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PRESENTED BY:

AINDRILA SARKAR
ANNYATAMA BHOWMIK
AVIJIT ROY
BISWAJIT BANIK
RAHUL MAJUMDAR
SUDIPTA DEY
UDAY DAVE

MENTAL MODELS : PROS AND CONS

LIE BELOW ONES COGNITIVE AWARENESS
DETERMINANT OF CHOICES AND BEHAVIORS
HELP MANAGERS TO RESPOND TO COMPETITIVE CHALLENGES
NEGOTIATES EXISTING MARKET PLACE AND THEIR ABILITY TO CREATE A NEW
MARKET

ANCHOR MANAGERS IN RED OCEAN BUT PREVENT THEM FROM GOING TO BLUE
OCEAN

COMPRISES OF 6 ASSUMPTIONS WHICH ARE KNOWN AS RED OCEAN TRAPS

RED OCEAN TRAPS

1.
2.
3.
4.
5.
6.

SEEING MARKET-CREATING STRATEGIES AS CUSTOMER-ORIENTED APPROACHES

TREATING MARKET-CREATING STRATEGIES AS NICHE STRATEGIES
CONFUSING TECHNOLOGY INNOVATION WITH MARKET-CREATING STRATEGIES
EQUATING CREATIVE DESTRUCTION WITH MARKET CREATION
EQUATING MARKET-CREATING STRATEGIES WITH DIFFERENTIATION
EQUATING MARKET-CREATING STRATEGIES WITH LOW-COST STRATEGIES

SEEING MARKET-CREATING STRATEGIES AS CUSTOMER-ORIENTED

APPROACHES

MARKET CREATING STRATEGIES ARE CUSTOMER LED

COMPANY ARE BASICALLY FOCUSING ON MAKING PRESENT CUSTOMER
HAPPIER

CONVERTING NONCUSTOMERS INTO CUSTOMERS

FALURE OF SONYS PRS VS SUCCESS OF AMAZONS KINDLE

TREATING MARKET-CREATING STRATEGIES AS NICHE STRATEGIES

PREFERENCE TOWARDS NICHE STRATEGY

IT PREVENTS FROM CREATION OF A NEW MARKET SPACE
FAILURE OF DELTAS SONG AIRLINE VS SUCCESS OF PRET A MANGER
PRET A MANGER GOING FOR COMMONALITIES IN THREE PREPARED LUNCH
GROUP

CONFUSING TECHNOLOGY INNOVATION WITH MARKET-CREATING

STRATEGIES

MARKET INNOVATION NOT ABOUT TECHNOLOGICAL INNOVATION

PEOPLE LOVE PRODUCTS WHICH ARE SIMPLE TO USE AND PRODUCTIVE
EXAMPLE : YELLOW TAIL CASE, JUST DIAL, STARBUCKS
FAILURE OF SEGWAY PERSONAL TRANSPORTER
VALUE INNOVATION AND NOT TECHNOLOGY INNOVATION

EQUATING CREATIVE DESTRUCTION WITH MARKET CREATION

CREATIVE DESTRUCTION OCCURS WHEN A INVENTION DISRUPTS MARKET BY ELIMINATING EARLIER
TECHNOLOGY

NON DESTRUCTIVE CRATION SHOULD BE THE KEY

EXAMPLE : GRAMEENS BANK MICRO FINANCE
EXAMPLE: NINTENDOS WII MOTION GAMING CONCEPT
NON CREATIVE DESTRUCTION ADDS NEW PROFILE OF CUSTOMERS RATHER THAN ELEMINATING SOME
SEGMENT

EQUATING MARKET-CREATING STRATEGIES WITH DIFFERENTIATION

BREAK VALUE COST TRADE OFF

MARKET CREATED MOVE FOLLOWING AND AND APPROACH RATHER THAN EITHER OR
SUCCESS STORY OF YELLOW TAIL WINE VS FAIURE OF BMW C1 SCOOTER CONCEPT

EQUATING MARKET-CREATING STRATEGIES WITH LOW-COST STRATEGIES

MANAGERS ASSUME CREATION OF MARKET BY DRIVING DOWN COST

ITS VALUE THAT WILL GIVE YOU SUCCESS NOT YOUR LOW COST
EXAMPLE : FAILURE OF OUYA VIDEO GAME
EXAMPLE : SUCCESS OF SOUTH WEST AIRLINE AND SWATCH
MARKET STRATEGY TAKES A PARTICIPATIVE APPROACH : DIFFERANTIATION AND LOW COST

THANK YOU