Challenger BrandsDisrupting Champions

Genesis

• Champions : Convention Driven• No. 1 brands of the category

• Challengers : Disruption Driven• Aim to dislodge the No.1

Children : Giant Killers

• David vs Goliath , Krishna vs Kamsa• Ask : Why Not ?

Difference

• Champion : Change Averse• Resting : Comfort Zone

• Challenger : Change Catalysts• Restlessness : Courage Zone

• It’s not about Survival. It’s all about Thriving.

Challenger BrandsClassics

Oral Care• Champion : Colgate

• White, chalk based toothpaste• Family health brand : Strong Teeth

• Challenger : Close-Up• Red, gel with mouthwash

• Young at heart consumers : Fresh breath & white teeth

Colas• Champion : Coca Cola

• Consumed by everyone in the world• Conservative & Authoritative

• Challenger : Pepsi• Choice of the New Generation

• Casual & Fun

Jeans• Champion : Levis

• Denim Jeans• Casual clothes

• Challenger : Diesel • Colored Jeans

• Fashion clothing

Watches• Champion : Japanese Watches

• Perfect Timekeeper• Formal : Chrome & Glass

• Challenger : Swatch• Fashion Accessory

• Informal : Cool & Chic

Lingerie

• Champion : Victoria Secret• Conservative, Discreet, Hidden

• Coy Femininity

• Challenger : Wonder Bra• Outspoken, Brash, Attitude

• Brazen Femininity

Computers• Champion : IBM

• The Big Blue : Think• Authoritarian, Unidimensional

• Challenger : Apple• Lateral : Think Different

• Friendly, Simple, Versatile

Car Rentals

• Champion : Hertz• Unanimous choice

• Monolith : Slow

• Challenger : Avis• We’re No.2. We try harder.

• Small : Nimble

Cars• Champion : Big 3

• Large & Ostentatious• Fuel Guzzlers

• Challenger : Volkswagen• Simple & Ugly

• Fast & Economical

Airlines• Champion : British Airways• Establishment : Stiff Upper Lip

• Boring & Stoic Flights

• Challenger : Virgin• Anti-Establishment : Irreverent Brit Humor

• Inflight Entertainment

Channels• Champion : Zee

• Varied Entertainment • Predictable : Boring Soaps

• Challenger : Star Plus• Interactive Programming : Big Names

• KBC, KGGK, KKSBKBT : Family

Cricket• Champion : Test Matches

• Full Day for Five Days, No Result • Gentlemen in Whites

• Challenger : One Dayers/20-20• Result Oriented, Day & Night

• Colored Clothing

Bollywood• Champion : Rajesh Khanna

• Prince of Romance & Emotion • Archetypal : Good, Kind, Happy

• Challenger : Amitabh Bachchan• Angry Young Man

• Unpredictable : Volatile & Unpretentious

Learning

Challengers : Disruption

• Change the conventions of the category

• Own a unique high-ground

Challenger BrandThe Ten Commandments

1

• Redefine the Category

• Create a parallel exciting world

RedefineSwatch

• From Timekeeping to Fashion

Virgin Atlantic• From Boring Flights to In-Flight Entertainment

One Day Cricket• From a Languorous Five Day Event to an Pulsating Day

& Night Match

2

• Make a Powerful Statement

• Anchored in a passionate philosophy

Statement

Virgin • Debunker of Establishment

Body Shop • Love & Respect Nature

Wonderbra • Brazen Femininity

3

• Assume Thought Leadership

• Become the reference brand in the category

Thought Leadership Avis

• We’re No.2 . We try harder

Close-Up • Not dad’s brand

Diesel• Fashionable Jeans

4

• Powerful Symbols & Metaphors

• Visually Striking

Symbols

Apple The Hammer Girl

vs

IBMThe Stoic Big Blue

Apple The Hammer Girl

vs

IBMThe Stoic Big Blue

Night CricketThe Colorful Pajama

Day

vs

Test MatchThe Gentleman’s Game

in Stark Whites

Night CricketThe Colorful Pajama

Day

vs

Test MatchThe Gentleman’s Game

in Stark Whites

Close-Up exciting world of opposite sexes

vs

Colgate’s therapeutic world of

incisors, canines, molars

Close-Up exciting world of opposite sexes

vs

Colgate’s therapeutic world of

incisors, canines, molars

5

• Big Bang News

• Shock & Surprise the World

Big News

Swatch Replica : Commerzbank

Wonderbra Hoarding : Thames River

Apple 1984 : Superbowl

Pepsi : Choice of the New Generation

Amitabh Bachchan : Zanjeer

Star Plus : KBC

Swatch Replica : Commerzbank

Wonderbra Hoarding : Thames River

Apple 1984 : Superbowl

Pepsi : Choice of the New Generation

Amitabh Bachchan : Zanjeer

Star Plus : KBC

6

• Sacrifice & Choices

• Focus & not dissipate resources

Choices

AbsolutOnly Press

AbsolutOnly Press

Southwestern

Airlines

Limited coverage

Southwestern

Airlines

Limited coverage

SaturnOnly 60 seconds

SaturnOnly 60 seconds

7

• Out Maneuver

• Think like a Grandmaster

Out Maneuver

CokeOfficial Sponsors of World Cup Cricket

Pepsi Nothing Official About It

CokeOfficial Sponsors of World Cup Cricket

Pepsi Nothing Official About It

British RajViolent Aggression

Gandhi Assertive Non Violence

British RajViolent Aggression

Gandhi Assertive Non Violence

8

• High Media Presence

• Advertising / Publicity : High Leverage Asset

Memorable Campaigns

Apple : 1984

Volkswagen : Lemon

Avis : No. 2

Wonderbra : Hello Boys

Pepsi : NOAI

Star Plus : KBC

Apple : 1984

Volkswagen : Lemon

Avis : No. 2

Wonderbra : Hello Boys

Pepsi : NOAI

Star Plus : KBC

PR

Richard Branson Transatlantic Flight : Bravado & Anti-Establishment

AbsolutCommissioning Artists : Helmut Newton’s Exhibition

Apple1984 : Free Airing across networks

Body ShopJust WOM : Animal Rights, African Culture, Women / Child

Abuse

Richard Branson Transatlantic Flight : Bravado & Anti-Establishment

AbsolutCommissioning Artists : Helmut Newton’s Exhibition

Apple1984 : Free Airing across networks

Body ShopJust WOM : Animal Rights, African Culture, Women / Child

Abuse

9

• Become Idea Centered, Not Consumer Centered

• Delight & Surprise : Not Research Driven

Ideas

Virgin AirlinesBar in the upper class

AppleTrash can for rejects

Kerry PackerResult oriented one-dayers

Star PlusCrack a quiz & win a Crore

Virgin AirlinesBar in the upper class

AppleTrash can for rejects

Kerry PackerResult oriented one-dayers

Star PlusCrack a quiz & win a Crore

10

• Mischievous Disruptions

• Never let the Champion Rest

Mischievous

AppleThe Hammer Girl

PepsiNothing Official About It

WonderbraHello Boys !

Ten Commandments• Redefine the Category

• Make a Powerful Statement

• Assume Thought Leadership

• Powerful Symbols & Metaphors

• Big Bang News

• Sacrifices & Choices

• Out Maneuver

• High Media Presence

• Idea Centered

• Mischievous Disruptions

Some Principles outlinedOffensive marketing• Find a weakness in the leaders’ strength and attack at that point.• Launch the attack on as narrow a front as possible

Flanking marketing• Make a move into an uncontested area• Tactical surprise ought to be part of the plan• The pursuit is as important as the attack itself• Flanking can be done with low price/high price/small pack/large

pack/new distribution/new product form• Guerrilla marketing

• Key to all these efforts are to redefine/create a new paradigm in

– Audience– Proposition- distinction in product offering– Personality– Price (the most common)– Or a combination of these