If two companies sell a similar product, wouldn't they have the same customers?
The simple answer to this question is "not necessarily." Companies can influence the type of customers they serve with their brand image, targeted advertising, and where they choose to market their product or service on and off-line. Two companies that are a wonderful example of having two very different target markets, while selling a very similar product, are Subway and Hungry Bear Deli. While both companies sell freshly made sandwiches, Subway appeals to a budget conscious customer base, while Hungry Bear Deli appeals to customers seeking artisan sandwiches. The only obvious overlap in target customer base being those who are hungry and like sandwiches.
Due to the difference in their target markets, Hungry Bear Deli and Subway market their similar products very differently from one another. Subway, being a large restaurant chain, uses a plethora of familiar logos, catchphrases, and images that remind visitors of the experiences they have likely had with subway in the past. Their website also seems to be designed more to incentivise repeat use of their restaurants with the use of incentives, rather than trying to introduce a new customer to the Subway experience. Hungry Bear Deli uses their website as a way to draw in first time customers by attempting to create a sense of trust and interest in their restaurant. Hungry Bear Deli creates interest in their restaurant with the use of fullpage closeup shots of their tastiest looking sandwiches at the top of their home page. They then build trust with potential customers by providing links to their social media accounts and product review websites like Yelp and Google Plus.
Comments
Post a Comment