Grow with Character (5 / 100) Series by Hermawan Kartajaya - We indeed Difference!

THERE still remember this slogan? If you are old now heads the four, probably still remember "we are different" is. This is really original idea Putera Sampoerna is brilliant! That strategy Sampoerna, who was only ranked fourth in the Gudang Garam, Djarum, and Bentoel.

By using a statement like that, Sampoerna wanted to say that the products are made (Sampoerna) is the "smoking tobacco". Meanwhile, another "cigarettes sauce"!

One day Mr. Son called me to brainstorm about this. Decisions discussion is making thousands of postcards depicting a full tree branch. Various branches were then given the name of each. There cigarette called white, cigar, kelinting, and clove cigarettes. Which forked white smoke again, the filter and nonfilter. While the cigarette gives off the cigarette "tobacco" and tobacco "sauce".

With such a picture, Putra Sampoerna want to reframe the way to see the smoker. Namely, that the smokers became "aware" that the Dji Sam Soe and other products of Sampoerna's "solid tobacco". Thin sauces ....

Consequences? Sampoerna tobacco must have a supply of stable quality. While relying on other tobacco sauce, still have the tolerance to variations in the quality of tobacco. About quality could "flattened" by the sauce. And it was in accordance with the existing writings on the wrappers of Dji Sam Soe. "Cigarettes are made from tobacco with high quality", so to speak sounds.

Postcard with thousands of trees that I spread through all the "field man" who used to do canvassing the dealer shops. Mr. Son said to me that he was satisfied even if only ten per cent of people who read the postcard that trust.

Logical! Lha wong regular ads too often do not trust people. Calculated, it is communication "creative" at the time. Moreover, the postcard was then given a large paper: We were indeed Beda!

Differences in the form of creativity continues. Look at how Sampoerna is the first company to use the animated cartoon. Why? Mr. Son said, with a cartoon we can convey any message with a draw. For example, at the time of ad A-Mild "How Can You Go Low?" Cartoon animation is used to describe the race "limbo" and A-Mild out as "winner".

Lesson? It's number four, so do not just imitate the ways that made the market leader. Campaign "We are indeed Different" is finally known everywhere, so that people become "admitted".

Sampoerna is not the greatest, but "different".

So, when referring to Michael Porter, who said there are two major strategies to win the competition, namely: cost leadership and differentiation, Sampoerna choose the latter!

Putera Sampoerna saying that ultimately "go" to me is: "It is better to be a little bit different, than to be a little bit better!"

Right?

If you are only slightly different from competitors, especially if much larger competitors, you will not be believed.

But, if you do BEDA and can make people become "aware" and liked the difference, you will win. Have an opportunity to better prices. If nothing is different, it should make price war.

This is the biggest lesson I learned from Putera Sampoerna who finally inspired my marketing major models.

Great is not it? (*)