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 MotwaniTRANSCRIPT
Challenger BrandsDisrupting Champions
Genesis
• Champions : Convention Driven• No. 1 brands of the category
• Challengers : Disruption Driven• Aim to dislodge the No.1
Children : Giant Killers
• David vs Goliath , Krishna vs Kamsa• Ask : Why Not ?
Difference
• Champion : Change Averse• Resting : Comfort Zone
• Challenger : Change Catalysts• Restlessness : Courage Zone
• It’s not about Survival. It’s all about Thriving.
Challenger BrandsClassics
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
Colas• Champion : Coca Cola
• Consumed by everyone in the world• Conservative & Authoritative
• Challenger : Pepsi• Choice of the New Generation
• Casual & Fun
Jeans• Champion : Levis
• Denim Jeans• Casual clothes
• Challenger : Diesel • Colored Jeans
• Fashion clothing
Watches• Champion : Japanese Watches
• Perfect Timekeeper• Formal : Chrome & Glass
• Challenger : Swatch• Fashion Accessory
• Informal : Cool & Chic
Lingerie
• Champion : Victoria Secret• Conservative, Discreet, Hidden
• Coy Femininity
• Challenger : Wonder Bra• Outspoken, Brash, Attitude
• Brazen Femininity
Computers• Champion : IBM
• The Big Blue : Think• Authoritarian, Unidimensional
• Challenger : Apple• Lateral : Think Different
• Friendly, Simple, Versatile
Car Rentals
• Champion : Hertz• Unanimous choice
• Monolith : Slow
• Challenger : Avis• We’re No.2. We try harder.
• Small : Nimble
Cars• Champion : Big 3
• Large & Ostentatious• Fuel Guzzlers
• Challenger : Volkswagen• Simple & Ugly
• Fast & Economical
Airlines• Champion : British Airways• Establishment : Stiff Upper Lip
• Boring & Stoic Flights
• Challenger : Virgin• Anti-Establishment : Irreverent Brit Humor
• Inflight Entertainment
Channels• Champion : Zee
• Varied Entertainment • Predictable : Boring Soaps
• Challenger : Star Plus• Interactive Programming : Big Names
• KBC, KGGK, KKSBKBT : Family
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
Bollywood• Champion : Rajesh Khanna
• Prince of Romance & Emotion • Archetypal : Good, Kind, Happy
• Challenger : Amitabh Bachchan• Angry Young Man
• Unpredictable : Volatile & Unpretentious
Learning
Challengers : Disruption
• Change the conventions of the category
• Own a unique high-ground
Challenger BrandThe Ten Commandments
1
• Redefine the Category
• Create a parallel exciting world
RedefineSwatch
• 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
2
• Make a Powerful Statement
• Anchored in a passionate philosophy
Statement
Virgin • Debunker of Establishment
Body Shop • Love & Respect Nature
Wonderbra • Brazen Femininity
3
• Assume Thought Leadership
• Become the reference brand in the category
Thought Leadership Avis
• We’re No.2 . We try harder
Close-Up • Not dad’s brand
Diesel• Fashionable Jeans
4
• Powerful Symbols & Metaphors
• Visually Striking
Symbols
Apple The Hammer Girl
vs
IBMThe Stoic Big Blue
Apple The Hammer Girl
vs
IBMThe Stoic Big Blue
Night CricketThe Colorful Pajama
Day
vs
Test MatchThe Gentleman’s Game
in Stark Whites
Night CricketThe Colorful Pajama
Day
vs
Test MatchThe 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
5
• Big Bang News
• Shock & Surprise the World
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
6
• Sacrifice & Choices
• Focus & not dissipate resources
Choices
AbsolutOnly Press
AbsolutOnly Press
Southwestern
Airlines
Limited coverage
Southwestern
Airlines
Limited coverage
SaturnOnly 60 seconds
SaturnOnly 60 seconds
7
• Out Maneuver
• Think like a Grandmaster
Out Maneuver
CokeOfficial Sponsors of World Cup Cricket
Pepsi Nothing Official About It
CokeOfficial Sponsors of World Cup Cricket
Pepsi Nothing Official About It
British RajViolent Aggression
Gandhi Assertive Non Violence
British RajViolent Aggression
Gandhi Assertive Non Violence
8
• High Media Presence
• Advertising / Publicity : High Leverage Asset
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
PR
Richard Branson Transatlantic Flight : Bravado & Anti-Establishment
AbsolutCommissioning Artists : Helmut Newton’s Exhibition
Apple1984 : Free Airing across networks
Body ShopJust WOM : Animal Rights, African Culture, Women / Child
Abuse
Richard Branson Transatlantic Flight : Bravado & Anti-Establishment
AbsolutCommissioning Artists : Helmut Newton’s Exhibition
Apple1984 : Free Airing across networks
Body ShopJust WOM : Animal Rights, African Culture, Women / Child
Abuse
9
• Become Idea Centered, Not Consumer Centered
• Delight & Surprise : Not Research Driven
Ideas
Virgin AirlinesBar in the upper class
AppleTrash can for rejects
Kerry PackerResult oriented one-dayers
Star PlusCrack a quiz & win a Crore
Virgin AirlinesBar in the upper class
AppleTrash can for rejects
Kerry PackerResult oriented one-dayers
Star PlusCrack a quiz & win a Crore
10
• Mischievous Disruptions
• Never let the Champion Rest
Mischievous
AppleThe Hammer Girl
PepsiNothing Official About It
WonderbraHello Boys !
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
Some Principles outlinedOffensive 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
• 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