Ways to Increase Sales Volume

Convert nonusers to your product(s)

Enter new market segments after proper analysis of the market

Attract competitors’ customers

Have consumers use the product on more occasions (Orange Juice, It's not just for breakfast anymore!)

Have consumers use more of the product on each occasion

Have consumers use the product in new ways (Post-It note art projects!)

Strategies for Sustaining Rapid Market Growth

Improve product quality, add new features, and improve styling

Add new models and flanker products

Enter new market segments

Increase distribution coverage

Shift from product-awareness advertising to product-preference advertising

Lower prices to attract the next layer of price-sensitive buyers

Market Opportunity Analysis (MOA)

Questions companies need to ask before expanding into new markets…


Can the benefits involved in the opportunity be articulated convincingly to a defined target market?

Can the target market be located and reached with cost-effective media and trade channels?

Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?

Can the company deliver the benefits better than any actual or potential competitors?

Will the financial rate of return meet or exceed the company’s required threshold for investment?

The Marketing Function

“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.”


Peter Drucker