Case Study: How Do You Compete With A Goliath

Introduction Case study: How do you compete with a Goliath, I will be writing about how you can compete with a goliath (market leader) using strong positioning as well as a good advertising message. as to be told by Soledad "not so fast that is just the first one" they decide Saira have already sold their social mission and "they would look like copycats ones with a much more complicated message"
The second concept the focus group talk about is authenticity the facilitator talks about Telas positioning as an authentic Peruvian poncho maker a woman then speaks up stating how the knockoffs you see in Tesco and Topshop aren't made in Peru but Saira's are. Richardo shouts up at the screen saying "wrong" the facilitator then explains the difference between the two companies, Richardo then talks about how his old colleagues are shaking in their boots that somebody will
If I was asked to be involved in this scenario I would recommend using the message "A poncho for real people" this message really hits home at the consumer and compels them to buy from Tela rather than Saira as I feel it this message attacks the person who doesn’t buy their poncho from Tela.
4 (b) What key words and concepts should be emphasized in the advertising message?
There are a number of key words and concepts that should be emphasized in the advertising message of Tela such as "real" "authentic" "quality" "livelihood" and "affordability" all of these words are a good thing to associate your business with and help sell or publicize the advertising message of Tela.
The concepts that Tela should use are "authentic Peruvian ponchos" "Fashion at the right price" and "A poncho for real people" this shows the customer that Tela is a cheaper product compared to Saira as well as a superior product when it comes to authenticity and price.