Ovaltine: Small slice, big pie - how moving from a milky sleep aide to a daytime break drink paid dividends for Ovaltine
Principal Author: Ric Nicholls, WCRS&Co/Engine
Introduction
Who are people who come second? They're the first people to lose.
On this the business books are agreed. Second sucks. If you're not number one in a market, you need to find the market you CAN be number one in.1 Or become one of the also-rans.
This paper shows an alternative route out of this second cul-de-sac for a small brand with tiny budgets but huge ambitions: not...