Marketing Situation #2 -
ATTACKING THE MARKET LEADER

DAVID & GOLIATH

  • Extremely difficult!

  • Requires a combination of dramatically improved RPQ1s
    and ramped up, truly impressive RPQ2s

  • The dramatically improved RPQ1s dispel the "me too" Performance (intrinsic) Features mentality and the ramped up, truly impressive RPQ2s enhance Brand Equity -
    Keep in mind that Brand Equity is King!!!

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