1. what a blank spot is

A blank spot is a customer need or market segment that exists in the market but is not adequately met or ignored. The blank point can be dominant or recessive. An explicit blank spot is a need that the customer has clearly expressed or perceived, but does not have the right product or service to meet. A hidden blank spot is a need that the customer has not yet realized or expressed, but has potential market demand or room for growth.

The existence of blank spots means that some customer needs in the market have not been effectively resolved, or some market segments have not been fully developed. These gaps provide companies with opportunities for innovation and competition. If they can find and fill these gaps in time, they can create more value for customers, thereby gaining higher market share and profits.

How do 2. find blank spots from the multi-dimensions of benchmarking enterprises' brands, products, channels, etc.

Benchmarking enterprise analysis is one of the effective methods to find blank spots, which can help enterprises understand their relative position in the market, as well as the advantages and disadvantages of benchmarking enterprises. Through the multi-dimensional analysis of the brand, product and channel of the benchmarking enterprise, the blank spots can be found from the following aspects:

Brand: Brand is the core asset of an enterprise, which represents the image, reputation, trust and loyalty of the enterprise. Through the analysis of the brand positioning, brand image, brand reputation and brand loyalty of the benchmarking enterprises, the following types of blank spots can be found:

Brand positioning blank point: refers to the benchmark enterprise's brand positioning is too vague, generalization or inconsistent, resulting in customer perception and expectations of its brand is not clear or unstable. For example, some benchmarking companies may try to cater to different customer groups, while ignoring their core values and differentiation factors, thus blurring and confusing their brand positioning. This provides an opportunity for companies to highlight their brand characteristics and strengths through a clear and consistent brand positioning, thereby attracting and retaining target customers.

Brand image blank point: refers to the benchmark enterprise's brand image and customer needs, preferences or values do not match, resulting in customer perception and evaluation of its brand is not high. For example, some benchmarking companies may not update their brand image in time to adapt to market changes and customer needs, thereby making their brand image outdated and outdated. This provides an opportunity for companies to enhance their brand appeal and influence by creating and delivering a brand image that is consistent with customer needs, preferences or values.

Brand reputation blank point: refers to the benchmark enterprise's brand reputation is not good, resulting in customer trust and satisfaction with its brand is not high. For example, some benchmarking companies may suffer complaints and negative evaluations from customers due to problems with the quality, performance, safety, and reliability of their products or services, thereby damaging their brand reputation. This provides an opportunity for enterprises to win the trust and praise of customers by providing high-quality, high-performance, high-security and high-reliability products or services, so as to improve their brand reputation.

Brand loyalty blank point: refers to the benchmark enterprise's brand loyalty is not high, resulting in the customer's repeated purchase and recommendation of its brand is not strong. For example, some benchmarking companies may not establish and maintain long-term relationships with customers, but only focus on short-term transactions and profits, thus reducing their brand loyalty. This provides an opportunity for companies to increase their willingness to repeat purchases and referrals by building and maintaining long-term relationships with customers, providing personalized and value-added products or services, and rewarding and motivating programs, thereby increasing their brand loyalty.

Products: Products are the core competitiveness of enterprises, which represent the technology, innovation and quality of enterprises. Through the analysis of the product function, product design, product price and product quality of the benchmarking enterprise, the following types of blank spots can be found:

Product function blank point: refers to the benchmark enterprise's product function is insufficient, can not meet the customer's diversified and complicated needs. For example, some benchmarking enterprises may not keep up with the development and innovation of technology, but only provide basic and single product functions, thus making their product functions backward and monotonous. This provides an opportunity for companies to develop and provide more product features to meet the diverse and complex needs of customers, thereby enhancing their product competitiveness.

Product design blank point: refers to the benchmarking enterprise's product design is not good, can not meet the customer's aesthetic and emotional needs. For example, some benchmarking companies may not pay attention to the appearance, style, color, shape and other aspects of the product design, but only focus on the function and performance of the product, so that their product design is dull and boring. This provides an opportunity for companies to develop and provide more aesthetic and personalized product designs to meet the aesthetic and emotional needs of customers, thereby enhancing their product attractiveness.

Product price blank point: refers to the benchmark enterprise's product price is unreasonable, can not meet the customer's budget and value needs. For example, some benchmarking companies may not reasonably set and adjust their product prices according to market supply and demand and customers' willingness to pay, thus making their product prices too high or too low. This provides an opportunity for companies to improve their product competitiveness by developing and providing more cost-effective product prices to meet customer budgets and value needs.

Product quality blank point: refers to the benchmark enterprise's product quality is not high, can not meet the customer's safety and reliability needs. For example, some benchmarking enterprises may not strictly control and guarantee the quality of their products, resulting in product failure, damage, return and other problems, so that their product quality is questioned and complained. This provides an opportunity for enterprises to improve their product reputation and satisfaction by developing and providing higher product quality to meet the safety and reliability needs of customers.

Channel: Channel is the core channel of the enterprise, which represents the coverage, distribution and service of the enterprise. Through the analysis of the benchmarking enterprise's channel type, channel number, channel efficiency, channel service, etc., the following types of gaps can be found:

Channel type blank point: refers to the benchmarking enterprise channel type is not much, can not meet the customer's convenience and choice needs. For example, some benchmarking companies may not take full advantage of multiple channel types online and offline, but only rely on a single or limited channel type, thus making their own channel types single and limited. This provides an opportunity for enterprises to improve their channel coverage and distribution by developing and providing more channel types to meet the needs of customers for convenience and choice.

Channel number blank point: refers to the number of channels of benchmarking enterprises is insufficient, can not meet the extensive and intensive needs of customers. For example, some benchmarking companies may not fully expand and optimize their channel numbers, but only rely on a small or scattered number of channels, thus making their channel numbers sparse and fragmented. This provides an opportunity for enterprises to improve their channel coverage and distribution by developing and providing a greater number of channels to meet the extensive and intensive needs of customers.

Channel efficiency gap: refers to the benchmarking enterprise's channel efficiency is not high, can not meet the needs of customers quickly and accurately. For example, some benchmarking enterprises may not fully improve and improve their channel efficiency, resulting in delays, errors, losses and other problems in the supply, distribution and delivery of products, thus making their own channels inefficient and unstable. This provides an opportunity for enterprises to improve their channel efficiency and service by developing and providing higher channel efficiency to meet the needs of customers quickly and accurately.

Channel service blank point: refers to the benchmarking enterprise's channel service is not good, can not meet the customer's friendly and professional needs. For example, some benchmarking enterprises may not fully train and manage their own channel service personnel, resulting in indifference, ignorance, mistakes and other problems in product consultation, after-sales, maintenance and other links, thus making their own channel service quality low and unsatisfactory. This provides an opportunity for enterprises to improve their channel service quality and satisfaction by developing and providing better channel services to meet the friendly and professional needs of customers.

Specific cases 3. clients of Champ Consulting Services

In order to better explain how to find blank spots from the multi-dimensional dimensions of benchmarking enterprises, such as brands, products and channels, this article will provide some specific cases of Shangpu consulting service customers, showing how to use blank spots to create differentiated value propositions and competitive advantages.

Case 1: A company specializing in the production and sales of baby products is facing many benchmark companies in the market. How can it find gaps in multiple dimensions such as brands, products, and channels to increase its market share and profits?

Brand gap: The company found that the brand positioning of the benchmarking companies in the market is relatively vague and generalized, without clearly expressing their brand characteristics and advantages, and without establishing in-depth emotional connections with target customers. Therefore, the company decided to adopt a clear and consistent brand positioning, that is, "professional, safe and warm baby products brand", and through a variety of brand communication and activities, to highlight their brand characteristics and advantages, as well as with the target customers Emotional connection, thereby enhancing their brand awareness and loyalty.

Product gaps: The company found that the product functions of the benchmark companies in the market are relatively single and basic, and they do not meet the diverse and complex needs of customers, nor do they provide sufficient added value and innovation. Therefore, the company decided to develop and provide more product features, such as intelligence, personalization, environmental protection, etc., to meet the diverse and complex needs of customers, as well as to provide more added value and innovation, so as to enhance the competitiveness and attractiveness of their products.

Channel gaps: The company found that the channel types of benchmarking companies in the market are relatively single and limited, and they do not make full use of multiple channel types online and offline, and do not provide sufficient convenience and selectivity. Therefore, the company decided to develop and provide more channel types, such as official websites, social media, e-commerce platforms, specialty stores, supermarkets, pharmacies, etc., to meet the convenience and selectivity needs of customers, thereby improving its own channel coverage And distribution. The company also found that the channel efficiency and service of benchmarking companies in the market are not high, leading to customer dissatisfaction and distress in the purchase and use of their products. Therefore, the company decided to improve and improve its channel efficiency and services, such as providing fast and accurate distribution, delivery and return, as well as providing friendly and professional consultation, after-sales and maintenance to meet the needs of customers quickly and accurately, so as to improve its channel efficiency and services.

Through the above analysis and examples, it can be seen that it is an effective marketing strategy to find blank spots from the multi-dimensional dimensions of benchmarking enterprises, such as brands, products and channels, which can help enterprises find their own advantages and opportunities, as well as create their own differentiation and competitiveness. As a professional marketing consulting company, Shangpu Consulting can provide customers with more benchmarking enterprise analysis and blank point discovery methods and tools, as well as more marketing strategies and solutions, so as to help customers achieve their market goals and performance.