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There are times, though rare, that your repositioning the competition strategy is not to hang a negative on it, but simply to put your lead competitor in its place or, shall I say, in second place This was the case in a project we did for the producers of Spanish olive oil. Few people know that Spain is truly the dominant producer of olive oil. It generally produces more than half the world s olive oil. Italy, the number two producer, has only half Spain s production. In fact, Spain outproduces all other countries combined. But there is a big problem: while Spain is the dominant leader in olive oil production, many people perceive Italy as the king. Because of that, Spain makes most of the oil, while Italian companies make most of the money with their olive oil brands. How do they do it They buy their olive oil from Spain, put it in their cans and bottles, and ship it off as Italian olive oil. What should Spain do That was a question we were asked by the Spanish producers. Our answer came in three steps. Step 1 was to clearly reposition Spain as the world s number one producer of olive oil. This littleknown fact had to be put into the minds of the customers and prospects for olive oil. Spain s production
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credentials were an important part of the message. Outproducing all competitors combined is a great story. But Italy was already in people s minds, so a way had to be found to reposition it as a producer that used Spanish olive oil. Step 2 dramatized this message by borrowing a historical fact. We suggested that Spain produce advertising that stated the following:
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Two thousand years ago the Romans were our best customers. Today, they still are.
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The point this message makes is that the Italians have always recognized good olive oil when they tasted it. Since Italy is known for its cooking, this is a very meaningful idea. But there was one other problem. Step 3 was that of identification. If people were to look for Spanish olive oil, how were they to find it So we developed a symbol or seal that enabled customers to identify oil from Spain. It was a simple seal that said, 100% olive oil from Spain. This seal was to be put on every can and bottle of pure Spanish olive oil. This turned out to be the Avis number two program in reverse, as we repositioned Italy where it belonged: in second place.
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Since we re talking about olive oil, let s look at other commodities. Even producers in the world of meats and produce have found ways to reposition themselves and thus create that unique selling proposition. Their successful strategies can be summed up in five ways. 1. Identify. Ordinary bananas became better bananas when a small Chiquita label was added to the fruit. Dole did the same for pineapple with the Dole label, as did the lettuce people by putting each head into a clear Foxy lettuce package. Of course, you then have to communicate why people should look for these labels. 2. Personify. The Green Giant character became the difference in a family of vegetables in many forms. Frank Perdue became the tough man behind the tender chicken. 3. Create a new generic. The cantaloupe people wanted to differentiate a special, big cantaloupe. But rather than call them just plain big, they introduced a new category called Crenshaw melons. Tyson wanted to sell miniature chickens, which doesn t sound very appetizing. So it introduced Cornish game hens.
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4. Change the name. Sometimes your original name doesn t sound like it would be something you would want to put in your mouth. Like a Chinese gooseberry. When the name was changed to kiwi fruit, the world suddenly had a new favorite fruit that it wanted to put in its mouth. 5. Reposition the category. Pork was just pig for many years. All that did was conjure up mental pictures of animals wallowing in the mud. Then the industry jumped on the chicken bandwagon and became the other white meat. That was a very good move when red meat became a perceptual problem. (Unfortunately, that was then, but now is now. Swine flu has made life difficult for the pork people. That s an unforeseen marketing problem.)
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