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Posts Tagged ‘competition’

Has your business “value proposition” that all employees understand, communicate, and try to avoid any client or potential client? It must be a genius, but I read many articles on “how to” marketing guru, or an MBA, it seems much more complicated than it is written. It is not easy, but it’s one of those things that you can apply the KISS principle. They can produce good results if they were guided up through the ranks of society.

Your value proposition to recognize what your company is unique in the market and meets a real need for its customers. It sounds like a declaration of intent, even if it is present specifically on the reason for your business achieve tangible results. Its goal is to win the client interest and motivate employees. It should be clear in all marketing communications (brochures, advertisements, exhibitions, shows, website, etc.) and should be strengthened by its corporate culture. Consider this rule in the development of his proposal to the customer value: they are clear, measurable, reasonable and sustainable. The brand identity defines who you are: Your value proposition defines how they are different.

Positioning and messaging sequence value proposition – The value proposition must be at the top of your marketing strategy. Many companies develop a value proposition that in fact a list of benefits for your company or your product offering – and often the same services offered by competitors. So how do you develop a value proposition that your customers are willing to or more or that their products and services prefer to pay on your competitors?

A task is the core value that your company offers sales and now you want to discover. As difficult as it is, try to stay away from benefits because their competitors have the same list. Not all advertised products as innovative, simpler, faster, more profitable? Just like in a way that customers increasingly buy from you distinguish encouraged.

Start at the beginning. What are the skills of your company in the development of products or services? Its main competitor could use the exchange technology is developed to provide a product or a service. Not everything on the list of firms is not “good” is answer the following questions (for example, outsourcing.) A: What to put on the market first? B: What is proposed is the only supplier on the market? C: What makes your offering clearly superior to alternatives?

Study your customers. What is the problem you solve for customers? What we want problems that no other company has not yet been resolved not fixed? There is a new trend in all segments of their clientele? If you do not know what customers think, you need to do this research! In turn, the core competencies into values. This is the hardest part! Use the language of their customers and define their core competencies as values.

Studies of the competition. Choose only three or four competitors in the industry and look at the language they use to promote your business and your products. Determine your value proposition, and if you can defend (with proprietary technology, patents, market share, etc.) to believe. In a chart, a map of its core competencies in terms of their differentiation or similarity obvious.

Define the vision of society. When the 3 companies or 5 years, 10 years? The value proposition should be the long-term strategy.

Identify a primary key value. Focus on core values. Determine which values ​​higher than the competition. What do you do, remember, if a customer Sie are ready to buy? List of points you can defend that position. Decide if you’re ready for the lion’s share of marketing budgets put behind them their reputation in the market for this value are to be built. Remember, you can not do everything for all businesses.

Enter the set value. Enter a value proposition statement that everyone in marketing to use as a starting point for the positioning and messaging for marketing communications. If you are able to document a copy of his statement, which saves the customer or earned by you. The final declaration must be reflected in the organization so that all employees understand and express …

The proof of the statement. Try to see the offer to retail customers, if it resonates.

As you go through this process, continually ask yourself the following questions:

1) When your team and to be honest, or is an illusion to its list of core values?

2) I can defend the value?

3) We can quantify the value for your customers?

If the desired results more quickly in the market segment to another, do not be afraid of them as the first group. E ‘as well as for companies who want to attack everything at once. If the value is high, it is likely that apply to a broader market over time.

Last but not least, to be proactive. Go watch the competition and listen to their customers. If he can not defend their value proposition, it is time to change or begin to stay on top.

Positioning is what the client believes that the value of their product features and benefits, compared to other competitive solutions will be offered. These beliefs tend to customer satisfaction and the evidence against him, rather than awareness of advertising or promotion.

manage the strategy of positioning products provider focusing on market positioning. Price, promotion, distribution channels and advertising to position all of the strategy to enlarge.

In general, there are six basic strategies for product positioning:

1. Attributes or benefits is the strategy most commonly used positioning. For a light beer, they might not know very well, or less filling. For toothpastes, perhaps the taste of mint or tartar control.

2. are for the use or application for users of Apple computers in a position to design and use graphics more easily than Windows or UNIX. Apple positions of their teams, as the equipment used are based.

3. Facebook users, a network of exclusive use of college students. Facebook is too cool for MySpace and uses a smaller, more difficult for the cohort. Eligible students on campus e-mail ID.

4. competition depending on the type of margarine product or service as an alternative to butter. Margarine is positioned as a cheaper and healthier alternative to butter, while offering the best taste and healthy ingredients.

5. The competitor of BMW and Mercedes often compared to each market segment, only the crème de la crème of the automotive market. Ford and Chevrolet are not required to apply.

6. The diamond prices and quality Tiffany and Costco both sell. Tiffany wants us to believe that their diamonds are of high quality, while Costco said that diamonds diamonds that only a fool would pay the price Tiffany.

Positioning is what the customer thinks and not what the seller wants them to believe. The situation can be taken further measures against the competition. Manage your product positioning is necessary to know the customers and understand your competitors, in general it is not just a market survey, what the contractor thinks it’s true.

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