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

Donald G. Pojednic, Senior Vice President of Foote, Cone and Belding, talks at the American Association of Advertising Agencies (4A's) 1974 Eastern Annual Conference on how his agency branded Schick's Super II razor blades to take on Gillette's practically identical Trac II product.

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...

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