Essay The “competitiveness secret” Why the companies change the packaging to sell the same product? Why similar products, but with different brands are perceived as different? If the consumer perceives a product as different from the others, the company that sells this product, has a competitive advantage from the other companies. And if a company sells a particular product, it will increase its profits. This is an important market law, and thanks to that law we have a wide range of goods in the shops In this essay, based on the chapters 2nd and 4th of the book “What the Dog Saw”, I will explain some examples and ideas about the competition, emphasizing the importance of differentiation, of advertising, of brands and the importance to introduce new commodity in the market; analyzing the methods used by companies. Indeed in these chapters the author explain some examples used by different companies and different protagonists. So in the 2nd chapter the author talk about the difference between mustard and ketchup. He explain why today we have only one quality of ketchup, and many qualities of mustard. Instead in the 4th chapter, he explain the story of …show more content…
Indeed people prefer to buy branded products from non-branded products, also whit an increased price. Gladwell in the chapter 4th of his book explain the example of L’Oreal, an expensive but fashionable product. It give to the company a big profit. indeed Ilon Specht in one of his most famous thoughts says: “ I use the most expensive hair color in the world, but I don’t mind spending more for L’Oreal, because I’m worth it”(Gladwell pag. 98). This sentence was used to underline the importance and the quality of that particular brand. Another company that use its brand to create an advantage is McDonald’s. During the years that company has created a particular image of itself, and today it is famous all over the