DEATH BY COMMODITY 
OR LIFE AS A BRAND

Every business owner and leader will tell you that if the business don’t sell, it dies. Indeed that is true. But what many SME business owners & leaders might forget to tell you is Death by Commodity is very real~ When prospect consumers don’t know how your product or service is different from competitors in the market. These products or services can be cheaper; easier to deploy; easier to access (availability); come as value adds too, as other marketings idea that the competitor marketing team arrived at. So how can your SME business survive ?

HOW CAN YOU AVOID DEATH BY COMMODITY?

Take a few minutes to internalise why consumer are willing to spend premiums for Nike products when they can get a functional equivalent elsewhere or a duplicate at a far lower cost.  

Parallels can be drawn across products and services in all categories. Consumers perceive products or services as a commodity when they are unable to distinguish a Value Proposition that resonates with them. When consumers perceive your product or service as a commodity they negotiate; discount; replace; upgrade.

WHY? 

Because businesses haven’t built a Brand of Trust that consumers can latch onto.

IF BUSINESSES CONTINUE TO RELY & COMPETE ON PRICE THEY WILL DIE A COMMODITY.

Food Aggregator Companies have built their business around discounts. They commoditised the F&B of local restaurants with the promise of more customers.  While these local restaurants continually feel the pressure of lower business margins; they hope that volume sales will offset this. What they need to realise is that the survival of their business lies in their - THE BRAND (rather The Branded Experience of their restaurant). This is something that food aggregators cannot replace or replicate. 

DEATH BY COMMODITY OR LIFE AS A BRAND

 Unfortunately businesses cannot start thinking & building a brand only when business get tough; margins are low; consumer retention is weak; competitors are growing. Businesses start from Day 1 of being in business; even before going out into the market looking for your first paying consumer. 

HOW DO BRANDS STACK-UP AGAINT PRODUCTS? 

BRANDS ARE RESILIENT

PRODUCTS ARE VULNERABLE

BRANDS HAVE WELL-ROUNDED MARKETING TECHNIQUES

PRODUCTS RELY ON QUICK HACKS AND GIMMICKS  

BRANDS LIVE ON

PRODUCTS HAVE A DEFINITIVE LIFE CYCLE 

BRANDS STAND FOR ONE BIG THING

PRODUCTS STAND FOR EVERYTHING 

BRANDS CANNOT BE COMMODITISED

PRODUCTS ARE ONLY COMMODITISED

LIVE LIFE AS A BRAND

To live life as a Brand, businesses need to continuously de-commoditise their solutions. Why? Because the minute businesses come up with something new, a competitor will try and copy it. Over time, these solutions become commoditised; profit margins will get waiver thin and soon companies will have no choice but to remove the same from their portfolio.

For your businesses to succeed in a commodity marketplace you need to start functioning beyond the dynamics of commodities - finding the value proposition that others haven’t seen as yet.

Trigger Worldwide is a Growth Marketing Agency, built specifically for SME’s and Startups to create Sustainable Business Growth. Our proprietary tools and process methodologies harness Technology, Creativity & Innovation, leverage Economic Drivers and Consumer Beliefs to help SME’s achieve their Growth Agenda’s.

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