Purple Cow: Transform Your Business by Being Remarkable is a book by Seth Godin. In it, he suggests that marketing as we have known it, dominated by what he refers to as the TV-industrial Complex churning out products to meet the market's need, and television advertising directing people to these products, is broken.

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  • Purple Cow: Transform Your Business by Being Remarkable is a book by Seth Godin. In it, he suggests that marketing as we have known it, dominated by what he refers to as the TV-industrial Complex churning out products to meet the market's need, and television advertising directing people to these products, is broken. The book claims that we have now moved into an era where markets are largely satisfied, and to be noticed a product and its marketing need to be remarkable to be seen at all, let alone to sell. What is Purple Cow? During my MBA times, I recall a conversation where in a person drives his car through a specific route to his office everyday. During his drive, he sees a herd of cows grazing in the green fields which are by the side of the road. This is a regular phenomenon and the person looks at them and continues his travel. One day this person on seeing the cows grazing pulls over his car to the side and gets out to have a closer look at them. What prompted him to stop his car this day? What did he see peculiar this day? Why did he break his regular routine followed for years by stopping and giving his attention? These are the regular questions which come to any reader's mind. This is where the theory of "Purple Cow" applies. This is what happened that day. Among the herd of cows grazing in the green fields, there was one PURPLE cow among the white ones. Since this was a change from the regular routine, a break in the STEREOTYPE which made a person stop, break his routine and give full attention to the herd grazing. This is one of the best examples of a product differentiation. this is what creativity keeping in mind the end user's needs helps in making a product successful. Having said that a product differentiation does not necessarily work always. There are tons of products which bombed in spite of the fact that they were the brainchildren of a Maverick. Why do you think product differentiation does not always necessarily work? The answer is quite simple. The end customer did not see value in your product. You might have invented a pair of shoes which have nitro boosters. This product will be the first of its kind, Do you think it will work. It will most certainly not. Me as a user will not see any benefit i derive by purchasing the pair of shoes. As an end user I do not really care if the cat is black or white as long as it catches rats ! This is the attitude most of the population has. But as a Producer, one cannot afford to have a similar attitude. It will be a lose- always lost proposition. You as a producer must be on your toes in understanding the present and the future needs of your customer. Product differentiation should be rationalized proportionately to the value benefit formula. The VB Formula as i call is thus Selling price = True Value + First mover advantage + Product differentiation This is the first calculation every customer makes before evaluating. Not necessary that all the 3 variables are evaluated. A % of them is most of cases certainly done. lastly a product which gives "customer delight", adding true and honest value to the customer and the price, different from the competition not necessarily with discounted pricing always and perfect positioning will work always. As a producer follow a principle of KISS(Keep it simple and stupid) only then a common man can relate to it. Your customer base is full of them. Target the Niche market later. Koushik APS
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  • Purple Cow: Transform Your Business by Being Remarkable is a book by Seth Godin. In it, he suggests that marketing as we have known it, dominated by what he refers to as the TV-industrial Complex churning out products to meet the market's need, and television advertising directing people to these products, is broken.
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  • Purple Cow: Transform Your Business by Being Remarkable
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