WD-40 has been successful in expanding total demand for its product through finding new users, promoting new product uses, and encouraging greater usage. The document discusses WD-40's competitive strategy of product development, which includes expanding total demand and market share to protect profits. It asks what other brands have similarly focused on developing new applications for their products like WD-40.

1. 6. Product development

12. Competitive Strategy
• Expanding the total demand
– Finding new users
– Discovering and promoting
new product uses
– Encouraging greater product
usage
• Protecting market share
– Many considerations
– Continuous innovation
• Expanding market share
– Profitability rises with market
share
Market Leader
Market
Challenger
Market
Follower
Market Nicher
Competitive
Positions

13. Competitive Strategy
WD-40 has a knack for
developing new uses for its
product.
What other brands have
adopted a similar strategy?
WD40