Looking For An Add-Vantage? Take A Good Look Around

Have you ever taken a critical look at the way your company measures market share? Of course, you have accepted that, if your brand is in the antacid category it only makes sense to measure its share of total antacids. But might there not be some other competitors - not directly in your traditional category boundaries - that ought to be included? Come to think of it, might there not be some other categories - far removed from yours - that could serve as models for your category? For example, there was a time when Frito-Lay would analyze actions in the cereal category - not because consumers were choosing to snack on cereal over potato chips, but because both industries were in the "tasty grain delivery" business - and because both were merchandised in stores similarly. It always makes sense to think beyond your category, our theme for this week's Dispatches.

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The DISPATCHESTM for September 21, 2008 can be found here:

LOOKING FOR AN ADD-VANTAGE? TAKE A GOOD LOOK AROUND

It is also available in PDF here:

LookingForAnAdd-vantage.pdf (PDF File)