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!!!
