Was sind die besten Strategien, um die Marktdurchdringung und den Marktanteil in einer wettbewerbsintensiven Branche zu erhöhen?

The primary catalyst for the market penetration strategy would be the product itself and its distinctive features. Subsequently, the pricing advantage of the product would play a significant role. Lastly, the market size pertaining to the product would also be a crucial factor to consider.

Well, let's go back to the basics for this one. To garner additional market share you have to beat your competition on one or a combination of the core principles (4Ps) Product: Is your offering differentiated from the competition? Are you innovative enough to get your customers excited about your offering? Price: Are you better priced than your competition? Can you do that consistently in the long run? Place/Distribution: What is your channel mix? Are any channels underpenetrated/non-existent for you? Promotion: What marketing strategies can you leverage to build more awareness & consideration for your brand? In a competitive market, price is unlikely to be a sustainable mode for this, you're likely to find the answer in the other three.

I've found that talking and networking with industry professionals at industry events has been invaluable when expanding the perspectives within market intelligence products. Providing insights is really just conducting primary research within the industry, synthesising qualifying views and documenting them with a consistent eye for detail.

Get super clear on who your ideal customers are—think demographics, behaviors, and pain points. Use data and market research to understand their needs and preferences. Segment your audience into specific groups to tailor your marketing efforts effectively. Knowing exactly who you’re targeting helps you create personalized campaigns that resonate and convert.

If you're not clear about the basic concepts of product, then any one can influence you. I have worked with, seen many, struggle with brand value. The top notch thing is the point of customer satisfaction. In situational analysis we should reflect experience. Find where customers are more engaged and want to be. Great brand will win in future if focus on exact customer demand, competitors offering, purpose driven product. See the resilience how customer react with your product. Also see the brand response and recognition campaign for new intervention opportunities.

Jede Identifikation deiner Zielsegmente ist nur so gut, wie du dich ins Gespräch mit deiner Zielgruppe bringst. Das Telefon, das Besprechungszimmer oder dein Zoom-Raum sind dazu deine besten Freunde. Am Ende gewinnt nicht das Unternehmen, das die bessere Dienstleistung hat. Es gewinnt immer derjenige, der besser zugehört hat und seine Marketing-Kommunikation konsequent auf die Originalaussage seiner Kunden ausrichtet.

In a competitive industry like pet food, differentiation is key to increasing market penetration. At Drools, we chose to distinguish ourselves from traditional pet foods containing by-products by prioritizing real, high-quality ingredients. We came up with the "Feed Real Feed Clean" concept to appeal to pet owners seeking healthier options. We also developed a diverse range of products to cater to various audiences. By consistently delivering on this promise, we've not only differentiated ourselves but also built trust and loyalty among pet owners, enabling us to expand our market share significantly.

To increase market penetration and share, differentiating your offering is crucial. Focus on what makes your product or service unique. Highlight features, benefits, or aspects that set you apart from the competition. Whether it’s superior quality, innovative technology, exceptional customer service, or a unique value proposition, make it clear why customers should choose you. Use compelling branding and messaging to communicate this differentiation effectively. Standing out in a crowded market helps attract and retain customers.

I think this is key within the market intelligence industry: lots of people can provide opinions but providing something unique and valuable is the way to get your products to become "sticky" with your customers.

Have a clear vision and goals for your product. Create a differentiated value proposition that allows you to become 'first in class' and 'best in class'. In the pharma industry this could be for e.g. having superior efficacy, safety, and/or route of administration vs. standard of care. Understand if the launch timing in the market is adequate to achieve market uptake, especially if a new drug is expected to disrupt clinical practice and physician prescription behaviors.

Den besten USP findest du im härtesten Wettbewerb und im Gespräch mit deinen Kunden. Je härter der Wettbewerb ist, desto mehr bist du gezwungen, dich mit deiner Abgrenzung auseinander zu setzen. Erarbeite dir dazu die wichtigsten Merkmale deiner Dienstleistung und deines Geschäftsmodells, die den entscheidenden Unterschied zu deinem Wettbewerb ausmachen. Sorge dann dafür, dass dein USP deine Dienstleistung glasklar auf den Punkt bringt und sichtbar macht, warum dein Unternehmen die perfekte Lösung für deine Zielgruppe ist. Für maximale Effektivität solltest du das mit deinen Kunden validieren und Marketingbotschaften formulieren, die nachweislich den Nerv deiner Zielgruppe treffen.

Engaging with communities and groups on LinkedIn not only helps to market your products but also invites others to provide you with feedback

Jeder deiner Kunden hat mit deinem Unternehmen eine einzigartige Journey durchlaufen. Sorg dafür, dass an jedem Touchpoint maximale Zufriedenheit entsteht, dann hast du das perfekte Fundament für Testimonials geschaffen, die im Kopf deiner Zielgruppe bleiben und deinen Wettbewerb zeigen, warum du den Auftrag geholt hast.

Leveraging your existing customers is a smart move to boost market penetration and share. Happy customers are your best advocates. Encourage them to leave reviews, refer friends, and share their positive experiences on social media. Implement loyalty programs to reward repeat business and foster long-term relationships. Use customer feedback to improve your products and services, showing you value their input. Engaged and satisfied customers can help spread the word and bring in new business.

Du brauchst Reichweite. Klingt banal, aber mit 75 Impressionen auf LinkedIn sieht dich schlichtweg keiner. Dazu musst du es schaffen, mit deinem Content deine Zielgruppe zu triggern, damit sie innerlich nickt. Ausschließlich Stellenanzeigen zu posten, ist wie dauerhaft Rubbellose kaufen. Und das ist kein belastbares Geschäftsmodell. Und bevor du dich jetzt überhastet an eine Content-Strategie machst, frag dich mal: 👉 Welches Thema willst du dauerhaft besetzen? 👉 Was interessiert deine Kunden und deine Zielgruppe wirklich? 👉 Und warum sollten sie mit dir ins Gespräch gehen? Diese Fragen nicht zu beantworten, bringt nur deinem Wettbewerb etwas.

In my experience sampling products can be a very effective way to increase your customer base. For example I had a client that made stews for dogs and cats. The cat products were moving slowly. I established partnerships with retail stores that hosted cat/kitten adoption events. It was helpful knowing that industry studies showed that pet parents usually don’t like to switch food, particularly for cats/kittens, because they can be quite finicky and will stop eating. Giving a sample of the cat stew in the adoption packages adoptees received with their new cat/kitten increased sales by 14% in the first 3 months. The growth continued in a steady climb with new and repeat customers.

One of the best ways from my experience is to expand distribution channels and reach new markets through marketplaces. There has been recent controversy around using platforms such as Faire Wholesale, Tundra or Etsy, due to fears of stolen brand identity, fees for selling on the platform, or increased competition between marketplaces itself. Nevertheless, as an experienced seller on Faire, I can tell that the brand would not reach so many customers in such as short time otherwise. The key to success is evaluation and research on the marketplace to find the one that is most suitable for your brand. For example, if you make products yourself and sell wholesale in Europe and would like to expand to North America - then Faire might be a match!

To increase market penetration and share, expanding your reach is essential. Explore new distribution channels like online marketplaces, retail partnerships, or international markets. Invest in digital marketing strategies—think SEO, social media ads, and content marketing to reach a broader audience. Collaborate with influencers or industry leaders to tap into their followers. Hosting webinars or participating in industry events can also help you connect with new potential customers. The goal is to get your product or service in front of as many relevant people as possible.

One crucial strategy for expanding audience reach is to leverage consumer search data and publish content for your website that answers top of funnel questions related to your product or service. Consumers overwhelmingly turn to Google to research problems, seek answers, and verify solutions. As consumers work their way down the funnel towards a decision, brands that step forward to connect early in the journey have a much greater chance of winning the conversion later on. Use consumer search intent data to understand what users want, and publish optimized content that provides the best answer. You'll build brand awareness and trust that's vital to strong customer relationships.

In my experience, gathering feedback from customers is a valuable way to improve and learn what can be done in the future. Conducting surveys and market research can be a time-consuming but fun task when using software such as Qualtrics. It is one of the best platforms for market research and provides many tools that make it easier to derive insights, build dashboards and reports that help in decision-making.

Think blue ocean - what else can you offer to your customers beyond your product? Maybe an added service? Maybe an improved customer relation? Understand where the opportunity lies within the customer journey and how to differentiate. You can pilot new services with 'early adopters', gain real-time market feedback, and refine.

Echte Innovationen entstehen immer aus dem gewonnenen Wissen und der Investition in etwas Neues. Dieser Prozess der Iteration gerät immer dann ins Stoppen, wenn du aufhörst, deine Kunden und deine Zielgruppe zu fragen, was ihnen wichtig ist. Der Job-To-Be-Done deiner Zielgruppe ist dein größtes Innovationspotenzial. Das nicht zu nutzen, bedeutet, deinem Wettbewerb die Tür weit aufzumachen. Und das willst du nicht :-)

One way to be exhaustive is to step back and understand your internal competencies (evaluate your 4Ps) : Is it the Product? Is it the Price? Is it the Place/channel strategy? Is it your Promotion strategy? Your strengths will lead to your "Reason to Win" in the long term.