different part1
Post on 01-Jul-2015
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DifferentEscaping the Competitive Herd
Part 1 – All Became The Same
What made them the same?
Competition Customer Survey
Example : Jeep vs. Nis-san
Jeep vs. Nissan (20 years ago)
Jeep vs. Nissan (nowa-days)
Jeep vs. Nissan (nowa-days)
Competition Made Simi-larity
What would you do with this?
Marketer’s Knee-Jerk Reaction
A Less Likely Reaction
Product Augmentation
Hedonic Treadmill
New Product
Customer Satisfac-tion
Copycat Products
Higher ExpectationLower Satisfaction
More Competition
Back to the
Start
Hyper-maturity of Cate-gory
Hyper-segmentationHyper-augmentationHyper-activity
Vague difference between brandsThe category itself becomes like one
brandCustomers don’t care about brands
any more
Can you see any dif-ference?
Next… Part 2 – Making Dif-ference
Thank youAnd
See you next week!
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