InhaltsangabeToday's marketers face a difficult challenge: how to innovate in a hypercompetitive, super-segmented marketplace. In a consumer economy saturated with homogeneous products and inhabited by customers who are more and more immune to advertising messages, traditional vertical marketing-with its fundamentals of market segmentation and brand proliferation-is beginning to fail us. Now, renowned marketers Philip Kotler and Fernando Trias de Bes present a new system for developing breakthrough opportunities-lateral marketing. Lateral marketing complements traditional marketing by providing an alternative route to generating fresh new ideas. Whereas vertical marketing helps us find increasingly smaller subgroups for which a product might be developed, lateral marketing lets marketers develop an entirely new product that finds a much wider audience. Instead of offering just another diaper for newborns in a cutthroat market, for example, Pull Up diapers are designed for an older child. Kotler and Trias de Bes show numerous examples of how lateral marketing leads to products that succeed even in the face of hypercompetition and product homogeneity. These innovations include new products like Honey Nut Cheerios Milk 'n Cereal bars, a quick alternative to actual cereal with milk, or Gillette's Venus, a razor with a wider head made just for women's curves. Lateral marketing also includes using old products in a new way, such as promoting Bayer aspirin as a heart attack preventative. The new marketing concepts that led to these products are the direct result of a different creative process than the endless vertical segmentation of yesterday. This book defines a framework and theory for lateral marketing and the development of breakthrough ideas that will succeed in a consumer market already over-saturated. By removing the limitations of traditional marketing as a mechanism for developing new ideas, Kotler and Trias de Bes show marketers how to beat the high odds of product failure and achieve breakthrough success.

InhaltsangabeIntroduction. 1.The Evolution of Markets and the Dynamics of Competition. 1.1 In Consumer Packaged Goods, Distribution Concentration Has Increased Greatly. 1.2 The Number of Competitors Has Been Reduced, but the Number of Brands Has Strongly Increased. 1.3 Product Life Cycles Have Been Dramatically Shortened. 1.4 It Is Cheaper to Replace than to Repair. 1.5 Digital Technology Has Provoked a Revolution in Many Markets. 1.6 The Number of Trademarks and Patents Is Increasing. 1.7 The Number of Varieties of a Given Product Has Increased Radically. 1.8 Markets Are Hyperfragmented. 1.9 Advertising Saturation Is Reaching Its Highest Levels, and the Fragmentation of Media Is Complicating the Launch of New Products. 1.10 The Capacity of Obtaining Space in the Mind of the Consumer Has Been Reduced. Conclusion: Markets Are Much More Competitive. Summary. 2.Strengths and Weaknesses of Traditional Marketing Thinking. 2.1 Needs Identification as the Starting Point. 2.2 Mark et Definition. 2.3 Segmentation and Positioning as Competitive Strategies. 2.4 The Development of the Marketing Mix: The Only Thing That Is Seen. Summary. 3.Innovations Originated from Inside a Given Market: The Most Common Way of Creating Innovations. 3.1 Innovations Based on Modulation. 3.2 Innovations Based on Sizing. 3.3 Packaging-Based Innovations. 3.4 DesignBased Innovations. 3.5 Innovations Based on Complements Development. 3.6 Innovations Based on Effort Reduction. Summary. 4.Innovations Originated Outside of a Given Market: An Alternative Way to Create Innovation. 4.1 The Case of Cereal Bars. 4.2 The Case of Kinder Surprise. 4.3 The Case of 7-Eleven Japan. 4.4 The Case of Actimel, from Dannon. 4.5 The Case of Food Stores inside Gas Stations. 4.6 The Case of the Cyber Café Concept. 4.7 The Case of "Be the Godfather of a Kid". 4.8 The Case of "Big Brother" TV Contest. 4.9 The Case of Huggies Pull-Ups. 4.10 The Case of Barbie. 4.11 The Case of Walkman. Summary. 5.The Need for Lateral Marketing to Complement Vertical Marketing. 5.1 Basis of Vertical versus Lateral Marketing. 5.2 How Lateral Marketing Works versus Vertical Marketing. 5.3 Effects That Lateral Marketing Provokes in the Markets versus Vertical Marketing. 5.4 Source of Volume. 5.5 Situations Where Each Type of Marketing Is More Appropriate. 5.6 Responsibility of Creating in the Markets. Summary. 6.Defining the Lateral Marketing Process. 6.1 Lateral Marketing Definition. 6.2 Logic of Creativity. 6.3 Similarities between Humor and Creative Thinking. 6.4 Importance of Understanding the Logic of Creativity. 6.5 The Three Steps of Lateral Marketing. 6.6 Final Outputs of the Lateral Marketing Process. 6.7 Examples from Chapter 4 under the Lateral Marketing Framework. 7. Lateral Marketing at the Market Level. 7.1 Change of Dimension as the Most Practical Technique. 7.2 Dimensions to Be Changed: Concept and Examples. 7.3 Connecting the Product with the New Dimension. 7.4 A Complete Case: Proposing a New Business Concept. 7.5 Ancillary Techniques for Displacing the Market Level. 8. Lateral Marketing at the Product Level. 8.1 Philosophy behind Applying Lateral Marketing at the Product Level. 8.2 Dissection of the Product. 8.3 Selecting the Entry Doors. 8.4 Applying Lateral Displacements: Concept and Examples. 8.5 Connecting a Possible Market with the New Product. 8.6 The Product May Need to Be Adjusted. 8.7 A Complete Case: The Double-Decker Car. 9. Lateral Marketing at the Marketing Mix Level. 9.1 Effects of Lateral Marketing at the Mix Level. 9.2 Lateral Marketing for Diversifying Our Marketing Mix: "Taking the Mix of Other Products". 9.3 Lateral Marketing for Finding New Marketing Mix Formulas: The Rest of the Lateral Displacements. 9.4 The Product May Need to Be Adjusted. 9.5 A Complet

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