Learning by (reading and) Doing / REF

I opened allaboutbranding.com and there's this article that stole my eyes.
It was something about Making the Small Brand win over the Big Brands
Its like the David and Goliath Epic.
And just like it, it covers more mind game, speed, and agility, ratehr than Power and Size.

The article states that Big Brands (Goliath) actually has a lot of weaknesses as well as his strength.
Because of it's size, Big Brands has the ability to Distribute all over the country. Taking money at much further places. Taking segmentations beyond their actual reach.

But then again, in order to communicate to theri buyers all around the country, they need to Promote. Thru TV Commercials. And they could surely afford it.
David the Small Brand couldnt possibly do so. Considering the Size and Strength.
Goliath could penetrate market's home thru TV. That is possibly the most personal Branding it could get
Can David Win?

He did

And he can do it again

The key, is knowing the Weakness.


1. Goliath has weaknesses in Speed. Speed covers some vital points

A. Getting Buyers Feedback.
Feed back is very important. As said that Selling products to PopCulture needs a lot of INSIGHTS that is knowing what the Markets wants, Needs, or Will Need for that matter.
Why's that very important? Because if we could get the feedback fast we wouldnt have to chase them around. Pop Culture is verrry rapidly changing. If we cant cope with it. Our products wont be pouring out profit.

And why Goliath cant get that fast? Because his home base is possibly thousands of miles from their buyers. Psychographically, they're different. For that it's hard for Goliath to KNOW what they're wanting, what they're dying for, what they'd BUY to have.
The response for Goliath comes very slow and could possibly changed knowing that it went through a lot of hands or heads

DAVID, on the other hand is small. He knows exactly what the Market wants. Because he's there! He sees it first hand. He listens to his markets personally. There for he can make adjustment, produces and sells it quicker than Goliath, enhance gains profit


B. Distributing products to Market
Because of the distance from Goliath to the buyers, he would need help from a 3rd party.
He needs a distributor to ditribute their goods to another place or city. There for, more money to pay the Distributor, and more time to Distribute.

DAVID, doesnt need 3rd party. He does it himself. He can reach the market faster than Goliath. There for get's speed in gettin' profit

2. Goliath has another weakness. He's to tall.
His height makes him tough to reach David.
We're talkin about price.

This is very common though not necessarily right.
Goliath's Size makes him impossible to sell products that are cheap.
David could win this because though he's not giving Big Blows. he's taking pieces outta Goliath. IF David has stamina eventually Goliath would drop in that particular arena.
Goliath couldnt reach the Market anymore because David is there with the Exact product they want with more cheaper price.

BUT THIS POINT gives another perspective. MOST Davids (Small Brands) weapon is Pricing.
If David keeps on fighting this way, overall he would never reach the same profit as Goliath.
UNLESS David's idea is not a numbers game. He doesnt want to take Goliath down. Only wants a piece of the cake.
IF David on the long run wants to be number one. He has to improve his game.

But that's another story.


So after reading all these, conclusion is defined.
There is one way, to complete all the needs stated is the mission.
Mission to reign over Big Brands, Locally.

But here's a recap. These are the ingredients to win:
1. Good Insights
2. Fast and accurate Distribution
3. Lesser Price than the Big Brand

The One way to do this, is Opening Stands. Direct Selling, Front Lining, What ever you choose to call it.
The activity to distribute, and sell REF BASKETBALL CLOTHING's Goods is omnipotent.
With it we can easily find out which product sells the most, and why.
With us as the Front Liners we can easly gain valuable information's or insights. We'd know what they want, why some of them didnt want to buy our stuffs, and why others are willing.
Through stands we will distribute products faster and nearer to the market. This is a good advantage. Big Brands need to drag buyers to their store. But we can get our company's ass and take it down to them.
And for that, market will know our price are cheaper than the price they knew hangin' on other brands.
With a Personal Approach, Positive Attitude, Excellence Service in Direct selling we'll earn a good spot in their heart.

YET, understand that this is only the strategy to win their heart over.
If no follow up actions after, the long and hard work wouldnt pay off.
No higher selling revenue would be achieved
And after a long break and gap, the next time we would open another stand, it would be like starting over again.

Follow up means, going through more selling activity TO the segmentation caught when we opened the stand. In our case it would be some high school in Bandung,local campus and campuses in Jakarta, Central and East Java.
Follow up means pushing new and improved products to be ready to sell. How we can make better products is from the insights gathered also from the recent Direct Selling activity.

It's a Wrap, time to quit reading and start working