Roots to Results 2.0: Point of Difference 101

Happy Makeena Monday - just like clockwork, it’s time for Roots to Results 2.0!

What’s on tap for today?

Today, we’re talking all about your POINT OF DIFFERENCE. In marketing, a point-of-difference is essentially what is different about your product or service, as compared to your competitors. Differentiation is key in a successful marketing strategy. Put simply, it’s what sells.

For natural products companies, this is big. Maybe you’re natural, organic, or synthetic free. But, in a growing $300 billion dollar industry, natural, organic, or synthetic-free just won’t cut it anymore.

First, let’s take a look at the different types of product differentiation:

1. Horizontal differentiation: any differentiation independent of a product’s quality or price point. Think colors or packaging!
2. Vertical differentiation, which refers to differences in quality. Think name brand versus generic!
3. Mixed differentiation - a combination of the above!

You can use performance, quality, location, price, distribution channels and more to differentiate your products. But what does this mean for natural products companies?

Recent research published in Appetite on product differentiation for organic products suggests: “There is remarkable evidence for product differentiation within the organic sector through applying production/distribution systems which follow even higher ethical standards than those required,” said the authors, led by Katrin Zander from the University of Kassel in Germany.

So, how can you start?

• Know your market - inside and out. You can’t differentiate your product without knocking on your competitors’ doors.
• Identify opportunities for horizontal and vertical differentiation consistent with your product.
• Know your product, trust it, and monitor industry trends - like recent rises in conscious consumption and ethical consumerism, as mentioned above. As the natural product industry grows, consumers are expecting higher ethical standards for production and distribution. Be a trendsetter and set the precedence for the good of all of us.

Tell us about your product. Why is it different from others?

Check back next Monday for Roots to Results 3.0!