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Old cash cows
The
first type of obstacle a new positioning idea will often
encounter is that of an old cash cow. New positioning
ideas tend to build on new opportunities, which can
sometimes challenge old businesses. The result is a
reluctance to foster new ideas. Bubuwit calls this
“slaughtering tomorrow’s opportunity on the altar of
yesterday.”
In a
meeting with a large computer manufacturer, Bubuwit
encouraged them to position their new line of
workstations as personal mainframes. This obviously
would have upset the head of the mainframe business, a
business that was still earning big profits. At the end
of the spectrum, the head of the personal computer
business probably would have complained as well.
Only the
CEO could have made this decision to pursue a concept
that potentially could have attacked his biggest cash
cow. And since he wasn’t in the room, he never had a
chance to consider a strategy, which, today, looks
pretty good, when you consider the industry trend toward
desktop machines.
News up-front
In
search of news bits, Bubuwit holed up in the publication
industry scene and found out that this media person (who
has been noticeably looking better and better compared
to his/her early stressful look) is moving to another
publication upon the invitation of the owners and some
influential top-ranking officials. To which, of course,
this media person is probably just waiting for the
perfect timing.
Bubuwit,
for once, is struck speechless.
TIDBITS
§
DentsuIndio won the Honda pitch held on June 16 against
Lowe and incumbent agency MGM.
§
The
tandem of Blue Bottle & OMD won the Gatsby pitch against
incumbent Dentsu, Estima and Club Media, AB Comm and
Mediaforce.
§
Universal McCann’s Cookie Bartolome takes the top job of
Carat Philippines, replacing Jocelyn Domingo. Bartolome
was a vice president at Universal McCann for 16 years
handling Coke and Globe.
§
Congratulations to TBWA/SMP & Lowe for winning bronzes
at the New York Festivals! They won for the ABC-5
“Delivery Room” TV commercial and the Penguin Books
outdoor ad. |
