"Any customer can get a car in any color they want, as long as it's black."
More than 100 years have passed since Henry Ford's words. Today, his company offers its customers a wide palette of colors. The reason that forced Ford's descendants to change their minds is competition.
The 21st century in particular has given us an abundance of offers and a wide choice. There is no such thing as a product without competition. The consumer is confused by the variety and is looking for reasons to make a decision that will push him to focus on one specific product.
Manufacturers are also realizing that refining a product solely in terms of functionality and quality is no longer a sufficient prerequisite for its unconditional sale, and it is necessary to think of some other way in which the product will be the center of attention of the consumer and will withstand competition.
Just as people distinguish themselves from each other through their appearance, personality traits, lifestyle, worldview, or clothing, and are remembered by other people through a set of specific characteristics, a certain quality, or an individual image, brands also seem to come to life and, like people, acquire a name with a specific distinguishing mark.
A distinguishing feature for a company can be:
- Quality
Swiss knife manufacturer Victorinox has kept its promise to be a "Companion for life" and for 140 years has been offering its customers products of unrivaled quality that last for decades.
- Functionality
The main function of a car is to ensure safe movement. Volvo is trying to convince us of this and is positioning itself in the automotive market on this basis.
- Price
Price competition is one of the most common forms of competition. Especially in the case of everyday consumer products and in the middle or low-income segment. The Georgian grocery chain Libre appeals to this price segment with the slogan "The Cheapest".
- Comfort
Unlike Libre or other supermarket chains, Two Steps focuses on convenience and offers its products to customers not far from their home or work, just two steps away. This is its competitive advantage, creating maximum convenience for customers by being close to them and saving time and energy to get to the store.
- History
Among the many jewelry manufacturers in Georgia, the Mint has been the best at using traditions and reviving historical treasures in modern times. Based on goldsmithing traditions, preserving and developing the jewelry heritage and thus successfully continuing history has become the main signature of the Mint.
- Technology
When we think of Fokan , we all think of enamel jewelry. Items made with enamel, both secular and spiritual, are the company's calling card.
The historic, unique Tsvarnama technology has become a hallmark for another jewelry company, whose name, " Tsvara ," derives from this technology.
- Creative
When you enter a highly competitive business like accessories, it's hard to come up with something new, but that wasn't difficult for the founder of the company Saini , who has made completely different ornaments created by the circular arrangement of the letters of the Georgian alphabet the main motif of his accessories and is competing with his competitors in this field.
In a fierce competition, creativity is one of the most sensible and difficult to imitate solutions, which awakens emotions in the consumer and easily attracts attention, especially in the segment of consumers who love individualism.
- Additional benefits
There are many orangeries and flower greenhouses in Tbilisi, but offering a green space for pleasant relaxation with friends, celebrating important dates in life, and simply enjoying the aesthetic pleasure of plants and flowers, in addition to growing seedlings, was only an idea that came to Gardenia's founder, Zurab Shevardnadze, and this concept has become an additional benefit that the customer receives from his company and makes Gardenia unique.
- Going beyond the framework
When you are a soft drink company and you are surrounded by many competitors, it is difficult to surprise the consumer with taste, variety of assortment, quality, price, long and interesting history of the company, etc. You have to step outside the box and come up with something that at first glance has nothing to do with your company, its vision, its product and consumer segment, but still becomes an identifying mark of your company. This is how Santa Claus and Coca-Cola became one. Santa Claus, as every child's favorite character, seems to be the least likely to be associated with an unchildish, unhealthy soft drink, or with drinks in general, although the memory of Santa evokes positive emotions and sweet childhood memories in every adult. The main goal of Santa's marketing campaign is this: Coca-Cola should be associated with positive energy, emotions, the fulfillment of desires, and a carefree childhood, which, on a conscious or subconscious level, makes everyone benevolent towards this, even unhealthy, drink.
- Worldview
Often, companies attract attention not so much with their products or services as with the popularization of a specific worldview. Apple encourages us to be different, individual – Think different, Nike convinces us to express ourselves and act – Just do it, the Bank of Georgia does not emphasize low interest rates or a flexible deposit system in its advertising campaign, but motivates us and with the slogan “Don’t stop” pushes us towards progress and development . The Swiss bag manufacturer Freitag makes products from recycled materials and thus gives us the best example of environmental protection and resource saving. Individualism, self-realization, constant action, ecological approaches and others are the leading trends that the above-mentioned companies contribute to establishing.
There are many other ways to gain a competitive advantage, but the main thing to remember is this: finding a distinctive feature is one of the decisive factors in a company's success. So think about what will set you apart from others. To do this:
- Analyze the strengths and weaknesses of your company and offerings and determine which strengths you can bring to the forefront.
- Analyze your competitors, compare your advantages with theirs, and you will see what you are ahead of them in, which can become your competitive advantage.
- Observe trends. Perhaps your work resonates with one of these trends and you will be able to win the hearts of the masses more easily.
- Ask the customer themselves why they chose you.
- Step outside the box and don't be afraid of creativity. Be different and original. Remember:
*"The public applauds fireworks, not the sunrise."
You can learn more about this topic in our seminar "How to Find Your Competitive Advantage in Business and Become Outstanding."
Join us! Let's find your business's distinctive mark together.
* Christian Friedrich Hebel – German writer
