Kali kedua involve dalam Focus Group discussion, what I can conclude, Coway begitu strict dalam mengekalkan exclusivity produk/jenamanya.
1. NO CO-BRANDING/PARTNERSHIPS
Kalau perasan, dalam industri Home Appliances, Coway adalah satu – satunya brand yang takde partnership dengan apa apa jenama lain utk keluarkan produk baru Contoh : Coway Aircond x Samseng.
Begitu yakin dan kuatnta foundation product innovation Coway sebab tak perlukan involvement brand lain untuk keluarkan produk baru. Bukan senang nak maintain exclusivity tau bila buat partnership ni, sebab branding, messaging, technological benefit, corporate identity, creative direction semua kena ada involvement & persetujuan both parties.
2. LESS PRODUCT OPTIONS
Setakat ni, hanya Coway yang tidak menawarkan terlalu banyak pilihan dalam pasaran. Contoh paling simple, 1 jenis produk 1 colour sahaja. Harvard Business Review mentioned that there can be too much choice; when there is, consumers are less likely to buy anything at all, and if they do buy, they are less satisfied with their selection.
Bila terlalu banyak pilihan, automatically kita akan easily distracted, keliru tak tahu mcm mana nak buat pilihan. Sama jugak mcm kes orang perempuan, bila banyak sangat baju dekat rumah, taktahu nak pakai baju apa kan.
Jadi tak hairanlah Coway dipilih sebagai Jenama Paling Dipercayai melalui voting Reader’s Digest Award 2023.
Yes, customers say they want choice, but what they actually want is an easy choice. Research data might tell you customer want more choices. But remember, too much choice creates a confused mind, and a confused mind won’t buy.
