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NON SEMPRE I CONCORRENTI SONO I VERI ANTAGONISTI

Osservare  i comportamenti dei concorrenti  è un atteggiamento  tattico, orientato alla sopravvivenza nel breve periodo. Vale soprattutto per i prodotti finiti, in particolare i prodotti di largo consumo e le commodities.
Il meccanismo è istitntivo: si osservano i comportamenti dei diretti antagonisti e si cerca di praticare prezzi inferiori.

Ma se si vuole conquistare un mercato gli antagonisti da analizzare sono altri

Per una bevanda dissetante, non è conveniente osservare solo il comportamento dei concorrenti. Basterebbe analizzare cosa entra nello stomaco della gente nel corso di una giornata. Ci si accorgerebbe che entra molta più acqua che non bevande a base di frutta.
Così facendo si possono identificare trend di fondo ed inserirsi con innovazioni di prodotto.
Un altro esempio lo prendiamo dai servizi. Se ci si domanda come si informino gli uomini d’azienda ci si accorge che hanno sempre meno tempo per leggere, che si aspettano di non dover leggere pagine intere, che vorrebbero tutto subito e pronto.

Il web potrebbe soddisfare queste tendenze, sempre di più. Ecco allora che si sviluppa un trend verso aspettative nuove. Si sviluppano l’informazione veloce, con brief essenziali,  monitoraggi on line. Dovrebbero diminuire le tradizionali ricerche di marketing.
Lo stesso discorso vale per i prodotti finiti di massa. Prendiamo le minuterie metalliche. Il problema non è tanto osservare i concorrenti, quanto osservare l’evoluzione delle esigenze degli utilizzatori. Il confronto non sarà tanto significativo se fatto sulla qualità dei concorrenti, quanto sulla evoluzione delle aspettative degli utilizzatori finali. Emergeranno aspettative di leggerezza, di durata, di maneggevolezza, di misure, di estetica, di distribuzione.
Conclusioni: non conviene tanto osservare i comportamenti dei concorrenti diretti quanto domandarsi dove stia andando l’umanità di coloro che dovrebbero acquistare i nostri prodotti o servizi. Con poche osservazioni in profondità si percepiscono  gli orientamentii degli utilizzatori. Solo così si innova.

E’ un esercizio proficu0. Provare per credere.

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