We are no.2. we try harder. Authored by Anisha Motwani

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Ten Commandments of Challenger Brands L:
Redefine the Category
Make a Powerful Statement
Assume Thought Leadership
Powerful Symbols & Metaphors
Big Bang News
Sacrifices & Choices
Out Maneuver
High Media Presence
Idea Centered
Mischievous Disruptions
Author: Anisha Motwani

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We are no.2. we try harder. Authored by Anisha Motwani

  1. 1. Challenger Brands Disrupting Champions
  2. 2. Genesis • Champions : Convention Driven • No. 1 brands of the category • Challengers : Disruption Driven • Aim to dislodge the No.1
  3. 3. Children : Giant Killers • David vs Goliath , Krishna vs Kamsa • Ask : Why Not ?
  4. 4. Difference • Champion : Change Averse • Resting : Comfort Zone • Challenger : Change Catalysts • Restlessness : Courage Zone • It’s not about Survival. It’s all about Thriving.
  5. 5. Challenger Brands Classics
  6. 6. Oral Care • Champion : Colgate • White, chalk based toothpaste • Family health brand : Strong Teeth • Challenger : Close-Up • Red, gel with mouthwash • Young at heart consumers : Fresh breath & white teeth
  7. 7. Colas • Champion : Coca Cola • Consumed by everyone in the world • Conservative & Authoritative • Challenger : Pepsi • Choice of the New Generation • Casual & Fun
  8. 8. Jeans • Champion : Levis • Denim Jeans • Casual clothes • Challenger : Diesel • Colored Jeans • Fashion clothing
  9. 9. Watches • Champion : Japanese Watches • Perfect Timekeeper • Formal : Chrome & Glass • Challenger : Swatch • Fashion Accessory • Informal : Cool & Chic
  10. 10. Lingerie • Champion : Victoria Secret • Conservative, Discreet, Hidden • Coy Femininity • Challenger : Wonder Bra • Outspoken, Brash, Attitude • Brazen Femininity
  11. 11. Computers • Champion : IBM • The Big Blue : Think • Authoritarian, Unidimensional • Challenger : Apple • Lateral : Think Different • Friendly, Simple, Versatile
  12. 12. Car Rentals • Champion : Hertz • Unanimous choice • Monolith : Slow • Challenger : Avis • We’re No.2. We try harder. • Small : Nimble
  13. 13. Cars • Champion : Big 3 • Large & Ostentatious • Fuel Guzzlers • Challenger : Volkswagen • Simple & Ugly • Fast & Economical
  14. 14. Airlines • Champion : British Airways • Establishment : Stiff Upper Lip • Boring & Stoic Flights • Challenger : Virgin • Anti-Establishment : Irreverent Brit Humor • Inflight Entertainment
  15. 15. Channels • Champion : Zee • Varied Entertainment • Predictable : Boring Soaps • Challenger : Star Plus • Interactive Programming : Big Names • KBC, KGGK, KKSBKBT : Family
  16. 16. Cricket • Champion : Test Matches • Full Day for Five Days, No Result • Gentlemen in Whites • Challenger : One Dayers/20-20 • Result Oriented, Day & Night • Colored Clothing
  17. 17. Bollywood • Champion : Rajesh Khanna • Prince of Romance & Emotion • Archetypal : Good, Kind, Happy • Challenger : Amitabh Bachchan • Angry Young Man • Unpredictable : Volatile & Unpretentious
  18. 18. Learning Challengers : Disruption • Change the conventions of the category • Own a unique high-ground
  19. 19. Challenger Brand The Ten Commandments
  20. 20. 1 • Redefine the Category • Create a parallel exciting world
  21. 21. Redefine Swatch • From Timekeeping to Fashion Virgin Atlantic • From Boring Flights to In-Flight Entertainment One Day Cricket • From a Languorous Five Day Event to an Pulsating Day & Night Match
  22. 22. 2 • Make a Powerful Statement • Anchored in a passionate philosophy
  23. 23. Statement Virgin • Debunker of Establishment Body Shop • Love & Respect Nature Wonderbra • Brazen Femininity
  24. 24. 3 • Assume Thought Leadership • Become the reference brand in the category
  25. 25. Thought Leadership Avis • We’re No.2 . We try harder Close-Up • Not dad’s brand Diesel • Fashionable Jeans
  26. 26. 4 • Powerful Symbols & Metaphors • Visually Striking
  27. 27. Symbols Apple The Hammer Girl vs IBM The Stoic Big Blue Apple The Hammer Girl vs IBM The Stoic Big Blue Night Cricket The Colorful Pajama Day vs Test Match The Gentleman’s Game in Stark Whites Night Cricket The Colorful Pajama Day vs Test Match The Gentleman’s Game in Stark Whites Close-Up exciting world of opposite sexes vs Colgate’s therapeutic world of incisors, canines, molars Close-Up exciting world of opposite sexes vs Colgate’s therapeutic world of incisors, canines, molars
  28. 28. 5 • Big Bang News • Shock & Surprise the World
  29. 29. Big News Swatch Replica : Commerzbank Wonderbra Hoarding : Thames River Apple 1984 : Superbowl Pepsi : Choice of the New Generation Amitabh Bachchan : Zanjeer Star Plus : KBC Swatch Replica : Commerzbank Wonderbra Hoarding : Thames River Apple 1984 : Superbowl Pepsi : Choice of the New Generation Amitabh Bachchan : Zanjeer Star Plus : KBC
  30. 30. 6 • Sacrifice & Choices • Focus & not dissipate resources
  31. 31. Choices Absolut Only Press Absolut Only Press Southwestern Airlines Limited coverage Southwestern Airlines Limited coverage Saturn Only 60 seconds Saturn Only 60 seconds
  32. 32. 7 • Out Maneuver • Think like a Grandmaster
  33. 33. Out Maneuver Coke Official Sponsors of World Cup Cricket Pepsi Nothing Official About It Coke Official Sponsors of World Cup Cricket Pepsi Nothing Official About It British Raj Violent Aggression Gandhi Assertive Non Violence British Raj Violent Aggression Gandhi Assertive Non Violence
  34. 34. 8 • High Media Presence • Advertising / Publicity : High Leverage Asset
  35. 35. Memorable Campaigns Apple : 1984 Volkswagen : Lemon Avis : No. 2 Wonderbra : Hello Boys Pepsi : NOAI Star Plus : KBC Apple : 1984 Volkswagen : Lemon Avis : No. 2 Wonderbra : Hello Boys Pepsi : NOAI Star Plus : KBC
  36. 36. PR Richard Branson Transatlantic Flight : Bravado & Anti-Establishment Absolut Commissioning Artists : Helmut Newton’s Exhibition Apple 1984 : Free Airing across networks Body Shop Just WOM : Animal Rights, African Culture, Women / Child Abuse Richard Branson Transatlantic Flight : Bravado & Anti-Establishment Absolut Commissioning Artists : Helmut Newton’s Exhibition Apple 1984 : Free Airing across networks Body Shop Just WOM : Animal Rights, African Culture, Women / Child Abuse
  37. 37. 9 • Become Idea Centered, Not Consumer Centered • Delight & Surprise : Not Research Driven
  38. 38. Ideas Virgin Airlines Bar in the upper class Apple Trash can for rejects Kerry Packer Result oriented one-dayers Star Plus Crack a quiz & win a Crore Virgin Airlines Bar in the upper class Apple Trash can for rejects Kerry Packer Result oriented one-dayers Star Plus Crack a quiz & win a Crore
  39. 39. 10 • Mischievous Disruptions • Never let the Champion Rest
  40. 40. Mischievous Apple The Hammer Girl Pepsi Nothing Official About It Wonderbra Hello Boys !
  41. 41. Ten Commandments • Redefine the Category • Make a Powerful Statement • Assume Thought Leadership • Powerful Symbols & Metaphors • Big Bang News • Sacrifices & Choices • Out Maneuver • High Media Presence • Idea Centered • Mischievous Disruptions
  42. 42. Some Principles outlined Offensive marketing • Find a weakness in the leaders’ strength and attack at that point. • Launch the attack on as narrow a front as possible Flanking marketing • Make a move into an uncontested area • Tactical surprise ought to be part of the plan • The pursuit is as important as the attack itself • Flanking can be done with low price/high price/small pack/large pack/new distribution/new product form • Guerrilla marketing
  43. 43. • Key to all these efforts are to redefine/create a new paradigm in – Audience – Proposition- distinction in product offering – Personality – Price (the most common) – Or a combination of these

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