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
- 2. Genesis • Champions : Convention Driven • No. 1 brands of the category • Challengers : Disruption Driven • Aim to dislodge the No.1
- 3. Children : Giant Killers • David vs Goliath , Krishna vs Kamsa • Ask : Why Not ?
- 4. Difference • Champion : Change Averse • Resting : Comfort Zone • Challenger : Change Catalysts • Restlessness : Courage Zone • It’s not about Survival. It’s all about Thriving.
- 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. Colas • Champion : Coca Cola • Consumed by everyone in the world • Conservative & Authoritative • Challenger : Pepsi • Choice of the New Generation • Casual & Fun
- 8. Jeans • Champion : Levis • Denim Jeans • Casual clothes • Challenger : Diesel • Colored Jeans • Fashion clothing
- 9. Watches • Champion : Japanese Watches • Perfect Timekeeper • Formal : Chrome & Glass • Challenger : Swatch • Fashion Accessory • Informal : Cool & Chic
- 10. Lingerie • Champion : Victoria Secret • Conservative, Discreet, Hidden • Coy Femininity • Challenger : Wonder Bra • Outspoken, Brash, Attitude • Brazen Femininity
- 11. Computers • Champion : IBM • The Big Blue : Think • Authoritarian, Unidimensional • Challenger : Apple • Lateral : Think Different • Friendly, Simple, Versatile
- 12. Car Rentals • Champion : Hertz • Unanimous choice • Monolith : Slow • Challenger : Avis • We’re No.2. We try harder. • Small : Nimble
- 13. Cars • Champion : Big 3 • Large & Ostentatious • Fuel Guzzlers • Challenger : Volkswagen • Simple & Ugly • Fast & Economical
- 14. Airlines • Champion : British Airways • Establishment : Stiff Upper Lip • Boring & Stoic Flights • Challenger : Virgin • Anti-Establishment : Irreverent Brit Humor • Inflight Entertainment
- 15. Channels • Champion : Zee • Varied Entertainment • Predictable : Boring Soaps • Challenger : Star Plus • Interactive Programming : Big Names • KBC, KGGK, KKSBKBT : Family
- 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. Bollywood • Champion : Rajesh Khanna • Prince of Romance & Emotion • Archetypal : Good, Kind, Happy • Challenger : Amitabh Bachchan • Angry Young Man • Unpredictable : Volatile & Unpretentious
- 18. Learning Challengers : Disruption • Change the conventions of the category • Own a unique high-ground
- 19. Challenger Brand The Ten Commandments
- 20. 1 • Redefine the Category • Create a parallel exciting world
- 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. 2 • Make a Powerful Statement • Anchored in a passionate philosophy
- 23. Statement Virgin • Debunker of Establishment Body Shop • Love & Respect Nature Wonderbra • Brazen Femininity
- 24. 3 • Assume Thought Leadership • Become the reference brand in the category
- 25. Thought Leadership Avis • We’re No.2 . We try harder Close-Up • Not dad’s brand Diesel • Fashionable Jeans
- 26. 4 • Powerful Symbols & Metaphors • Visually Striking
- 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. 5 • Big Bang News • Shock & Surprise the World
- 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. 6 • Sacrifice & Choices • Focus & not dissipate resources
- 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. 7 • Out Maneuver • Think like a Grandmaster
- 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. 8 • High Media Presence • Advertising / Publicity : High Leverage Asset
- 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. 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. 9 • Become Idea Centered, Not Consumer Centered • Delight & Surprise : Not Research Driven
- 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. 10 • Mischievous Disruptions • Never let the Champion Rest
- 40. Mischievous Apple The Hammer Girl Pepsi Nothing Official About It Wonderbra Hello Boys !
- 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. 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. • 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