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Marketing@21st Century

In: Business and Management

Submitted By applie
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Marketing@21st Century

TREND-WATCHING • Growing in market sophistication: Marketers have to spend more and more on marketing budget to develop&launch new products. • Number of competitors may have declined, but number of brands have immensely increased. • Product life cycles have been dramatically shortened. • It s cheaper to replace than to repair. • Digital technology has provoked a revolution in many markets. • Behavior-based segmentation and lifestyle various shift in connection to the change of fast moving trends with products diffusion and consumer information from click society. CHANGES OVER THE CENTURIES th st




CREATIVITY+ TALENT (gut/curiosity)

CASE STUDY Finding New Idea &Opportunity through Creativity and Innovation Case Study1: Major Cineplex& Major Bowl A huge waste of popcorn at Major Cineplex got brought to K.Kritsanan s attention. Normally after popcorn s made, it ll last 6 hours before it gets stale – that left a hugh amount of left-over to be thrown away. He went on the site and made an observation. Then found an opportunity to rid the waste and generate new revenue. The outcome: Left-over popcorn was given away free of charge, and treated as complimentary for customers at Major Bowl. A bowl of popcorn s placed at a table so anyone can have it. After having popcorn, customers got dehydrated and would order beverage. Because of a large profit margin of drinks, selling beverage alone generated great revenue in return. Going Against the Norm to Create New Trend&New Lifestyle Case Study2: Consumer segmentation: Central World VS. Siam Paragon Does transportation matter? When BTS connected its station to Siam Paragon Entrance, business investors prefer having their retail shops open at Siam Paragon to Central World. It turns out Siam Paragon has become a point for passersby to hang out, window shop, but…...

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