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QUALITY

QUALITY. Sunlight is a clear leader in the dishwashing liquid market. A company can create and market a product that performs better than its competitors or exceeds customer expectations. SERVICE.

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QUALITY

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  1. QUALITY Sunlight is a clear leader in the dishwashing liquid market A company can create and market a product that performs better than its competitors or exceeds customer expectations

  2. SERVICE This refers to the service offered beyond the product offering, e.g. guarantees, warrantees, returns, refunds, repairs Think of the free servicing offered by car dealers like Croco Motors, Zimoco if you buy a car from them

  3. PRICE The product could be the lowest priced, thats one way of differentiating it. Alternatively its making the pricing more dynamic by offering add ons like buy one get one free or discounting for desired action • NewsDay has used the low price of 50c to mark its paper from the rest,and its working • Telecel rules the telecom roost when it comes to pricing with the mega juice offering

  4. DURABILITY Does your product last? This is an important differentiation if the client is of low income or because the desired product is a large purchasing decision • Hmmm,trying to think of a Chinese product • Nokia is a firm favorite in the phone market for durability • Duracell sells this strategy for its batteries • I don’t think car has been made that can beat the Datsun 1800 in durability

  5. CONVENIENCE The ease with which your product or service can be bought or used • Econet’sEcocash which allows you to tranfer money or buy airtime from anywhere with your cell which you always have on you • The shop by your local petrol station

  6. FINANCING This is important for large purchasing decisions or when a clients cashflow doesn’t allow for cash purchases • Edgars and Truworths do at least 60% of their sales on credit,that’s how they beat smaller cash oriented retailers • FBC, among others has sold houses on 10 year mortgages, they sell out • Its near impossible to sell products or service ,business to business, without credit terms

  7. Range of Products/Services offered Everybody in the industry has pretty much the same product/service, so what else are you offering? What supplements your standard offering? • Econet offers voice, data, money transfer and media it has the most extensive offering of the telecoms • Hotels have to offer more than just a bed and a meal, now they have to offer conferencing, internet,satellitetv, etc

  8. LOCATION Are you where the market is? Can they easily access you? Retailers fight for prime locations • TM Hyper’s located in Bulawayo CBD at one of its busiest taxi ranks • All banks want to be located in the CBD, preferably SamoraMachel • Motor spares shops located on Kaguvi street • Hospitals, doctors, pharmacy located in Avenues

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