Creating Meaningful Difference -a workshop about successful - PowerPoint PPT Presentation

Creating Meaningful Difference -a workshop about successful differentiation Workshop Team Camilla Vachet Maria Knutsson Sandra Melin Björn Nyckelgård Markus Secund

Agenda 1. What is differentiation? 2. Value of differentiation 3. Workshop 3a. Differentiation Matrix 3b. Osborn’s idea spurr 4. Presentation 5. Success stories

1. What is differentiation? Difgerentiation is a concept in marketing and involves distinguishing a product or service from others, to make it more attractive to a particular target market. A company can difgerentiate over its “Establish competitors through their: - Product meaningful - Service difgerences, - Stafg not better - Image sameness” - Distribution channels - Market and Customer Segments - Price

2. Value of differentiation - Creates a perceived value among customers - Allows business to compete in areas other than price - Creates brand loyalty among customers “The riskiest - Creates the perception that there’s no thing to do substitute available on the market now is to be safe.”

2. Value of differentiation K E E P I N M - What do customers care Not all I N about, what is valuable for difgerentiation D them? is good! A difgerence is worth establishing when - Does it fjt your brand, and the benefjt exceeds your story? the cost.

3. Workshop Differentiation Matrix In what aspects does your business difger from your competitors? Are there any similarities? Would it be worth it to try to difgerentiate your company on these aspects? DIMENSIONS Your Business Competitor One Competitor Two Product: Service: Employees: Image: Distribution channels: Market and Customer segment: Price:

3. Workshop Differentiation Matrix - Did you learn something new about your company, competitors or your position relative to them? - Do you fjnd this information valuable for your company?

3. Workshop Osborn’s idea spurring questions General questions that can be used to fjnd ways for the company to difgerentiate itself. It should also be noted that it is not necessary to be difgerent in all aspects. Different positioning strategies or themes 1. Attribute positioning: The message highlights one or two of the attributes of the product. 2. Benefit positioning: The message highlights one or two of the benefjts to the customer. 3. Use/application positioning: Claim the product as best for some application. 4. User positioning: Claim the product as best for a group of users. 5. Competitor positioning: Claim that the product is better than a competitor. 6. Product category positioning: Claim as the best in a product category 7. Quality/Price positioning: Claim best value for price

3. Workshop Take 15 min to try to identify ways to difgerentiate your idea. Application to your idea, Key Question Sub-questions project or business? Reduce? Remove anything? Less frequency? Easier? Less? Slower? Divide? Multiplying? Extra value? Replace? Something else instead? Another time? Another process? Other particular order? Difgerent Reposition? location? Other proportions? Reordering? Do the Contrast? Up and down? In the other opposite? direction? In and out? Mixtures? Difgerent varieties? Combine? Combining ideas? Changing opinions and efgect? Other uses? New way to use it on? Other uses if the change is made?

3. Presentation Feel free to present to the audience your insights and thoughts on: - your business and your competitors - your old/new difgerentiation strategy - any thoughts on difgerentiation and how it applies to your business

5. Success stories: Examples

Creating Meaningful Difference -a workshop about successful - PowerPoint PPT Presentation

Creating Meaningful Difference -a workshop about successful differentiation Workshop Team Camilla Vachet Maria Knutsson Sandra Melin Bjrn Nyckelgrd Markus Secund Agenda 1. What is differentiation? 2. Value of differentiation 3.

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