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Luis Rodrigues
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Differentiation Tips To Dominate Your Niche

Published on 7/4/2013
For additional information  Click Here

Differentiation Tips To Dominate Your Niche : 

Importance of differentiation as a marketing strategy for your business. In our over-communicated world nowadays, often times it's much better to be different than to be better. In fact, a lot of the times being different is often perceived as being better.

However, you need to be different strategically. Purposefully. Your differentiation should give you the edge over your competitors, instead of just being different for the sake of being different.

There are many different strategies to be different. Also, there are different level of "priorities" of differentiation that will give you different impact.

1. Differentiating via complementary offerings : 

In a highly commoditised market where the core product / service offering is very similar, complementary offerings such as superior customer service can become the differentiating factor.

Eg. You can often see this in industries like supermarket or financial services, etc. where they carry products / services that are very similar to their competitors. So they try to differentiate themselves by offering complementary products / services such as superior customer service, guarantee, speed of response, etc.

2. Differentiating by disrupting :

But another way to create a differentiation is to offer a different / change the core product / service itself. This is often known in marketing speak as "disrupting" the market. It often creates new categories in the marketplace.

Eg. The Ultrabook disrupted the netbook market (and effectively kills it). The exploding tablet market has a similar effect to the Ultrabook market, although the lines of what is considered an Ultrabook or a tablet is becoming very blurred.

DVD disrupted the VHS tape market. Digital / online videos disrupted the DVD market. Etc.

Disrupting a market is often a superior differentiation (higher priority) compared to differentiation via complementary offerings. This is because when you offer a new and different core product / service that the market wants, usually there is barely any competition. There is huge market demand and you're the only supplier. You get to call the shots. People have to wait inline patiently, begrudgingly, anxiously, etc. but they have to wait if you say so.

This is why disrupting a market can be a very powerful game changer for businesses. (However, it can also be costly to develop.)

However, due to the open market laws, over time, a differentiated core product / service will also become commoditised as competitor jump onto the bandwagon. That's when differentiation via complementary offerings come into play.

So think about your industry... specifically your business. 

Can you engineer a disruption by offering a differentiating core product / service that will take the market by storm ? 

Or can you differentiate by providing a superior complementary offering ?
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