Traditional phone number list marketing has evolved so quickly in recent years. These days it's not about beating everyone at the game - it's about creating your own game. This relatively new marketing strategy is known as category design. In the age phone number list of digital disruption and rapid innovation, category design is the ultimate business strategy that allows a company to create and grow entirely new categories phone number list of products and services. And, more often than not, creators become category kings and queens.
In this article, we'll explore category design 101, showing you how to implement it so you can succeed in the age of disruptive innovation. First, let's start by defining the phone number list design of categories.
What is category design in marketing?
Category design is a business strategy that focuses on phone number list creating a new marketing category, which can then be monetized and monopolized before competitors can enter the space. By establishing a new niche free of competition, your business has an excellent chance phone number list of dominating it.
The phone number list term “category design” found its way into mainstream marketing consciousness in 2016, with the release of the book Play Bigger . Play Bigger LLC co-founders Al Ramadan, Dave Peterson and Christopher Lochhead explore this innovative phone number list business strategy with writer Kevin Maney. In the book, they note how great companies succeed by creating new categories of products and services, rather than competing in existing phone number list markets.
Birdseye: frozen foods
Clarence Birdseye had a tough following in the 1920s. People all over the phone number list world preferred to eat fresh food whenever possible, so the idea of buying frozen food was difficult at first. However, once Clarence convinced people of the benefits of having frozen food when no crops could grow in the winter, as well phone number list as the superior quality of quick frozen food, the company's sales skyrocketed. In 2015, the parent company was sold for €2.6 billion (or US$2.8 billion) and Clarence is now considered the founder of the phone number list modern frozen food industry.
Honey: Coupon App
For many years, housewives were busy cutting coupons from newspapers, which would then dictate their purchases from local stores. With the rise of e-commerce, people got tired phone number list of looking for coupons, so Ryan Hudson developed an app to bring the coupons to consumers. After saving customers $750 million and counting, the Honey app works like a browser plugin, instantly scouring the phone number list web for discount codes whenever you arrive at an online store's checkout.