Product Strategy for Business Success

Assignment 4 – Disruptive Innovation For

Successful Product Strategy
Participant Name: Jayaprakash V
Question 1: Use your knowledge of Ansoff’s product-market expansion grid to create an
Ansoff’s matrix in the context of idea Forge case study. (~200 words)
High
Market Development Diversification
• Advertising & promotion of products
• Expand its products offering to different
• Communication on product can segment
• Single owners stores to strengthen its • Different segment increase IDEAFORGE
presence. MECHANICAL CHARGER accessibility to
New

different consumer
Markets

Market Penetration Product Development

• Expand Reach through new
geography • New product developments through
Existing

• No of outlets to be increased in retail Research & development

and wholesale market • Test marketing to test the product
• Digital Marketing • New Marketing approach for new products.

Existing New
Products
 Question 2: Use your learnings from this module to conduct a market opportunity analysis
for Linc Pen and Plastic case. (~200 words)
• Premium range – profit
margins better.
• Due to higher unit price,
top line can be increased
scientifically.
• Employee cost,
distribution cost, cost of
funding will be lower due to
better returns.
• Capability to develop
cost competitive
products to benefit
channel and customers
better than copetition
• Market expecting a
product with better
Can the product performance
convince Target • Consumer perception
customers? about LINC is innovative
company
• So customers will
convince on New product
Can the Target
market will be • Distribution channel and
Is it Profitable? reached with cost Market are same
effective Media – • Current Sales team with
trade channels? training can be utilized
• Current Marketing
agency can be utilized so
better rates can be
negotiated for Increase
• R & D lab and experienced
team in product
innovation.
• Set channel to serve the
Are the benefits Possess
better than resources to customer
competitor? deliver benefits? • Sales team servicing same
market.
• Manufacturing facility with
price leadership.
Question 3: Use your knowledge of growth strategy and strategic planning gaps to recommend
a growth strategy for UTV (Use the Strategic Planning Gap Theory). (~200 words)

Intensive Growth Integrative Growth Diversification Growth

• Innovative content creation

for a premium channels with
premium charges.
• Games & Chat shows ,
animation creation for for
foreign channels with
premium range across high
margin markets.
• Local content products for
Indians living in global
markets.
• Foray into Post- • Diversify into software
production services for
television software, • Open training institute in
media & entertainment
private producers &
advertisers overseas. related segment.
• Own TV channels &
movie production.