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25/01/19
How to compete with category owners/leaders

Does Coca-Cola benefit from Pepsi’s existence? Or, Oracle from SAP’s? If you’re not sure, remember that competitive markets drive innovation. And, that increasing the size of category can be a good thing even if customers favor the competition. If you’re a mature brand (e.g. Burger King) or the new kid on the block (e.g. Under Armour), the easiest way to capture market share is to clearly position yourself relative to the category owner/leader.

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