What do most companies do when one of their major brands is hit
by a price attack?
The classis response is "wait and see." Wait and see if it
affects our sales. Wait and see if the competitor can hang in
there financially for the long haul. Wait and see if our
customers come back after trying the low-priced alternative.
What would your company do if a major competitor suddenly cut
its price substantially? Be prepared. The leader should be
emotionally ready to strike back.
What would you do? Are you sure?
As the battle for Migraine Mountain proved, there would have
been plenty of business for both Johnson & Johnson's high-priced
Tylenol and Bristol-Myer's low-priced Datril. But it would not
have been good strategy for Johnson & Johnson to share the
market.
A live-and-let-live philosophy has no place in warfare.
Companies like Johnson & Johnson and Procter & Gamble take no
prisoners.
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