READ THE SENTENCE & SUMMARISELY CLARIFY “” IF ANY COMPANY IS IN THE SECOND PLACE SO THAT COMPANY MAKE DIFFERENT STRATEGY OPPOSITE TO 1ST LEADING BRAND COMPANY ””
Coke is the original which implies that older people drink it. So Pepsi came up with the “Pepsi Generation” – the choice of the new generation
Any company who is in the second place.
He must find the different strategy to compete the NO.1
Leading Brand company In the MARKET.
IT Uses opposite strategy to make a brand position in the
“”COKE & PEPSI””
“”COLGATE & CLOSE UP””
“”EXCEL took over LOTUS 1-2-3”” by being a better
spreadsheet, not a different spreadsheet).
COKE IS OLD BUT
“”OLD IS GOLD””
PEOPLE PERCEPTIONS ABOUT BRANDS
PEPSI IS NEW THATS
PERCEPTIONS ABOUT BRAND
COLGATE IS OLD & PEOPLE LIKE IT
CLOSEUP IS NEW SO NEW GENERATION
“”WANTS SOME INNOVATIVE PRODUCT””
Wherever the leader is strong, there is an opportunity to
make different strategy for another competitor.
Turn the strength into the weakness.
Don’t try to be better, be different & creative to make
existence in the market……....