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Published byFranklin Stephens Modified over 9 years ago
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Reach Beyond Existing Demand MICHAEL MEDRANO CASEY HARVEY MASON STONE JULIO GARCIA COURTNEY ELLIS GLEN LESLY TRAVIS TEMPEL ROBERTO PADILLA
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Key Points Three tiers of Noncustomers First-tier Noncustomers Second-tier Noncustomers Third-tier Noncustomers Go for the Biggest Catchment
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3 Tiers of Noncustomers First-Tier Noncustomers “Soon-to-be” They minimally use current market offerings. Pret A Manger Tier-one: Under Armour Ocean of untapped demand waiting to be released. “Sweat Everyday” Commercial for Women Capturing Women Market
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3 Tiers of Noncustomers Second-Tier Noncustomers “Refusing” noncustomers who choose against your market. Not meeting their needs. JCDecaux Outdoor advertising Looking for commonalities. Tier-two: Under Armour UA’s “refusing” noncustomers. UA Submit an Idea.
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3 Tiers of Noncustomers Third-Tier Noncustomers “Unexplored” noncustomers who are in markets distant from yours. Not been targeted or thought of by any player in the industry Joint Strike Fighter F-35 Lightning II Has three variant aircrafts Marines, Navy and Air Force http://www.youtube.com/watch?v=7fLnDSA0lws http://www.youtube.com/watch?v=7fLnDSA0lws Tier-two: Under Armour Initial product was for athletes Compression shorts, shirts, workout gear Release of general clothing to the public. T-shirts, pants, shorts for all sports Not just for athletes but everyone.
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Biggest Catchment Don’t focus on a specific tier but look across all tiers. “Go for the largest catchment” Natural Strategic Orientation: Retain existing customers in the face of competitive pressure. Suggestion to maximize the scale of your blue ocean. Profit from the blue ocean, Create a win-win outcome
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Conclusion First Tier Noncustomers Second Tier Noncustomers Third Tier Noncustomers
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