No matter the size of your business, you are definitely confronted with how to gain advantage over the plethora of competitions in your market space. So many companies are vying for the same customers and clients. The market is either over-crowded, over advertised or in some cases, saturated. Many consumers have unflinching loyalty towards a certain brand, making advertising seem inefficient as an ultimate tool to draw new customers.

One of the factors that led to the seemingly "customer scarcity" began over a decade ago, the time when if a company identifies a niche or untapped opportunity, and puts out a unique product/service, then have barrage of competitors and entrepreneurs copy their product/service and systematically pollute the market.

This trend altered the life-span of advantages in the product/service life cycle thereby changing the dynamics of remaining competitive. In this situation, smart entrepreneurs, marketing executives and business managers identified the need to add value to buying experience as a prelude to effective marketing strategy.

How do you add value to customer's buying experience?, simple!, innovate and create new features and benefits that will set your offering way above that of the competition. The old days of quick fix marketing strategy which tend to force people into lowering prices as against adding value are long gone.

In Nigeria, the competition is rife in the telecom sector, some operators based their advertising campaigns and marketing strategy around price reduction, freebies and periodic promos, hoping to use to an advantage, the "perceived" economic psyche of an average Nigerian consumer who "see value, more in terms of....

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