market differentiation

Marketing

Differenti

ation

How to get

the messa

ge right

2

What is it?The process of distinguishing the differences of a product or offering from others in order to make a product more attractive to a particular target market

Unique Selling PositionThe unique qualities or characteristics a product offers, verses similar substitutes

Message differentiation

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How it works

Delivered by a messageThe message holds the crucial role of promoting the brandUse messages to create a position for the brand or productCreate a successful position when marketers are able to place a psychological anchor in the minds of prospects, which causes them to choose their specific company or product over another

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What does a brand represent?

AnswerGo to the consumers to find outFind out what they like about your product, what true experience is being offered

Common mistakesCompanies often promise consumers something completely different then what is being offeredCompanies base their brand image on what they think their consumer wantsPut too large of an emphasis on secondary research

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Formulate the brand promiseUnique value propositionFeatures and benefitsKey Messages

Parts of the message

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Formulate brand promise

Brand promiseBased on the market research (talking to customers)It should not focus on what a company wants to deliver, but what is DOES deliverIt should encompass what a company does better then anyone else

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Unique value proposition

What is itThis addresses how a particular product is best fit for the target consumerWhat unique characteristics are offered that make the product idealThis promotes the brand promise to the correct segment of the marketplace

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Features and benefits

This is crucialThe solution to ensuring a product’s message is part of a consumer’s choice is highlighting the differences of a product that exist but may not be obviousFeatures need to be seamlessly aligned with the brand’s unique value proposition

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Key messages

What are theyThey are standard, short explanations of what exactly a brand stands for and offersThey are often referred to as boiler plates and included at the end of e-mails or literature that a company syndicatesThey basically provide the consumer with the big picture of what the brand offers and what the company stands for

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Call to action

Full report –

http://crunk.starrtincup.com/marketdifferentiation/ William TincupW: www.starrtincup.comE: tincup@starrtincup.comP: 817-204-0400