How to Execute a Market Flanking Maneuver
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By Brad Jarvis
Less than a year after our SLDK launch it became clear that the main competitor was about to get serious about launching their RFID thermal printers. To maintain the perception of leadership we had to act quickly. So, Company subject matter experts documented early RFID printing market lessons learned in the handbook “RFID Labeling: Smart Labeling Concepts & Applications for the Consumer Packaged Goods Supply Chain”. More than 18,000 copies of the 1st edition were distributed. It became the early adopter’s handbook for RFID labeling. We knew we could not rely forever on first-to-market status, but we could enhance our leadership in a more permanent way as the first place to turn for educational information on RFID label printing.
Results
Because we were selected by many of the top consumer packaged goods companies to help them implement RFID printing solutions, market research analysts began publishing data that showed the Company as the clear number 2 choice in RFID thermal printers, with nearly equal share to the dominant thermal market leader. This acknowledged success in RFID increased our overall thermal brand awareness at the Company level, allowing us to build a wider network of channel and software partnerships.
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