Sunday, December 13, 2009

Differentiation in today's world of plenty

Today there is a product for every need, known and unknown alike. Not only are there specific products for the 'need' there also are products which do a complete overhaul and claim cater to additional needs while they're taking care of one...
This to me means that diffentiation on the basis of product attributes seems more difficult or rather maintaining a competitive advantage through a product attribute differentiation is getting increasingly difficult. In such times I feel that a more focused communication strategy can offer differentiation or maybe if the brand increases the number of touchpoints, incorporating more senses that can also be an avenue for the big D effect. For example, if a restaurant wants to increase clientele, I would recommend they get a 'XYZ on wheels' and take the restaurant to an always jaded customer - the young professional...always on the lookout to try something new and a large enough customer base to provide business for a while...Social media can be used to make the offering more engaging like a Korean fast food (roll) lady did... She used Twitter to tell her customers where she would be at what time and what her menu for the day'd be... I think its a fabulous concept and something that can garner enough attention through word of mouth...

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