{"id":10287,"date":"2017-09-26T09:46:01","date_gmt":"2017-09-26T02:46:01","guid":{"rendered":"http:\/\/yup.edu.vn\/?p=10287"},"modified":"2017-09-26T09:46:01","modified_gmt":"2017-09-26T02:46:01","slug":"hoc-cach-giai-cuu-thuong-hieu-tu-thuong-hieu-noi-tieng","status":"publish","type":"post","link":"https:\/\/yup.edu.vn\/en\/hoc-cach-giai-cuu-thuong-hieu-tu-thuong-hieu-noi-tieng\/","title":{"rendered":"Learn how to rescue a brand from famous brands"},"content":{"rendered":"

Why does Facebook have to change its algorithm? Why does Apple keep announcing new iPhones every year? And how does Coca-Cola, with a flavor unchanged for 130 years (1886\u20132016), remain the world\u2019s leading carbonated-drink brand?<\/span><\/strong><\/p>\n

According to basic marketing theory, once a product enters the market, it follows a life cycle with 4 stages: introduction, growth, maturity, and decline. In today's increasingly competitive business environment, every product will face the \u201cdecline\u201d stage, when its sales and profits begin falling, possibly even sooner than expected.<\/span><\/p>\n

Therefore, if managers and marketers do not want their brands or products to fade away like phone manufacturer Nokia or camera maker Kodak, they must have solutions ready to rescue their products from that danger. Drawing on the views Philip Kotler and Fernando Tr\u00edas de Bes presented in Lateral Marketing, here are 5 simple ways entrepreneurs can solve this problem of \u201cextinction\u201d:<\/span><\/p>\n

1. Change the Size<\/span>
\nCoca-Cola offers different bottle sizes in every country where it operates. In Japan, as of 2012, traditional-flavored Coca-Cola in plastic bottles came in 10 sizes: 300ml, 350ml, 370ml, 500ml, 591ml, 600ml, 1,000ml, 1,250ml, 1,500ml, and 2,000ml.<\/span><\/p>\n

For a product like Coca-Cola, where any change in flavor can spell disaster for the entire business\u2014in 1985, Coca-Cola launched New Coke and suffered a major failure, losing much of its market share to Pepsi, leaving it with only 24%, and struggling to regain its current position\u2014the safest way to \u201crefresh\u201d itself is to change product sizes and maintain a consistent marketing strategy for the brand.<\/span><\/p>\n

Changing size allows a product to meet different consumer uses and satisfy new market segments. For example, large Coca-Cola bottles of 1,000ml\u20132,000ml serve families, meetings, and gatherings of relatives and friends, while smaller bottles of 300ml\u2013500ml are mainly for individuals or couples.<\/span><\/p>\n

2. Change the packaging<\/span>
\nA packaging change once brought unimaginable success to Heinz ketchup. Founded in 1876, the company\u2019s ketchup began struggling in 1987, after 111 years. Heinz found that the glass bottles it had always used were no longer popular, so it changed its packaging from glass to plastic.<\/span><\/p>\n

However, by 2003, Heinz was \u201cin danger\u201d again. Following rigorous market research, in 7\/2003 it launched a new ketchup bottle, the world's first upside-down, top-down bottle<\/span><\/p>\n

Within just 12 months of introducing its new packaging, Heinz sold 7 million bottles of ketchup in the UK market alone, generating GBP 10.8 million. Today, Heinz is known as \u2018the brand that defines the world's ketchup category.\u2019<\/span><\/p>\n

3. Carry out upgrades<\/span>
\nThe iPhone is one of many technology products that have successfully used this approach to extend their own \u201clife cycle.\u201d By changing the original structure and upgrading new product features to make them more functional, advanced and \u201ctechnological,\u201d Apple has helped the iPhone maintain its leading position over the past 9 years (2007-2016), regularly launching upgraded versions, from iPhone 3, iPhone 4, iPhone 5\u2026 to the upcoming iPhone 7, despite fierce competition from Samsung, Lenovo\u2026<\/span><\/p>\n

4. The \u201cadditional\u201d component<\/span>
\nCreating, upgrading, or developing secondary or complementary products alongside the main product is another way to keep a business\u2019s products \u2018healthy.\u2019 Gillette\u2019s razor is an example.<\/span><\/p>\n

Throughout 114 years of development, Gillette's strategy has focused entirely on developing and upgrading\u2026 blades. It began with steel blades of a suitable thickness for shaving and progressed to today's completely safe triple-blade razors.<\/span><\/p>\n

Gillette sells razors very cheaply and sometimes even gives them free to customers over 18, because its main profit and staying power come from complementary products.<\/span><\/p>\n

5. Increasingly \u201cspoil\u201d customers<\/span>
\nReducing the effort customers need to obtain a product or service is also an effective way to sustain a product's \u201clife cycle.\u201d<\/span><\/p>\n

Home delivery, online shopping instead of visiting stores, and online learning instead of attending classes\u2026 are innovations businesses create from customers' growing desire to be \u201clazy.\u201d Expanding a business's operating area, bringing products to new markets, and opening up potential markets\u2026 are also common ways for businesses to \u201cspoil\u201d their customers.<\/span><\/p>\n

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>> Great Articles on Entrepreneurship<\/a><\/span><\/p>\n

>> Business Startup Course<\/a><\/span><\/p>\n

>> Success Energy Activation Course<\/a><\/span><\/p>\n

>> Business Consulting Program<\/a><\/span><\/p>\n

>> LEARN BUSINESS ENTREPRENEURSHI<\/a>H\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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T\u1ea1i sao Facebook ph\u1ea3i thay \u0111\u1ed5i thu\u1eadt to\u00e1n? T\u1ea1i sao Apple c\u1ee9 lu\u00f4n c\u00f4ng b\u1ed1 nh\u1eefng s\u1ea3n ph\u1ea9m iPhone m\u1edbi h\u1eb1ng n\u0103m? V\u00e0 l\u00e0m c\u00e1ch n\u00e0o Coca-Cola, v\u1edbi m\u1ed9t h\u01b0\u01a1ng v\u1ecb kh\u00f4ng h\u1ec1 thay \u0111\u1ed5i trong su\u1ed1t 130 n\u0103m qua (1886-2016) v\u1eabn gi\u1eef \u0111\u01b0\u1ee3c v\u1ecb th\u1ebf l\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed3 u\u1ed1ng c\u00f3 gas h\u00e0ng \u0111\u1ea7u […]<\/p>\n","protected":false},"author":1,"featured_media":10288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-10287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article"],"_links":{"self":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/10287","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=10287"}],"version-history":[{"count":1,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/10287\/revisions"}],"predecessor-version":[{"id":10289,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/10287\/revisions\/10289"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media\/10288"}],"wp:attachment":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=10287"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=10287"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=10287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}