Antonio Domingo, CEO of Phoenix Media, Advertising and Communications Agency, sums up with multiple examples which, according to marketing gurus winners are strategies that guarantee the success of businesses in this century.
| winners The 7 strategies that can guarantee a better chance of success in these markets hyper-competitiveness and changing century, and have been tested in different sectors are: 1.Estrategia low costs. 2.Create a unique experience for the consumer. 3.Reinventar our business model. 4.Ofrecer highest quality in the product. 5.Centrarse niche market. 6.Ser innovative. 7.Ser the best in design. |
develop a new business strategy has always been one of the main obsessions of most companies, but when that goes into thinking about winning strategies, ie those who enjoy guarantees of success over the media, becomes a true chimera.
In the last century and over again we hear the hackneyed phrase that the world is changing, but we never could imagine that this spiral of change was going to take more and more speed as he moved his business, reaching what is now the case that each year new technologies that appear do change and break paradigms and references that we had so far, forcing us to rethink and over the scenarios in which we live and not being able to as basic as any market situation, but have to be daily alert to adapt to such changes as soon as possible and not get lost in the oblivion of customers.
And if that happens in life call it "normal" business, Marketing lives with much more intensity this , because from beginning to end is affected daily by these changes we talked about with the department must live more intensely and more flexible these changes must be made in this new century. As we indicated renowned gurus of the discipline, the marketing must change.
And in this change gives us 7 Philip Kotler considers winning strategies to these new scenarios and the view that markets are increasingly competitive, as they have been tested in different models business and have shown they can provide us strategic models to consider implementing them in ours.
1. Low-cost strategy:
This form of approach business can be found in industries as diverse as those used by companies such as Ikea, Wal-Mart, or low-cost airlines such as Easyjet.
is not just to reduce some costs, but to implement cost reduction in almost all areas of the company, but that if, without impairing the expectation that the customer has, or the essence of the business itself . I refer to two important points:
• Firstly we to be resourceful and make a good dose of creativity in this process as Ikea has introduced new concepts in furniture stores have such Childcare in the center itself, or create attractive and modern facilities. ( The creative person born or made? )
• And another that if a business model works, not enough to take 30% of their approaches but we have to take them up and use in our favor. I mean that in recent years have seen the birth of dozens of low cost airlines in Europe, yet most have failed in a short time and not because the business model does not work, but one of the main reasons is adopted only parts of this model, which was doing its competitors succeed and despised the rest, leaving too many holes where bellows lost to death.
2. Create a unique experience for the consumer:
Another strategy that has proven to work and is a safe bet if you get taken forward, is to focus on getting the customer to live an exceptional experience, unique, different and that will even willing to pay more money for a product or service similar to that found at the competition.
The two basic examples would Harley Davidson, which offer far more than the bike faster, cheaper, or more modern, gives us a way of life. Riding a Harley is incomparable. Those with, feel in possession of a precious commodity, as one who has a Van Gogh or Sorolla, and if we ask what is the difference why they prefer this type of bikes, we say that it is not the type of bike , for driving a Harley is different.
Another more current example might be Starbucks, which has broken the traditional cafe concept to enter into a new way of viewing this act as ordinary. We're not talking about coffee, but a different experience while drinking a coffee. And that makes us willing to pay 3 euros so less than 30 meters to give for just 1 €.
3. Reinventing our business model:
Many times Kotler says, we strive to improve our product or service, adding features, functionality, flavors or textures not yet achieve the intended objectives.
Sometimes this does not work and that before going down the same road it is advisable to stop and consider what the real business model that we attack and try to reinvent ourselves, not focusing on doing better but in do differently.
Thus we can see the example of Barnes & Noble, which no longer sell books, gave a twist to the concept and offered other satellite services around your business that added value to essentially the sale of books, such as the authors themselves regularly give lectures on their work by getting the consumer perceives them differently and considers them in the sector of everything in this business.
4. Offering the highest quality in the product:
Penetrating the mind of the consumer and leave a trail of marks, is the goal of any marketing department, but that destiny has different ways, and one of them is to associate our brand image of quality, so that just think it, the client does not need to bring you more information. some customers want the best and only the best , and if we take captive customers and we addicted to our brand.
And this know much at Toyota, as though that's not easy to reach and of course goes through a long road trip, it's not a short-term strategy, that if we know that a win is assured.
5. Focus on niche markets:
Another way to guarantee success is to focus on niche markets. This is not new, of course not, yet we see as many businesses today still are not aware that such an approach exists and try to sell worldwide, managing not to sell to anyone.
If we try to offer a product that pleases and is chosen by all ages, both sexes, all social strata, etc.., We guarantee you will never get anyone to buy, it is obvious that not have the same tastes , preferences or needs a university student, a housewife, a construction worker or a retiree who comes to live abroad to our country to enjoy the weather and the beach.
packaging manufacturer Tetra would be a good example, while an additional winning strategy might not only undertake a niche market, but do so in several simultaneously because this way we can have more chances of success even though no All our strategies are successful.
6. Be innovative:
Innovation, innovation, innovation. In some companies it is a maxim that any approach to haunt them because they have assumed as one of its competitive advantages, and if we put a name to this concept, Sony is one brand you could say that this principle has taken more regularly over time.
If the customer perceives that our brand is continuously release products that are a step forward, associates, and reinforces it against competition. This is not supposed to talk only of technology products, but is any sector and any type of business.
7. Being the best in design:
This strategy is based on something as simple as a certain type of people who not only like and prefer, but they need to be close and live with equipment and items that are well designed . It is a reality and we must seize it, as there is a market for products with design.
Two companies that have chosen this line distinctive and important gains have been obtained using them are Apple and Bang & Olufsen. And in both cases we all know what kind of products offered and perceived them at sight. Remove
company is a major task ahead is full of difficulties, and if we talk about a small or medium business, this becomes even more complicated, but there are strategies that have been tested and tested for years in different sectors, and they have finally produced results. We
it is the small and medium enterprises have the most to benefit from these experiences of others to avoid testing in our pockets, and avoid losing a single euro on essays and try to avoid any possibility of diversion of the course set to success.
And as I say, this is important, but even more disturbing is the following dream big, because we can not settle for less, and these strategies protect us get out of the road that leads to these dreams.
Antonio Domingo / Phoenix Media. http://www.fenix-media.com
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