経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

今も生きるシェアアップ原則。

投稿日:

こんにちは。NISHIです。

確かに、マーケティングを
うまく展開している印象って
ありますよね。

http://grass-ex.jp/Lo30/12401

「新参者の戦略」として
大事なのはまさにこの部分。

==

そこで新参者で
既存流通網を持っていなかった
レッドブルは、

いきなり大量に大勢の人たちに
売るための取り組みに
力を入れるのではなく、

逆転の発想で
まずは少数でも値段が高くても
買ってくれる顧客をファンにして、
ファンを起点に口コミで
レッドブルの評判を
広げることに注力したわけです。

==

市場への新規参入の際、
当然、シェアもなければ、
資金もコネもないわけで、
割けるリソースもわずか。

にもかかわらず、
勢いやアイデアへの陶酔、
場合によっては焦燥感に
駆り立てられるように

「既存勢力に真正面から
丸腰竹槍オンリーで
特攻しようとする」

というケースって、
参入市場の規模においても
参入企業の規模においても
大小はあるものの、
散見されるように思います。
これ、かなり危険。

その点、
レッドブルの場合、

==

レッドブルのスポンサードは、
知名度が高いスポーツや選手ではなく、
どちらかというとマニアしか知らない
文字どおりエクストリームな
スポーツのスポンサードを
起点としています。

==

とありますが、
確かに、これ、目立ちます。
かなり印象に残ります。

私も以前、訪問した
【とあるニッチ市場の会社】でも、
レッドブルがスポンサーとなって

ラジコンの大会
—————–

を開催してましたから。

オマケに
【主力選手のスポンサー】
にもなっていて、
その主力選手は中卒で
ラジコンカーレーシングの
プロになっていたような…。

このあたり、
かなりうろ覚えですが、
「ラジコン」というニッチな
レーシングスポーツでも
スポンサーになっていたのは
ものすごく記憶に残っていますし、

実はこのスポンサードされた会社、
レッドブルの売上がものすごーく
いいみたいなんですよね…。

と、こんな風に、スポンサーする
【ニッチ市場】に目をつけ、
【小さな点】を打ち込んで
【大きな面】にしていく発想って
認知やシェアを高める上で
非常に大事だと思っています。

なぜならこのやり方って、
昔ながらの小売業であった
「シェアアップの原則」を
形を変えてやっているから。


昔あった小売業での
「シェアアップの原則」って、
基本「包み込みの発想」が
ベースとなっています。

包み込みとは基本的に、
市場の強者が
シェアが劣る弱者に対し、

品揃え、
店舗づくり、
サービス等、

すべての要素で「上回る」ことで、
競合の弱体化を図ったり、
M&Aなどで吸収したりすることで
自社のシェアアップにつなげていく、
という競争手法です。

昔の小売業の場合、
地域も業種も同じ状況下での
勝負でしたから、その

「ゲームのプレーヤーと
 フィールドの捉え方」

は今と違って当たり前ですが、
プレーヤーやフィールドを
捉える視点を変えられれば、
十分に通用する原則では
ないかと思いますね。

捉える視点を変えられること。
これが柔軟さではないかと。
良い事例かと思います。

では。

NISHI

-日記

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  336. I am always browsing online for ideas that can assist me. Thx!

  337. Jewelry より:

    Very interesting points you have remarked, thanks for putting up. “I’ve made a couple of mistakes I’d like to do over.” by Jerry Coleman.

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