Creating Relevance that define some opening gaps from rivals is the Route to Making Competition Irrelevant

June 5, 2016
Image result for differentiation~image

Competition is irrelevant when industry rivalries are not important (to the customers) or relating to the need, or solution being discussed; or purchase decisions being considered (right now). In other words competitors are not relevant. The relevant offer (brand offering) is the one that provides for such needs or has the solution [now] during the purchase decision [being taking right now]. Look at these:

/ Stain-removing detergent

/ Colour-protecting detergent

/ Colour-Brightening detergent

/ One-wash detergent

/ Sport Juice

/ Joint juice

 

Framing drives customers to buy

June 5, 2016




If you create something capable of meeting needs (product) and use frame metaphors with supporting phrases or vocabularies that define a space (category or subcategory) such that it targets or have particular meaning, value or importance for some people;  affect or appeal to these people in emotional, social or self-expressive ways, customers will knock your door. Consider these:

/ Luna introduced “Energy Bar for women”.

/ Dettol reframed the skin-jelly space to include “Anti-bacteria Ski...


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How Chobani Won The Subcategory Competition and Drove Market Dynamics.

August 18, 2014

In the future, branding and business in general is going to involve more subcategory creation and competition and less “my brand is better than your brand” competition. This is because, with rare exemptions, that is the only way to achieve real profitable growth. In category after category, real growth results not from market share increases, but from brands that have created a set of “must haves” that define a new subcategory and then manage that subcategory by becoming its...


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Differentiation Marketing

August 17, 2014



Differentiation Marketing

Challenge:
What are the Feasible ways to differentiate your brands  from competition in a market space?

Solution: Product Differentiation Model is a solution to assist you in differentiating your offering from that of competition. Product Differentiation Model will help you innovate beyond tried and tired industry practices by creating new approaches to challenge industry norms.


For Differentiation Marketing  Service, Text Me!

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Homogeneous Marketing

August 17, 2014


Homogeneous
Marketing


Challenge: How do avoid serving the mass markets, but rather, focusing on the customer groups with same needs and wants?


Solution: Homogeneous Marketing is a solution  to assist you do just that. It will help you target your products at customers that have same needs. To illustrate, members of associations, pupils, and some factory workers need uniforms.

For Homogeneous Marketing  advice, Text Me!

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Decision Supports

August 17, 2014


Decision Supporting


Challenge: How do you overcome a tough marketing decision ahead? How do you make strategic decisions and be sure that they are accurate and will be successful?

Solution: Decision Support is a solution developed to help you:

  • With insightful tips, checklists, practical advices and Directions at Stages of Marketing Management/ Decision Making Processes.
  • With Marketing algorithm-  step-by-step & descriptive ways to carefully solving your marketing problems, 
  • with such practical ...

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Winning Marketing

August 17, 2014

Creating Marketing Cases


Cases on Breakthrough Marketing & Major accomplishments of successful organizations could serve as models to help in devising marketing strategies. Prophet's David Aaker has posited that: " When I am asked for guidance on a brand or marketing problem, I usually respond that I know a method that is “guaranteed” to work: Find an organization that has successfully addressed a similar problem, and adapt what they did. Don’t limit the search to those organizations...


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Customer sweetspots

August 17, 2014

Creating Customer Sweet-points

Challenge: How do you create an online strategy that involves customers in an energized social community? How do you generate an engaged, active “go-to” website?

Solution: You must change the orientation of marketing from selling something, to create  Customer Sweet-points. This means you must create a go-to-place for something relevant by becoming an active partner with a program around customer’s interest points. A customer interest point reflects cus...


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Segment Marketing

August 17, 2014


Small-segment Marketing


Challenge: You and other firms have the desire to make it big in the Market segments where your products are sold. However, cut throat competition makes it difficult for your brand to achieve just that.

Solution: Small-segment marketing model is a solution developed to  help you succeeding successfully in a market niche. As an alternative route to avoid competing in a larger market, Small-segment marketing could help you become leader in small markets by specializing an...
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Diaspora Marketing

August 17, 2014


Diaspora Marketing

Challenge: Who would help  your brands break into foreign markets avoiding the often unfeasible attempt to build a brand on foreign shores from Zero?


Solution: Try Diaspora Marketing! This is a package of solution developed to help you  devise marketing program  targeted at Diasporas or consumer groups living away from their birth countries. It will assist you market your brand to a group that is familiar with and has an affinity for offerings that come from their home cou...
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About Me


John Iduh Certified Consumer Insights / Business Development Professional. John has contributed to the success of Hero Beer, Grand Malt, Trophy Lager, Beta Malt, TINK Africa, Surge Mobile, Johntrecs Foot-wears and Globus Chicken. He translates insights into Business implications, supporting brands develop Strategies,Iinnovation and Messaging. John has wider Knowledge of Nigerian-Geographies. He works with SMEs to help their brands win through Insights! John's skills lie in Insight Generation & Translation » Innovation Conceptualizing & Evaluation » Customer Segmentation & Niche Definition » Category Definition and Value Proposition » Business or Program strategy Development » Appropriate Marketing Message Development » Creating New Markets and Customers » Managing Declining Markets & Relevance. Tel:07031399556, 08022768694. E-mail: iduhjohn18@gmail.com