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Standing out from the crowd: How successful companies differentiate their product PDF Print E-mail
Written by Steven Miller   
Thursday, 21 August 2014 16:21

In differentiating a product so that a consumer will want to select it out of the many options available, a company needs to be very aware of their product’s advantages and potential disadvantages. Those distinctions often include the product make-up itself in addition to the circumstances that surround the making of the product. This self-awareness ensures that its advantages remain prominent and consistent in bringing that product to the consumer.


Before bringing a new product to market it is important to understand the advantages that it presents and then to build the brand around that, celebrating those characteristics. Throughout the life of the product company leaders will need to take measures to protect those attributes all the way to the consumer.


Distinguishing a product starts with the name, which should define and celebrate the uniqueness of the product. To present the product to consumers as top of the line, you will need to develop unique labeling and packaging that make it pop off shelves. Labeling should also clearly define what makes this product superior to its competitors so that it is easily deciphered by consumers. Then a company will need to design a solid marketing plan to tout its uniqueness to target consumers. Any claims need to be positive in nature so that they don’t come across as “bashing” competitors.


It is very important for companies to know their product, and also to know and understand the competition. Companies need to have a clear and realistic understanding of how their product measures up to the competition, and then to package, label and market it in a way that presents those advantages and other positive attributes that allow the consumer to differentiate and compare the attributes with other options they may have.


Steven Miller is the CEO of VASPEN Naturally Balanced Alpine Spring Water. The company will begin distribution of its premium water product in late 2014. VASPEN is different from other premium waters on the market with its 7.5 pH naturally balanced alkaline water containing natural electrolytes for excellent taste and hydration. It will be one of very few U.S. bottlers sourcing spring water from a single location (Sweetwater Lake Spring in Colorado’s pristine Sweetwater Canyon), allowing the company to offer a consistency many other brands cannot achieve.

Last Updated on Thursday, 21 August 2014 16:26

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