Do You Use Simplicity For Competitive Advantage?

If you want to lose weight there are many choices of products and services. marketing strategy using simplicity

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.

Premium Price

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.

14 Responses to Do You Use Simplicity For Competitive Advantage?

  1. One way that parents can simplify life is to “just say no.” So often, people are guilted into volunteering or participating in unfulfilling activities that have little or no return on investment for anyone in the family. Learning to identify and avoid these activities means that a family can have more down time to relax and spend meaningful time together. Just becasue everyone else lives in the rat race doesn’t mean we have to.

    Also, and as you so beautifully point out in your post, we can budget to increase some of our life conveniences. For example, if a parents can have help to have their home cleaned or some of the landscape maintained, that is one less “to do” item that can give them peace of mind. For those who cannot afford services, they can certainly delegate part of the responsibilities to other family members. No family should be a one man or woman show!

    In the end, the simplist thing to start with is to self reflect and visualize what “peace of mind” looks like and sounds like. Once you identify that, you can start creating a plan to achieve it.

    • Thanks so much for sharing this Keyuri and your starting point of self reflect applies so well to business also as do all your examples.

      I am sure these will be helpful to my readers.

  2. Families around the globe are busier and busier. Parents in particular go to all lenghts to simplify life wherever they can. Though it can be costly to have services such as healthy meal delivery I can see where people would go the extra mile to budget for it. Peace of mind is a superb return on investment. My goal is to market “peace of mind!” Great blog Susan!

  3. Simplicity is always the clear winner. It always pays to make the pathway as clear and easy as possible for your customer to see the end result. Until you can, they customer will not make the final decision to purchase.

    And that is as simple as it gets. Great example with light and easy Susan.

      • I think that ego gets in the way, and complicating the process feeds the ego by showcasing how clever we are, it lends to our credibility.

        What we forget is that’s just our perception.

        What really matters is the perception of the customer…because at the end of the day thats the only opinion that matters.

        • The old ego can get you into so much trouble 🙂 I wonder if this is also due to so many articles saying you have to be an expert and this leads them into complicating the process and communication by trying to be clever.

  4. The old adage “Keep It Simple Stupid” still applies today, no mater what we’re trying to market or sell. The fact is, the more complicated we make it the more likely someone will choose to opt out. Lite n’ Easy is the perfect example of the KISS method of marketing.

    • Hi Susan,

      KISS applies even more today and I guess some businesses don’t even realise they are complicating things for their customers and their business. In my country offline retail stores are a good example and are scrambling to try and fix the situation.

  5. Don’t need to go on a diet, but if I lived in Australia and needed to lose weight, I might try Lite n’Easy.

    My answer to your headline is, as you know, yes. By the way did you know that Aristotle wrote in Rhetoric approx 367 B.C. that the more educated people are the more they generalise, which is more or less simplifying.

    • I know you embrace simplicity Catarina and many businesses agree with it and yet only complicate, which is a shame. I didn’t know Aristotle wrote that so thanks for sharing it. There are so many lessons we can learn from history.

  6. This is mostly definitely something I will consider when I begin to market my books. Why should they buy mine versus someone else’s. Not too much hype… just the basics – simplicity at its best.