marketing and competition

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?

Just want to know if my ideas are valid and usable.

Thanks


walter

Simple: You need to either find a benefit that your product has over the
other product OR find a similiar benefit that the competition isn't
advertising or promoting. For example take Burger King. Every burger joint
will make a burger how you want it but Burger King saw that no-one
advertised this so they did. This made them different in the eyes of
consumers even though they were the same.

Sam


"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?
>
> Just want to know if my ideas are valid and usable.
>
> Thanks
>
>
> walter
>

There are two ways of positioning a strategy: you can either differentiate
your offer, with either different benefits, or a different targeting(e.g. a
niche marketing) or you can have a cost based strategy(that is you make
yourself more competitive than others because, for instance, you produce and
sell more products, and you achieve better costs through economies of
scale...). For more details, see Michael Porters' "Competitive
advantage"(1985)


==================
Fabrice Pombet
Doctoral student
Imperial College London
"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?
>
> Just want to know if my ideas are valid and usable.
>
> Thanks
>
>
> walter
>

"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

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