The document discusses different strategies companies can take when entering new markets or repositioning existing products. It presents examples of companies that have successfully: 1) Introduced new products targeted at new markets like Google+ and Metro services in Bangalore. 2) Resegmented existing markets by targeting customer needs not addressed by competitors, such as Deccan Airlines offering $1 tickets and Flipkart entering online shopping. 3) Reinvented their markets by educating customers about new possibilities, as LinkedIn and Facebook showed professional and social networking respectively.

1. …Some perspectives…
Manish Singhal, Chief Saarthi
Saarthi Integrated Consulting LLP
www.saarthiconsulting.com
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2. New
Product
Re-invented Product
New Market
(Re-segmented Market)
Old New
Market Market
Re-invented Market
Existing Market
(Re-segmented market)
Old
Product
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3. New
Re-segmented Market New Market
Product
Google+
Facebook, Linkedin,
Metro Service in BLR
Amazon
Online shopping
Multiplexes at their launch
iPOD / iPAD
time
Multiplexes
Old New
Market Market
Volvo service in Bangalore
Low cost airlines
Deccan Airlines (when it
TVs/Fridges/Washing
started)
Machines/White goods
Flipkart
Existing Market Old Re-invented Market
Product
*
Some
examples
may
exist
in
mul1ple
quadrants
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Saarthi
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LLP.
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rights
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4. New
Re-segmented Market New Market
Product
Customer Adaption / Non
Competition can catch up fast
consumption
Staying ahead of the race
Other Startups
e.g. G+
e.g. Seventymm (online DVD rental)
Old New
Market Market
No customer need in the new mkt
Crowded Space – Margins &
Customer Adaption / Non
Market Share always under
consumption
pressure
New products
e.g. Mobile carrier / handset,
e.g. Kellogs (at launch), Paramount
hotels
Old airways
Existing Market Product Re-invented Market
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5. New
Re-segmented Market New Market
Product
Clear Distinction for the new Build new use case scenarios and
product wrt old ones for gaps evangelize and how it can benefit
e.g. G+ created noise around consumer
privacy & circles (to distinguish e.g. Facebook showed a way to
from FB) connect with people around the
world, Linkedin did the same for
Old professional network New
Market Market
Typically it is cost / feature race Targeted customer education about
GTM is largely based on new possibilities / options
communicating differentiation e.g. Deccan introduced Rs 1/- ticket
Big ad budgets to appeal to the railway customers
e.g. mobile carriers
Old
Existing Market Product Re-invented Market
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