In the beginning, a new Category forms a ladder of many rungs. Gradually, the ladder morphs into a two-rung affair.
In batteries, it’s Eveready and Duracell.
In a mouthwash, its Listerine and Scope.
In sneakers, its Nike and Adidas.
In toothpaste, its Crest and Colgate.
When you take the long view od Marketing, you find the battle usually winds up as a titanic struggle between two major players.
In 1969, there were 3 major Brands of a certain beverage. The Leader held 60% of the Market, the No.2 Brand had a 25% share, while the No. 3 Brand claimed only 6%. The rest of the Market included Private Labels and Minor Brands. THE RULE OF DUALITY states...
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