Votre concurrent vient de lancer un produit disruptif. Comment ajuster votre stratégie de marketing produit ?

Asumo que el análisis de mercado ya está hecho. Si conozco el mercado este lanzamiento no debe haberme sorprendido y ya debo haber identificado las tendencias emergentes, las nuevas necesidades del cliente. Pero antes de revisar el análisis, hay que conocer el producto y qué lo hace disruptivo. Revisar su proposición de valor. La palabra disruptivo puede significar muchas cosas. ¿Con respecto a qué? ¿A mi producto? Yo comenzaría por ahí. Entonces reviso, cambio, itero. Y me pregunto: ¿Sigue siendo mi competidor? ¿pertenecemos aun al mismo nicho de mercado? Utilizo Google Trends para monitorear tendencias y plataformas de análisis de mercado como Nielsen. Realizo encuestas a clientes y focus groups para capturar insights cualitativos.

When your competitor launches something big, it's essential to keep a calm head. Rather than reacting and showing all your cards, it's better to understand the situation. You need to answer 3 questions: 1) What is this new product, and how is it different? This is where you check its features, pricing, etc., and identify what differentiates it from existing products. 2) Does this new product affect you and your strategy? Analyze the potential impact on market share, trends, behavior, etc. 3) How do we respond to the changes? You'll need to evaluate whether to focus on enhancing your current offerings, developing new products, revising pricing strategies, or exploring new markets.

I recommend reading The Innovator's Dilemma by Clayton Christensen. His and his team's Harvard Business Review Articles on the same topic are also good. Next, consider "disruption" is used far too commonly to describe novel features. True innovation is typically only present when something serves an unserved or underserved market. This means it's critical to be proactive about innovation and work hard to look beyond satisfied customers. It is much more likely that disruptive competitors and functionality will come from a part of the market you have chosen to ignore because it isn't profitable. Not convinced? Consider Kodak was a leader in digital camera technology but ignored the market shift because it was far less profitable than film.

Conducting a market analysis is crucial for businesses to understand their target audience, industry trends, and competitors. Here's a structure to follow: I. Introduction Briefly introduce the product and market, explaining the importance of market analysis. II. Market Overview Discuss market size, growth, trends, target audience, and competitive landscape. III. Competitor Analysis Analyze 2-3 main competitors' strengths, weaknesses, marketing strategies, and product offerings. IV. Market Trends and Opportunities Discuss current trends, opportunities for growth, and how your product is positioned. V. Conclusion Summarize key findings and emphasize the importance of ongoing market analysis.

Adjust your strategy by analyzing their product’s unique features and market impact, highlighting your product’s unique value propositions, emphasizing superior benefits, targeting niche markets, refining messaging, and accelerating innovation. Consider revising pricing or promotional tactics and actively engaging with customers to reinforce your product’s relevance.

Listen to the market & media buzz as well as what the customers are saying. It is entirely possible the whole thing could be a "storm in a teacup" (like Segway) - or this could be the "beginning of the end" (like the iPhone). The only way to know is to cast the widest net possible & give yourself the best chance to figure it out.

Customer feedback is a powerful tool for businesses. By collecting, analyzing, and acting on feedback, you can improve your product, build customer loyalty, and drive growth. Tips - Make feedback collection a regular process - Use feedback to inform product roadmap - Empower teams to act on feedback - Measure the impact of feedback-driven changes

Ahora bien, escuchar al cliente es una parte fundamental del marketing. Si no, ¿qué haces? Pero esto es algo que debes realizar siempre, y es por ello que yo pienso que cuando un competidor lanza un producto nuevo al mercado, no debe ser sorpresa. Debido a este nuevo lanzamiento, implementa un sistema personal o digital para recibir el feedback de los clientes. Has encuestas usando plataformas como SurveyMonkey y Typeform. A veces tienes que contratar a un externo, para que las respuestas no sean sesgadas. Analiza los comentarios para identificar áreas de mejora y ajustar nuestra oferta. Integrar esta información nos ayuda a refinar nuestra estrategia y a comunicar mejor nuestros diferenciadores.

Como dije antes, lo mejor es trabajar en la propuesta de valor del nuevo producto. Comparar sus propuesta de valor, e incluso su USP (Unique Selling Proposition). Identifícala en ambos productos. Analizar la PV y la USP te permitirá vr cómo puedes resaltar tus atributos de valor, y continuar ofreciendo una vaentaja competitiva al cliente. Por ello es tan importante no dejarse llevar por la palabra "disruptivo". Siempre utilizo herramientas como Value Proposition Canvas para mapear las fortalezas de mi producto frente a las del competidor. Además, destaco cualquier beneficio adicional, como un servicio al cliente superior o características exclusivas.

1) In light of a market disruption, first make sure your USP (Unique Value Proposition) is still that -- unique. 2) Then make sure you still have strong PMF (Product Market Fit) despite the disruption. 3) Then you should assess your key messaging to decide whether you need pivot or reprioritize the highlights. 4) This way, you'll focus on the most urgent product marketing problem first. Hopefully you'll start on "3".

Sua proposta de valor é o que torna seu produto único. Comunique claramente os benefícios da solução e do que seu produto oferece, como ele resolve problemas do cliente de forma mais eficaz que a concorrência. Ao mostrar a diferença e o valor que seu produto proporciona, você inspira confiança e impulsiona as vendas, motivando sua equipe a acreditar no potencial do produto e fazendo seu cliente "brilhar os olhos"

Revisar y diversificar los canales de comercialización, puede ser una acción que debes evaluar. Usa el Business Model Canvas de Alex Osterwalder para tener un mapa estratégico de tu modelo de negocio. Este Canvas te ayuda a iterar en tu modelo de negocio mucho más rápido. Evalúa el rendimiento de los canales actuales y explora nuevos medios que puedan ofrecer una ventaja competitiva, si es que los hay. Transforma tu negocio hacia lo digital. Soy una apasionada de lo digital. hay muchas plataformas que te permiten iterar el negocio y cambiar tu canal de distribución: Shopify para e-commerce; marketplaces. Es tu producto posicionable y promocionable por RRSS? -> Evalúa Google Ads y Facebook Ads.

¿Qué te parece esta estrategia? Sé tú el competidor disruptivo. ¿Quieres ser pionero o ser seguidor? ¿Cuál es tu posicionamiento como empresa? Al final la innovación depende de tu posicionamiento como empresa. Evalúa tu portafolio de productos con una Matriz BCG por ejemplo. Y revisa continuamente el ciclo de vida de tus productos, Innova, antes de llegar a la fase "plateau". Elimina los productos que no tienen suficiente market share, y mejora tus beneficios y tu USP antes que tu competencia. marketing tiene un poder de influencia decisivo en esta fase de I+D, pero debe trabajar en conjunto y de manera multifuncional con producción, finanzas, en fin, con todos.

It is important to do a gap analysis to see what it would take to deliver a similar (or, ideally, superior) capability to that of the competitor. Analysis should be considerate of time, resources and budget to develop, potential customer/prospect gains, and roadmap implications. You may discover executing on these product enhancements is very achievable! Alternatively, you may discover a short-term solution, in-product is just not doable. In either case, understanding what is possible will help you understand what options you have available to you to address the threat and prioritize and allocate resources accordingly.

Inovação de produtos é a chave para o sucesso em um mercado cada vez mais competitivo. Ao criar soluções novas e aprimorar as existentes, as empresas conquistam a preferência dos consumidores, diferenciam-se da concorrência e impulsionam o crescimento do negócio.

I will pivot my marketing strategy by first analyzing their innovation to identify any gaps or opportunities. I’ll then refine my messaging to emphasize our unique strengths and differentiators, ensuring that our value proposition remains clear and compelling. Additionally, I’ll leverage this situation to engage with our customers, addressing their concerns and showcasing how our product continues to meet their needs effectively, ultimately positioning our brand as a resilient and adaptive leader in the market.

Parcerias estratégicas são um investimento inteligente para o crescimento do seu negócio. Ao unir forças com outras empresas, você expande sua rede de contatos, acessa novos mercados, compartilha recursos e fortalece sua marca. Juntos, vocês podem alcançar resultados extraordinários e superar os desafios do mercado com mais agilidade e eficiência

Your competitor just released a disruptive product? Use podcasting to adjust your marketing strategy. Highlight your product’s unique strengths and how it meets customer needs differently. Invite industry experts and satisfied customers to discuss your product’s benefits, and build trust and credibility. Share stories about your development process and upcoming innovations. Address common questions and concerns in a Q&A format to engage your audience further. This approach keeps your audience informed and loyal, positioning your brand as a thought leader in the market. Regular podcast episodes also allow you to stay agile and quickly address any shifts in the industry, ensuring your marketing strategy remains relevant and responsive.

Analise a fundo o novo produto do concorrente Reavalie sua proposta de valor Adapte sua comunicação Invista em diferenciação Monitore de perto o mercado Seja ágil Inove Foque no cliente Construa relacionamentos Utilize dados