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1、ShouldYouLaunchaFighterBrand?11524Oct09Ritson.indd86524Oct09Ritson.indd8699/4/0912:36:36PM/4/0912:36:36PMCustomersaresuddenlyhyperconsciousofvalue,andnewlow-pricecompetitorsarenippingatyourheels.ShouldYouLaunchaFighterBrand?★BYMARKRITSON★ANAGERScontem-Bu
2、ttimeschange.EconomicstrainsplatinganewproductarenowcausingconsumerstotradeMlaunchduringthepros-down,andmanymidtierandpremiumperousearlyyearsofbrandsarelosingsharetolow-priceri-thetwenty-firstcenturytypicallylookedvals.Theirmanagersfaceaclassicstra-onlyin
3、onedirection:up.Thankstocon-tegicconundrum:Shouldtheytacklesumers’risingincomesandapparentlythethreathead-onbyreducingprices,insatiabledesireforsuperiorquality,theknowingthatwilldestroyprofitsintheerabeganwithafocuson“premiumiza-shorttermandbrandequityint
4、helongtion,”“tradingup,”and“luxuryfortheterm?Orshouldtheyholdtheline,hopemasses.”forbettertimestoreturn,andintheJackBlackhbr.org
5、October2009
6、HarvardBusinessReview8711524Oct09Ritson.indd87524Oct09Ritson.indd8799/4/0912:36:47PM/4/0912:36:47PMShouldYouLaunc
7、haFighterBrand?meantimelosecustomerswhomightnevercomelowerthanKodak’sbest-sellingGoldPlusfilm.Facedback?Givenhowunpalatableboththosealterna-withcontinuinglossesinshare,Kodaklaunchedtivescanbe,manycompaniesarenowconsideringafighterbrandcalledFuntime,whichso
8、ldattheathirdoption:launchingafighterbrand.samepriceasFuji’soffering.InanattempttoavoidAfighterbrandisdesignedtocombat,andideallycannibalization,KodakmanufacturedFuntimeus-eliminate,low-pricecompetitorswhileprotectinginganolder,lesseffectiveformulaemulsion
9、thatanorganization’spremium-priceofferings.PhilipmadeitsignificantlyinferiortoGoldPlus.ButwhatMorrisusedthestrategyin1998,whenasuddenappeared,fromacorporatestandpoint,torepresentdevaluationoftherublequadrupledthepriceofagenuineproductdistinctionwaslostint
10、hesub-itsinternationallyproducedMarlborocigarettesjectiveworldofconsumerinterpretation.AlreadyinRussia,renderingthemunaffordabletomanyalow-involvementpurchase,filmhadincreasinglysmokersthere.Ratherthanlosesharetolocalcom-be
