Cheers to Moa Beer
Tuesday, March 24th, 2009[You're getting this note because you are subscribed to Tom Poland's 80-20 Circle blog.]
A great example of product differentiation
What do you do when you want to enter a highly competitive market place that’s dominated by two huge international giants and (almost) every conceivable niche has been exploited by boutique players?
The answer is that you do something very, very, different (strategy) which is what the Moa Brewing Company of Marlorough in New Zealand have done.
The Moa beer (”A very rare beer …”) looks different (taller bottle - green with bright red cap - beautifully packed in a recycled four-pack carton) comes in 4 different varieties and every single one tastes different to anything else on the market. Plus it has a cloudy appearance in the bottle where almost every other beer is striving to be clear.
And Moa Beer is around 30% more expensive than other premium brands. The person who served me when I handed over $20+ for my first four bottles of Moa Beer (my other favorite Stella Artois is $15 for a six pack!) told me that her clients who try a Moa curse her when they come back to buy more because even though it’s more expensive they just love it!
Moa have not just created product differentiation at every level, they have also differentiated through price and through the whole experience of drinking a unique tasting and uniquely branded beer. Can’t wait to share one (or two) with my son who is going to visit this evening.
If you feel that your product is like one of many, take a leaf from the hops of the good people at Moa Beer and think about differentiating through product and/or pricing and/or packing and/or promotion.
One gram of good strategy beats a ton of hard work.
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