DifferentEscaping the Competitive Herd

Part 1 – All Became The Same

What made them the same?

Competition Customer Survey

Example : Jeep vs. Nis-san

Jeep vs. Nissan (20 years ago)

Jeep vs. Nissan (nowa-days)

Jeep vs. Nissan (nowa-days)

Competition Made Simi-larity

What would you do with this?

Marketer’s Knee-Jerk Reaction

A Less Likely Reaction

Product Augmentation

Hedonic Treadmill

New Product

Customer Satisfac-tion

Copycat Products

Higher ExpectationLower Satisfaction

More Competition

Back to the

Start

Hyper-maturity of Cate-gory

Hyper-segmentationHyper-augmentationHyper-activity

Vague difference between brandsThe category itself becomes like one

brandCustomers don’t care about brands

any more

Can you see any dif-ference?

Next… Part 2 – Making Dif-ference

Thank youAnd

See you next week!