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What is Discriminators ?

Discriminators are features of your offer or solution that differ from a competitor’s offer and are acknowledged by the prospect as important. Both conditions must be met

 

Differentiators meet only the first condition. They are the features of your offer that differ from the features of a competitor’s offer. Differentiators are often called unique selling points (USPs).

 

However, if the difference does not matter to the prospect, it is not important. Hence, discriminators are differentiators that are acknowledged by the prospect, as important. The strongest discriminators are true for you and not true for any of your competitors. The weakest discriminators are true for you and not true for at least one of your competitors.

 

Single most compelling and competitive statement, the target consumer would make for buying the brand. Differentiation will strengthen your Brand, increase traffic, loyalty, advocacy and profits.

Brand Diffrentiation Helps Your Business Grow

 

Sometimes, a customer can’t tell one supplier apart from another. Perhaps both suppliers are delivering a product of equal value, and the brand has become transparent. This exposes a vendor to getting picked off by a competitor who runs a promotion or an incentive, thereby creating interest in an otherwise similar offering.

 

Brand Differentiation Analysis matrix helps life science suppliers determine how differentiated they are from the competition. Using this powerful tool can help make sure your offering sets you apart. Plus, you can find out which competitors are perceived to be most similar and thus, which companies will be seeking to acquire your market share. And of course, that works two ways. Understanding how similar your offering is to another supplier’s creates an opportunity for you to increase your market share as well.​

Average potential for brand to grow 

1.3 %

Brands that are different

Average potential for brand to grow 

15.9 %

Brands that aren't different

Average potential for brand to grow 

-7.2 %

How To Get Discriminators ?

 

1. Identify discriminators by understanding your prospect, your competitors, and yourself.

2. Identify both positive and negative discriminators and position them as positively as possible.

3. Continuously re-examine whether a discriminator still discriminates.

4. Develop discriminators by continuing to define them more specifically.

5. Emphasize discriminators that focus on product, service, personal and understanding of the prospect’s business. They are usually the most powerful discriminators.

Understanding Brand Differentiation Analysis
 

The closer customers perceive two companies to be, the more likely they will be to switch between brands. Conversely, the more dissimilar two companies appear to be, the less likely customers will be to switch allegiances. Respondents are asked to rate each brand pairing on a scale from 0 to 10, with 10 being the most different and 0 being the most similar. The results are then aggregated to create the spider-web diagram (below), which enables you to understand:

 

  • Which brand(s) are closest competitors

  • Each brand’s competitive position relative to other brands in attracting and satisfying customers

With this information, our client confirmed which brands they should guard their market share against and which brands from whom they can acquire new customers. So, it's not just about getting things done, it's about how you get things done.

 

 

  

Dove never dries your skin the way soap can. Dove has 1/4 moisturizing cream 

Expample : Dove's Disriminator

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