Creating Customer Value is Essential in a Blue Ocean Market Space

Image: Gardein Pizza Pocket

Corporate Challenge: You are the market leader in a Blue Ocean Market, and your competitors have arrived.

Ironbound Strategy: Create value for customers, employees, and society to strengthen your brand.  Customers always choose brands that create value.

Ironbound Action: In most Blue Ocean Markets, the first innovator rarely becomes the market leader.  Brands that are focused on creating value enter late, and dominate.  Oregon based Tofurky created the first commercially available vegan pizza pocket.  It was dry, and did not taste like good pizza.  California based Gardein entered the market space and focused on creating value for customers.  They chose the best crust, the tastiest sauce, and the stringiest non-dairy-cheese for their pizza pocket.  By focusing on customer value Gardein is now the fastest growing company in the blue ocean, while Tofurky is steadily declining even though they were the category incumbent.  Never stop creating customer value.

Gardein