Think broadly about the business you are in.

It may seem to be a silly thing to say, but it is important to understand exactly what business you are in.

Have a look at the three columns in this example. In the first column, the names of a number of well-known businesses are listed. The second column displays their respective product offerings.  It is, however, more important to identify what the customer is actually buying beyond the product itself. This is found in the third column.

Business	Product Offering	What's in it for the customer?
Universal	Movies	Entertainment
Revlon Cosmetics	Make-up	Beauty
Telstra	Telephones	Communication
Carrier	Air-conditioning	Comfort
Metrail	Trains/Trams/Buses	Convenience
Coca-Cola	Soft Drink	Acceptance
Club Med	Travel & Tourism	Escape

From this type of analysis, the broader offering of a business is quickly revealed.

Consider the Cadbury Schweppes Company.  Their product offerings are confectionery, food and beverages.  But what are the customers really buying?

Mark Smith (Former Managing Director of Cadbury Schweppes – Australia & New Zealand), said:
"I work for an outstanding company. And I'm really passionate about what we do, which put simply, is to bring delight into the lives of millions of consumers."

Therefore, Cadbury Schweppes is in the business of putting joy and fun into people’s lives.  Not just to sell confectionery, food and beverages.

Please consider.

Do you have any other examples you can add to this list? Please send them through and until next time,

Good luck and good marketing.

Regards,

Daniele.