Winning Share by De-positioning the Competition

Companies can not only survive in a down economy, they can thrive. Companies can succeed in the short-term and lay the groundwork for lasting share gain by taking advantage of recession-driven changes in consumer attitudes.

Resources

• New Win Share Webinar Audio and Video
• How to win market share by de-positioning the competition (PowerPoint)
  

  An overview of the process and tools which help organizations win share.

• From Buy, Buy to Bye Bye (The Economist)
  

  An insightful article on the mind-state of consumers in Western countries. It discusses the potential shift in consumer behavior and attitudes towards less and more frugal consumption.

• Understanding the Post-Crisis Consumer
  

  Success in building brands and growing market share depends first on understanding your target consumers better than your competitor understands them. Specifically, it is critical to understand consumer needs, and especially their emotional needs, in order to be able to create a brand proposition and offering that best meets those needs.

• Frugality Forged in Today's Economy (The Wall Street Journal)
  

  An analysis of the potential shift in American consumer’s attitudes towards higher saving and lower consumption.

• Examples of de-positioning the competition
  

  A PowerPoint slideshow examining MillerCoors and other brands de-positioning their competition.