In context of Indian e-commerce market, only two is dominating Flipkart and Amazon earlier there were snapdeal which is on edge of away from the market. In long run ,every market becomes a two – horse race. ” finest in car rank ” was one of ad campaign by Avis ( which is 2 in car rental service), how could they’re finest rent-in-car service when they are not on top the top rang of their ladder ?they lost money for 13 yrs, when they admitted that they are on the 2, rang of ladder they started to make money. Leading company has the different strategy than no.2 or no.3 company. The strategy to use depends on which rung you occupy on the ladder. that totally proves the disaster for the company as fast word belongs to McDonald’s. It is a very hard job to change the mind of prospect, once it made, trying to get your name to replace a word that is already in the mind of the prospect.īurger King launched a slogan “best food for fast time ”. Two companies cann’t own the same word in the prospect’s mind. In order to achieve a word in the mind of prospects, every company ( or brand) should focus on one or very few products but in reward company get more valuable things because brand manages to get a particular word associated with its company. for example BMW – driving, domino’s – home delivery. Most successful company ( or brand ) are the ones that “own a word” in the mind of prospects. Ī company can become incredibly successful if it can find a way to own a word in the mind of the prospect. The most powerful concept in the marketing is owning a word in the prospect’s mind. In Japan people perception for Honda as moto among Japanese manufacturer while third in Japan behind Toyota and Nissan.rcycle manufacture while in the USA as the automobile manufacturer. Honda leading seller of the automobile in the USA. Japanese automobile company selling an exactly same car in Japan and in the USA. Marketing is not a battle of product ,it’s a battle of perception. When you want to buy a book through e-commerce which site comes first in your mind, clearly Amazon that’s the law of mind when anyone thinks It’s better to be first in the mind than to be first in the market. And totally disrupt telecom industry of India. There are many companies in India telecom market that competing in 3g network but what about jio it comes with 4g network. If you cann’t be the first in a category set up a new category you can be first in. Maggi, A nestle subsidiary, the first noodles company in India, many come and go but Maggi still the leader in their field. Xerox, the first plane copier, become the name for all plain paper copier. One reason the first brand tends to maintain its leadership is that the name often becomes generic. It is more probable that you know the answer to question 1 with respect to 2. It’s better to be first than it is to be better.ġ.who was the first man to walk on the moon?Ģ.who was the second man to walk on the moon? Al Ries and Jack Trout are leading marketers around the globe.
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