 marketing and competition | |
"waltervw" <waltervw@pandora.be> wrote in message
news:<bqnoib0cnf@enews3.newsguy.com>...
> Hello
>
> I 'm looking for an answer to a very simple question.
>
> If a company is selling a general and wellknown product or service (business
> to business) that is being sold by many other companies aswell in some form
> ( for example, courier services, office suplies,etc....)
> What techniques would a marketeer use to position his product or company in
> the market?
> On what will a marketeer focus to convince people to buy the product from
> company X instead of company Y?
I'd look at companies that have successfully differentiated themselves
in what are essentially commodity industries such as water (Evian),
fuel (Holiday/BP),etc. You have to find a single point of difference
(for Evian its clarity; for Holiday its earth-friendly gasoline) and
finesse it into your prospect's mind. Everything about your brand
must support that point of difference otherwise you'll be just one in
a long line of suppliers from which a customer can choose.
I'd read anything on service marketing because services are
essentially commondoties (most people can't tell a good accountant
from a bad one, a good physician from a bad one, etc.) It's all about
image and relationship.
Scott Palmer
|