Brands that create differences in the products and services they offer to differentiate themselves from their competitors, in reality, are They are creating a whole new market for themselves. In this way, they give consumers the image that they are an innovative brand that listens to their wants and needs, but they also change the nature of their competition and make themselves much more competitive than their competitors. to a separate location They bring it.

This situation we are talking about was described by W. Chan Kim and Renee Mauborgne. Blue Ocean Strategy It is called. To summarize; According to the authors, this strategy describes the transition of companies from highly competitive markets (red ocean) to new and unexplored markets (blue ocean) through innovation.

What exactly do the metaphors of the Red Ocean and the Blue Ocean symbolize?

According to this metaphor, competition is a kind of attack and the ocean will turn red because sharks in the oceans attack each other. For this reason, authors focus on markets with intense competition. red ocean He defined it using the metaphor.

An ocean where there is peace will retain its blueness. For this reason, researchers blue ocean With its metaphor it defines markets that do not yet have a competitive environment.

Let’s look at examples of global companies diving into the depths of the blue oceans with Netflix:

When Netflix entered the DVD rental industry; The DVD rental industry requires the customer to go to the respective company’s store. physically It worked out so that he had to leave.

Netflix has been very innovative in this regard, delivering DVDs to customers’ homes. by mail By starting to ship products, it revolutionized the industry and created a blue ocean for itself. What comes next is already known…

Nintendo Wii managed to differentiate itself by introducing a new motion-based product to the game console market.

With classic game consoles, unlike the Nintendo Wii, the user can move not require devices, the Nintendo Wii is totally based on user movements By working with a system, the user literally became part of the game.

By offering users the opportunity to have a completely different experience, Nintendo distinguishes itself from its competitors. innovator He found his way.

Tesla, on the other hand, created a blue ocean for himself with his innovative approaches in his cars.

Tesla entered a market dominated by the view that electric vehicles are only environmentally friendly and have lower performance than other vehicles; in their vehicles high performance, high technology and style It created its own market by standing out with its own products.

Lufthansa Airlines, on the other hand, managed to differentiate itself from its competitors by being the first brand to implement the ‘earn while flying’ points system.

“Shop & Miles – Earn while you fly” By being the first brand to implement the system, Germany-based Lufthansa Airlines was able to gain a major competitive advantage, differentiate itself from its competitors and create a new market.

The current success of Marvel, which started as a typical comic book publisher, is of course due to the blue oceans it created.

Marvel appealed to young readers in its founding years; Over time, it has shifted its target audience to slightly older people, creating more complex characters intertwined universes He took his stories to a completely different dimension by creating them.

Uber, a modern taxi service, has found a very innovative way to compete with taxis.

With the application it developed, Uber has made a big difference by positioning itself in a completely different place in this industry, outside the competition with both classic taxis and luxury car services. successfully was out.

Yourself a new market With its innovative approach, Uber has proven that it understands the demands and needs of consumers.

Thanks to iTunes, Apple has solved a major problem and created a new market for itself.

In 2003, Apple made music available digitally. easy and legal It had launched iTunes, which somehow allowed downloading.

iTunes allows users to download the songs they want. Affordable price It made it possible to download it and prevented users from having to buy an entire album just to listen to a few songs.

Moreover, we offer users the benefits we actually mentioned cost benefit It also prevented illegal downloading of music to some extent.

We continue with examples from our country. Let’s see how Konya Şeker stands out from its competitors.

Konya Şeker, known for his brand Torku, unlike his competitors, his products sugar beets instead of glucose syrup started using it and positioned itself apart from its competitors.

This move by Konya Şeker will benefit both the brand and consumers. a product with high added value It has also allowed producers to make agricultural profits thanks to increased sugar beet consumption.

Freşa produced the first fruity mineral water in Turkey and created a new market for itself.

Freşa, which first started producing mineral water in 1997, continued to produce mineral water in the following years. with fruit juice It brought a new breath to the mineral water market.

With this new product it has brought a unique product to the market and with its innovative approach expanded the soft drink marketit also distinguished itself from its competitors.

Garanti Bank, on the other hand, implemented a successful separation strategy with Minibank.

Before partnering with BBVA, a Spanish-based bank, Garanti Bank developed a financial product in 2003 that was attractive to children. mini sofa He called it as.

With accounts opened especially for children at Minibank and account cards with cartoon characters, children’s savings was aimed.

This product from Garanti Bank, which launched such an initiative for the first time. achieve great success It allowed the brand to differentiate itself from its competitors.

If we look at the results of this content, in which we have collected examples where brands stand out from their competitors and put themselves in a different position, in other words: create blue oceans for themselves, we see that the most fundamental key to success is Create your own opportunity…

Our similar content on brands: