Better product rating does not translate into market shares in saturated market
Posted: Wed Jan 02, 2019 3:13 pm
This is a call to experts.
Consider the following situation:
I objectively have a better product than both my opponents.
What dooms them is their brand rating, a corporate one with very good awareness (> 90) which is totally annihilated by loyalty (exact same absolute value, but negative) for both of them.
It is undistinguishable who's who due to the same color both use (and also inconveniently used by my Sell All 'Round subsidiary), but what is at stake here is my inability to get any production market share...
I crush both opponents overall rating & local market average rating (which is conveniently the same), but still unable to get my share of this saturated market.
Since the market is saturated, I was expecting to steal market share from my opponents thus putting a high pressure on them (and eventually pushing them out of the market).
What is happening is the perfect opposite: not a single sale made in any of my retail stores! They are all sitting dead ducks for 3 out of 4 products of this class, in every city.
For what it is worth, Escalade has another product class expertise, but Beer Apparel & Pur Treasure have the proper Apparel one.
What is happening here?
Consider the following situation:
- Prices.png (179.12 KiB) Viewed 1071 times
What dooms them is their brand rating, a corporate one with very good awareness (> 90) which is totally annihilated by loyalty (exact same absolute value, but negative) for both of them.
It is undistinguishable who's who due to the same color both use (and also inconveniently used by my Sell All 'Round subsidiary), but what is at stake here is my inability to get any production market share...
I crush both opponents overall rating & local market average rating (which is conveniently the same), but still unable to get my share of this saturated market.
Since the market is saturated, I was expecting to steal market share from my opponents thus putting a high pressure on them (and eventually pushing them out of the market).
What is happening is the perfect opposite: not a single sale made in any of my retail stores! They are all sitting dead ducks for 3 out of 4 products of this class, in every city.
For what it is worth, Escalade has another product class expertise, but Beer Apparel & Pur Treasure have the proper Apparel one.
What is happening here?