Choose speciality channel:   Choose sector channel:     Search the site

How to Guide


How challenger brands can take on the market leaders

How challenger brands can take on the market leaders

By Martin Turner, managing director, FreeIndex.

The launch of the new Windows 7 phone into the Smartphone market that is dominated by iPhone, pits two of the world’s biggest brands, Microsoft and Apple, into direct competition.

Microsoft is the proverbial David to Apple’s Goliath in this situation, and represents a struggle that small businesses face every day when they attempt to launch into an already competitive market – how do we compete with the dominant brand?

There is no simple answer to this conundrum, particularly for small businesses which do not have Microsoft’s resources at their disposal.

Challenging the leading brand in a market is a difficult task, but not an unprecedented situation. Facebook was a young pretender to the might of Myspace, Bebo and Friends Reunited just five years ago, but has successfully put the others in the shade through its accessibility, engaging features and deep understanding of its user base.

Businesses launching a new product should be aware that there isn’t a magic solution that can make them competitive, but below I provide tips that can help a business begin to work towards challenging the dominant brand in its marketplace:

1.    Don’t be scared.

Everybody starts somewhere, including every large brand you see today. Have confidence that the product or service you are bringing to market, while not well known (right now), offers an alternative solution to the dominant brand.

2.    Differentiate your product or service.

Businesses need to give customers a reason why they should choose their product or service over an established brand. The strongest ways to differentiate are through product innovation, price and service. FreeIndex competed successfully with market leaders by offering the first free online business information directory, coupled with an innovative quote request service.

3.    Leverage social media.

Big brands have large advertising budgets, and traditionally have held advantage over small businesses by being able to ‘shout the loudest’. But this world order has changed dramatically with the advent of social networks such as Twitter and Facebook.

These sites provide small businesses with a cost effective means of communicating with their target audience to quickly build brand awareness, loyalty and advocates.  Also consider utilising blogs, forums and business information sites to raise a business’ profile and engage and interact directly with customers.

4.    Be flexible.

Much like a lightweight boxer facing up to a heavyweight, a small business’ greatest asset is speed. A smaller business has the ability to react quickly to changing environments and adapt its business model to meet customer needs on a day-to-day basis.

Bigger brands are similar to slow-turning oil tankers, with many layers of decision makers, before a position can be alerted. Small businesses should make the most of this advantage, and like their lightweight counterpart, keep themselves one step ahead of the heavyweight rival.

5.    Provide great customer service.

Many large brands have poor reputations with their customers because they are slow to react to their concerns. Smaller businesses can take advantage of this by making sure service levels are second to none.
Have a complaint system in place, respond quickly and turn issues into a positive legacy for the business. Some businesses now employ social networks to address customer concerns, and this can be another great tool to help compete with big brands.

Small businesses can compete with the leader in a marketplace, but to do this they must seek advantages and exploit them where they can. If customers perceive that a business offers added value over a big brand, it can breed lasting loyalty

after abortion printable discount coupons abortions clinics
national abortion federation click how much for an abortion
cialis coupons from lilly go free printable cialis coupons
how much do abortion pills cost abortion research paper abortion hotline
cialis coupons from lilly free coupon for cialis
abortion photos how expensive is an abortion abortion at 5 weeks
discount coupons for prescriptions coupon for prescription prescription drug discount cards
prescription card discount link cialis coupons from manufacturer
abortion clinics houston link how does the abortion pill work
amoxicillin dosage for a uti amoxicillin dosage for a uti amoxicillin dosage for a uti
free prescription drug cards free prescription discount cards
linzess patient assistance what is the generic for bystolic linzess patient assistance
does an abortion hurt first trimester abortion why should abortion be illegal
aida kreuzfahrt aidadiva aida angebote
viagra kamagra viagra 100mg viagra
buscopan contre indication click buscopan grossesse
nexium 20 nexium 20
cloradex costo open clorexidina
depakin bustine depakin 300 depakin 300
how much for an abortion click define abortion
how to have an abortion pill abortion price
printable coupons for cialis prescription drug coupons cialis coupons 2015
cheap abortion pill abortion clinics in houston tx
duphaston duphaston forum
cheap abortion pill clinics how much does an abortion pill cost anti abortion pill
prescription transfer coupon coupons for prescription medications lilly cialis coupon
generic naltrexone click naltrexone for anxiety
naltrexone rapid detox alcohol implant does vivitrol stop withdrawals
naltrexine site naltrexone prescribing information

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.