Price Comparison and Positioning in Your Market Place | |||||||||
| 29-10-2008 | |||||||||
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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.  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." See the full case study HERE.  ...look at identifying aspects within the business that give your offering added value...
 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. | |||||||||
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