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and reduce existing prices, knowing it will reduce profits and potentially commodify the brand, or should they maintain prices, hope for better times to return, and in the meantime lose customers who might never come back. With both alternatives often equally unpalatable, many companies choose the third option of launching a fighter brand.
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marketing in the 19th century. The strategy is most often used in difficult economic times. As customers trade down to lower-priced offers because of economic constraints, many managers at mid-tier and premium brands are faced with a classic strategic conundrum: should they tackle the threat head-on
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and price premium of its
Pentium chips, but also wanted to avoid AMD gaining a foothold into the lower end of the market. This led to Intel's creation of the Celeron brand, a cheaper, less powerful version of Intel's Pentium chips, as a fighter brand to serve this market.
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that are designed with target consumers in mind, fighter brands are created specifically to combat a competitor that is threatening to take market share away from a company's main brand.
46:) is a lower-priced offering launched by a company to take on, and ideally take out, specific competitors that are attempting to under-price them. Unlike traditional
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initially as budget-focused counterparts of their regular mobile phone offerings, and later repositioned somewhat to take on
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When the strategy works, a fighter brand not only defeats a low-priced competitor, but also opens up a new market. The
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faced a major threat from less costly processors that were better placed to serve the emerging market for low-cost
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as lower-cost, prepaid and no binding contract counterparts of their regular mobile phone offerings.
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Use of a fighter brand is one of the oldest strategies in branding, tracing its history to
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as hybrid-prepaid and lower-cost counterparts of their regular mobile phone offerings.
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respectively launching Belong, Gomo AU and Felix Mobile to take on MVNOs such as
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launching Zocor MSD to take on generic brands and protect Zocor in Europe.
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is a case study of a successful fighter brand. Despite the success of its
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to counter growing competition from low-cost German supermarket chains
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launching 365 to take on lower-priced grocery stores such as
647:"Tesco's new discount chain Jack's takes on Aldi and Lidl"
590:"Is Your Fighter Brand Strong Enough To Win The Battle?"
611:"Mobilicity prepared to take legal action over Chatr"
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launching Sosh, Red by SFR and B&You to take on
436:respectively launching Wingo, yallo and swype, and
613:. Archived from the original on July 21, 2012
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526:to take on Japanese imports into America.
572:"And in This Corner, the Price-Fighter"
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61:industry. In the case of flankers, or
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553:"Should You Launch a Fighter Brand?"
343:to take on local brands and protect
270:respectively launching Kena Mobile,
378:launching GOMO and Giga to take on
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570:Hyatt, Josh (December 1, 2008).
332:with comparable data offerings.
243:(formerly Postfone, MVNO using
104:. Intel wanted to protect the
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551:Ritson, Mark (October 2009).
358:as an eventual successor to
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274:and Very Mobile to take on
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405:respectively launching
301:respectively launching
283:Merck Sharp & Dohme
247:towers), 48 Mobile and
197:respectively launching
169:respectively launching
430:Sunrise Communications
189:(now Freedom Mobile)
163:Rogers Communications
27:Financial terminology
704:Branding terminology
249:Tesco Mobile Ireland
156:TPG Mobile Australia
38:(sometimes called a
191:Shaw Communications
699:Product management
352:Singapore Airlines
330:DITO Telecommunity
140:Vodafone Australia
98:personal computers
315:1&1 Drillisch
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534:and Sprouts.
532:Trader Joe's
380:Circles.Life
368:Jetstar Asia
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276:Iliad Italia
237:GoMo Ireland
207:Lucky Mobile
175:Koodo Mobile
152:Boost Mobile
106:brand equity
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59:mobile phone
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617:13 February
528:Whole Foods
483:to take on
477:Vodafone UK
451:to take on
434:Salt Mobile
384:TPG Telecom
362:to take on
350:Singapore:
341:Bond Street
328:to take on
299:Deutschland
239:to take on
226:Free Mobile
214:Orange S.A.
199:Shaw Mobile
187:Wind Mobile
181:to take on
128:Virgin Blue
126:to take on
118:Australia:
688:Categories
673:30 October
595:30 October
539:References
522:launching
505:EE Limited
479:launching
447:launching
354:launching
339:launching
324:launching
272:ho. mobile
235:launching
183:Mobilicity
122:launching
509:BT Mobile
463:creating
281:Germany:
231:Ireland:
195:Vidéotron
75:cigarette
32:marketing
627:cite web
497:Three UK
493:Giffgaff
426:Swisscom
389:Sweden:
360:Tigerair
345:Marlboro
335:Russia:
303:Congstar
255:towers).
212:France:
161:Canada:
113:Examples
513:Plusnet
457:EasyJet
453:Ryanair
407:Halebop
399:Telenor
376:Starhub
372:Singtel
364:AirAsia
268:WindTre
258:Italy:
148:Amaysim
132:Telstra
124:Jetstar
90:Pentium
83:Celeron
69:Concept
694:Brands
524:Saturn
501:SMARTY
465:Jack's
419:Hallon
411:Comviq
120:Qantas
102:AMD K6
48:brands
518:USA:
461:Tesco
415:Vimla
395:Tele2
391:Telia
356:Scoot
326:GOMO!
307:Otelo
171:Chatr
136:Optus
94:Intel
42:or a
675:2018
654:2018
633:link
619:2012
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511:and
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473:LIDL
471:and
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