We have a competitor that copies our features, and often says they can do the same thing as us, even if they cannot. How do you approach this?

Answer

3 Answers

Product Differentiation

Kara Gillis

Cortex VP of Product | Formerly Splunk, Deloitte • 4y

This is a tale as old as time. There are many ways to approach this. I have seen vendors heavily bid on the AdWords of their competitor names and promote alternative solutions (trials or marketing content). I have seen vendors who are challengers in mature markets create "Us vs. Them" web pages or blogs that outline the differences (according to the vendor publishing the info) what the major differences are. And, I have seen third-party research or analyst evaluations heavily promoted that rank ...Read More

1,570 Views
Preethy Vaidyanathan

Matterport VP of Product • 3y

In this case, be competitor-aware, but customer-focused. You don't have much control over what your competitor’s teams are doing. However, what you can drive is focusing on delivering business results for your customers and getting your internal company teams to work with your customers to publish these stories, case studies and testimonials. With this approach, your new customer prospects may evaluate you and your competitor and at first, might think you both offer the same features. However, ...Read More

423 Views
Milena Krasteva

Walmart Sr Director II, Product Management - Marketing Technology • 4y

While it may be tempting to get sucked into feature by feature wars and spar through marketing communications it will not yield much for whoever (you or the competito) lacks sources of Sustainable Competitive Advantage. see related answer on what those are, not to be confused with Competitive Advantages

282 Views