Flashcards

Number of flashcards in this category: 6.

1.
Cumberland
Had these awesome metal cushion pads that would save a ton of time (in rentals, plus changing pad time), use fewer, and more efficient. Heated up less too, drove more feet.
- Both test companies had high interested in CMI pads.
- How to distribute and what to price at? Small pads $2 to $5. CMI worth hundreds, but huge price jump.
- Distribute when rental companies, or outlet shops?
- Value pricing: to customer, worth $800 to $1200 a piece.
2.
Starbucks
Should they spend $40 million on training?
- Losing sight of the consumer. Attempting to grow business too much.
- Mktg math: numbers show that if you can convert just 2% of each store's customers (with so many stores and so many high purchases from repeat), can justify costs.
3.
Aqualisa
- New shower for the UK: eliminates old problems of rusty, bulky showers, better pressure and temperature control
- A more expensive model though.
- Plumbers are the "go to" person, hesitant to try a new shower. "one time converts" - could generate end user interest.
- Sales force limited, tied up on current customers. Costly to generate new sales.
- Could also target develops, but lag time.
- Best: plumbers. The go-to person for almost all installations. Hub and spoke model?
- DIY markets also there.
4.
Biopure
- Skim or penetrate? (Skim)
- Understand PLC
- Launch Hemopure first (would cause pricing problems) or Oxyglobin first? (still pending)
- advantages: disease-free, can be stored for much longer, could help critical trauma patients, universal blood type
- few competitors
- How to price it? Calculate the total market value. Costs to produce, ship, margin desired.
5.
Black and Decker
- Brand name being squandered due to poor product color choice, having different (confusing) lines
- Esp. because catering to proud people, who put lot of thought into products used for their job
- Consumer, Professional-Tradesmen, Professional-Industrial segments
- strength in consumer brand detracts from tradesmen segment
- strong product
- rebrand as "DeWalt" which has better rep
6.
Tesco
Refocus on employees, and on consumers.
"The Tesco Way"
Expand into other markets (local leadership), internet delivery (eliminate warehouses, use stores efficiently), "just in time" deliveries.
Steering wheel.

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Number of flashcards in this category: 6.
1.	Cumberland	Had these awesome metal cushion pads that would save a ton of time (in rentals, plus changing pad time), use fewer, and more efficient. Heated up less too, drove more feet. - Both test companies had high interested in CMI pads. - How to distribute and what to price at? Small pads $2 to $5. CMI worth hundreds, but huge price jump. - Distribute when rental companies, or outlet shops? - Value pricing: to customer, worth $800 to $1200 a piece.
2.	Starbucks	Should they spend $40 million on training? - Losing sight of the consumer. Attempting to grow business too much. - Mktg math: numbers show that if you can convert just 2% of each store's customers (with so many stores and so many high purchases from repeat), can justify costs.
3.	Aqualisa	- New shower for the UK: eliminates old problems of rusty, bulky showers, better pressure and temperature control - A more expensive model though. - Plumbers are the "go to" person, hesitant to try a new shower. "one time converts" - could generate end user interest. - Sales force limited, tied up on current customers. Costly to generate new sales. - Could also target develops, but lag time. - Best: plumbers. The go-to person for almost all installations. Hub and spoke model? - DIY markets also there.
4.	Biopure	- Skim or penetrate? (Skim) - Understand PLC - Launch Hemopure first (would cause pricing problems) or Oxyglobin first? (still pending) - advantages: disease-free, can be stored for much longer, could help critical trauma patients, universal blood type - few competitors - How to price it? Calculate the total market value. Costs to produce, ship, margin desired.
5.	Black and Decker	- Brand name being squandered due to poor product color choice, having different (confusing) lines - Esp. because catering to proud people, who put lot of thought into products used for their job - Consumer, Professional-Tradesmen, Professional-Industrial segments - strength in consumer brand detracts from tradesmen segment - strong product - rebrand as "DeWalt" which has better rep
6.	Tesco	Refocus on employees, and on consumers. "The Tesco Way" Expand into other markets (local leadership), internet delivery (eliminate warehouses, use stores efficiently), "just in time" deliveries. Steering wheel.