Author: Anisha MotwaniAuthor: Anisha Motwani
Don't be afraid to challenge
the pros, even in their own
backyard – Collin Po...
Author: Anisha MotwaniAuthor: Anisha Motwani
Adam Morgan coined the phrase ‘Challenger Brand’
Author: Anisha MotwaniAuthor: Anisha Motwani
Challenger Brand – People
Author: Anisha MotwaniAuthor: Anisha Motwani
What does a challenger brand mean?
Author: Anisha MotwaniAuthor: Anisha Motwani
Challenger Brand - Definition
_Challenger vb.
_1. To invite or summon to a co...
Author: Anisha Motwani
The third or the fourth or lower ranked brandThe third or the fourth or lower ranked brand
They hav...
Author: Anisha Motwani
Mostly late entrants in the marketMostly late entrants in the market
They face challenges from the ...
Author: Anisha Motwani
It’s the small guy versus the big guy
Author: Anisha Motwani
Challengers take a different stance
 Large & stable
 Reassure
 Conformists
 Consumer centric
 ...
Author: Anisha Motwani
What do you need to do to develop a challenger
brand?
Need different approach,
not necessarily brea...
Author: Anisha Motwani
There are different ways to challenge a leader
Virgin -
challenged BA
with better price
and service...
Author: Anisha Motwani
International Challenger Brands
1. Pepsi: Taste of new generation vs. Coke
2. Apple: Think Differen...
Author: Anisha MotwaniAuthor: Anisha Motwani
Challenger Brands – closer home
Author: Anisha MotwaniAuthor: Anisha Motwani
Tata Tea – Socially responsible
The brand challenged Brooke Bond. Shifted its...
Author: Anisha MotwaniAuthor: Anisha Motwani
Idea – Life imitating advertisements
Challenged Airtel & Vodafone. Communicat...
Author: Anisha MotwaniAuthor: Anisha Motwani
Air Deccan – Making air travel a reality for masses
Challenged Jet and Kingfi...
Author: Anisha MotwaniAuthor: Anisha Motwani
Bingo – Clutter breaking differentiated
communication
Challenged Lays . In a ...
Author: Anisha MotwaniAuthor: Anisha Motwani
Titan – Taking watches beyond its functional use to
fashion accessory
Titan c...
Author: Anisha MotwaniAuthor: Anisha Motwani
Max Life Insurance – Facing challenges
Moved to positive messaging – Fear & r...
Author: Anisha MotwaniAuthor: Anisha Motwani
Thank You
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Challenger brands

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This presentation deck delves into the world of challenger brands and gives some insights and ideas on how to create one.

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Challenger brands

  1. 1. Author: Anisha MotwaniAuthor: Anisha Motwani Don't be afraid to challenge the pros, even in their own backyard – Collin Powell.
  2. 2. Author: Anisha MotwaniAuthor: Anisha Motwani Adam Morgan coined the phrase ‘Challenger Brand’
  3. 3. Author: Anisha MotwaniAuthor: Anisha Motwani Challenger Brand – People
  4. 4. Author: Anisha MotwaniAuthor: Anisha Motwani What does a challenger brand mean?
  5. 5. Author: Anisha MotwaniAuthor: Anisha Motwani Challenger Brand - Definition _Challenger vb. _1. To invite or summon to a contest _2. To call into question or dispute _3. To make demands on or stimulate _4. To lay claim to _5. To question a statement or fact
  6. 6. Author: Anisha Motwani The third or the fourth or lower ranked brandThe third or the fourth or lower ranked brand They have a new set of challengesThey have a new set of challenges They do not want to be in the middleThey do not want to be in the middle Challenger Brand - Traits
  7. 7. Author: Anisha Motwani Mostly late entrants in the marketMostly late entrants in the market They face challenges from the leaders as well as laggards They face challenges from the leaders as well as laggards Strong need for differentiationStrong need for differentiation Challenger Brand - Traits
  8. 8. Author: Anisha Motwani It’s the small guy versus the big guy
  9. 9. Author: Anisha Motwani Challengers take a different stance  Large & stable  Reassure  Conformists  Consumer centric  Paternalistic Challengers succeed against the leader by questioning their leadership and strategy  Most talked about  Disruptive  Edgy  Idea centric  Equal Partner Leaders Challengers
  10. 10. Author: Anisha Motwani What do you need to do to develop a challenger brand? Need different approach, not necessarily break rules Need different approach, not necessarily break rules It isn’t about being proactive for the sake of it, you need to have a grounded brand idea It isn’t about being proactive for the sake of it, you need to have a grounded brand idea Need to study brands outside this categoryNeed to study brands outside this category Need to study challengers in those categoriesNeed to study challengers in those categories
  11. 11. Author: Anisha Motwani There are different ways to challenge a leader Virgin - challenged BA with better price and service Nitish Kumar – caste politics to growth agenda Mastercard – brought in emotional voice in category against Visa Tata Tea– emotional appeal through society concern Break rules Play by rules Rational Emotional
  12. 12. Author: Anisha Motwani International Challenger Brands 1. Pepsi: Taste of new generation vs. Coke 2. Apple: Think Different vs. IBM 3. Burger Make it your way vs. McDonalds King 4. Dell: Direct to Client vs. IBM 5. Domino’s: Home Delivery vs. Pizza Hut 6. Virgin: Irreverence, vs. British Airways Entertainment 7. Avis: We try Harder vs. Hertz 8. Beetle Think Small vs. Ford
  13. 13. Author: Anisha MotwaniAuthor: Anisha Motwani Challenger Brands – closer home
  14. 14. Author: Anisha MotwaniAuthor: Anisha Motwani Tata Tea – Socially responsible The brand challenged Brooke Bond. Shifted its positioning from a brand that wakes people up, to one that ‘awakens’ them – into being aware of the societal problems surrounding them. It was all about energy and change in one’s mindset. Moved away from the functional and emotional benefits of the category.
  15. 15. Author: Anisha MotwaniAuthor: Anisha Motwani Idea – Life imitating advertisements Challenged Airtel & Vodafone. Communication was a reflection of reality. Breaking away from the clutter, Idea came up with quirky solutions to real problems. 'What an Idea, Sirji!' became catchphrase.
  16. 16. Author: Anisha MotwaniAuthor: Anisha Motwani Air Deccan – Making air travel a reality for masses Challenged Jet and Kingfisher. The airlines was positioned with aggressive pricing and made air travel popular for masses. Created a totally new market segment. Segment of those train travellers who could not afford to fly . It re-positioned air travel from luxury and aspirational to basic functional necessity.
  17. 17. Author: Anisha MotwaniAuthor: Anisha Motwani Bingo – Clutter breaking differentiated communication Challenged Lays . In a competitive and unorganised market structure Bingo combined ‘smart communication’ by introducing funny ads, launched the packs during the World Cup Cricket tournament and used the company’s distribution strength to its full capacity.
  18. 18. Author: Anisha MotwaniAuthor: Anisha Motwani Titan – Taking watches beyond its functional use to fashion accessory Titan challenged the leader HMT with quartz technology, used their brand positioning as an accessory and later introduced jewelery watches to capture the female market.
  19. 19. Author: Anisha MotwaniAuthor: Anisha Motwani Max Life Insurance – Facing challenges Moved to positive messaging – Fear & responsibility to optimism & hope. Use of humour in a serious category Moved to positive messaging – Fear & responsibility to optimism & hope. Use of humour in a serious category Disruptive marketing – FMCG’ise the product (Shiksha +) Disruptive marketing – FMCG’ise the product (Shiksha +) Reach vs. Quality of reach / Quality of adviceReach vs. Quality of reach / Quality of advice Communication to engagement (igenius, social media)Communication to engagement (igenius, social media)
  20. 20. Author: Anisha MotwaniAuthor: Anisha Motwani Thank You
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