Eggcerpts From Natalie: Get Ahead of Your Competitors

By Natalie Grbic

In today’s world, you fight competition in almost every type of business you enter. Trying to differentiate and make your product or service “stand out” can be a difficult and demanding process.

When trying to figure out what marketing and public relations tactic will work for your company, the first thing to think about is positioning. According to my Marketing book, positioning refers to “the act of differentiating a brand in customers’ minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.”

What does your product or service offer that will make it stand out? For example, Crest toothpaste is positioned as an all-around cavity fighter. Crest also offers other formulations that appeal to different consumers. Effective positioning differentiates each variety from the others. Choose an important attribute or benefit that your competitor does not have.

Quality and price is another factor you should consider. Check the quality and price of your competitors and try to come up with a reasonable price for your product. Price and quality is an important factor for consumers and will affect their purchasing decisions later down the road.

If your positioning, quality, and price can “stand out” in a consumer’s mind, then you have an advantage over your competitors!

Susan:

Spend some time really looking at your competitors’ products.

• What needs are they fulfilling?
• What opportunities are they missing?
• Where is there room for you to take more of your market’s share?
• What complaints do their customers have?