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SIMPLE CONCEPTAny 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 BRANDCOLGATE IS OLD & PEOPLE

LIKE IT VERY MUCH

CLOSEUP IS NEW SO NEW GENERATION

. “”WANTS SOME INNOVATIVE

PRODUCT””

CONCLUSIONWherever 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……....

ANY QUESTIONS

ANY QUESTIONS

THANK YOU