This discusses value creation through differentiation in marketing, using two distinct case studies.
First, it analyzes the success of Pureté Nature Belgian yogurt, which found a market niche by prioritizing authentic taste in a market saturated with functionally differentiated yogurts, emphasizing the importance of balancing a "bug's-eye view" (attention to detail) with a "bird's-eye view" (overall market perspective) to avoid the "differentiation trap."
Second, it examines UHA Mikakuto's Ninja Meshi Iron Armor hard gummies, highlighting how its dual-texture experience—a "prelude" (crunchy coating) followed by a "main act" (hard gummy core)—captures consumer interest and exceeds expectations, offering a framework for applying this "prelude and main act" concept to broader marketing strategies for new product introductions and brand building.
