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| Technology & Computers Case Study |
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| "My product is better, but I'm in a commodity marketplace against companies that are many times my size, so I have to do something different and better than they do. I've tried several things, but I've never been satisfied with the result because no matter how much I promote my differences, the customers always come back to asking about price." |
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| Situation |
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A peripheral manufacturer had the luxury of having a superior product, but it was a niche product and known only to the computer specialists and some institutional buyers. So they wanted to expand into the consumer marketplace and spend a minimum amount of money to do so. But in a commodity world it was difficult to get considered or known without some significant point of difference, and some big media spending.
The Client had tried searching for a point of difference, but simply saying "we're better" fell on deaf ears, especially among consumers who saw the price tag. "How much better is worth it?" they asked. |
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| Action |
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MR&C listened to buyers of the competitors' products as well as those of the client's products. It wasn't all about being "superior" but there was another message that was even more compelling. We repositioned the product and added a new product line that was mostly just a repackaging.MM listened to buyers of the competitors' products as well as those of the client's products. It wasn't all about being "superior" but there was another message that was even more compelling. We repositioned the product and added a new product line that was mostly just a repackaging. |
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| Result |
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The product launched to both consumers and industrial buyers with a different positioning, and even though the advertising and public relations budgets were small, the product enjoyed significantly increased sales. |
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