Business Idea
Marketing Strategy
Differentiation is the best strategy to implement a marketing plan. It involves developing products for different customer groups, (Rundh, 2013). First, the division will be drawn between customers with the ability and time to create their own products and those that don’t have the time and ability. “Do It Yourself” is designed for customers with the time and ability to create their own products. Dividing the customers into groups based on their needs and expectations is a very important part of differentiation, (Rundh, 2013). The only type of assistance offered to such clients is the guidance on how to make the products standout. Another form of assistance will be provided through planning and provision of the materials necessary to create the product. “Done For You”, on the other, hand will be the main business and it will focus on the customers without the time and ability to create the products they desire. The customers will need guidance on making the products meet their need and will need the products made. This will be the point where creativity and expertise will be put to best use to focus on the client. This brings out the second marketing strategy which is customer focus.
Customer focus is more than developing the products that meets customer needs, it involves creating customer value, (Christopher, Payne, & Ballantyne, 2013). To make the ideas successful, the best thing to do is to make the client the main pillar of the business. This means that the customer should be allowed to offer reviews on the products produced and be allowed to participate in the making of the product if she/he wishes. The customer focus strategy will work best when the client takes part in the making of the product. It is also more important to incorporate the client’s ideas even when they may not sound so impressive. This is because every person is creative in their own way and their desire is expressed through the products they describe. It is only advisable to improve on the client’s idea rather than changing it.
References:
Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Taylor & Francis.
Rundh, B. (2013). Linking packaging to marketing: how packaging is influencing the marketing strategy. British Food Journal, 115(11), 1547-1563.
