SIVASIVANI INSTITUTE OF MANAGEMENT

BOOK REVIEW SESSION

Synopsis of “Differentiate or Die”

-Jack Trout

Submitted by,

DEEPAK KUMAR

M5 06
About the Author

Jack Trout is President of Trout & Partners Ltd.

(www.troutandpartners.com), one of the nation's most prestigious
marketing firms with offices in twenty-two countries. He is recognized
as a top marketing guru and is the creator of the revolutionary concept
of positioning. He is also the coauthor of the bestselling classic
Positioning, among many other titles.

Table of Contents
 
1 The Tyranny of Choice 1
2 Whatever Happened to the U.S.P.? 11
3 Reinventing the U.S.P. 19
Quality and Customer Orientation Are Rarely Differentiating
4 27
Ideas
5 Creativity Is Not a Differentiating Idea 37
6 Price Is Rarely a Differentiating Idea 45
7 Breadth of Line Is a Difficult Way to Differentiate 57
8 The Steps to Differentiation 65
9 Differentiation Takes Place in the Mind 73
10 Being First Is a Differentiating Idea 83
11 Attribute Ownership Is a Way to Differentiate 95
12 Leadership Is a Way to Differentiate 107
13 Heritage Is a Differentiating Idea 115
14 Market Specialty Is a Differentiating Idea 127
15 Preference Is a Differentiating Idea 135
16 How a Product Is Made Can Be a Differentiating Idea 145
17 Being the Latest Can Be a Differentiating Idea 155
18 Hotness Is a Way to Differentiate 163
19 Growth Can Destroy Differentiation 169
20 Differentiation Often Requires Sacrifice 179
21 Being Different in Different Places 185
22 Maintaining Your Difference 195
23 Who Is in Charge of Differentiation

Introduction

Trout, contend that the only way a company can survive is to

differentiate. This is true even more on the Internet where a
business's competitors are not limited by driving distance, but
encompass all the similar websites in the site owner’s country -- and to
a smaller degree, all the similar websites in the world. First the
authors discuss the USP, with the focus on a USP for a specific
advertisement. Too many "creative" ads, they say, don't clearly state a
product's unique selling points.

The next several chapters look at various approaches to

differentiating a product or company. Trout explain why quality,
customer orientation and creativity aren't usually effective. Price may
be the initial approach that differentiates a product, but most
companies that began with low prices eventually move to more
moderate pricing after establishing themselves. Differentiating with a
higher price, ironically, is more successful. Nor is breadth of product
line an effective way for most companies to differentiate.

Now the author explain the four steps to differentiate: (1) make sense
in the context of the market as it exists, (2) find the differentiating
idea, (3) be able to support and demonstrate the differentiating idea,
and (4) communicate your difference.

Trout now list differentiating ideas that DO work effectively, and give
a number of helpful examples of each: (1) being first or number one, (2)
owning a particular attribute or product quality in the consumer's mind,
(3) demonstrating product leadership, (4) drawing upon an impressive
company history or heritage, (5) focusing on a particular market
specialty, (6) showing that your product is the preference of influential
persons or groups, (7) focusing on a product's unique ingredients, (8)
being the "new generation" of products, or (9) being popular or "hot."

Finally, the author demonstrate how company growth can destroy its
differences unless company leaders are careful. They note that
differentiation requires sacrifice; future directions in marketing must
not blur the difference. Also, how a product is differentiated or
branded in one country may need to be substantially different to
succeed in another culture

About the content

A newly revised and expanded edition of the revolutionary business

classic, Differentiate or Die, Second Edition shows you how to
differentiate your products, services, and business in order to
dominate the competition. Veteran marketing guru Jack Trout uses
real-world examples and his own unique insight to show you how to bind
customers to your products for long-term success and loyalty. This
edition includes new case studies, new research, and updated examples
from around the world.
Consumers today have an endless number of choices among products
that are virtually identical. Short of slashing your prices and wrecking
your margins, differentiating is the only way to gain market share and
win.

Since its original publication, Differentiate or Die has become the bible
for marketers who must find a way to separate their products and
brands from the competition. Meanwhile, competition among similar
products and services has only intensified—making differentiation even
more important.

In this fully updated edition of Differentiate or Die, Jack Trout bring

the book in line with all the newest ideas and recent changes in
marketing. Trout doesn't pull any punches, taking marketers to task
for going the easy route too often—using high-tech razzle-dazzle or
advertising sleight of hand to woo customers. The only way to truly
differentiate yourself is by marketing the product's uniquely valuable
qualities.

Full of practical case studies that show great differentiation in action,

including new case studies from Russia and China, Differentiate or Die,
Second Edition, shows you how to tap into core differentiating ideas
like heritage, market leadership, and being first to emotionally connect
customers to your products. In addition, this revision includes new
research on brand commoditization, new insight on using buzz to your
advantage, a new chapter on differentiating absolutely anything, and a
detailed look at the perils of line extension in today's marketplace.
These are only a few of the valuable, proven differentiation strategies
included in the book, giving you unparalleled insight into one of
marketing's most intractable problems.

From the classic "unique selling proposition" approach to the ins and
outs of product positioning, this book contains all the best, most
effective strategies for differentiating your product from the
competition in tight quarters.