?
![Page 155: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/155.jpg)
A new value curve
Eliminate Which factors that the
industry takes for granted should be
eliminated?
Create Which factors should be
created that the industry has never
offered?
Raise Which factors
should be raised well above the industry’s
standard?
Reduce Which factors
should be reduced well below the industry’s
standard?
![Page 156: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/156.jpg)
Eliminate • Star performers • Animal shows • Aisle concession sales • Multiple show arenas
Reduce • Fun and humor • Thrill and danger
Raise • Unique venue
Create • Theme • Refined
entertainment • Multiple productions • Artistic music /dance
![Page 157: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/157.jpg)
HIGH
LOW
Animal shows
Multiple Show arenas
Thrills & danger
Theme Multiple Productions
Star performers
Aisle concessions
Fun & Humor
Unique venue
Re!ned environment
Artistic dance & music
Price
![Page 158: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/158.jpg)
HIGH
LOW
Animal shows
Multiple Show arenas
Thrills & danger
Theme Multiple Productions
Star performers
Aisle concessions
Fun & Humor
Unique venue
Re!ned environment
Artistic dance & music
Price
![Page 159: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/159.jpg)
HIGH
LOW
Animal shows
Multiple Show arenas
Thrills & danger
Theme Multiple Productions
Star performers
Aisle concessions
Fun & Humor
Unique venue
Re!ned environment
Artistic dance & music
Price
![Page 160: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/160.jpg)
HIGH
LOW
Animal shows
Multiple Show arenas
Thrills & danger
Theme Multiple Productions
Star performers
Aisle concessions
Fun & Humor
Unique venue
Re!ned environment
Artistic dance & music
Price
![Page 161: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/161.jpg)
HIGH
LOW
Animal shows
Multiple Show arenas
Thrills & danger
Theme Multiple Productions
Star performers
Aisle concessions
Fun & Humor
Unique venue
Re!ned environment
Artistic dance & music
Price
![Page 162: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/162.jpg)
![Page 163: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/163.jpg)
Price Above the line
Vineyard prestige
Wine range
Terminology Aging quality
Wine complexity
HIGH
LOW
![Page 164: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/164.jpg)
HIGH
LOW
Price Above the line
Vineyard prestige
Wine range
Terminology Aging quality
Wine complexity
![Page 165: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/165.jpg)
Understanding the labels of
wine bottles is difficult for a lot of consumers.
![Page 166: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/166.jpg)
To some, drinking wine belongs to an elite segment of consumers.
![Page 167: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/167.jpg)
![Page 168: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/168.jpg)
Wine drinkers
Non-wine drinkers
![Page 169: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/169.jpg)
Wine drinkers
Non-wine drinkers
![Page 170: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/170.jpg)
Introducing wine to an segment of consumers drink different alcohol.
![Page 171: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/171.jpg)
Price Above the line
Vineyard prestige
Wine range Ease of selection
Terminology Aging quality
Wine complexity
Easy drinking
Fun and adventure
HIGH
LOW
![Page 172: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/172.jpg)
Blue Ocean Strategy
C. Kim
R. Mauborgne
![Page 173: Marketing 2 blue ocean strategies (2014 - 2015)](https://reader030.vdocuments.mx/reader030/viewer/2022032504/55c44747bb61eb6d378b4582/html5/thumbnails/173.jpg)
Have a
day!
Nice
wonderful
Fantastic