Guide: D.I.C.E.R.S

The D.I.C.E.R.S. can also be a valuable way to identify new value-adds and work out how to gain leadership ahead of competitors.

It breaks down offerings into their most basic value-add parts and allows us to consider six different moves for each:

• (D) Decrease
• (I) Increase
• (C) Create
• (E) Eliminate
• (R) Revolutionise
• (S) Status quo

All six manoeuvres can help you offer superior value in your market, but the key one is creating a new Value-add to compete on entirely. The D.I.C.E.R.S. model also becomes far more powerful when you go beyond just yourself, and compare your offering to different players. Let’s look at a well-known grocery example


Let’s just look at the two dominant brands, PAK‘nSAVE and Countdown, across 10 key value- adds/value drivers. We could have mapped all grocery players but there are two grocery brands in NZ who have almost all the power (we say almost as New World is also a significant player).

At the smallest end of the scale, there are hundreds of fruit and vege stores but it’s not worth us mapping them. When doing this for your business, you will want to map all key players, and possibility some innovative smaller ones too.

More specifically, let’s look at how Countdown’s strategy changed in order to compete with PAK‘nSAVE (FYI the old version of Countdown, especially in the South Island, was basically a mirror image of PAK‘nSAVE, just a poorer cousin in terms of performance).

As you can see, PAK‘nSAVE wins on price which is the most important value driver in this space, but Countdown is able to compete strongly due it being superior or on par everywhere else.