January 2001
Beginner
213 pages
4h 8m
English
Content preview from Positioning: The Battle for Your MindBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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11The free-ride trap
Take a product called Alka-Seltzer Plus. Let’s see if we can visualize how Alka-Seltzer Plus might have gotten its name.
A bunch of the boys are sitting around a conference table trying to name a new cold remedy designed to compete with Dristan and Contac.
“I have it,” says Harry. “Let’s call it Alka-Seltzer Plus. That way we can take advantage of the $20 million a year we’re already spending on the Alka-Seltzer name.”
“Good thinking, Harry,” and another money-saving idea is instantly accepted, as most money-saving ideas usually are.
But lo and behold, instead of eating into the Dristan and Contac market, the new product turns around and eats into the Alka-Seltzer market.
Every so often the makers of Alka-Seltzer Plus redesign ...
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