Competitive Brand Strategies<br />Traditional View- Strategies respond to what buyers want.<br />But when buyers learn how...
Pioneer Brands<br />Challenges-<br /> -Successfully educate the customer<br />-Must make the right (lucky) technology choi...
Classic Competitive Process<br />Attractive <br />Price<br />Availability <br />Advertisements<br />Attractive <br />Price...
If two products are equally attractive. Pioneer - 100 percent relative to itself 6th entrant - Less than half of the pione...
First Movers Advantage <br />Preference Formation<br />Category Association – architectural standards<br />Awareness and R...
Late-Entrants<br />Lirsch Diet Cola<br />
Conditions for late Entrants<br />Well-educated buyers- own set of perceptions<br />Risk in technology – comparatively low...
Late Entry Strategy<br />Fast-following Strategy- Playing the game of the Pioneer in a better way with more resources.<br ...
Pioneer and Late-Entry Brand Preference<br />Pioneer<br />Pioneer Advantage<br />Market  Share<br />Late Entrant<br />Late...
Power of Later<br />According to Golderand Tellisresearch-<br />   50 Product categories were categorized on the timing of...
Competitive brand strategies
Competitive brand strategies
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Competitive brand strategies

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Transcript of "Competitive brand strategies"

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