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Law 9 marketing presentation

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The document discusses strategies for second-place brands to compete against market leaders. It suggests that number two brands adopt an opposite strategy by being different rather than trying to be better. It provides examples of Pepsi positioning as new and different compared to old Coke, and Closeup appealing to newer generations versus old Colgate. The conclusion is that competitors should turn the leader's strengths into weaknesses by being different and creative rather than trying to be a better version of the leader.

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Law 9 marketing presentation
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Law 9 marketing presentation
SIMPLE CONCEPT 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 market. . EXAMPLES: 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 SOUNDS DIFFERENT
PERCEPTIONS ABOUT BRAND COLGATE IS OLD & PEOPLE LIKE IT VERY MUCH CLOSEUP IS NEW SO NEW GENERATION . WANTS SOME INNOVATIVE PRODUCT
CONCLUSION Wherever the leader is strong, there is an opportunity to make different strategy for another competitor. . Turn the strength into the weakness. . Dont try to be better, be different & creative to make existence in the market....
ANY QUESTIONS ANY QUESTIONS
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Law 9 marketing presentation

  • 2. `
  • 4. SIMPLE CONCEPT 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 market. . EXAMPLES: COKE & PEPSI COLGATE & CLOSE UP EXCEL took over LOTUS 1-2-3 by being a better spreadsheet, not a different spreadsheet).
  • 5. COKE IS OLD BUT OLD IS GOLD PEOPLE PERCEPTIONS ABOUT BRANDS PEPSI IS NEW THATS SOUNDS DIFFERENT
  • 6. PERCEPTIONS ABOUT BRAND COLGATE IS OLD & PEOPLE LIKE IT VERY MUCH CLOSEUP IS NEW SO NEW GENERATION . WANTS SOME INNOVATIVE PRODUCT
  • 7. CONCLUSION Wherever the leader is strong, there is an opportunity to make different strategy for another competitor. . Turn the strength into the weakness. . Dont try to be better, be different & creative to make existence in the market....

Editor's Notes

  • #4: 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
  • #6: 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