How Do You Tackle The Leaders? Schick Super II Razor Blades vs. Gillette Trac II

Donald G Pojednic

How do you tackle a market leader? The aggressive translation of that question becomes: "How do you overtake a market leader?" And if all you're doing is duplicating that leader's product, there is a simple answer to the question: You usually DON'T overtake him. When going after a market leader, especially one who's been around a long time, you are dealing with something more than just a product. You are dealing with people's emotions–deep–seated attitudes developed over the years toward the product or the company that makes the product. I believe it's almost impossible to simply duplicate the product you're going after and sell it to a prospect who has a deep, longtime attachment to it. So again, the question, "How do you attack a market leader?"