Comments on: Marketing plots: The generic loop trap complex http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/ Life between form & meaning. Adventures in the transformation of marketing by communications, design & technology, meandering from theory to practice. Fri, 03 Feb 2012 11:25:56 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Uri Baruchin http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/comment-page-1/#comment-52378 Uri Baruchin Thu, 14 Feb 2008 14:57:31 +0000 http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/#comment-52378 Hi Rahul, There is no easy answer. I'm not the kind of consultant who believes in black-boxes or templates. You describe a challenge, and the solution is down in the fine details of that challenge. So, I hate to give a general answer, but a rough direction - in the example you give, companies compete by focusing on more specific aspects of the category and target audiences (consumption contexts, finer needs, who are bigger/influential consumers?), then once these have been identified - communicating the right stories and delivering some appropriate innovation. This is even more appropriate if you are a challenger brand. Hi Rahul,

There is no easy answer. I’m not the kind of consultant who believes in black-boxes or templates.
You describe a challenge, and the solution is down in the fine details of that challenge.

So, I hate to give a general answer, but a rough direction – in the example you give, companies compete by focusing on more specific aspects of the category and target audiences (consumption contexts, finer needs, who are bigger/influential consumers?), then once these have been identified – communicating the right stories and delivering some appropriate innovation. This is even more appropriate if you are a challenger brand.

]]> By: rahul http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/comment-page-1/#comment-52310 rahul Wed, 13 Feb 2008 17:23:20 +0000 http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/#comment-52310 what can be the strategy to differentiate your product incase it is a generic product...let say for example if your product is frito lays chips...hen it belongs to dry snack category where consumer has many options apart from chips....so wat strategies to use if your product is a low involvement impulse purchase product Thank you what can be the strategy to differentiate your product incase it is a generic product…let say for example if your product is frito lays chips…hen it belongs to dry snack category where consumer has many options apart from chips….so wat strategies to use if your product is a low involvement impulse purchase product
Thank you

]]> By: Marketing Babylon » Blog Archive » Marketing plots: The leader’s lament http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/comment-page-1/#comment-47021 Marketing Babylon » Blog Archive » Marketing plots: The leader’s lament Tue, 18 Dec 2007 22:35:29 +0000 http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/#comment-47021 [...] time I talked about the generic trap loop. This time I want to talk about another generic trap, a “golden generic cage” of sorts. [...] [...] time I talked about the generic trap loop. This time I want to talk about another generic trap, a “golden generic cage” of sorts. [...]

]]> By: livingbrands http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/comment-page-1/#comment-36249 livingbrands Wed, 05 Sep 2007 10:48:29 +0000 http://www.marketingbabylon.com/2007/08/26/marketing/marketing-plots-the-generic-loop-trap-complex/#comment-36249 <strong>August's Top Blogging...</strong> Things which have tickled my fancy in the last 30 days... Lubricants of reason Recruiting for the future Are you a synthesiser The future of agencies What's the use of positioning Pre-school branding Targeted or made Paradigm in crisis The... August’s Top Blogging…

Things which have tickled my fancy in the last 30 days… Lubricants of reason Recruiting for the future Are you a synthesiser The future of agencies What’s the use of positioning Pre-school branding Targeted or made Paradigm in crisis The…

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