Advertisement

Fighting Repeat

  • Tim Calkins

Abstract

IF YOU MISS THE CHANCE to eliminate a new entrant in the early stages of its launch, you have to focus on preventing a repeat. By this point the new entrant has secured distribution, gained brand awareness, and generated trial. You can’t limit awareness once people are aware; it is just too late. Similarly, you can’t block trial when people have already tried a product or service. All that is left—the only remaining opportunity for an established player—is diminishing the new entrant’s repeat rate. If a new entrant manages to get people to try its product and if customers have a good experience, there is a good chance people will buy it again or repeat. You have to focus on stopping this process.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes

  1. 3.
    Claudia Penteado, “Brazil’s Northeast Goes form ‘Land of Laziness’ to Next China,” Advertising Age 82, no. 24 (June 13, 2011): 10.Google Scholar
  2. 9.
    Oded Shenkar, “Imitation is More Valuable Than Innovation,” Harvard Business Review 88, no. 4 (April 2010): 28.Google Scholar
  3. 11.
    Stephanie Thompson, “Kraft Struggles to Find Right Recipe for Meals,” Advertising Age, 74, no. 23 (June 9, 2003): 4.Google Scholar

Copyright information

© Tim Calkins 2012

Authors and Affiliations

  • Tim Calkins
    • 1
  1. 1.Kellogg School of ManagementUSA

Personalised recommendations