Differentiation Key to Survival Theodore Levitt threw down the gauntlet when he said "The commodities do not exist. All products and services can be differentiated. " For him, the commodities were products in its most simple, waiting for a redefinition. Frank Perdue, who produced one of the most famous brands of chicken in the United States, I would say, "If you can differentiate a dead chicken, you can tell anything." In fact, Frank Perdue has found that people preferred the chicken yellow to white and created a ration producing the food coloring. The rest is history (Perdue chicken is a leader in many States of the Union and the consumer pays a price between 10% and 15% higher for him). Some years ago a razor blade Gillette decided to challenge in Brazil based on its determination to co-participate with them in the market. The product was not superior to Gillette, also had a lower price, the package was not attractive or functional, the campaign offered no differential proposal and did not give better discounts on distribution channels. I need not tell that failed miserably. There was no single reason to switch brands. Tom Peters proposed that we be different or extinct ("be distinct or extinct.") He declared "The surplus Society has a surplus of similar companies, employing cognitive similar people, with similar Educational backgrounds, coming up with similar ideas, similar Producing Things, with similar prices and similar quality." Jack Trout in their book "Differentiate or Die" shows dozens of ways in which companies have differentiated products, services, experiences or images in the mind of the consumer. Many times the differences are in the construction and perception of brand image, as all tangible attributes of product category have been used extensively by different vendors in the market. Disposable diapers all leading brands, have the appropriate characteristics of fluid absorption and have barriers and tape and glue off of equivalent quality. All are anatomical and comfortable and all have protective ingredients of baby's skin as aloe vera. Given this situation, the mark of ZaiMella Panolini supported by G & G Consulting, he opted to study and learn deeply the mother in the relationship with your baby and the diaper, which produced a memorable advertising campaign that Baby clothes mafia-style, speak with perfect diction and discuss the importance of "Mommy" make your dreams and not have to do the dirty work of the house. The solution is Panolini. The slogan of the campaign ... "Panolini, and the mother calm." Panolini is clearly positioned as a diaper who cares about the welfare of the mother, with great success. Nothing better for a mother, that your baby shows her concern for her. The differentiation of products according to Philip Kotler, can be given at the level of physical product (features and attributes), the service provided by the mark (supplies, maintenance, repairs), the capacity of staff serving the client (courtesy credibility and reliability) and the image projected by the brand (symbols, themes and perceptions connected). There is no doubt that the construction of a brand depends on the relevant differentiation in the mind of the consumer. Coca-Cola refreshes, Volvo is safety, is Nivea skin care and is a mom Panolini quiet appreciated by your baby. A differentiated brand is probably not a product of inferior quality and no apparent value. A lack of significant differentiation, the employer ends up selling very cheap and adding discounts, promotions and additional products at no cost, to maintain a reasonable volume of sales in the market. Business proposals are of no return. Differentiation is the point Strategic Positioning item.
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