Creating Meaningful Difference -a workshop about successful - - PowerPoint PPT Presentation

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Creating Meaningful Difference -a workshop about successful - - PowerPoint PPT Presentation

Jun 05, 2023 256 likes •437 views

Creating Meaningful Difference -a workshop about successful differentiation Workshop Team Camilla Vachet Maria Knutsson Sandra Melin Bjrn Nyckelgrd Markus Secund Agenda 1. What is differentiation? 2. Value of differentiation 3.

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SLIDE 1

Creating Meaningful Difference

  • a workshop about

successful differentiation

Workshop Team

Camilla Vachet Maria Knutsson Sandra Melin Björn Nyckelgård Markus Secund

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SLIDE 2

Agenda

  • 1. What is differentiation?
  • 2. Value of differentiation
  • 3. Workshop
  • 3a. Differentiation Matrix
  • 3b. Osborn’s idea spurr
  • 4. Presentation
  • 5. Success stories
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SLIDE 3

Agenda

  • 1. What is differentiation?
  • 2. Value of differentiation
  • 3. Workshop
  • 3a. Differentiation Matrix
  • 3b. Osborn’s idea spurr
  • 4. Presentation
  • 5. Success stories
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SLIDE 4
  • 1. What is differentiation?

Difgerentiation is a concept in marketing and involves distinguishing a product or service from others, to make it more attractive to a particular target market. A company can difgerentiate over its competitors through their:

  • Product
  • Service
  • Stafg
  • Image
  • Distribution channels
  • Market and Customer Segments
  • Price

“Establish meaningful difgerences, not better sameness”

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SLIDE 5

Agenda

  • 1. What is differentiation?
  • 2. Value of differentiation
  • 3. Workshop
  • 3a. Differentiation Matrix
  • 3b. Osborn’s idea spurr
  • 4. Presentation
  • 5. Success stories
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SLIDE 6
  • 2. Value of differentiation
  • Creates a perceived value among customers
  • Allows business to compete in areas other

than price

  • Creates brand loyalty among customers
  • Creates the perception that there’s no

substitute available on the market

“The riskiest thing to do now is to be safe.”

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SLIDE 7
  • 2. Value of differentiation
  • What do customers care

about, what is valuable for them?

  • Does it fjt your brand, and

your story?

Not all difgerentiation is good! A difgerence is worth establishing when the benefjt exceeds the cost. K E E P I N M I N D

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SLIDE 8

Agenda

  • 1. What is differentiation?
  • 2. Value of differentiation
  • 3. Workshop
  • 3a. Differentiation Matrix
  • 3b. Osborn’s idea spurr
  • 4. Presentation
  • 5. Success stories
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SLIDE 9
  • 3. Workshop

Differentiation Matrix In what aspects does your business difger from your competitors? Are there any similarities? Would it be worth it to try to difgerentiate your company on these aspects?

DIMENSIONS Your Business Competitor One Competitor Two Product: Service: Employees: Image: Distribution channels: Market and Customer segment: Price:

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SLIDE 10
  • 3. Workshop

Differentiation Matrix

  • Did you learn something new about your company,

competitors or your position relative to them?

  • Do you fjnd this information valuable for your

company?

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SLIDE 11
  • 3. Workshop

Osborn’s idea spurring questions General questions that can be used to fjnd ways for the company to difgerentiate itself. It should also be noted that it is not necessary to be difgerent in all aspects. Different positioning strategies or themes

  • 1. Attribute positioning: The message highlights one or two of the

attributes of the product.

  • 2. Benefit positioning: The message highlights one or two of the benefjts

to the customer.

  • 3. Use/application positioning: Claim the product as best for some

application.

  • 4. User positioning: Claim the product as best for a group of users.
  • 5. Competitor positioning: Claim that the product is better than a

competitor.

  • 6. Product category positioning: Claim as the best in a product category
  • 7. Quality/Price positioning: Claim best value for price
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SLIDE 12
  • 3. Workshop

Take 15 min to try to identify ways to difgerentiate your idea.

Reduce? Replace? Reposition? Do the

  • pposite?

Combine? Other uses? Remove anything? Less frequency? Easier? Less? Slower? Divide? Multiplying? Extra value? Something else instead? Another time? Another process? Other particular order? Difgerent location? Other proportions? Reordering? Contrast? Up and down? In the other direction? In and out? Mixtures? Difgerent varieties? Combining ideas? Changing opinions and efgect? New way to use it on? Other uses if the change is made? Key Question Sub-questions Application to your idea, project or business?

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SLIDE 13

Agenda

  • 1. What is differentiation?
  • 2. Value of differentiation
  • 3. Workshop
  • 3a. Differentiation Matrix
  • 3b. Osborn’s idea spurr
  • 4. Presentation
  • 5. Success stories
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SLIDE 14
  • 3. Presentation

Feel free to present to the audience your insights and thoughts on:

  • your business and your competitors
  • your old/new difgerentiation strategy
  • any thoughts on difgerentiation and how it applies to

your business

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SLIDE 15

Agenda

  • 1. What is differentiation?
  • 2. Value of differentiation
  • 3. Workshop
  • 3a. Differentiation Matrix
  • 3b. Osborn’s idea spurr
  • 4. Presentation
  • 5. Success stories
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SLIDE 16
  • 5. Success stories: Examples
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SLIDE 17
  • 5. Success stories: Examples