-Milan Kundera
You may have heard the old adage, "If you build a better mousetrap, the marketwill beat a path to your door." But the truth is that the best products don't always win in the marketplace. For example, in the personal computer world Apple's® operating system is widely regarded as easier to use and more stable than that of the market leader, Microsoft®.
Marketing strategies and tactics can be the difference in the success of roughly equal products and services. That's what made the difference for John Bello and Tom Schwalm who founded South Beach Beverage Co., better known as SoBe®, in 1995. Like its main competitors, Snapple® and AriZona®, SoBe is bottled sugar water—albeit all-natural sugar water with great packaging, great graphics, great flavors, some good ingredients, and funny slogans. It all adds up to huge marketing appeal. While a great concept, SoBe achieved marketplace success because of the constant emphasis SoBe leadership placed on executing the SoBe marketing plan and the effectiveness of its sales force. SoBe's sustainable competitive advantage was its superior and consistent sales effort.
The marketing and sales effort for SoBe achieved some dramatic results: in 2000, after just five years, the founders sold the company to PepsiCo for $370 million. A nine-figure sales price may not be in your future plans, but you can apply the same basic strategies and tactics to your business to achieve your vision and goals.
Marketing strategies and tactics can be the difference in the success of roughly equal products and services. That's what made the difference for John Bello and Tom Schwalm who founded South Beach Beverage Co., better known as SoBe®, in 1995. Like its main competitors, Snapple® and AriZona®, SoBe is bottled sugar water—albeit all-natural sugar water with great packaging, great graphics, great flavors, some good ingredients, and funny slogans. It all adds up to huge marketing appeal. While a great concept, SoBe achieved marketplace success because of the constant emphasis SoBe leadership placed on executing the SoBe marketing plan and the effectiveness of its sales force. SoBe's sustainable competitive advantage was its superior and consistent sales effort.
The marketing and sales effort for SoBe achieved some dramatic results: in 2000, after just five years, the founders sold the company to PepsiCo for $370 million. A nine-figure sales price may not be in your future plans, but you can apply the same basic strategies and tactics to your business to achieve your vision and goals.
Your Strategy
Whether your strategy to grow your business calls for you to focus on your current market or to attract customers in a new market, you have to base your marketing decisions on careful research and analysis.
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