The market place is a war zone. Companies are trying to outdo each other to either control the market, or get a big chunk of it. All manner of strategies are applied to do this. The interesting thing is that customers and consumers do not know that companies are battling each other to grab their money.
I’m sure that once in a while you wonder why companies like CocaCola, Procter and Gamble, Unilever, Pepsi, MTN, Glo, Airtel, Google, Microsoft and others are still spending millions of dollars annually in advertisements. In fact, during last Super Bowl in the United States of America, 30 seconds television advertisements was $5 million and many companies paid! Why are they spending so much on advertisement? Two reasons, first to maintain their market share. Secondly, to launch an attack against a competition.
If CocaCola fail to advertise for one year, Pepsi will take over the market. In fact, while Pepsi is the market leader in the United States of America, Coca-Cola is the market leader in Africa. So continuous advertisement guarantees consumer loyalty. Some of the adverts are actually subtle attacks against their competitors.
In the summer of 2012, Samsung launched a campaign to highlight the difference between its Galaxy S 111 and the new Apple iPhone 5. Samsung used this clever strategy to attack iPhone 5 indirectly: everything from the long queues at Apple stores, to smaller iPhone screen size, to file sharing.
At the same time, Samsung backed up its campaign by advertising the Galaxy S 111’s powerful features. Using humor to balance the attack, Samsung never showed Apple logos or used Apple brand names, but of course, everyone could identify exactly what Samsung was poking fun at. Focusing in comparing the features that customers really care about really made the campaign a success.
Samsung continued that attack, contending with Apple over Iceland language. In an ad featuring balaclavas, goats, and apples, it attacked the iPhone for its language limitations, pointing out the iPhone’s lack of voice-control support for the Icelandic language. Samsung’s Galaxy S 4 supports the language, while Apple’s Siri and dictation features cannot.
The ad shows a man trying to use an actual apple in the way that one might handle an iPhone, but obviously with disappointing results. He hangs his head in frustration with the device, and a caption states, “Get a phone that understands you.”
The ending showed a happy, smiling man taking a bite from an apple while holding a Galaxy mobile phone. By pointing at real apples, Samsung cleverly scolded Apple’s features in its comparative ad. That is exactly how companies fight subtle wars to either take over the market, or grab a large chunk of it.
I’m sure you have seen a lot of advert wars without even knowing it. Most detergent adverts are designed to show its superiority over others. Ariel detergent is a good example. Their ads usually look like a competition. They will show you a jar of detergent without name, and then show you Ariel. A group will wash stained clothes with the unnamed detergent, why another group wash with Ariel. At the end of the day, Ariel will win. That’s a subtle way of telling you that Ariel detergent is the best in the world!
To engage in this battle, you must be very careful so that the company you’re fighting with will not take you to court. John Ellet advises that, “You run an ad criticizing your competition without mentioning names, but in such a clever way that consumers have no trouble drawing conclusions about the brand you are scolding.”
The tactic is called implicit comparison and many companies engage it. Samsung versus Apple, Dell versus Compaq, Protecter and Gamble versus Unilever, Baidu versus Google China, CocaCola versus Pepsi and so on. It’s an endless war to grab the consumers money. (We can actually help you to win this war. Just scroll up, click on our solutions button, then follow the brand button, and fill the form you will see there telling us exactly what you want).
To engage in implicit comparison, don’t forget to balance the attack with humor to take off the edge of a competitive attack. Focus on the details of your product or service that solve the customer’s pain and problems, while comparing these with what your competition can’t provide.
To take your business to the global stage you must know how to survive there. You must learn how to grab your own market share. You need uncommon strategy that will give you an edge over your competition. I will be sharing these great strategies at the CEO Success Summit. The date is 3rd February, 2018. The venue is Oriental Hotel, Victoria Island, Lagos. We have space for only twenty people and it is already getting filled. So reserve your seat today. The account details and the fee is on the handbill below. For more information, kindly call Godwin on 07032681154. You can’t afford to miss this summit. It will revolutionize your organization! See you at the top!
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