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Presented BY Group 5 Vikram S 005
Abhay Kumar 035
Shivani Sharma 046
ArunThakur 050
Aparna Katiyar 057
Akanksha Sadekar 060
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Steve Rivkin
Steve RivkinRivkin & Associates LLC
y A marketing andcommunications consultant,author and speaker.
y He spent 14 years workingwith Jack Trout and Al Ries atTrout & Ries Inc. as executivevice president.
y He founded Rivkin &Associates LLC in 1989.
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About the Author
Jack Trout,Trout & Partners ltd.
y an owner of Trout & Partners,a consulting firm.
y
one of the founders andpioneers of positioning theory,and also marketing warfaretheory.
y acclaimed author of numerous
marketing classics, Trouts TheNew Positioning became aBusiness Week best seller in1995 and Marketing Strategy
which highlights key strategicprinciples.
Jack Trout
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Differentiate or Die
Flow of this presentation summary
Who is in-charge?
Being Different in Different Places
Growth A Sacrifice in Differentiation
Differentiation Strategy
Differentiation what it is & what it is not?
Unique Selling Proposition
The Tyranny of Choice.
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The Tyranny of ChoiceAn explosion of choices
y Car Markety In 50s buying a car meant a choice between a model
from GM, Ford, Chrysler or American Motors.
y Healthcarey Earlier
y People had their fixed Doctors and Hospitals
y Today
y Its gotten so confusing that people arentworrying about getting sick.
y They worry more about where to go to getbetter.
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The law of Divisiony A category starts off as a single entity.
y Division is an unstoppable process.
Initially Eventually
Computer System Mainframes, Minicomputers,
Workstations, Personal computers,Laptops, Notebooks, Pen computers.
Operating system Xp, vista, Mac, Window 7
ITEM Early 1970s Late 1990s
Vehicle styles 654 1212
Websites 0 47578
Running shoe styles 5 285
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Rise of Choice Industry
y Internet isfast fillingup with dot coms that can helpyoufind
andselect.
y
Everywhere you turn someone isofferingan advice.
y Magazineslike Consumer Reports andConsumers Digestdeal
productsandchoicesbyrotating the categories theyreport.
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The Unique Selling Proposition
RosserReeves
(191024 January 1984)Ted Bates agency
today as Bates 141
y Introduced by RosserReeves in1960 - book Reality in
Advertising.
y A successful Americanadvertising executive andpioneer of televisionadvertising.
y U.S.P is supposed to be thebasis for marketing Campaign.
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U.S.P By Reevesy Each advertisement must say to
each reader and viewer, "buythis product n you will get
this specific benefit.y Uniqueness in Proposition
uniqueness in brand wise or
claim that competition cannotmatch.
y Proposition to Move masses
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Consumer Differentiation Abilitiesy INTUITIVE
y uses intuition to concentrate on possibilities, avoiding details in favorof a big picture view.
y susceptible to a next generation strategy of differentiation.
y THINKERS
y analytical, precise and logical.
y possess a lot of information, often ignoring the emotional or feelingaspects, responding to the facts about a product.
y FEELERS
y
Dispenses with intellectual analysis in favor of following their ownpreferences.
y an ideal group for third-party endorsements from experts who lookand sound real.
y SENSORS
y
enormous capacity for detail and a knack for putting things intocontext
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Need For Reinventing
Unique Selling Proposition
y Competition
y Similarity of products
y Speed of Technology
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Differentiation To Survival in Markety Focus on differentiating
your products
y
Improve, upgrade andreinvent products.
y Me-tooism - a
dominant force incompetition.
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What Differentiation Is Not
Qualityand Customer Orientationy Every companys mantray Consumers have grown more demandingy
The myth- serving the customer is the name of the gamey Remediesy operational effectiveness and product positioning
Creativityy
Puffery and ineffectual advertising run under the guise ofbeing creativey Remedies-
o emotion and intelligence togethero Advertising should communicate information about the
product
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What Differentiation Is Not
Price
y Greatest Enemy of differentiation, however, Pricingstrategy can be a differentiator.
y Differentiating with high price.
Breadth of Line
y
Is a difficult way to differentiate becausey there is no way to keep your competitors from using the
same strategy
y Problems of being too big.
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The Four Steps to Differentiation
Step 1: Make sense in the context
Step 2: Find the differentiating idea
Step 3: Have the credentials
Step 4: Communicate your difference
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Differentiation Takes Place
In The Mind
Minds cant cope
Minds are limitedThe power of simplicity
Minds are insecure
Buying what others buyMinds dont change
Minds can lose focus
The power of the specialist
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Eight Successful
Differentiation Strategiesy Be First:
y Being 1st is one thing , staying 1st is another.
y Specialize in your market:y Concentrate on core competencies
y Be the preferred provider:
y People are more likely to purchase a product that othersthink is the correct one to buy.
y Make your products in a special way:
y Having a name which catches peoples attention
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y Be hot:y Show people you are growing , why hide when you have
something???y Maintain attribute ownership:
y Best way to differentiate a product or a service
y Be a leader:y
It creates credentials of a brand E.g.: IBM, Heinzketchup
y Have a history:y History makes people secure of what they are buying
Eight Successful
Differentiation Strategies
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Growth - A Sacrifice in Differentiation
Growth negatively affects differentiation in two keyways:
y Distracted focus
y Rather than pouring on the resources andpreempting a differentiating idea, companies ingrowth mode tend to focus those efforts ongrowing their businesses.
y Over-extension of Product Line
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Being Different in Different Places
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Whos in Charge Here?
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Managerial Lessons