"Price is often the enemy of differentiation. By definition, being different should be worth something. It’s the reason that supports the case for paying a little more—or at least the same— for a product or service.
.
But when price becomes the focus of a message or a company’s marketing activities, you are beginning to undermine your chances to be perceived as being unique. What you’re doing is making price the main consideration for picking you over your competition. That’s not a healthy way to go.
.
Few companies find happiness with this approach for the simple reason that every one of your competitors has access to a pencil. And with it, they can mark down their prices any time they want. There goes your advantage.
...
[Moi ici: E como refiro tantas vezes, o preço mais baixo não é para quem quer, é para quem pode] you can start with price but without a structural advantage you can’t finish with price. You’ve got to move up the food chain.
...
Market leaders will always be attacked on price. It appears to be almost a law of nature. So what do you do?
"Do something special.
...
Cause some confusion.
...
Shift the argument. Another good strategy in a pricing battle is to introduce the concept of total cost as opposed to initial cost."
Trechos retirados de Trout em "Differentiate or Die: Survival in Our Era of Killer Competition"
Sem comentários:
Enviar um comentário