Pourquoi la différenciation des produits est-elle importante pour votre stratégie marketing ?

It is your offering - a product or service that delivers customer value, built bottom-up, by solving a customer problem. Value is the promise communicated to the target customer implicitly and explicitly by the product, the customer experience at every touch point, and marketing communication. Delivering value is more challenging than it sounds. Getting insights is a long-drawn, iterative process. But you need to stay the course. Finally, the value proposition would be comprehensive only if it accounts for the alternatives available to customers. What is the problem you are solving? What solutions were available for the customer before you entered into the market? Are you doing a better job than the alternatives? And so on.

If your product isn't differentiated vs. your competition why would any client buy? Maybe if you are cheaper whilst offering a relevant quality. This means you will quickly compete on price (and promotion). A USP is fundamental for profitable and sustainable business growth and a way to reduce price sensitivity.

Product Differentiation in my opinion is a precursor to Product Positioning. Apart from Pricing, target user, socio cultural reasons, Product Type (whether new or existing) are factors in necessisating the same. Care should be taken to avoid any sort of cannibalization between products

It’s funny how much focus is put on your value proposition. Tbere’s no question this is an incredibly important part of your strategy right from the start. This is a problem with “value proposition” in that leaders can get so hung-up on how good they feel their advantage is that they forget about customer services. Value proposition is incredibly important, but countless GREAT products have died on the vine due to terrible operational performance. Ensure your value proposition doesn’t cloud your opinion on how important it is to value your service to your customer. Never forget that your competitors are promoting their own value proposition at the same time….

My experience in marketing is helping me now as Analytics Engineering contractor. When I go into the room that's exactly the question that public want to ask me. What you can bring to the table? What's in it for me? How you can solve my problem and why its you and no one else that should help me. By coming on board and setting up meetings and understanding why and how you can deliver the best analytical solutions to the business problems you have an edge above everything and prepare solid ground for success.

Understand the main customer, understand who we are talking to. What is their daily task and problem that they faced and how we can help to make their work / live better. With market segmentation, we can address and tailor the each segment strategy effectively. One size fit all no longer make sense anymore, people likes personalization , people likes the right attention.. with good market segmentation, this can lead to better product differentiation strategy.

Agree! The interesting question is: why on earth so many companies are still aiming at 16-64 y.o. masses - with little to no further profiling. I’d rather narrow my segment down and hit the bulls eye than spraying things all over the place.

They can be divided as per 1. Available funnel 2. Psychography and demography. The available funnel works as per the level of awareness that the customer has in mind about the product or product category. Pyschography and demography work as per geography and the perception of customer discovered in the research. They both work together because some customer would need the product and their perception about a new brand is hesitant then they need some more strong evidences and nurturing. It can be segmented upon: more marketing efforts needed, informed customer, early adopters or considering us. etc.

In my experience, competing on price is a short-term (and uphill) approach to differentiation. Price tends to commoditize a brand’s offerings— there are many external factors (cost of goods, labor, market conditions, etc.) that can break a once-favorable pricing model. I’ve found that innovation-led or feature-based value propositions tend to be stickier with consumers and are far more likely to stand the test of time.

A differentiated product avoids commodization and price wars. Apple is a great example of this. For phones and computers Apple has a price premium. The caveat is this differentiation must be of value to the consumer as perceived by the consumer. Making a blue disposable razor pink to attract the female market is not enough. This requires research into customer insights.

Choosing a differentiation strategy is similar to choosing your unique path, and when you choose your unique path experience does not matter as much. It's more of an art than a science. Those past experiences fade away when you start to challenge the status quo through your unique craft.

Price differentiation, unless against yourself via tiering as part of a channel strategy (think good, better, best) is not sustainable as it depends on the most fickle element of consumer perception of value. The value equation does include monetary, but also functional, social, and psychological. When considering repeat business, or consumer loyalty, I believe a focus more heavy on the non-monetary elements will drive more meaningful differentiation - and with consumers having a higher CLV.

On Which Step You Are Of A Ladder. Here the principle of brand ladder works. Some could start with product attributes, features and then to Emotion. It is dependent on the Industry and product category.

Market Research And GTM Tells The Fortune. After gather insights, Planning GTM now the execution part is derived from GTM's elements. Few mediums that I would love to use are 1. Experiential marketing 2. Digital Activation

It's amazing how much great design can impact your product's marketing success. Great products can unfortunately fall down in the market if there is not enough attention paid to good design - the product packaging, branding, comms channels, advertising. A pen is a pen - but an eye-catching pen design, supported by engaging social posts and packaging will win. (In my experience as a former art director and designer.)

Of course,as trends and market contexts evolve, keeping close contact with your customer base by means of surveys and quizzes helps you remain relevant and addressing the right needs curating to an increased loyalty.

It's not only about communicating consistent and clear (factual), but also about appealing to a deeper need of the customer resulting in purchase intent or at least action readiness for your call to action. To achieve this, you can use various techniques to grab and maintain attention. For instance: - perspective shift (look at the problem in another way) - storytelling (exposition, rising action, climax, falling action, resolution) - anchoring (putting the problem and/or solution in perspective of weight/severity) - affective forecasting (appeal to emotional state once the problem has been successfully resolved) - loss aversion (mention what the customer risks of losing when he/she doesn't use your product)

De nada servirá todo el trabajo realizado en la propuesta de valor si no se comunica de forma adecuada. Pero además, esta comunicación debería realizarse bajo una estricta planificación entre todas las herramientas disponibles, internas y externas, y basándose en un modelo integral, es decir, generar impactos de calidad con un propósito y mensaje establecido de forma global. Son muchos los errores cometidos en esta fase, llegando a ser causa de costosos proyectos.

The value equation today is upside down for many brands - too much price and not enough value. Without a strong brand value proposition, products become commodities that have to transact on price and rely too heavily on discounts ultimately driving disloyalty, not loyalty. A slippery slope indeed. The value proposition today goes much further than just the "product differentiation." The brand experience, not just the product, needs to be "worth it."

A strong value proposition is critical for a marketing strategy to drive company revenue. But what if your product or service is a "me too" or "too late to the market?" If you in this "gap" of losing sales to the competition, research the differentiation gap and be realistic. Can you re-position the product/service in the short-term to drive revenue? Are the features on the roadmap differentiators that customers value? Are there channel or segment opportunities? Can you partner with non-competing organizations to close the value proposition gap while innovating to have a clear competitive edge? What can you do to ensure your current customers continue to remain customers? Marketing strategy alone cannot solve a missing value proposition.

Product differentiation is important but no longer the most critical. Customers do not buy products, they buy an experience (lifestyle) or a hope (solve a problem or enhance something further), if you can see through the decision making of customers. With that, the marketing message should focus more on what is critical (what can we do for you), followed by what is important (product differentiation). When businesses understand this true essence, they will build the USP on experience and hope that are harder to duplicate as these are highly dependent on the human execution. The people behinds the brand makes the difference!

Crafting a robust marketing strategy transcends product differentiation; it requires a profound understanding of factors shaping consumer behavior. Success lies in seamlessly aligning differentiation with perceptions. Product features establish a competitive edge, while perceived value, a subjective assessment of benefits versus costs, is pivotal. A positive link between differentiation and perceived value heavily influences purchasing decisions. Key concepts include precise target understanding, a compelling Unique Selling Proposition, ensuring product quality, emotional resonance, and optimizing convenience. Applying these principles empowers businesses to differentiate effectively, heighten perceived value, and secure a competitive edge.