Case: VT-metall
Posted: Wed Jan 22, 2025 10:42 am
Marketers usually consider competitors only to be companies that produce similar products. As a result, most companies strive to maintain and increase their own share in a specific market and direct all efforts to combat direct competitors.
Meanwhile, in reality, the competitive field is not limited to first-level competitors . The most serious confrontation occurs at the second level , between companies that produce different goods but satisfy the same need.
For example, cornflakes and instant cereals list of mobile phone numbers database compete with each other because consumers use both as a quick breakfast. But we must not forget that for breakfast you can also eat a sandwich, scrambled eggs or yogurt - these will be second-level competitors .
If we talk about the third level of competition , here are companies that focus on other needs. Often this level is not considered at all. And in vain, because the rivalry here is very serious and large-scale.
Therefore, a marketer must know exactly what values are the main ones for the client at the moment, what needs are most relevant and how they change. This is the only way to retain clients and ensure the possibility of the existence of the business as such.
How can you deliver the highest value to your product? This requires innovation to ensure that your product meets your customer's needs faster, cheaper, and/or easier than ever before.
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
What is the difference between innovation and improvement? Innovation refers to large-scale, global changes that customers cannot help but notice. Improvements, on the other hand, are usually minor, and the costs of implementing them are incomparably greater than the benefits the customer receives. For example, an improvement could be called a reduction in the waiting time for an operator to answer by a few seconds. Such changes are necessary to stay afloat in the competitive struggle, but this is not something that can truly surprise customers. For this, innovations are needed, thanks to which the product acquires greater usefulness, which maintains consumer interest.
There are several main innovative schemes:
The product is designed to solve the same problem, but works much more efficiently.
As an example, we can consider 3G technology. People could access the Internet before it appeared, but 3G made access more stable and faster.
The product acquires new capabilities compared to earlier analogues. For example, a smartphone, as a more modern version of a telephone, in addition to the function of calls and sending SMS, can perform many other tasks: with its help you can take photos and videos, go online, play games, pay for purchases and much more.
The product gives “non-consumers” the opportunity to perform tasks that were previously available only to a narrow circle of clients (these may not only be people).
Meanwhile, in reality, the competitive field is not limited to first-level competitors . The most serious confrontation occurs at the second level , between companies that produce different goods but satisfy the same need.
For example, cornflakes and instant cereals list of mobile phone numbers database compete with each other because consumers use both as a quick breakfast. But we must not forget that for breakfast you can also eat a sandwich, scrambled eggs or yogurt - these will be second-level competitors .
If we talk about the third level of competition , here are companies that focus on other needs. Often this level is not considered at all. And in vain, because the rivalry here is very serious and large-scale.
Therefore, a marketer must know exactly what values are the main ones for the client at the moment, what needs are most relevant and how they change. This is the only way to retain clients and ensure the possibility of the existence of the business as such.
How can you deliver the highest value to your product? This requires innovation to ensure that your product meets your customer's needs faster, cheaper, and/or easier than ever before.
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
What is the difference between innovation and improvement? Innovation refers to large-scale, global changes that customers cannot help but notice. Improvements, on the other hand, are usually minor, and the costs of implementing them are incomparably greater than the benefits the customer receives. For example, an improvement could be called a reduction in the waiting time for an operator to answer by a few seconds. Such changes are necessary to stay afloat in the competitive struggle, but this is not something that can truly surprise customers. For this, innovations are needed, thanks to which the product acquires greater usefulness, which maintains consumer interest.
There are several main innovative schemes:
The product is designed to solve the same problem, but works much more efficiently.
As an example, we can consider 3G technology. People could access the Internet before it appeared, but 3G made access more stable and faster.
The product acquires new capabilities compared to earlier analogues. For example, a smartphone, as a more modern version of a telephone, in addition to the function of calls and sending SMS, can perform many other tasks: with its help you can take photos and videos, go online, play games, pay for purchases and much more.
The product gives “non-consumers” the opportunity to perform tasks that were previously available only to a narrow circle of clients (these may not only be people).