Don’t compete on price – and watch sales grow
Two examples – one in the UK and one in Ireland - where
they have resisted the pressure to pursue a strategy based on price reduction –
and seen sales grow as a result.
The first is an interesting article about Waitrose in
the UK whose stated strategy is to do the opposite of what everyone else is
doing. http://www.marketingweek.co.uk/4010386.article?cmpid=mwbreak_264443
….and I heard over the weekend when I was down Leenane
way of another example closer to home - the fabulous Delphi Lodge in Connemara
- an upmarket country house which also refuses to compete on price and focuses
instead on offering a personalised 5 Star experience to customers. Business is booming. www.delphilodge.com
Controlling the message
Interesting to see how competitive pressure can lead the
media to go against their gut instincts and agree not to talk to and/or quote
others who may give a completely different slant to a story. It’s not really relevant to SMEs and only the
‘big boys’ might get away with this type of controlling behaviour. It’s been going on for years with celebrity
interviews whereby publicists for some of the bigger stars will only grant
interviews when they are guaranteed to get to see/approve them before they go
to print – so nothing negative gets printed.
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