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Fighting Repeat

In: Defending Your Brand

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  • Tim Calkins

    (Kellogg School of Management)

Abstract

IF YOU MISS THE CHANCE to eliminate a new entrant in the early stages of its launch, you have to focus on preventing a repeat. By this point the new entrant has secured distribution, gained brand awareness, and generated trial. You can’t limit awareness once people are aware; it is just too late. Similarly, you can’t block trial when people have already tried a product or service. All that is left—the only remaining opportunity for an established player—is diminishing the new entrant’s repeat rate. If a new entrant manages to get people to try its product and if customers have a good experience, there is a good chance people will buy it again or repeat. You have to focus on stopping this process.

Suggested Citation

  • Tim Calkins, 2012. "Fighting Repeat," Palgrave Macmillan Books, in: Defending Your Brand, chapter 0, pages 205-218, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51186-7_12
    DOI: 10.1007/978-1-137-51186-7_12
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