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Red Ocean, Blue Ocean
On the 25th of May, 2006, Unicity International CEO Stewart Hughs addressed a crowd of 500 people at Meritus Mandarin Hotel, Singapore, where he announced the company's new mission to "Eradicate Heart Diseases - Naturally", with the company's flagship, pharmaceutical grade fibre-based cholesterol treatment Bios Life. This mission puts Unicity in an interesting position - outside the "red ocean" of competitive massacre with the other Network Marketing Companies, as well as the side-effect ridden product track records of big name statin manufacturers.
Lim Eng Hai shares his views on Stewart Hugh's crusade.
Dear Friends and Partners,
Imagine the day when Bios Life becomes synonymous with cholesterol and heart disease management, just as Kleenex is synonymous with tissue and Xerox with photocopies ... The journey towards that day has started.
Let's board the ship and set sail, now.
Stewart Hughes, No. 1 distributor turned Unicity owner and CEO, was in the region last week to share with us a strategy that will immediately take us out of the Red Ocean of "me too" MLM companies with "me too products" to the Blue Ocean where we will be the only big fish, with no competition at all.
"Nobody gets killed in the Blue Ocean because nobody's there! We can go there by having something nobody has and telling everyone about it."
What will be our Blue Ocean vessel? Bios Life - a clinically-proven and patented product, with no equivalent or competition in MLM; a safe and natural alternative to statin drugs for cholesterol reduction.
With Bios Life, we can beat the Pharmaceutical Giants too on the following counts:
1. We have a natural and safe alternative to the chemicals and the side effects of the Big Pharma's products;
2. We have a superior distribution channel built on relationships and word-of-mouth marketing as well as a high sales representative-to-customer ratio that helps ensure "compliance".
Additionally, Stewart, the marketing genius, points out that we can piggy-back on the massive multi-billion-dollar advertising and marketing campaign that Pharmaceutical Giants will embark on to promote the likes of Lipitor and Zocor in the Asian market. Just draw people's attention to the fine prints in the ad's that warn of side effects of statin drugs. Those fine prints sell Bios Life!
By doing so, we cease to be mere Network Marketers. We begin to compete in a US$25b market.
So, let's get into the business of "eradicating heart disease, naturally" .. let's lead with Bios Life.
What about the other products? "No, we're not going to become a one product company," Stewart said, offering an assurance to address one likely concern from the field. "We're just going to be a one product marketing machine."
"Unicity has 20 different products that one can build a company with. But with that variety comes a diffusion of attention," Said Stewart. "With so many products, we're like the sun that makes people warm, but not in a way that lights a fire."
To light a fire, we need to focus, like using a magnifying glass. When the prospects are sold on what makes us unique and powerful, we can always introduce our many other nutritional supplementes to serve their many other health needs.
eh.
In conjuction to Stewart's message, a special Bios Life Programme for individuals with High Cholesterol is being conducted. You can read more here.
posted by Kelly Lim @ Friday, June 02, 2006
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