Identify the three main strategies for growing a company's core, as noted by UK marketing guru David Taylor, and provide an example for each
What will be an ideal response?
UK marketing guru David Taylor advocates three main strategies:
1. Make the core of the brand as distinctive as possible. Galaxy chocolate has successfully competed with Cadbury by positioning itself as "your partner in chocolate indulgence" and featuring more refined taste and sleeker packaging.
2. Drive distribution through both existing and new channels. Costa Coffee, the number-one coffee shop in the United Kingdom, has found new distribution routes using drive-through outlets, vending machines, and in-school locations.
3. Offer the core product in new formats or versions. WD40 offers a Smart Straw version of its popular multipurpose lubricant with a built-in straw that pops up for use.
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