The ideal goal of a Blue Ocean marketing is to expand the market by chasing previously untapped customer-bases. However, the question of just what happens as the market successfully grows and the Tier 1 and Tier 2 customers start purchasing anime hasn’t been fully explained yet. Tonight, I’d like to give a brief explanation of the phenomenon, and the meaning behind it.
As the market grows, and the Tier 1 and Tier 2 refusing noncustomers begin to join the fold, we begin to see the core Customer base expand. The expanded market of the previous cycles become core customers in the new generation. As such, the goal line for the Tier 1 through Tier 3 refusing non-customers must also shift and change. Suddenly, the boundaries of the non-customers get further out. Tier 3 non-customers become Tier-1s, and entire new markets open as the focus and influence of the product grows.
However, in the rush to grab these new markets, companies cannot ignore the core market they’ve already cultivated. A customer-base that came roaring in with shows like Dragon Ball, Cowboy Bebop, or Sailor Moon would clearly be seeking more shows like it. While a title like Strike Witches or When They Cry: Higurashi no Naku Koroni may be enjoyable, it’s clearly not what the core market wants. The core market, while steadfast and willing to support the industry, isn’t stupid. If they don’t like what’s being offered, they will absolutely search elsewhere.
The customer has been, and will always be the true master of the market. After all – his dollars, and his patroniage ensure that he will always be king.