The Economist has a piece about Kraft Foods in its new issue (sorry, the online version is subscribers-only) in which the immortal phrase “Pricing is transparent, value is opaque” came up.
Very true and never truer than today, when prices are usually easily compared by the Web.
Which is why all people selling goods and services need to make sure their marketing emphasises how their offering is differentiated from the rest.It’s one of Porter’s three basic strategies – niche, cost-focus and differentiation – but it’s still valid today, however much we seek to make marketing more complex and multimedia.
Stand out and you have a better chance of being selected.
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