With the change in lifestyle of Nepalese in major city areas, people have started dining out more often as compared to before, bringing in a huge flow of new Restaurants mushrooming in every corner street. With so many new startups offering more or less the same thing, food and ambience, product differentiation has been vital for success. Trisara restaurant has been the latest talk of the town. With its success in Durbarmarg, it has opened various branches in Lazimpat and even Pokhara. With a good ambience and regular inflow of local celebrities flocking the place, it has differentiated itself from others as the new go to place.
Packaging
Packaging is the one of the commonly used differentiation technique of FMCG products here in Nepal. Noodles such as Wai Wai and Rara have very distinct packaging that has not changed over the past decade. Almost everyone know these two competitors in the noodle segment with their distinct packaging. Other fast food and munchies with similar price range have taken packaging as the differentiation strategy eg: kurkure and kurmure.
Price
Price is another differentiation tool used in Nepal. There is a liquor store called "Binayak Liquor Store” in Ekantakuna. This shop has grown tremendously over the past years with their pricing differentiation technique. They offer drinks with just a few rupees difference which has to everyone’s amazement been accepted by many people flocking to the shop which always seems to be packed with customers every evening. For example: They provide a beer at 230 rupees when others are selling it for 240-245 rupees. This differential technique has made it stand out over 4 other liquor shops in and around the area.
Offering Varieties and good service
Another example of differentiation is through varieties. NCELL has come out to be a major competitor in the communication category. With Namaste having the upper hand this has now shifted towards NCELL in the last years as NCELL has been innovative in coming up with various marketing strategies and offering varieties of services such as amount loan, data pack for an hour and whole day etc. and they have delivered good service on these varieties as compared to Namaste which is government owned. "Quality is increasingly important for differentiation as companies adopt a value model and provide higher quality for less money. (Kotler & Kellar, 2012)”
Advertising and Sponsorship
NCELL has painted a whole village in Kurintar with their company color, purple. "This strategy is called Ambient Advertising. Consider it as a kind of a visual bomb, which suddenly attacks our minds! (Reddit, 2017)” Most people talk about this when they think of NCELL advertising. NCELL have been supporting athletes and artists in the past years holding NCELL Football Player of the Year award and sponsoring Art festival.
These are some ways how Nepali products have been differentiating as a marketing strategy to brand themselves to the customers.
References
Kotler, P., & Kellar, K. L. (2012). Performance Quality. In K. L. Philip Koter, Marketing Management (p. 329). New Jersey: Prentice Hall.
Consensus
With the change in lifestyle of Nepalese in major city areas, people have started dining out more often as compared to before, bringing in a huge flow of new Restaurants mushrooming in every corner street. With so many new startups offering more or less the same thing, food and ambience, product differentiation has been vital for success. Trisara restaurant has been the latest talk of the town. With its success in Durbarmarg, it has opened various branches in Lazimpat and even Pokhara. With a good ambience and regular inflow of local celebrities flocking the place, it has differentiated itself from others as the new go to place.
Packaging
Packaging is the one of the commonly used differentiation technique of FMCG products here in Nepal. Noodles such as Wai Wai and Rara have very distinct packaging that has not changed over the past decade. Almost everyone know these two competitors in the noodle segment with their distinct packaging. Other fast food and munchies with similar price range have taken packaging as the differentiation strategy eg: kurkure and kurmure.
Price
Price is another differentiation tool used in Nepal. There is a liquor store called "Binayak Liquor Store” in Ekantakuna. This shop has grown tremendously over the past years with their pricing differentiation technique. They offer drinks with just a few rupees difference which has to everyone’s amazement been accepted by many people flocking to the shop which always seems to be packed with customers every evening. For example: They provide a beer at 230 rupees when others are selling it for 240-245 rupees. This differential technique has made it stand out over 4 other liquor shops in and around the area.
Offering Varieties and good service
Another example of differentiation is through varieties. NCELL has come out to be a major competitor in the communication category. With Namaste having the upper hand this has now shifted towards NCELL in the last years as NCELL has been innovative in coming up with various marketing strategies and offering varieties of services such as amount loan, data pack for an hour and whole day etc. and they have delivered good service on these varieties as compared to Namaste which is government owned. "Quality is increasingly important for differentiation as companies adopt a value model and provide higher quality for less money. (Kotler & Kellar, 2012)”
Advertising and Sponsorship
NCELL has painted a whole village in Kurintar with their company color, purple. "This strategy is called Ambient Advertising. Consider it as a kind of a visual bomb, which suddenly attacks our minds! (Reddit, 2017)” Most people talk about this when they think of NCELL advertising. NCELL have been supporting athletes and artists in the past years holding NCELL Football Player of the Year award and sponsoring Art festival.
These are some ways how Nepali products have been differentiating as a marketing strategy to brand themselves to the customers.
References
Kotler, P., & Kellar, K. L. (2012). Performance Quality. In K. L. Philip Koter, Marketing Management (p. 329). New Jersey: Prentice Hall.
Reddit. (2017). Did Ncell sponsor this town to be painted purple?! Retrieved from Reddit: reddit.com/r/Nepal/comments/4wozvu...