In relation to this story in businessweek they showed that innovation is a key, and marketing is more diffuse and personal. They had given a five new lessons learnt which is very nice to read, with some case studies.
- Innovate. Innovate. Innovate - Why would P&G tinker with Tide? Both cases (a)Tide on its variants and stories surrounding that, (b)Tide StainBrush & also on Gillette ability adept at cross-pollination
- Move Fast - Or Lose Out Not only are customers hooked on innovation, they're demanding it faster with a case on Handbag designer Coach Inc
- Minimize Exposure to supermarkets (in general to shun supermarkets, where you would get less margins, instead pitch them at convenience stores) & And on the concept of vending machines used by Kellogg Co.
- The New Media Message - The splintering media hasn't been all bad – then why should you switch to "Print and online were terrific"
- Think Broadly - Case studies which involve innovations such as the inexpensive spin toothbrush etc. , on Apple Computer iPod & finally on Starbucks getaway story
