While you should endeavor to provide your customers something completely fresh and original, no matter what sector or market you're selling in, it's more crucial to differentiate yourself inside your industry. You want to make sure that your product is distinct (and better) than the products of your immediate rivals.
Differentiation methods are classified into two types:
- BROAD DIFFERENTIATION STRATEGY: When a businesswants to attract a large number of customers, it develops a superior product with more features. They target a larger clientele with comparable demands. Nat Habit, for example, is a firm that creates fresh, natural skin and hair care products. Their main point of differentiation is that their products are all-natural and fresh.
- FOCUSED DIFFERENTIATION STRATEGY: When a company focuses on a narrow or niche market sector, it develops items that are distinctive to that segment or niche.
Nat Habit offers a variety of items to meet the demands of its customers. For example, the firm makes many types of hair masks to address various demands, such as hair fall management, dandruff control, and grey hair control.
This also demonstrates that the same corporation may employ both wide and specialized differentiation tactics to reach out to niches amid a diverse client base.
- LOWER PRICE COMPETITION. Companies frequently engage in pricing wars with competitors. You may, however, compete on grounds other than price by distinguishing your product or service. If the quality of your product is unrivaled, rivals will struggle to compete even if their pricing is cheaper. This is one of the most significant advantages of the differentiation approach.
- UNMATCHED PRODUCTS AND SERVICES. As previously said, if you have unique items, it will take your rivals some time, if at all, to match up. Meanwhile, you have the potential to apply cutting-edge marketing and promotion tactics to put your product in a class of its own.
- GREATER PROFIT MARGINS. You may charge a premium for your goods if you differentiate it. You will have more return consumers if your product becomes sticky in the eyes of your customers. This means that you can have bigger revenues even if you have fewer sales.
- BRAND LOYALTY. The consumer's thinking is a jumbled mess. With distinction, your product establishes its own distinct identity in the minds of consumers. However, the customer is fickle as well. So, only by delivering on the promised distinction will you be able to secure that distinct position.
- LACK OF PERCEIVED SUBSTITUTES. While there are few items that have a substitute, you may create the idea of a lack of one with a differentiated product. Such a notion gives the company a competitive edge.
- COST INCREASE. Every time a company considers employing a distinct marketing approach, there is an evident expense component. When you make numerous varieties of the same sort of goods, there will always be an additional expense. This is why some businesses struggle with product diversification.
- INCONSISTENCY. Companies with significantly unique services are frequently plagued by inconsistency in communication. To offset the disadvantage of the differentiation approach, it is critical to have umbrella communication, such as cutting-edge technology and inventive leadershipin the case of Apple Inc., even if they deal with distinct categories and niches.
- AFFORDABILITY. Differentiated marketing has an intrinsic cost, which is reflected in product premium price. Such products are frequently forced to compete with knock-offs of their own. However, with adequate packaging and design, as well as clear information, such items may easily keep their price-point.
- CANNIBALIZATION. Companies frequently manufacture too many distinct items when a handful would have sufficed. This might result in brand cannibalization. To counteract this disadvantage of the differentiation approach, it is critical to establish a restricted number of distinct goods.
You must be aware of your level of knowledge in your field. You'll need to assess what's essential to you and your company, as well as the areas where your company excels. You will be able to deliver a narrow distinction to your clients in this manner. Make a list of your overall brand's and particular items' strengths and flaws.
The research will assist you in aligning your company's services with the wants and needs of present and prospective consumers. This will also help you choose differentiators that will make your knowledge more desirable. For example, you may opt to send a survey to individuals who buy your products or utilize your services in order to gather data and get a better understanding of what they are searching for.
Now that you've identified your target market, you must decide on your company's specialty and how you'll add value to the market. Consider your strengths and how you may leverage or lean into them to establish a distinct brand identity.
When you explain your company's unique narrative, it may help with distinction because your rivals are unlikely to have a tale like yours. Evaluate your goal, vision, and values, and you'll be able to construct an overarching story about what distinguishes you, converting your target audience into consumers.
A bio section on your company website is the ideal way to tell your story to your target audience. You may also utilize social mediaplatforms to have an ongoing relationship with your clients while sharing products and services on a more personal level.
Implement your plan and build a brand image by focusing on quality. To attract new clients and customers within your target group, try to be innovative and rebrand if necessary.
Marketing is a game of focus. It's difficult to get if you do what everyone else does.
It's an issue if your objective is to increase market share and awareness but you don't have a clear product differentiator. Unfortunately, that is not a simple problem to tackle.
Differentiation necessitates an all-in commitment. It cannot be assigned to junior marketers. It's not a strategy that can be shipped. It is not a line of copy that is written.