Which of the following is an example of a market challenger strategy?

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BlackTom AI · Accepted Answer

The question asks: Which of the following is an example of a market challenger strategy?

First, note that the provided data shows no answer options in the answer_options field. This means we do not have the full set of choices to compare, so we cannot evaluate multiple alternatives against each other as the prompt typically requires.

However, the answer field includes one candidate example: 'Pepsi’s blind taste test campaign against Coca-Cola.'

Analyzing this example in isolation:
- This approach targets the incumbent (Coca-Cola) indirectly by making a direct, high-contrast comparison that highlights differences in taste without relying on price or promotions alone. Such tactics are characteristic of market challengers, who aim to disrupt the leader’s dominance and generate consumer attention through bold, identity-focused campaigns.
- The blind taste test specifically reduces brand bias, inviting consumers to judge the products on objective sensory qualities. By doing so, Pepsi positions itself as a competitive alternative and challenges Coca-Cola’s perceived superiority, which is a classic challenger move.
- This strategy also creates earned media opportunities and word-of-mouth effects, as consumers discuss the results, thereby amplifying the challenger’s visibility in the market.

Why this would be considered a market challenger strategy, in context:
- It involves direct competition with the market leader rather than focusing solely on niche markets or cost leadership.
- It uses messaging designed to disrupt the incumbent’s hold and persuade consumers to consider the challenger on a more equal plane.

Why other (non-present) options, if they existed, might be less characteristic of a market challenger:
- Tactics that rely solely on price cuts without differentiating value can be more typical of price-based competition or an aggressive followership rather than bold challenger positioning.
- Incremental improvements or broad, non-specific branding without a disruptive angle may fail to signal a challenger stance to the market.
- Campaigns that reinforce the incumbent’s superiority instead of offering a credible, distinct alternative would not be challenger-oriented.

Given the absence of a full set of answer options, we can conclude that among the provided example, the blind taste test campaign aligns with typical market challenger behavior by directly contesting the leader’s product quality in a way that invites consumer judgment and attention.

MKT395 C HBR Competitive Strategies Quiz

Which of the following is an example of a market challenger strategy?

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