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Bundle v Unbundle as a marketing growth strategy

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MacInnis Marketing
MacInnis Marketing

How companies use unbundling and bundling to sustain growth in their category

Marketing
1 of 3
Bundling V unbundling Growth Strategies
Unbundling Examples Product / Service Coffee Music Newspapers Search Phase 1 Coffee Home One variety to many CD Hardcopy newspaper Yahoo Phase 2 Starbucks Drive thru Loyalty cards MP3 – one song Newspaper softcopy Google Phase 3 Nescafe coffee pods iTunes Newspaper interactive format Facebook – friends LinkedIn - Professionals Phase 4 Own mixes Recipes Hot/ Cold Recycling capsules Spotify Pandora Gigit - simulation Vine Mixify – live streaming and mixing New delivered multi-channel Image, sound, video and text + social media Pinterest – Images Instagram Twitter
Bundling Examples Product / Service Telecommunications Gaming Personal Devices Phase 1 Telephone Console Watch Phase 2 Telephone + mobile Console + game Watch + alarm + timer Phase 3 Telephone + mobile + board band Console + game + Internet Watch + timer, alarm+ apps Phase 4 Telephone + mobile + broadband + Foxtel Console + game + internet + characters Watch + internet iwatch

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Bundle v Unbundle as a marketing growth strategy

  • 1. Bundling V unbundling Growth Strategies
  • 2. Unbundling Examples Product / Service Coffee Music Newspapers Search Phase 1 Coffee Home One variety to many CD Hardcopy newspaper Yahoo Phase 2 Starbucks Drive thru Loyalty cards MP3 – one song Newspaper softcopy Google Phase 3 Nescafe coffee pods iTunes Newspaper interactive format Facebook – friends LinkedIn - Professionals Phase 4 Own mixes Recipes Hot/ Cold Recycling capsules Spotify Pandora Gigit - simulation Vine Mixify – live streaming and mixing New delivered multi-channel Image, sound, video and text + social media Pinterest – Images Instagram Twitter
  • 3. Bundling Examples Product / Service Telecommunications Gaming Personal Devices Phase 1 Telephone Console Watch Phase 2 Telephone + mobile Console + game Watch + alarm + timer Phase 3 Telephone + mobile + board band Console + game + Internet Watch + timer, alarm+ apps Phase 4 Telephone + mobile + broadband + Foxtel Console + game + internet + characters Watch + internet iwatch