The Fage approach violates what I call the law of the category. If you want to be the category leade

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Furthermore, Fage was the first brand of Greek yogurt introduced in the America market. Fage arrived in 1998, nine years before Chobani hit supermarket shelves. Current market shares: Chobani, 47%. Fage, just 14%.
Getting into the mind first is what builds leaders; not getting into the market first. Be honest. Did you ever hear of Greek yogurt before used rental car sales Chobani arrived? I didn't, and I assume most consumers didn't either.
The company calls its products "Fage Total Greek Yogurt," possibly because competitive products are not "total" Greek yogurt. If so, what does Total 0% and Total 2% mean? (Fat content, of course, but it's certainly an odd way to communicate a simple idea.)
The Fage approach violates used rental car sales what I call the law of the category. If you want to be the category leader, you should used rental car sales forget about the features of the product (thicker and creamier) and focus on your leadership credentials.
In a media-saturated world, consumers will ultimately figure out the advantages of Greek yogurt and then have to make a brand decision. And which brand are they likely to choose? used rental car sales The brand with the better credentials.
Traditional wisdom credits Barilla's success to its barrage of 30-second TV commercials. An American woman makes eye contact with a mysterious Italian stranger who serves her Barilla pasta, all set to vocals by tenor Andrea Bocelli.
Like many other commercials, the Barilla spots focused used rental car sales on creating rapport with consumers in order to make them fall in love with the brand. There's nothing wrong with a "falling in love" approach, provided you add one additional ingredient: credentials.
Marketing is like warfare in the sense that small victories are meaningless. "Many assume that half efforts can be effective," wrote Carl von Clausewitz, "but no one wishing to cross a wide ditch would cross half of it first."
Many companies have too many brands, too many markets, too many marketing campaigns. used rental car sales In a sense, dozens of half efforts that usually leave the brands in the middle of the ditch. Better to concentrate all of your resources on a few campaigns that have the most promise.
The next yogurt used rental car sales brand to try the American market is "Muller by Quaker," a joint venture between Muller, a large German yogurt maker, used rental car sales and PepsiCo , which owns the Quaker Oats family of brands. The verbal strategy: used rental car sales "European for yummy."
"Muller by PepsiCo" is an outlandish name, but is "Muller by Quaker" much better? Wouldn't it suggest to consumers that Muller has found a way to put oatmeal into yogurt? (As a general principle, why use two names when one would do? Quaker adds nothing to the Muller name except confusion.)
Then there's used rental car sales the category issue. According to the chief executive of Muller Quaker Dairy, the joint venture will introduce "mainstream premium" products that fill a gap between mass brands like Dannon and Yoplait and niche brands like Chobani and Fage.
Fage was also the first Greek yogurt in America. That simple idea could have built a powerful brand. Instead, the company buried its brand name (Fage) and its brand new category used rental car sales (Greek yogurt) under the name "Total" set in big, bold type. Is this the way they practice marketing in the home country?
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