AftertheNet | Commoditization

BUSINESS CHALLENGE: Products as Commodities

AtN tackles the challenge of operating in a market with very similar competing products

There comes a time in many industries (particularly product industries) that - from a feature perspective - the offerings of different players become largely the same. Hence the term commoditization.

The thing that most companies miss in their marketing is that prospects really don't care about features -- they care about value. So in a market dominated by similar products -- companies have an opportunity to differentiate themselves on a value basis. The question then becomes: how does a company differentiate itself on value when its product features are similar to competitors?

There are two key dimensions:

Packaging: When products are similar individually, differentiation can be achieved by packaging combinations of products and related services together to create unique “value combinations”

Messaging: When youʼre talking to a specific audience, the same product can be described more specifically for their particular needs and value focus. Taking a more customer centric approach can often change the perception of a product even if its features are unchanged.

How Can AtN Help?

Understanding your different audiences
Identifying and selecting packaging options
Creating customer centric messaging for greater differentiation.

Critical Business Impact Areas To Overcome Product Commoditization

Targeting Growth: A key differentiation point is having a greater segment focus in your messaging

Customer Centricity & Value Selling: Messaging and packaging from a value (not feature) perspective

Competitiveness: Differentiating at the company level when there is little at the product level

Get An Assessment Now

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AtN Services That Can Provide Critical Help

Industry Research: Knowing competition and capturing best practices

Opportunity Mapping: Locating and understanding key prospects

Messaging Strategy: Tactics for a higher level of value, brand and competitive messaging

Advanced Reach Programs: Creating an engine for delivering more noncompetitive deals by better leveraging the web

Other Business Challenges

Learn how AtN tackles more of the critical areas that your business needs to address.

(Click on the challenge area to learn more)

Competition

Pricing pressure from competitors