\u201cWe Must attain the No. 1 position!\u201d \u2026.. \u201cIt is time for our brand to become No. 1!\u201d<\/p>\n\n\n\n
Why?<\/strong><\/p>\n\n\n\n What is it about being No. 1? Surely it is more than pride? After all, businesses are not run on the basis of pride.<\/p>\n\n\n\n Is it mere rhetoric, to ruse the competitive spirit of personnel or is there something more?<\/p>\n\n\n\n The Leader Perspective<\/strong><\/p>\n\n\n\n My first thoughts on this, years ago were that \u2013 being a leader in a market or category enables one to \u201cdrive\u201d the category.<\/p>\n\n\n\n In the sense, you can increase usage or consumption by existing users, create more customers and be generally a step ahead of competition.<\/p>\n\n\n\n The Financial Perspective<\/strong><\/p>\n\n\n\n On further thought, it appeared that the No. 1 position would enable a company (or brand) to achieve more with less input. Financially, this would lead to superior profit. Hence the drive to increase market share within a category or sub-category<\/p>\n\n\n\n The Customer Perspective<\/strong><\/p>\n\n\n\n Over time, I realized that the there is a huge advantage of being No.1 or No.2 \u2013 it is to do with the users or customers of a brand. The Customer remembers few brands per category only. For making a choice \u2013 there are fewer still. Possibly just 2 or 3 in most categories.<\/p>\n\n\n\n It is because of this that being the No. 1 or No.2 in a market really helps! It does not matter if it is B2B or B2C \u2013 choices are made, candidates considered \u2013 and the likely hood to be selected is far greater when you are \u201ctop of mind\u201d. The ability to drive the market and financial gain are likely to result from this.<\/p>\n\n\n\n Each aspect mentioned is important, but equally important is to understand why we actually strive for the Market Leadership position.<\/p>\n\n\n\n Are these the reasons? Or is there more to this? Should becoming a leader in a market be the focus for marketers \u2013 or is it better to concentrate on other aspirations?<\/p>\n<\/body>","protected":false},"excerpt":{"rendered":" \u201cWe Must attain the No. 1 position!\u201d \u2026.. \u201cIt is time for our brand to become No. 1!\u201d Why? What is it about being No. 1? Surely it is more than pride? After all,...<\/p>\n","protected":false},"author":1,"featured_media":32,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[5,11],"class_list":["post-31","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-no-1"],"yoast_head":"\n