4. 4 ACTION FRAMEWORK
Offerings overdesigned to beat competition:
Style of seat
Companies tend to not over serve, what you pay for is
what you get.
What factors should be raised well above
industry standards?
Safety
Move from a 5pt, 6pt harness system to a 7pt harness
system.
5. 4 ACTION FRAMEWORK
What offering or service has never been offered
before?
1.Climate control seats.
2.Keeps baby, or child in perfect comfort at all times
3.Has built in digital thermometer
6. RECONSTRUCTED MARKET
BOUNDRIES
Path 1: Look across
alternative industries
Path 2: Look across
strategic groups
Path 3: Look across buyer
groups
7. RECONSTRUCTED MARKET
BOUNDRIES
Path 4: look across complementary product and
service offerings
Path 5: Look across functional or emotional appeal
to buyers
Path 6: Look across time
8. BIG PICTURE / GOAL
Take ComfortTemp
technology and apply to more
than just car seats.
First the car seat.
Second move to the stroller.
Third move to bedding.
9. BLUE OCEAN REACH BEYOND
DEMAND
Three Tiers
Soon-to-be non-customers
Ex- Shop at the lowest priced store
Refusing non-customers
Ex- Loyal to another brand
Unexplored non-customers
Ex- people who do not buy baby products
10. BLUE OCEAN REACH BEYOND
DEMAND
Three Tiers
Soon-to-be non-customers
Ex- Our products are safe, valuable, reliable,
and quality.
Refusing non-customers
Ex- Be apart of our family.
Unexplored non-customers.
Ex- perfect gift for friends and relatives.
11. HURDLES
Cognitive Hurdle
Making people aware of the need for a strategic shift and to
agree on its causes
Resource Hurdle
limited resources questions if a company can use fewer
resources to accomplish their goals, or have the money to spend
on necessary changes.
Motivational Hurdle
Alert employees to the need for a strategic shift and identify how
it can be achieved with limited resources.
Political Hurdle
Focus on Leveraging Angels, Silencing Devils & Getting a Consigliere
12. STRATEGIC SEQUENCING
Cost:
$200 profit
Material and technology
Price:
Avg. price $250
Our price$400
Buyer Utility:
It is unlike anything
made. It is realistic to have.
Adoption:
Safety
Affordability
13. BUILD EXECUTION INTO
STRATEGY
Building trust
Graco established over 60 years
Trial on current employees
Test group
Commercial on safety and testing
All in One and Infant
14. VALUE PROFIT AND PEOPLE
Cost of technology
Overall profit
Mothers, grandparents and
friends
15. RED OCEAN TRAP
Trap #1
Misconception that Comfort Temp is about new
technology.
Trap #2
Graco created Comfort Temp, so Graco has to be first to
the market.
Trap #3
Pretending that Comfort Temp will have no flaws.
Hinweis der Redaktion
JESSICA
To reach beyond demand Graco has thought about possible non-customers.
Three tiers of non-customers
Soon to be
Refusing
Unexplored
By reconstructing the three tiers in a different prospective will get Gracos non-customers to consider and/or buy Comfort Temp product
Soon to be
Show that our products are valuable, reliable, safe, and is quality. This product is worthy for your stay with Graco.
Refusing
Creating commercials and word of mouth can convince our refusing customers to join and be a part of our family.
Show our loyalty to gain their loyalty.
Unexplored
create buzz and utilize commercials, digital media, and word of mouth to let those who don’t buy baby products or haven’t heard of us know that we are the best choice for them to buy Comfort Temp as a gift because we care about children’s safety.