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Jacuzzi
The Jacuzzi brothers invented a
whirlpool bath to treat people with arthritis. Although the product
worked, it was a sales flop. Very few people in the target market,
sufferers from arthritis, could afford the expensive bath.
So the idea languished until they
reinvented their
marketing strategy and revenue model. They re-launched the same
product for a different market – as a luxury item for the wealthy.
They new
customer value proposition worked, and the Jacuzzi bath became a
big success. |
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SIVA – Customer-driven Marketing Strategy
Brand Appeal
Competitive Differentiation
Positioning
Customer Value Proposition |
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