It is better quality so it will last longer, it has a better warranty in case anything goes wrong, it functions or looks better than the opposition, the design is future projected.
To gain competitive advantage Kudler will need to gain enough information about its competitors to know its competitor’s strengths and weaknesses. By knowing the competitors strengths and weaknesses Kudler can market its products with a differentiated strategy from its competitors (Business Marketing Plan.net, 2011).
Although these are positive qualities of our company, our competitive advantage is costly. By having a product for every customer, we may not be focusing enough on our best product that could be generating the highest profit. If we invest the same amount for every product, it could lead to investing too much money on those products not performing as well; moreover, not investing enough on those products performing the
Company conducted a survey in order to determine the segmentation of people who would like to prefer fragrance and moisturizing cream in the skin care products they use.
In the following I have considered that they’re holistic approach to their marketing is their strongest point, and that the way they deal with their competition in the marketplace is their worst point.
Knowing who your competitors are, and what they are offering, can help you to make your products, services and marketing stand out. It will enable you to set your prices competitively and help you to respond to rival marketing campaigns with your own initiatives. You can use this knowledge to create marketing strategies that take advantage of your competitors ' weaknesses, and improve your own business performance. You can also assess any threats posed by both new entrants to your market and current competitors. This knowledge will help you to be realistic about how successful you can be.
Statement: By based on research of Japanese market, P&G made clear targeting and positioning, and developed new products which fulfilled customers’ needs, built the effective distribution. As a result, P&G could establish differentiation advantages for the following. • Product: “Foaming massage cloth” , Elegant dispensing box “Foaming massage cloth” increase skin circulation through a massage while boosting skin clarity due to the microfibers’ ability to clean pores and trap dirt. • Price: Premium price • Place: Luxury and nice counter at department store • Promotion: Counseling by Beauty counselor, TV advertising, Beauty magazines
The Indonesian economy has constantly grown within the last 20 years. However, the shaving market is still underdeveloped compared with Western markets. Hence, Gillette should provide more information to spread widely concept of shaving. Moreover, it should introduce new products to facilitate the introduction of shaving products to non-shavers and increase the frequency of shaving in current shavers.
Brand Competitors: Marketing products with similar features and benefits to the same customers at similar prices.
Competitor Analysis: The non-disposable razors market players face competition from direct competitors, who provide similar products and also from competitors who provide substitute products like disposable razors, electric shavers etc. However, as of the latest, the non-disposable razor and refill cartridge market is dominated by three major players: Paramount, Prince and Benet & Klein. Prince sells non-disposable razors and refill cartridges under the brand name Cogent and Cogent Plus, both of which are positioned as superpremium brands. It has been a market leader in non-disposable razors since the 1950s and held the top spot in terms of dollar sales in year 2009. Benet & Klein (B&K) sells non-disposable razors and refill cartridges under the brand name Vitric Advanced and Vitric Master, both of which are positioned as super-premium brands. Apart from them, there have also been new entrants into the market like Radiance and Simpsons, both of which are well established personal care products companies. In August 2009, Simpsons launched a new non-disposable razor under the brand name Tempest in the superpremium segment. Also
Jobber and Chadwick (2013) discussed that the main two sources of gaining an advantage over competitors are by offering different benefits of the product or deliver it at lower cost than the competition.
Gillette is successful because the focus on the one thing they know and that is men. They understand what men need for their grooming needs, and their products are sold all over the world (P Kotler, 2017). Gillette’s popularity has worked because of several factors, including high-quality innovation, consumer research, and mass communications. With their research, and the fact they have kept improving their product, Gillette has made many breakthrough product innovations, which should allow their success to keep increasing. In 1971, there was the Trac II, the first twin-blade shaving system, then the Atra in 1977 there was a razor with a pivoting head, and then in 1989 they developed the Sensor the first razor with spring-mounted twin blades dubbed (P Kotler, 2017). In 1998, Gillette introduced the Mach3 it was the first triple-blade system, surpassed only by the 2006 launch of the six-blade Fusion, promoted as “the best shave on the planet.” (P Kotler, 2017) It is possible that Gillette can become as successful with Women as Men due to the fact Procter & Gamble acquired Gillette in 2005 and Procter & Gamble are experts at marketing to women, due to the fact most of their lines such as dishwashing liquid, laundry detergent, and hygiene products are aim for their woman clients.