What is the “Blue Ocean Strategy” Used by Famous Brands?

Brands that create differences in the products and services they offer in order to stand out from their competitors are actually They are creating a brand new market for themselves. In this way, while giving the image to consumers that they are an innovative brand that listens to their wishes and needs, they also change the nature of their competition and make themselves much more competitive than their competitors. to a separate location They bring it.

This situation we are talking about was described by W. Chan Kim and Renee Mauborgne. Blue Ocean Strategy It is called. To summarize; According to the authors, this strategy describes the transition of companies from highly competitive markets (red ocean) to new and unexplored markets (blue ocean) by innovating.

So, what exactly do the red ocean and blue ocean metaphors symbolize?

According to this metaphor, competition is a kind of attack, and the ocean will turn red because sharks in the oceans attack each other. For this reason, authors focus on markets with intense competition. red ocean He defined it using the metaphor.

An ocean where peace prevails will maintain its blueness. For this reason, researchers blue ocean With its metaphor, it defines markets that do not yet have a competitive environment.

Let’s start looking at examples of world companies diving into the depths of blue oceans with Netflix:

When Netflix entered the DVD rental business; The DVD rental industry requires the customer to go to the store of the relevant company. physically It was working in a way that required him to leave.

Netflix has been very innovative in this regard and delivered DVDs to customers’ homes. by mail By starting to send products, it radically changed the industry and created a blue ocean for itself. What comes next is already known…

Nintendo Wii managed to differentiate itself by introducing a new motion-based product to the game console market.

Classic game consoles, unlike the Nintendo Wii, allow the user to move not requiring devices, Nintendo Wii is completely based on user movement By working with a system, it literally made the user a part of the game.

Offering users the opportunity to have a completely different experience, Nintendo has a way of distinguishing itself from its competitors. innovator He found his way.

Tesla, on the other hand, created a blue ocean for itself with its innovative approaches in its automobiles.

Tesla entered a market dominated by the view that electric vehicles are only environmentally friendly and have lower performance than other vehicles; in their vehicles high performance, high technology and style It created its own market by standing out with its.

Lufthansa Airlines, on the other hand, managed to differentiate itself from its competitors by being the first brand to implement the “earn while flying” points system.

“Shop & Miles – Earn While Flying” Being the first brand to implement the system enabled Germany-based Lufthansa Airlines to gain a great competitive advantage, distinguishing itself from its competitors and creating a new market.

Marvel’s current success, which started as a typical comic book publisher, is of course thanks to the blue oceans it created.

Marvel appealed to young readers in its founding years; Over time, it has shifted its target audience to slightly older people, thus creating more complex characters and intertwined universes He took his stories to a whole different dimension by creating them.

Uber, a modern taxi service, found a very innovative way to compete with taxis.

With the application it has developed, Uber has made a big difference by putting itself in a completely different place in this industry, out of competition with both classic taxis and luxury car services. successfully was out.

Yourself a new market Uber has proven that it understands the demands and needs of consumers well with its innovative approach.

Thanks to iTunes, Apple found a solution to a big problem and created a new market for itself.

In 2003, Apple made music available digitally. easy and legal It had launched iTunes, which allowed downloading in some way.

iTunes allows users to download the tracks they want. Affordable price It made it possible to download it and saved users from having to buy an entire album just to listen to a song or two.

In addition, providing users with the advantages we mentioned actually cost advantage It also prevented illegal downloading of music to some extent.

We continue with examples from our country. Let’s take a look at how Konya Şeker differentiates itself from its competitors.

Konya Şeker, known with its Torku brand, unlike its competitors, its products sugar beet instead of glucose syrup started to use it and positioned itself apart from its competitors.

This move of Konya Şeker will benefit both the brand and the consumers. a product with high added value It has also enabled producers to gain on the agricultural side with the increased sugar beet consumption.

Freşa produced the first fruity mineral water in Turkey and created a new market for itself.

Freşa, which started producing mineral water for the first time in 1997, produced mineral water in the following years. with fruit soda It brought a new breath to the mineral water market.

With this new product, it has offered a unique product to the market and with its innovative approach expanded the soda marketit also differentiated itself from its competitors.

Garanti Bank, on the other hand, implemented a successful separation strategy with Minibank.

Before entering into partnership with BBVA, a Spain-based bank, Garanti Bank developed a financial product appealing to children in 2003. minibank He named it as.

With accounts opened specifically for children at Minibank and account cards featuring cartoon characters, children’s savings was targeted.

This product of Garanti Bank, which made such an initiative in the market for the first time. achieving great success It enabled the brand to set itself apart from its competitors.

When we look at the results of this content, where we have compiled examples where brands differentiate themselves from their competitors and put themselves in a different position, in other words, create blue oceans for themselves, we see that the most basic key to success is create your own opportunity…

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