cmarins

[cmarins]

Innovation diffusion depends on the product quality and how much friction has for the consumer

According to Rogers' five factors of innovation diffusion (relative advantage, compatibility, complexity, trialability, and observability), ChatGPT is way better positioned for success than the incredible Segway.

[cmarins]

Concha y Toro should develop its own distribution network

Distribution is the most challenging space in the industry. Developing its own distribution channel will help the company to control its brand value proposition, reduce the push for discounts and increase the average price (and perception!) per wine sold.

This is a strong point to develop a top-down strategy, consolidate the vine market and distribute the new vineyards exploiting economies of scale

[cmarins]

A/B Testing is king in discovering nudges

If you go to Booking.com you can see how A/B testing has changed the original website and added nudges everywhere (in red). These for sure have increased sales, but you it might have hurt the customer experience.

[cmarins]

Rebrand B&D Professional segment to Piranha

According to our review with professor Birger Wernerfelt in Marketing Strategy, what actually Black and Decker did for its professional segment was to re-brand it to Piranha (a brand that they already owned but did not used). This appealed its "manly" target.