Top Dog in the Marketing World refers to the market leader of a product. In many cases, the brand itself becomes synonymous with the product (think “Band-Aid” and “Aspririn”). Both are brand names but we use their names so often when referring to the product itself that we almost forget there are more options. For pain relievers, for example there’s Motrin and Advil. For other product categories, the top dog example for soft drinks could be Coke. Now, Coke’s strongest competition is Pepsi and their rivalry is a staple in pop culture. I wouldn’t necessarily refer to Pepsi as a real underdog, though. They are, however, Coke’s biggest rival hence their timeless competition.
Brand Strategies used by Top Dogs such as Coke arrive in different forms. To a certain extent, the old adage “stick with what you know” applies, and marketers are aware of that. Consumers are comfortable and familiar with one brand and don’t even think of switching to something else. Consumers will develop an opinion on a specific brand based on their experiences with it. When it’s time to buy more, the consumer has already come to the conclusion in their head that the top dog is the only dog in this fight. Marketing messaging such as “we’re always here when you need us” help reinforce this opinion to their base (Kardes, 2020). Firms will also promote the top dog by capitalizing on the idea of confirmation bias. This occurs when an individual will “…find it easier to identify and interpret information that supports their beliefs as opposed to information that fails to do so…” (Kardes, 2020). For example, a consumer will look at two identical products on the shelf – one of their top dog brand and a “follower” or the underdog. Consumer may compare prices and think “well you get what you paid for. I am buying the better brand because it cost more for a reason”. Another way a top brand markets is by differentiating itself from other brands with irrelevant attributes, or characteristics of its brand over the competition with slogans that really don’t mean anything at all. “…Budweiser beer is “beechwood aged,” Bud Lite offers “drinkability,” and Miller Genuine Draft is “cold filtered.” These irrelevant attributes do not affect the taste of the beer, but they sound good to consumers who fall prey to confirmation bias. Similarly, Folger’s coffee is “mountain grown,” which is a meaningless attribute…” (Kardes, 2020). One, final way to market the top dog is to increase ambiguity, or creating the possibility of several interpretations of something. In the case of Marketing Strategies, this could be achieved by actions “…such as exclusive dealerships (many automobile dealers are allowed to sell only one brand), exclusive product displays (end-of-aisle displays in grocery stores), and confusing models (one dealer has model 505A and another has model 505B). Confusing model numbers, such as different numbers for products that are otherwise identical, increase ambiguity. Confusing brand names, such as the same appliances being sold under the Whirlpool name at H. H. Gregg stores and as Kenmore brand at Sears, also increase ambiguity…” (Kardes, 2020).
Underdogs are never the Pioneers of a product. They aren’t the first brand of a category coming down the line or appearing on the shelves. They are the “followers” or the secondary option initially, only because the Top Dog has made its name known in the market. How does the underdog counter this? One way to disrupt the market with their brand is by blind taste tests. Whether it’s a mall kiosk or a booth set up at a College’s Student Union Center or even a festival, having potential consumers participate in a blind taste test is a strong way to create brand awareness. Either both brands are unmarked on the samples, or the individual is blindfolded, a marketer will ask the participant to taste or try one brand and then the other (I think many of us have done the Coke/Pepsi challenge before either at home or at an official taste – testing event). If the participant chooses the underdog they will be surprised by the results. This creates a following and the potential for underdog sales. Another way to create buzz for an underdog is introductory pricing. Handing out free samples or providing coupons that lessen the cost of the underdog below the top dog price is another solid strategy. Also, an underdog can set itself apart by visually catching the attention on their package compared to its competition. Attention-grabbing visuals of a product can definitely draw the eyes of the consumer.
Another question that may be asked is: How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Here are three ways in which this can be achieved (Kardes, 2020):
- Trial / intro pricing
- Encouraging consumers to challenge their current beliefs can also be helpful to underdog brands
- Disrupt the statuos quo by taking advantage of unusual distribution channels such as home parties (e.g., Tupperware, Mary Kay) and unusual educational approaches (such as cooking classes, wine tasting classes, and cosmetic clinics) can also disrupt the status quo, increase consumer learning, and benefit underdog brands
Question: Why do you believe consumers prefer the top dog over the underdog? Which do you prefer, and why?
I typically prefer the top dog due to familiarity. I am probably a victim of confirmation bias as well. I go with the “devil I know”. Marketing slogans or taglines catch my attention, of course i.e. “I’m Lovin’ It” from McDonalds or “Just Do It” by Nike. However, if it’s a product category I am more familiar with I may browse more and look for an underdog. Also, the price of the top brand will drive me to look for alternatives. Overall, when it comes to preference, it typically boils down to the product itself, my level of interest in buying it (i.e. mundane products like batteries or toilet paper I am going for the top dogs) and maybe even my mood upon shopping time. For example, if I am in a grocery story whilst hungry (which one should never do) I have tunnel vision for the brands I know and get to the checkout line in record time. I always root for the underdog in life, but it’s never quite that simple when it pertains to my consumer habits.
References:
Kardes, Frank, et al. Consumer Behavior. Cengage Learning US, 2020. [MBS Direct].
