Kinetizing Dominates Since I began, in the year 2010, ,marketing studies, researching around industry dynamics, and changes in product categories, I have been convinced that Business Kinetizing Model(BKM) has the potential to help entrepreneurs and firms: Creating Relevance; Pioneer New Markets Innovate New categories Minimize Competitive threats and Ultimately Drive Customer Loyalty & Relationship. This is because, analysis of the marketplace, industries and product categories is evident that: a firm could develop great marketing supported by large budgets but not make a dent or even move a needle in the market unless it creates relevance; unless it drove a new market category or subcategory, unless a new competitive arena in which the competitors were no longer effective emerged. Then success could be dramatic in terms of sales, profits, and market position. So what is Business Kinetizing model? BKM is a Strategic business growth model designed to assist firms better understand and know their markets so well, towards the merging of their existing energies (or strengths) with insights from Market intelligence, such that their products can be tailored with Relevance to fit trending-market requirements, while open some defining gaps from competition, to create market category-Spaces, and sell very easy. The idea behind the BKM is that: Firms should stop competing; they should start creating relevance that will drive new market-category or subcategory with customer loyalty and relationship. For example, a Person looking for detergent powder for washing clothes will be sensitize by Aeriel frame to focus on Stain-Removal in 1 wash - a relevance created for consumers. Amstel Malt in the same wise, created a malt subcategory, Low-sugar malt in the beverage space. with this initiative, Amstel became relevant to sugar-conscious-consumers, the first choice even. In the mouth-care space, similarly, Oral B Toothpaste tells us to consider strong Teeth when the need for mouth-wash arises. With this initiative, competitive arguments were not on the radar screen. The examples above are Kinetizing exemplaries. Those brands demonstrated Kinetizing initiatives; and one lesson from those brands is that: They do not only drive market-categories or subcategories in their various positions, but they also created Relevance for consumers where competitors were less relevant. And fortunately, to unleash assaults, competitive arguments will not have the credibility and visibility to be considered. johniduh.yolasite
Posted on: Fri, 31 Jan 2014 16:41:29 +0000
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