Generalisations

1
Generalisations

• In a repertoire market, your customers are your
  competitors customers who sometimes buy from
  you. Go for share of customer
• Segment the market by category, not brands
• Keep your eyes on the bigger brands
• Forget about loyalty, build small brands by
  getting more customers

2
Generalisations

• If you have a small brand in a subscription
  market, dont start a price war
• Sales promotions will only have a temporary
  effect, mainly on existing customers
• Volume depends on price, following the 10 20
  40 elastic rule
• Advertising weight, not cleverness, affects sales

3
Generalisations

• If you want x more share, spend 5x more on
  advertising
• Your brand will probably not be able to hang on
  to its market share unless you buy a
  corresponding proportion of the total
  advertising in that category