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Marketing 101
Second Is Not Bad Either
Face it, everyone prefers the leading brands, and most often these are limited to the number 1 and number 2 brands per category.
Even if we start with a number 3 or number 4 brand because we don't know any better, once educated on the leading brands, we will quickly change to the leading brands (assuming they are not too cost-prohibitive).
In most cases, the top two brands stay the top two and the margin between them will shrink.
For example, in the late 1960's, Coke had 60% of the cola market, Pepsi had 25%, and Royal Crown (RC) had 6%. Today, Coke enjoy's 45% of the cola market, Pepsi 40%, and RC has only 3%.
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