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Competitive brand strategies

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  • 1. Competitive Brand Strategies
    Traditional View- Strategies respond to what buyers want.
    But when buyers learn how to chose, the strategies create experiences and observation on which buyer learning is based.
  • 2. Pioneer Brands
    Challenges-
    -Successfully educate the customer
    -Must make the right (lucky) technology choice
    - Sufficient funding
  • 3. Classic Competitive Process
    Attractive
    Price
    Availability
    Advertisements
    Attractive
    Price
    Availability
    Advertisements
    According to Classic Competitive Process when there is no differentiation on these parameters the Market share should be equal (assumption:Rational Consumer).
    But the concept is flawed.
  • 4. If two products are equally attractive. Pioneer - 100 percent relative to itself 6th entrant - Less than half of the pioneer
    Source- “market share rewards to pioneering brands” Urban, Glen, Theresa Carter, Gaskin
  • 5. First Movers Advantage
    Preference Formation
    Category Association – architectural standards
    Awareness and Recall
    Preemptive Positioning
    Perceived Risk of other Brands
    Buyer Entry
  • 6. Late-Entrants
    Lirsch Diet Cola
  • 7. Conditions for late Entrants
    Well-educated buyers- own set of perceptions
    Risk in technology – comparatively low
    Competitor set – well defined
  • 8. Late Entry Strategy
    Fast-following Strategy- Playing the game of the Pioneer in a better way with more resources.
    Differentiation Strategy- Recognizes power of the Pioneer and define themselves as fundamentally different.
    Innovation Strategy- Redefine what buyers know or perceive about the established brand and the market.
  • 9. Pioneer and Late-Entry Brand Preference
    Pioneer
    Pioneer Advantage
    Market Share
    Late Entrant
    Late Entrant Advantage
    Dissimilarity of Brand Extension
  • 10. Power of Later
    According to Golderand Tellisresearch-
    50 Product categories were categorized on the timing of entry as the market Pioneer, early followers, later entrants.
    In the 50 markets examined-
    Pioneer retained its leadership for only 5 yrs.
    Early followers flopped only 8%.
    Fast followers led in 53% of market.