Hi, some general questions if you people don’t mind. It is said that penetration is the main factor of growth. My question is: what is the difference between penetration and physical availability? Are they the same thing? And when launching a new product, should the company be more focus on creating wide physical availability or creating wide mental availability? Thank you for your time.
Penetration is about driving growth of the same product in the same category (i.e. the iPhone in the smarthone category). You reach growth by building physical availability and mental availability. Physical availability is literally about being available in terms of the proximity of the product, the visibility of the product on the shelf, the room on the shelf (the more, the better) and the number of shops the product gets sold.
Jeremy gave you a really good answer to you, however just to also answer your last question I would just had that when launching a new product it is better to focus in creating mental availability, otherwise it will be pointless to be physical available without anyone noticing you.
Everyone on every board, as well as marketers need to watch this.
Mark is channelling Stewart Lee here, big time. Great talk, though.
Anyone with a passing interest in branding or marketing should watch this!............. but not if you're offended by "Latin".
or "motherfucker"
Thank you!
Hi, some general questions if you people don’t mind. It is said that penetration is the main factor of growth. My question is: what is the difference between penetration and physical availability? Are they the same thing? And when launching a new product, should the company be more focus on creating wide physical availability or creating wide mental availability? Thank you for your time.
Penetration is about driving growth of the same product in the same category (i.e. the iPhone in the smarthone category). You reach growth by building physical availability and mental availability. Physical availability is literally about being available in terms of the proximity of the product, the visibility of the product on the shelf, the room on the shelf (the more, the better) and the number of shops the product gets sold.
Jeremy gave you a really good answer to you, however just to also answer your last question I would just had that when launching a new product it is better to focus in creating mental availability, otherwise it will be pointless to be physical available without anyone noticing you.
Brilliant
Just plain great
Amen brother!
what is the difference between difference and distinction? isnt distinction just more explicit difference?
Actually it's differentiation (being different than others) and distinctiveness (being recognizable as yourself).
Skills