Hi! Managers: Lessons from success story of 'Thai Fight'

When talking about differentiation strategy, most of us will think about Apple Inc with its renowned products from the first-generation Macintosh in 1984 up to the iPhone4S in 2011. Its legendary success has become the worldwide case study for business people and academic scholars alike.
My personal interest is to examine how business leaders successfully offer significant uniqueness to their customers in the crowded marketplace, especially those of the newly established companies who can find a niche to be unique at. What has recently impressed me is the unprecedented success of the world-class Muay Thai tournament on TV Channel 3 named the “Thai Fight”.
Muay Thai is Thailand’s national martial art, whose origin can be traced back to several hundred years ago. All Thais have witnessed countless numbers of Muay Thai tournaments on various occasions – both actual fights and on television. It seems quite difficult to make this traditional combat sport look different and be attractive to young people who tend to be fond of international sports. But the “Thai Fight” could make it within only a short span of two years from the start.
The following are examples of what makes the “Thai Fight” stand out from the Muay Thai we have known.
Basically, there are five rounds of each Muay Thai match. The “Thai Fight” has only three rounds, which makes it more exciting as there is no time for the contestants to wait and see. They have to make use of their fists, feet, elbows and knees to produce good scores within limited time.
Boxers of traditional Muay Thai wear red or blue trunks according to their corners but the “Thai Fight” contestants wear black and white.
Gambling by hand-signals is commonly seen in Muay Thai arenas while it is not allowed at the “Thai Fight” event.
The “Thai Fight” contestants are divided into two weight categories. The boxers in each category must come from different countries. Thailand has only one representative in each category, so it can generate the patriotic feeling among the Thais both at the event and at home watching the live-televised programme.
The entertainment and art ideas have been utilised to make the “Thai Fight” become a great show with the main stage fully equipped with audio-visual devices similar to that of a rock-star concert in addition to the boxing ring. Multimedia presentation techniques are used to unveil each boxer on stage. English-speaking celebrities are the co-masters of ceremony together with the Thai-speaking ones to make the total atmosphere look modern and international.
In its first year, the “Thai Fight 2010” was held only in Thailand. The great market responses made the organising company take a big leap by staging three special events in 2011 called “Thai Fight Extreme” in France, Hong Kong and Japan broadcast live to Thailand on     Channel 3.
The “Thai Fight 2011” final round was arranged last month at the Parliament Plaza in the heart of Bangkok. Over 20,000 people, mostly young generation, flocked to that historic place to experience the sport entertainment show by themselves. The live-televised event could generate an unexpectedly high rating among TV audiences. Surprisingly, a huge number of “Thai Fight” giveaways such as trunks, T-shirts and caps could be sold to the young Thais like hot cakes.
The success story of “Thai Fight” highlights the fact that visionary leaders can adopt a differentiation strategy to find a place to stand successfully in the marketplace no matter how traditional their products or services may seem. 

Panatda Chennavasin is the vice president for corporate strategies and corporate relations of Tri Petch Isuzu Sales  as well as the senior vice president for overseas marketing of Isuzu Operations (Thailand).  Her column is published every third Wednesday of the month.