If you want to lose weight there are many choices of products and services.
Most of the companies offer similar approaches.
One company didn’t when they launched in 1986.
Lite n’ Easy typifies simplicity.
They prepare all your meals and deliver them to your home.
You chose the meals you want to eat that are nutritionally sound. It takes the worry about working out a diet, buying the food and perhaps preparing a different meal to the one you prepare for your family.
They specialise in the meal aspect of losing weight.
With little difference between products and services these days more emphasis appears to be on the marketing tactics such as content as a way of differentiating.
As more information is produced and the real differences are minimal it makes it more stressful for customers when buying.
Make A Change
If you offer a service are you doing the same things in the same way as your competitors? If you are then it is worth considering if there is a simpler way for your customers to see the difference.
Taking the Lite n’ Easy as an example what element of your service is the most difficult for your customers? Can you deliver it in another way or package?
If you specialise in delivering the one thing that concerns customers the most it can give you a competitive advantage. And it takes you out of direct competition.
Lite n’ Easy are able to charge premium prices because it is simple for customers to understand, buy and consume the meals.
If you look at other services you will see price promotions to gain customers. You do not see any price promotions with Lite n’ Easy.
To charge a premium price there has to be a reason and for your customers to get an emotional benefit from it. You can try the perception route but it is more expensive in time or money.
Many talk about simplicity these days and I believe it will become more important element in your marketing strategy in this constantly changing world.
Have you ever considered a different approach to your competitors?
Image taken from website.