Piggybacking on an existing strategy is something that is constantly happening, even within the big-name, super successful companies. An analysis by Brock Kilroy, MD of HBR Case Solutions explains why this is so important. In this article, we discuss a concept called piggybacking, as well as how a case study can provide a useful and practical framework for evaluating this tactic. Take a look at this example.
Let’s take a look at what happens when a customer walks into a super successful company, to get its product, and find that there is no display of any products from the competing companies. The store sells a pizza and claims that it was created in one hour. A customer takes a little bit of time to look around and asks the owner what happened. She learns that it took two hours to make the pizza. The CEO tells her that it took two hours because the staff spent one hour on each slice, and he put all the ingredients together in one hour.
This illustrates a critical component of HBR Case Solutions, and it provides a useful case study that can help to define this concept in a clearer and more useful way. Although everyone sees the “fast pizza” pizza, no one ever questions the manager’s claim that it was produced in less than two hours. This is because the manager did not create the pie or arrange the ingredients in an inefficient manner. In fact, this case shows how customers will often give a little extra thought to the statement of the store owner.
In addition to the above scenario, HBR Case Solutions provide a very helpful feature called “Piggybacking.” The idea behind piggybacking is that the consumer has access to a product or service that is unavailable from a competitor. The concept is based on the customer’s need to have information that is exclusive and cannot be found elsewhere. This also allows the customer to compare the prices of a product to another competitor and determine if they are getting a better deal.
A case study help reveals that Piggybacking can be especially effective if the product or service is of interest to a demographic. For example, if a customer goes to a swimming pool, he or she might choose a pool cover that is not available from the company. The company, through piggybacking, can sell it to them at a significantly lower price.
It can be difficult to get consumers to pay attention to a product, but online marketing at Big Skinny helps. According to Charles Czeisler, HBR Case Solutions Founder, in his case study analysis, the most effective method for piggybacking is “concealment.” Concealment allows the customer to focus on the message, while the retailer or manufacturer is free to create a message. An example of this is found in the office at Kinko’s, where there is a sign that says “store closed Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday”.
In the same office, on the other hand, is a sign that says “closed for business,” and customers can see what is going on and prepare for a surprise. This allows customers to take a break, relax, and check out the new products that they are considering. When they return, they can quickly view the new line and make their decision. Most importantly, because they get a brief respite, they become less likely to walk out of the store with a bad decision.
The HBR Case Solution provides some helpful information about Piggybacking as well as concealment. The first step to successful online marketing at Big Skinny is to have a message that is easily understood. To do this, it is important to create a message that is simple, clear, and fun. It needs to engage the customer in some way.