Price Comparison and Positioning in Your Market Place

Finding your position in the market place is the key to competing successfully in today’s price lead market. Identify your competitors and enter the arena with an army of insider knowledge and understanding of exactly where you want to be.

Know your opponent and be ready to rise above the price war with well executed branding, extensive customer insight and most importantly the confidence to compete against businesses that are willing to sell for less than you.

In a price war there will only be one winner, but by giving the customer a little more substance and offering them a price that is competitive but not the lowest, they will feel more secure and keep coming back.

Having a clear understanding of who else is operating within the market you will gain the insight needed to price and stock sensibly and remain in a strong position. Offering great customer service, an extensive product range and knowledge to support your customers buying choices, will far outweigh being the cheapest on the block.

By re-positioning your brand through gaining a clearer understanding of the competition or simply changing your website or branding to appeal to a certain audience you can capture and retain your customers in a whole new way.


	"Competition is a good thing as long as you are able to keep abreast of what your competitors are charging, how they are promoting their products as well as being aware of what is selling. All this information gives you the ability to market products and services that your customers want to buy." Harry Bott, Sales and Marketing Director, Mediahawk Ltd

Using this method Mediahawk was able to assist Windsor Vehicle Leasing when they were looking for a solution for their website. By taking a fresh look at their position within the market, Mediahawk established that rather than the pile them high and sell them cheap ethos, Windsor should focus upon their credentials as a boutique leasing company. Windsor Vehicle Leasing had a website which was not performing as they wanted it to in a somewhat overcrowded market.

Mediahawk spent some time before embarking on the design of their new site identifying their target market and their strongest selling points. The response to their brief was a little surprising. In a market dominated by companies offering the lowest price as their only selling point, WVL are in fact a boutique operator - focusing on professional and personal service.

The results

Perhaps unusually for a car hire company; there is not a single image of a car on the website, or a single pricelist. No flashing banners proclaiming '50% off' or 'limited special offer'. Just a clean streamlined design with well written copy that emphasised the qualities of the company and their employees. Such a radical approach was a brave decision by the client, but they are now being rewarded by an increase in both the quality and quantity of enquiries being generated by their web presence.

WVL website
This is what Ben Newton, Marketing Director of Windsor Vehicle Leasing had to say about working with Mediahawk:

"WVL are a focused leasing company that offers a quality service and believes in going the extra mile – which is what we expect from our suppliers. We chose Mediahawk to create a fresh online presence which would reflect our company ethos. Throughout the process, Mediahawk provided strong account management and challenged our thinking to create the website we required. I would not hesitate in recommending Mediahawk and would thank them for helping us to reposition WVL with our new web site."

...look at identifying aspects within the business that give your offering added value...

This case study shows how it can be easy to focus purely on price when competing for new business. However, when looking at your business as a whole, is that really all you are selling? Make a list of all your unique selling points, focus on the aspects of the product or service you offer that transcend the price. Also, look at identifying aspects within the business that give your offering added value such as experienced staff, a dedicated aftersales team and detailed reporting. If your business offers services that support other businesses such as outsourcing, this aspect will be the most important factor for a new client.

The way to divert from price being the focus is to act as Mediahawk did when looking at Windsor Vehicle Leasing and create the right presence. There are thousands of leasing companies out there all ready to offer the lowest price on any vehicle but as Mediahawk discovered, this was not what Windsor did best. The website was created with this ethos in mind and is now attracting clients that would rather receive good service than pay a tiny bit less for their vehicle. The gamble definitely paid off and worked very well for WVL who are now reaping the benefits of re-positioning.

How to avoid competing on price alone

To avoid competing on price alone you need to have the information on competing factors at your fingertips...

Price comparison gives you the tool to be able to understand what other products are being promoted to the market. To avoid competing on price alone you need to have the information on competing factors at your fingertips to understand how the sales process has been developed and what products and services are being offered and at what price.

This knowledge will give you the power to communicate with your customers at a certain level that will allow you to offer them something extra rather than just a lower price point. In a market that is very competitive a good understanding of who else is in touch with your customers is a necessity and you will benefit enormously from this insight to the extent that you will be able to anticipate movement in the market place and act upon it.

To find out more or arrange a demonstration of price comparison, please call 0845 122 7255 or email: info@mediahawk.co.uk.

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