As we continue to get further into our textbook, I’ve found myself wondering more and more, “Why is Golde so different?”. Reading about differentiation strategies this week has had me pondering this question further. In my previous post, we established that Golde has done a phenomenal job cultivating a community through their branding and founder story that separates their wellness products from their competitors. Admittedly, even with that being clear, I have found myself to be unconvinced. Branding and having a good story for consumers to connect with are strong marketing tools, but could that really be the only thing that distinguishes Golde from their competitors?
This week, I decided to get the answer straight from the source. While I may not be privy to Goldie’s customer data, I do have the ability to read Amazon reviews on one of their most popular products, the Vanilla Cream Collagen Booster, a vegan creamer that contains 200mg of bamboo extract and 80mg of hyaluronic acid in each serving. Listed at $17.99 for 15 servings, I wasn’t sure what to expect from consumers as I am not experienced with vegan products. However, it became immediately clear that this product fills a niche whole in the industry by providing an easily accessible collagen that does not contain any animal products. Favorable reviews also note the quality of taste, ease of blend, and the health benefits. In this case, it does appear that Golde’s products do have characteristics that differentiate from other actors in the industry and provides a competitive advantage.
