Column Dare, don’t compare Focus on the consumer, not on the competitor ‘any marketeers make mistakes, One of the biggest mistakes is to ignore the consumer. This could lead 10 disas- frous “results. | would recommend my. four strategies, under my time-tested module, ‘Dare Don't Compare. The first strategy of my ‘Dare, Don't Compare, module Is: ‘Focus on the con- sumer, not on the competitor’ There are many imarketeers who spend time focussing on the competitor In my opinion, thi Is inappropriate. Marketeers should be focussing on the consumer, and not on the competitor. While focussing on the consumes, you are able to understand their needs. By focussing on the consumer, you are able {o understand their existing needs, latent needs, future needs, changing needs, and also the aspect where there Is no need. In today’s world, uring this time of pandemic, by focussing on the consumer, you can und stand thelr new needs of sanitisation ané fumi- gation by offering santtisers and sprays. Detto, Savlon and Lifebuoy are great example ofthis. In today's world, while focussing on the consumer, Youcansnderstand ee changes take | away meals from restaurants and home delivery from hotels. Starbucks and Marriott are great examples of this. In today’s world, factories, offices, housekeep- Ing facilities, schools, and colleges ail need to be sprayed and Sanitised regulay. Brands like Viro- sil and Virex are great examples of this. If, instead of focussing on the consumer, you focus on the competitor, you will miss all these ‘opportunities. Hence, focus on the consumer, not the competitor. My second strategy of the Dare. Don’t Compare’ module Is: ‘Consumers give rev- enue, competitors take away revenue’ You need to be daring with your product launches and ser vice offerings. You do not need to care what your competitors doing. You need to pay attention to your consumers, 0 that you can get revenue and grow. By doing this, you get topline growth and bottom-line growth, which is very Impor- tant, Revenue and profit come from consumers. Decline and losses come from competitors, It does not make sense to pay attention to compet iors. It makes sense to pay attention to revenue My third strategy of the ‘Dare. Don't Compare’ madule is: ‘Do not get obsessed with the competition, get obsessed with the con- sumer. You can keep on analysing the competi tion, After a point, that is futile, Instead if you spend time, money and elfort with cons and their various segments, you will be able to come up with new product and service oppor tunities. It will make you grow and it will sat ify consumers. There is nothing wrong with getting obsessed, but getting obsessed with the wrong audience is a disaster. Get obsessed with your consumers. Do not get obsessed with your competitors, My fourth strategy regarding the ‘Dare. Don't Compare’ module is “In times of parity, cteate disparity’ If you try to copy your compet ors, and come up with parity or ‘me too, prox tuts, the chances of success are limited. Instead, Af you find gaps in the market, meet the unful- filled needs of consumers, and launch products and services in accordance with this, different ation, and unique positioning will make you a winner, Tor that, you need to keep looking at, Istening to and observing consumer behaviou, rather than competitive behaviour, Therefore, 1 would strongly recommend my ‘module with the four strategies of ‘Dare, Don't Compare The consumer is God. The consumer should be the centre of your attention, and not the competitor, While batting, you need to focus fon the ball, and not the bowler. Similarly, in mar keting, you need to focus on the consumer, and not the competitor. Taieatpecnrs Thelin weno ae gi trunamey woes eeagty ecco Died the competitor Don't compare 7