How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers

Name: How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers (English version)
SKU: BOS-016

Kim, W. Chan;Mauborgne, Renee;Henry, Olivier

Product #:BOS-016

Supplier:INSEAD

Discipline:General Management

Details:Case (PDF) • 3 pages • 2009-07-01 (Rev: 2014-06-05)

Subjects:

International business Market analysis Marketing strategy Market entry Demand planning Strategy

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The case entitled How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers' illustrates how new demand is created by looking to noncustomers instead of just competing for a share of the existing customers of an industry. The case prompts the students to consider how new demand was created in the cell phone, computer and air travel industries by unlocking the three tiers of noncustomers.