jerryking + marketing + ipods   1

When Being First Doesn't Make You No. 1 - WSJ.com
AUG.12, 2004|WSJ|CRIS PRYSTAY.In Jan. 2000--almost 2 yrs.
before Apple.'s iPod hit the mkt.--Singapore-based Creative Tech.
unveiled a similar prod.: an MP3 player w. a tiny hard drive that stored
hundreds of hrs. of music. In biz., though, being 1st doesn't always
make you No. 1. Creative is best-known for its Sound Blaster audio cards
for PCs, a product category it pioneered & dominates. But it's
still a niche player; annual sales are a tenth of Apple's. Apple ran
mktg. rings around Creative even in its own backyard. For iPod's
Singapore launch in late 2001, Apple plastered the CBD with funky
posters & ran a hip ad blitz in movie theaters.Creative's response
finally came last month, when it began sponsoring a children's TV show
& running its 1st-ever TV ad campaign--but only in Singapore.
"There's been a big shift in our biz, & right now, our biggest
challenge is mktg.," concedes founder/CEO, Sim Wong Hoo. "But I'm
stingy. I don't want to waste $ unless I know it's going to work."
branding  Xerox  Ricoh  image_advertising  Apple  iPODs  competitive_landscape  product_launches  Singapore  first_movers  fast_followers  consumer_electronics  marketing  new_products  new_categories  category_killers 
october 2010 by jerryking

Copy this bookmark:



description:


tags: