Different part1
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The document discusses how competition within industries causes brands and products to become increasingly similar over time. It notes that 20 years ago, Jeep and Nissan vehicles had clear differences but today they have become much more alike. This occurs because companies focus on customer surveys and try to meet all perceived needs, but this leads to less product differentiation. The document suggests businesses need to find ways to make their products meaningfully different from competitors in order to escape this dynamic where all options become essentially the same.
Different part1
- 9. Part 1 – All Became The Same
- 10. What made them the same?CompetitionCustomer Survey
- 11. Example : Jeep vs. Nissan
- 12. Jeep vs. Nissan (20 years ago)
- 13. Jeep vs. Nissan (nowadays)
- 14. Jeep vs. Nissan (nowadays)
- 16. What would you do with this?
- 18. A Less Likely Reaction
- 20. Hedonic TreadmillNew ProductCustomer SatisfactionBack to the StartCopycat ProductsHigher ExpectationLower SatisfactionMore Competition
- 21. Hyper-maturity of CategoryHyper-segmentationHyper-augmentationHyper-activityVague difference between brandsThe category itself becomes like one brandCustomers don’t care about brands any more
- 22. Can you see any difference?
- 23. Next… Part 2 – Making Difference
- 24. Thank youAndSee you next week!