Tuesday, September 18, 2007
It’s Ansoff, stupid!
What’s the link between The Sun debit card, the Guardian USA, the FT and The Economist and Lucozade Sport?
They’re all examples of the Ansoff matrix at work. It describes the four possible growth strategies based on existing and new markets and existing and new products.
The future profitability of many media brands is using their existing relationship with readers to sell new products to existing markets (brand extension/development) as well as trying to sell existing products to new markets (market extension/development).
Simple if you can think outside the boundaries of your existing product and market portfolios. That’s the smart bit.
And as revenues from existing products in existing markets decline, it’s a growing future revenue stream.
They’re all examples of the Ansoff matrix at work. It describes the four possible growth strategies based on existing and new markets and existing and new products.
The future profitability of many media brands is using their existing relationship with readers to sell new products to existing markets (brand extension/development) as well as trying to sell existing products to new markets (market extension/development).
Simple if you can think outside the boundaries of your existing product and market portfolios. That’s the smart bit.
And as revenues from existing products in existing markets decline, it’s a growing future revenue stream.
Labels: Ansoff newspapers brands
