"Delight, don't dilute"

When it comes to go-to market strategies with respect to consumer products, these are the two primary set of strategy attributes:

1. High Innovation - High Delight - High Margin

2. Not so innovative Products - Low margin - High Volume

I won't say which is better because, when it comes to strategies, there is no such thing as a good or poor strategy; it's simply the different paths companies choose depending on their basic values and ideals.

You know it's just how YOU want to play the game!

The first strategy talks about delivering delight at a premium and the second strategy dilutes the value by optimizing costs.

Procter & Gamble, the world's largest consumer goods corporation, has been using the idea of "Delight, don't dilute" to enter emerging countries and even to establish new market segments for over a decade.

This is one of the main reasons why P&G brands like Gillette, Ariel , Tide, Bounty, and so many others dominate their respective market segments.

There are three steps to this process:

1. Determine who your target customer is.

2. Create a product that makes them happy.

3. Carry out the action for the intended consumer.

They have placed a greater priority on product research and development, as well as boosting their topline, rather than cost optimization through supply chain improvements.

Many businesses have found success using the second strategy too, which we'll most definitely discuss in detail later!