MRKT 354 Lecture Notes - Lecture 5: Quaker Oats Company, Dasani, Marketing Myopia
9 Aug 2019
School
Department
Course
Professor
MRKT 354 1-24-17
Coca-Cola
-Santa
-Polar Bears
-sharing
-consistency
-refreshing
-addictive
-health concern
-Olympics
-family
-caffeine
Brands (McGill is a Coca-Cola school)
-PowerAde
-Dasani
-nestle
-sprite
-Fanta
-vitamin water
-etc. (they have about 500, 3800 beverage choices in 200 countries – can be concentrated
geographically to a global brand, some were launched by them and others were acquired)
Market definition
Market potential
Market development index
Managing market growth
Product-market vs. product life cycle
Marketing myopia: having a narrow focus on existing product markets – might miss
opportunities/miss market changes
Niche marketing – very specific targeting, allows tailoring to consumer’s needs, greater chance
to meet consumers’ needs and have them buy
Benefits of a broad market definition
Reveals new opportunities – a broader set of customer needs
Recognize potential substitutes and competitive threats
Provides management with understanding of client needs – broad vision of your customers, not
specifically on your products first (better for niche)
Ex. Gatorade started at the university of Florida, was bought by a company, but made into what
it is today was Quaker oats (before being bought by Pepsi) – was never associated because of
the sharp difference in the brands. Grew it with celebrity endorsements (Michael Jordan)
