Launching a New Product to Take Market Share Away from a Competitor

Launching a New Product to Take Market Share Away from a Competitor

Impactful new product introductions can help brands disrupt the competitive landscape and take market share.


Dupli-Color already had one successful product in the DIY truck bed coating segment - at the entry price point level. At the premium end, only one major competitor existed. Dupli-Color saw an opportunity to take market share and created a new product - BED ARMOR™ - loaded with end-user benefits that far surpassed those of the competition. Now they needed to effectively launch it.


Trucks are tough - and their truck bed coating should be as well. We positioned the product as the "toughest do-it-yourself truck bed coating on the market". We asked truck enthusiasts "What's in Your Bed?" to find out how they used their truck beds and let them know that they now had a choice for protecting their truck bed - a better choice. It opened the door for end-users to compare the benefits of the two brands based on features and benefits of the products - and we already knew who would win that comparison.


We created an integrated marketing program that included identity development, package design, print, digital and broadcast television commercial, in-show product placement, a live NASCAR Truck Series product demo, a promotional microsite and dimensional direct mail campaign to editors/bloggers. The product is now the premium category leader and generates sales in excess of $5M per year - with no cannibalization of the existing lower price point offering.


While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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