This presentation deck delves into the world of challenger brands and gives some insights and ideas on how to create one.

1. Author: Anisha MotwaniAuthor: Anisha Motwani
Don't be afraid to challenge
the pros, even in their own
backyard – Collin Powell.

2. Author: Anisha MotwaniAuthor: Anisha Motwani
Adam Morgan coined the phrase ‘Challenger Brand’

3. Author: Anisha MotwaniAuthor: Anisha Motwani
Challenger Brand – People

4. Author: Anisha MotwaniAuthor: Anisha Motwani
What does a challenger brand mean?

5. Author: Anisha MotwaniAuthor: Anisha Motwani
Challenger Brand - Definition
_Challenger vb.
_1. To invite or summon to a contest
_2. To call into question or dispute
_3. To make demands on or stimulate
_4. To lay claim to
_5. To question a statement or fact

6. Author: Anisha Motwani
The third or the fourth or lower ranked brandThe third or the fourth or lower ranked brand
They have a new set of challengesThey have a new set of challenges
They do not want to be in the middleThey do not want to be in the middle
Challenger Brand - Traits

7. Author: Anisha Motwani
Mostly late entrants in the marketMostly late entrants in the market
They face challenges from the leaders
as well as laggards
They face challenges from the leaders
as well as laggards
Strong need for differentiationStrong need for differentiation
Challenger Brand - Traits

8. Author: Anisha Motwani
It’s the small guy versus the big guy

9. Author: Anisha Motwani
Challengers take a different stance
 Large & stable
 Reassure
 Conformists
 Consumer centric
 Paternalistic
Challengers succeed against the leader by questioning their
leadership and strategy
 Most talked about
 Disruptive
 Edgy
 Idea centric
 Equal Partner
Leaders Challengers

10. Author: Anisha Motwani
What do you need to do to develop a challenger
brand?
Need different approach,
not necessarily break rules
Need different approach,
not necessarily break rules
It isn’t about being proactive for the sake of it,
you need to have a grounded brand idea
It isn’t about being proactive for the sake of it,
you need to have a grounded brand idea
Need to study brands outside this categoryNeed to study brands outside this category
Need to study challengers in those categoriesNeed to study challengers in those categories

11. Author: Anisha Motwani
There are different ways to challenge a leader
Virgin -
challenged BA
with better price
and service
Nitish Kumar –
caste politics to
growth agenda
Mastercard –
brought in
emotional voice in
category against
Visa
Tata Tea–
emotional
appeal through
society concern
Break
rules
Play by
rules
Rational
Emotional

12. Author: Anisha Motwani
International Challenger Brands
1. Pepsi: Taste of new generation vs. Coke
2. Apple: Think Different vs. IBM
3. Burger Make it your way vs. McDonalds
King
4. Dell: Direct to Client vs. IBM
5. Domino’s: Home Delivery vs. Pizza Hut
6. Virgin: Irreverence, vs. British Airways
Entertainment
7. Avis: We try Harder vs. Hertz
8. Beetle Think Small vs. Ford

13. Author: Anisha MotwaniAuthor: Anisha Motwani
Challenger Brands – closer home

14. Author: Anisha MotwaniAuthor: Anisha Motwani
Tata Tea – Socially responsible
The brand challenged Brooke Bond. Shifted its positioning from a brand
that wakes people up, to one that ‘awakens’ them – into being aware of
the societal problems surrounding them. It was all about energy and
change in one’s mindset. Moved away from the functional and emotional
benefits of the category.

15. Author: Anisha MotwaniAuthor: Anisha Motwani
Idea – Life imitating advertisements
Challenged Airtel & Vodafone. Communication was a reflection of reality. Breaking away
from the clutter, Idea came up with quirky solutions to real problems. 'What an Idea, Sirji!'
became catchphrase.

16. Author: Anisha MotwaniAuthor: Anisha Motwani
Air Deccan – Making air travel a reality for masses
Challenged Jet and Kingfisher. The airlines was positioned with
aggressive pricing and made air travel popular for masses. Created
a totally new market segment. Segment of those train travellers who
could not afford to fly . It re-positioned air travel from luxury and
aspirational to basic functional necessity.

17. Author: Anisha MotwaniAuthor: Anisha Motwani
Bingo – Clutter breaking differentiated
communication
Challenged Lays . In a competitive and unorganised market structure Bingo combined ‘smart communication’ by
introducing funny ads, launched the packs during the World Cup Cricket tournament and used the company’s
distribution strength to its full capacity.

18. Author: Anisha MotwaniAuthor: Anisha Motwani
Titan – Taking watches beyond its functional use to
fashion accessory
Titan challenged the leader HMT with quartz technology, used their brand
positioning as an accessory and later introduced jewelery watches to
capture the female market.

19. Author: Anisha MotwaniAuthor: Anisha Motwani
Max Life Insurance – Facing challenges
Moved to positive messaging – Fear & responsibility
to optimism & hope. Use of humour in a serious category
Moved to positive messaging – Fear & responsibility
to optimism & hope. Use of humour in a serious category
Disruptive marketing – FMCG’ise the product
(Shiksha +)
Disruptive marketing – FMCG’ise the product
(Shiksha +)
Reach vs. Quality of reach / Quality of adviceReach vs. Quality of reach / Quality of advice
Communication to engagement (igenius, social media)Communication to engagement (igenius, social media)

20. Author: Anisha MotwaniAuthor: Anisha Motwani
Thank You