How aesthetics can win orders in a ‘commodity’ market

Yoobi is a good example of a new entrant into a market deciding that they can put together a different bundle of order winners that will be competitive.  Ido Leffler, who set up the operation, is a serial entrepreneur.  When he went shopping for school stationary for his young children, he was struck by how boring the products were.   It looked like most operators were competing on price.  So he decided to do some research by going into some schools and talking to teachers about how stationary was bought and used in schools.  This story is told here.

Yoobi products are designed to be “colourful and vibrant”.  They’re meant to be fun and to appeal to young children’s needs.   Linked to this, Yoobi also has an ethical dimension which includes making charitable donations to schools in need.

This entry was posted in Chap 02 Winning Customers, Sector: Manufacturing and tagged , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.