In previous article we stated that companies in which porcupine strategy is applied, only focus on one product or service and they are the best in the marketplace. Brands, namely Akbar Mashdi, Ameh Leila samanou and Seyed Mehdi halim are the samples of old Iranian brands which are still competing in the market. Theses businesses are still run in traditional fashion and in spite of their poor CRM system, they still have long queues of customers.
In organizational field, famous brands such as Bootan, Absal, Akhavan, Aidin, Kachiran, Hakoupian, Tak Makaron, Glbaft and Parcheh Moghadam have deployed porcupine strategy. These companies, have targeted one specific segment of the market and are among the most well-known ones in their oriented industry.
On the other hand, there are companies with various products and assorted brands, simultaneously active in several segments of the market. For example, Golestan company started its activity with “Golestan tea” and added rice, pistachio, ice-tea, herbal tea, saffron, spices, grains and raisin to its list of products respectively. Currently, this industrial group is developing several brands including Pardis, Twinings, Hoti Kara, Royal and Gol kase.
Golrang company is another example that started its branding with shampoo and after its development turned into an industrial group. By introducing several brands which are Aveh, Active, Saftlan, Famila and Oila had developed its market. If you visit Golrang website, you can easily observe that this group has expanded its business to variety of industries such as packing, drug, training, cellulose, insurance, clothing, construction and electronic.
“Palaz Mooket”, adding wallpaper to its products in 1392(2013) changed its brand name to “Palaz”.
Digikala is one of the most classic samples of turning into variety strategy from focus strategy. This website started with the aim of “selling digital goods” and after getting well-known, decided to re-brand and deploy the strategy of “selling goods digitally”. Currently, in digitakala website, you can see products belong to home appliances, health and beauty, art and culture, entertainment and children subgroups.
The classic international sample of this kind is Pepsi which is heard is going to enter the cellphone market. This company has officially declared that has applied to receive lisences regarding cooperating with Chinese companies to produce cellphone and spare parts. Pepsi has already invested in entertainment industry in China.