Choices…

I see more and more the choices I have to make when I buy a product.

The typical scenario of buying a product could be:

• Identifying a product category which satisfies a typical need.
• Identifying the actual product.
• Considering the alternatives based on different factors such as price, quality, etc.
• Buying the selected product or one of it’s alternatives.

The problem relies in searching and selecting the product’s alternatives. You see, the thing is that people (consumers) hate choices, because it involves an extra process, extra brain power.

It would be much easier if there were just a handful of products for every need, or better, just one product that is perfect from every perspective, but unfortunately no such product exists.

How a marketer should handle this situation, when he/she knows exactly the competitors. In my opinion the most effective strategy is a straight to the face marketing, not targeting the whole segment, just a little part of it, just a niche.

And the message should be clear, The X product satisfies Y need.