Question

Topic: Branding

Visually Depicting Quality Service?

Posted by Anonymous on 6/24/2005 at 6:18 PM ET 250 Points
I have a two part question, feel free to chime in on either or both. First some background:

We are a medical research equipment firm in what would be on a global scale a very niche market. We are the industry leader as far as the “best” products, our products also cost [a lot] more and we have the narrowest product range. A side note is one of our major competitors claims to be a “world leader in quality” although within the industry [except for their diehards] it is understood that they are not.

We have 3 main owners/employee’s who alternate going to trade-shows. We exhibit at trade shows that can be large- American College of Sports Medicine with thousands of people where we are seeking maybe 15% of attendees, to very small shows with a total of 100-200 people who are all our current/desired customers.

We have not very clearly differentiated ourselves in the past, relying instead on referrals from our existing customers personal networks.

Question 1) We have decided we are all about “Quality.” However, with a competitor already blowing that horn, should we try to make ourselves go another less crowded rout? Or aim from the throat and just go head to head? (P.S. They hold a greater % of market with lower end products.) I am pretty sure we will want to try and stick with Quality, but I’d like your feedback.

Question 2) I am trying to design a new trade show booth. Essentially, I have
QUALITY
Quality Products (related picture)
Quality Data (related picture)
Quality Design (related picture)
Quality Service (????)
Assuming I want to stick with this theme, how can I visualize Quality Service without having one of the employees holding a phone and smiling? Or maybe that is what I should do? Any thoughts?

Thanks!
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RESPONSES

  • Posted by Markitek on 6/24/2005 at 7:43 PM Member
    Tough to knock someone off from a position they already occupy

    The notion that "We have decided we are all about “Quality.” sticks with me. A position doesn't begin with what you have decided, it begins with what the marketplace wants. I'll assume that quality is one of their interests. But there are others. Try and figure out what's important to them . . . you might find that there's another position you can grab that isn't already taken that is equally relevant to the market and that you can defend.

  • Posted by mgoodman on 6/24/2005 at 10:41 PM Member
    A few thoughts that echo some of what's been said already:

    First, QUALITY is a tough one in most industries. It's a generic kind of concept ... It needs a lot of explanation to be really meaningful. And everybody/anybody can claim quality. There aren't any hard metrics that would let you prove it. I'd look for something else to occupy that valuable niche at the center of your positioning.

    Second, your positioning isn't something YOU determine. It's what's in the heads of your customers. If they THINK you're high quality, then you are. If they think you're expensive, then you are. Perception is reality. Can you influence perceptions? Sure. But don't think that because you determine that you're going to be the quality leader the marketplace will suddenly believe it.

    Third, QUALITY is usually something that is internally driven. It's rare that customers say the most important thing they want from a supplier is QUALITY. They may demand it as a price of entry, but once you meet their requirements more may not necessarily be better. It sounds like it's somthing that's important to YOU, not necessarily to THEM.

    Finally, if your competitor is claiming that positioning for themselves, you really have a very difficult sell to convince people that YOU should own it. Unless you can demonstrate your superiority (for quality) in a compelling way, I don't think I'd try to attack on that front. Are you always, and consistently, superior in quality on every criteria? All you need to do is lose on one, and they'll make you a laughing stock.

    I think I might use all those arguments AGAINST "quality" as the positioning core to attack the competitor. If you can find an underserved need in the marketplace that YOU can own, you essentially say, "There are several companies who meet the basic quality standards required in this industry, but only (Your Brand/Company) offers (the benefit most wanted by the customer)."

    Hope this is helpful. Sounds like a challenging positioning project. Those are the best!
  • Posted by Chris Blackman on 6/25/2005 at 3:09 AM Member
    When I think of Quality, I think of Rolls-Royce Motor Cars.

    On their website I can't find the word quality mentioned.

    ...Go figure!

    There are many better ways to skin the cat, as my colleagues have mentioned above. I would rethink the whole thing so everything you say and do says "Quality" and "The Best" without ever using those words.

    "Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it. "- Sir Henry Royce

    Hope this helps.

    ChrisB
  • Posted by adammjw on 6/25/2005 at 6:26 AM Accepted
    Amanda,

    You have been given the best pieces of advice you can get.The thing is that you do have customers who not only buy from you but even refer others to buy from you.It means you're a good&treasured company.That said if you ask them why they come to you you will receive the most apt answers to your dilemmas.Use these answers to brand your company anew.

    Rgds

    Adam
  • Posted by ReadCopy on 6/27/2005 at 6:27 AM Member
    Cogratulations on a well structured question for a start, we tend to see few of them here!

    Its also good that you understand the role of differentiation in your marketplace, and just for completeness, I would define the core differentiators in ANY market to be:

    · Quality
    · Customer Services
    · Product Range
    · Leadership
    · Heritage
    · Product Superiority
    · Market Specialty

    Conrads observations are spot on, you must ensure that your customers/market understand the need for your differentiator, if they are not interested in Quality, then don't use it.

    I always recommend that if your customers are asking for quality, what exactly does this mean to them ? is it the products quality? the service you provide? correct billing? product development? your image!?
    Once you understand that, you can move forward.

    I think as anyone here would agree with, this isn't a quick process, and any of the answers seem to pull you in different directions, send you down diifferent paths, but everyone here is right. Changing your positioning (and hence brand values) is a huge step, but taken one step at a time will bring its rewards.

    UNDERSTAND YOUR MARKET
    UNDERSTAND YOUR CURRENT POSITION
    UNDERSTAND WHERE YOU WANT/NEED TO GO

    Good Luck :-)
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