Escolar Documentos
Profissional Documentos
Cultura Documentos
Group 1
General
Motors EV1
1996
Overview
A Unique Selling
Proposition
Why was it
discontinued?
Myopia
Product centered
approach
Dangers of
R&D
Production
Pressures
Source: http://www.ino.com
Outline
Introduction
What is Marketing Myopia?
Key Highlights of Levitts Article
Examples
Conclusion
What is Marketing Myopia ?
Self-deceiving cycle
o During late 90s, motorcycles became more popular than the geared
scooters
o Reasons ;
Bajaj never did anything with the product - For 40 years Chetak
had the same look, same quality and style
Population Myth
Idea of Indispensability
What could have been done
Greater mileage
Riding comfort
Electric start
Idea of Indispensability
Production Pressures
Dettol
Overview
Started its journey in 1933 as an antiseptic
liquid
Currently operating as No 3
Population myth
Idea of indispensability
Dangers of R & D
What could have been done
No 1 mobile operator
since 1997
Broad vision
To be the undisputed leader in the
provision of multi-sensory connectivity
resulting always in the empowerment and
enrichment of Sri Lankan lives and
enterprises
What could have been done
Continuous customer
orientation
Market Research and
Outside in approach
Innovation
Competitor focus
marketing program and
marketing intelligence
Conclusion
Conclusion
Conclusion
Conclusion