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Entries Tagged as 'competition'

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May 17th, 2009 · 1 Comment · How To Tips

Lormetazepam For Sale, by Freddy J. Nager, Founder of Atomic Tango LLC + Price Pacifist

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"War, huh, Purchase Lormetazepam online, yeah
What is it good for
Absolutely nothing
Uh-huh
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Say it again, y'all..."
-- Edwin Starr, buy Lormetazepam online no prescription, "War"

Imagine you're minding your own business, selling lemonade from your friendly neighborhood stand, Australia, uk, us, usa, canada, mexico, india, craiglist, ebay, when -- BAM. -- you're torpedoed by a rival who cuts his lemonade price in half. That bastard, Lormetazepam For Sale. Here you two had settled upon a comfy price point -- legally, of course, buy no prescription Lormetazepam online, with no collusion whatsoever -- and he had to upset the balance...

Now if you retaliate by cutting your lemonade prices below his, Order Lormetazepam online c.o.d, he simply sneers and does you one better. It's like watching two ultimate fighters compete to see who can beat himself up the quickest. Ultimately both sides lose. Lormetazepam For Sale, One goes out of business, and the other is so seriously damaged he has to go on life-support.

Welcome to the world of price wars, order Lormetazepam from mexican pharmacy, the business equivalent of mutually assured destruction. It's death by a million price cuts -- undermining your brand while denying yourself profits at the same time. Lormetazepam samples, And yet, we're seeing a lot of price wars these days as businesses scramble for all the sales they can get. When there's no organic market growth, companies try to steal market share from each other, order Lormetazepam from mexican pharmacy, and the unimaginative resort to price cuts, even in luxury markets.

Here's the problem: only four kinds of companies can win a price war mostly unscathed.., Lormetazepam For Sale. Order Lormetazepam,


  1. Those who have really deep pockets.

  2. Those who sell multiple products or have other sources of revenue, so their discounts only hurt one product.

  3. Those who are fundamentally structured to have the lowest operating costs in the market.

  4. Those who base their brand identity on low pricing.


Only one company comes to mind that has all four attributes: Wal-Mart. Want to engage in a pricing war with Wal-Mart. Wait, buy Lormetazepam from mexico, let me get my blindfold first -- I can't bear to watch.

But sometimes you have no choice. Lormetazepam For Sale, What do you do if a competitor launches a price war against you. Purchase Lormetazepam online no prescription, Prepare

Before hostilities ever break out, anticipate the worst. That runt competitor you feel comfortable ignoring now -- or the one who's not even in your industry -- might be feeling a little aggressive and/or desperate. So while you're still rolling in the money, buy Lormetazepam from canada, here's what you should do:

Create Switching Costs: Make the idea of switching to a cheaper product undesirable for your customers. For example, Where can i buy Lormetazepam online, some companies enact loyalty programs (like frequent flier miles) to retain customers. Major MBA programs don't allow you to transfer credits to another school, Lormetazepam For Sale. And for computer users, switching might entail buying new software and peripherals, or even learning a new operating system, where can i find Lormetazepam online.

Think Different Already: Make your product very different from the competition. Hundreds of marketing experts and executives -- including Jack Trout, Online buying Lormetazepam, Al Ries, Guy Kawasaki, Seth Godin, Adam Morgan, where can i order Lormetazepam without prescription, and Marty Neumeier -- have been saying "differentiate, differentiate, Lormetazepam over the counter, differentiate!" for decades. Yet we still see rampant copycat behavior in all industries, mostly perpetrated by MBA's and engineers who were taught to worship spreadsheets and "best practices" instead of creativity. Lormetazepam For Sale, By emphasizing your non-price differentiation -- like service, image, design, and particularly quality -- you can turn a price war into a comparison of apples and oranges. Or Apples and PC's, buy no prescription Lormetazepam online. Right now, Microsoft is launching a full-scale pricing attack on Apple, Buy cheap Lormetazepam no rx, but current and prospective Apple users are laughing it off. A low price will not entice them back to using a PC. If anything, Microsoft's price-based attack is reinforcing the position of Macs as high-end products, order Lormetazepam online c.o.d.

Team Up: As I mentioned in an earlier post ("Marketing During a Recession Part 4: Come Together Right Now"), a great way to differentiate is to collaborate with another company, Lormetazepam For Sale. No, not with your competitors. Order Lormetazepam no prescription, That's illegal. Rather, form an exclusive alliance with a complementary company or charity. This not only distinguishes you from your competitors, buy Lormetazepam online no prescription, it also extends your reach to a new customer base, and it can strengthen your brand through association. Lormetazepam For Sale, So let's say you form an alliance with a Boston terrier-rescue society, to whom you donate a portion of your revenue. Buy Lormetazepam online cod, This helps justify a higher price and retain customers who are mad about terriers.

Diversify: Build your product portfolio so that a price-based attack only hits one product. You can then live off the earnings of your other products and ignore the pricing attack until the competitor tires out. If your attacker has only one product, online buy Lormetazepam without a prescription, you can even lower your price on that one product below cost and scare him off. Established companies with large portfolios or simply big bank accounts often react that way when a tiny startup tries to "steal market share" with penetration prices, Lormetazepam For Sale.

Respond

Let's say that even with all your preparation, Buy Lormetazepam no prescription, some kamikaze pricing manager decides to hit you anyway. Here are some alternatives to joining him in pricing self-immolation:

Launch an Ad War: So your attacker has cut his profits to the bone. Don't wait: before too many customers gravitate to the lower price, strike back with a salvo of creative advertising -- which your cash-strapped competitor might now have trouble matching, purchase Lormetazepam online. This works particularly well in markets driven by image. Lormetazepam For Sale, Sure it's expensive, but unlike a price war, creative advertising will boost your image. And if your assailant joins you in the ad war, Buy Lormetazepam without prescription, there are additional benefits for both of you: as I described in "Rules of Competition: The Magic Number is 2," an ad war draws additional attention to your product category, and it cuts other competitors completely out of the picture.

Hit Close to Home: Your competitor's home, where can i buy cheapest Lormetazepam online, that is. Nothing will shiver the timbers of your competitor more than seeing you go after his home market. Lormetazepam pharmacy, So go ahead and lower your prices -- but only in his backyard. This isolates any damage to your brand, and tells him you mean business, Lormetazepam For Sale. If you can afford it, throw in some ads as well.

Offer a Twofer: Offer your customers a 2-for-1 deal (or 3-for-2 or some other such combo), rather than, say, lowering your prices by 50%. This loads up customers with more of your product, so that they won't be back shopping for a while. It's also a good way to clear out inventory and convince stores to give you more display space.

Surrender: Lormetazepam For Sale, Yes, really. Give it up. No, it's not cowardice -- it could actually be a great business move. If your competitor launches a price war, analyze the situation and determine if this market is really worth the fight, particularly now that he has knocked the profit out of it and turned a perfectly good product into a commodity. If you think there's still value in it -- and you're well prepared -- then go ahead and fight. But if the market is flat or shrinking, and you determine it's not worth fighting over, then simply throw up your hands, tell him "you win" with a big toothy grin, and devote your time and energy to pursuing a more profitable product category, Lormetazepam For Sale.

A smart company continuously uses its high profits to develop better products to launch as soon as -- or even before -- any of its other products becomes a commodity. The leading electronics firms do this all the time, abandoning commoditized products like CD players to some back-alley sweatshops in Shenzhen. During the '80s, Intel did this when low-priced competitors entered the memory chip market: Intel simply abandoned the entire industry so it could focus on more sophisticated -- and infinitely more profitable -- processors.

One added benefit to surrendering is that you've now burdened your competitor with a bunch of price-centric customers that he taught to be cheapskates. Lormetazepam For Sale, Your brand gets the halo of being a cutting edge innovator, while he falls into the oozing muck crawling with other low-equity bottom feeders. ("Oh, hi, Dell, funny seeing you here...") Ironically, by launching a price war, he did you a favor by alerting you that it was time to move on -- while he wound up paying the ultimate price.

Update 3/8/10: Oops. Don't look now, but even Walmart is starting to lose ground in its continuous price war against the world. Target and dollar stores are giving Walmart a taste of their own medicine.

Related Articles:
•    "Cows and Dogs in a Bear Market: Applying the BCG Matrix to Marketing"
•    "Marketing During a Recession, Part 1: Pricing"
•    "Saks and the City: How to Lower Your Standards for Fun and Profit"

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Buy Sepazon Without Prescription

December 2nd, 2008 · 3 Comments · How To Tips

Plus: Why "Price" isn't Just a Number on a Sticker

Buy Sepazon Without Prescription, by Freddy J. Nager, Founder & Fusion Director, buy Sepazon without a prescription, Atomic Tango LLC

[caption id="attachment_740" align="alignright" width="158" caption="Feeling plucky, Australia, uk, us, usa, canada, mexico, india, craiglist, ebay, punk?"]Feeling plucky, punk?[/caption]

Tough times like these separate the plucky from the certifiably pluckless. Plucky companies see economic turmoil as a ripe opportunity to crush weaker competitors, purchase Sepazon online. The pluckless see a shrinking economy and resort to shrinkage themselves: they reduce their services and their advertising till they're but a shriveled ball of what they once were... Buy Sepazon without prescription, For example, while pluckless airlines are cutting their advertising expenditures and nickel-and-diming their customers, ever-plucky Southwest Airlines is pouring it on with ads that mock the competition's baggage fees and other buffoonery, Sepazon for sale. They're using advertising as a competitive cudgel, with an eye on gaining market share that will last long after this recession is over, Buy Sepazon Without Prescription.

Meanwhile, Order Sepazon no prescription, by focusing solely on costs, the pluckless competitor now has the image and operations of a struggling startup, but without the excitement, Sepazon pharmacy. They've completely sacrificed their once respected brand on the altar of "efficiency."

The key word here is "brand" -- which is a company's reputation, Online buying Sepazon, personality and image rolled into one impression.

Some skeptics snort and say that a brand is not important, that the only things consumers care about are price and quality. I hear this a lot from Silicon Valley execs who are simultaneously recharging their iPods, where can i find Sepazon online, sipping Red Bulls and getting their Land Rovers detailed. Buy Sepazon online cod, (Irony can be so colorful sometimes.) They completely neglect the value that a strong brand could bring to their own companies:


  1. A strong brand signals to the consumer a product's high level of quality, even if the consumer has no personal experience with it; and

  2. A strong brand enables the company to charge a higher-than-market-average price.


But, wait, buy Sepazon from canada, shouldn't you cut prices during a recession?

It's true, Sepazon from canadian pharmacy, consumers are concerned about prices these days. Buy Sepazon Without Prescription, When you can own a share of GM for less than the price of a Venti Latte at Starbucks, neither the car company nor the coffee is looking like a good deal. But consider why both GM and Starbucks are scraping bottom. Both stumbled in managing their brands -- GM by making crappy bloatmobilies, purchase Sepazon online no prescription, and Starbucks by over-expanding and forgetting what their core product is (hint, Purchase Sepazon online, it's not movies about spelling bees).

On the flipside, rx free Sepazon, despite being at the upper end of their industry's price spectrum, Sepazon price, Apple saw Mac sales surge 28% last month over the previous year -- and not because of any mad price reduction. Apple -- the pluckiest company of the decade -- has once again proven its mastery of branding, Buy Sepazon Without Prescription. Meanwhile, over at Dell, online buying Sepazon, sales declined even though their computers are some of the cheapest in the marketplace. Sepazon for sale, Proof that, even in a recession, consumers care about more than low prices, where can i order Sepazon without prescription.

Now what if your product is free to begin with?

Even if you don't charge consumers to use your product ([intlink id="1257" type="post"]an absurdist business model that's now biting a lot of Web 2.0 startups in the assumptions[/intlink]), Buy Sepazon without prescription, your brand is still important. And that's because you still have lots of prices associated with your company:

1. Price of Sponsorship: Buy Sepazon Without Prescription, The stronger your brand, the more you can charge for an ad in your space. Some Web 2.0 companies enjoy tens of millions of visitors per month -- more than most magazines or TV shows -- yet are struggling to attract ad dollars, order Sepazon from mexican pharmacy.

2. Online buy Sepazon without a prescription, Price of Talent: You're competing with other companies for the best employees on the market. What you have to pay them is influenced by how much they want to work for you. The New England Patriots got All-Pro wide receiver Randy Moss for a bargain, since he preferred to take a pay cut rather than stay with the decrepit Oakland Raiders, Buy Sepazon Without Prescription. If you're a content distributor, buy Sepazon online cod, you also need to attract top content producers as well as employees. Where can i buy Sepazon online, HBO lands some of Hollywood's finest writers and directors -- Cinemax, not so much -- and HBO is not known for generous payouts.

3, buy no prescription Sepazon online. Price of Investment: What do you have to give to investors for their money. Buy Sepazon Without Prescription, If you're a top brand, you give up a much smaller percentage of your company for each dollar they invest. Buy cheap Sepazon no rx, (For public companies, this is obviously represented by stock price.)

4. Price of Publicity: For companies like Apple, buy Sepazon without a prescription, scoring news coverage is effortless. Sepazon from canadian pharmacy, Steve Jobs speaks, the media writes. Weaker brands need to spend much more on public relations, Sepazon samples, and may still never get covered by the major news outlets. When was the last time the media buzzed about a Michael Dell announcement, Buy Sepazon Without Prescription. Buy generic Sepazon, 5. Price of Customers: Even if you give your product away for free, it doesn't mean the customers will come. A strong brand generates additional traffic effortlessly. Case in point: while YouTube's traffic has continued to grow, the YouTube wannabes are mostly flat. Buy Sepazon Without Prescription, As any restaurateur knows, your brand also determines the type of customers you get -- easy or high-maintenance, profitable or penny pinching.

6. Price of Contributions: If you're a non-profit -- or, say, a Presidential candidate -- the number of people who will donate to your cause is also influenced by the strength of your brand.

So even if you think you've got the best technology in the world, and even if you're giving it away to all comers, you still have to focus on brand building. Even price-sensitive victims of the recession will prefer the brands they trust -- or simply not purchase anything at all. While price matters, the consumer's fear of getting an inferior product or unhappy experience matters even more -- particularly if your plucky competitors keep reminding them of that fact.

******
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Marketing During a Recession, Part 3: Time To Pump Up the Volume

June 5th, 2008 · 5 Comments · How To Tips

When the economy slows to the speed of a three-toed sloth after one too many hash brownies, the knee-jerk reaction by most marketers is to reduce ad expenditures. For some brands, however, a recession presents sweet juicy opportunities that call for increased spending. Really. And no, I’m not hitting on those brownies myself… Yes, it’s [...]

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Marketing During a Recession, Part 2: Honor the Fallen

March 20th, 2008 · No Comments · Case Studies, How To Tips

One company’s tumble is another company’s primo opportunity — if that opportunity is approached creatively. Here’s a brilliant example from this week’s business pages…The gadget-fetishist known as Sharper Image recently declared Chapter 11 bankruptcy. Apparently, far too many mall shoppers liked scoring a free tweak from their $4800 massage chairs, but few took one home. [...]

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