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Thought For The Week


Increasing market share or increasing market size – what’s right for your brand?

As category leader, both work for you.

As a challenger brand, growing the market simply gives the No1 brand proportionally more customers than you gain.

You may end up with more customers but your position in the market will be unchanged.

As a challenger, increasing your share of the market is what it’s all about. If your share grows, rivals’ shares decrease.

To claim the crown, you’ve got to take sales from the reigning monarch!