Lessons in stealing market share: T-Mobile & McDonald’s

Tom Dougherty, CEO – Stealing Share

27 January 2014

Now, if T-Mobile would just stick with it. (It won’t.)

A couple of recent news reports – about T-Mobile and McDonald’s – tell the same story. To steal market share, you must be positioned against the market.

T-Mobile, which has been marketing itself lately as the Uncarrier, backs up that claim by offering iPhones at a cheaper rate with no contract. In a study by YouGov BrandIndex, T-Mobile has risen in the consumer perception measurements because of it.

“The Uncarrier claim suggests that T-Mobile is unlike anyone else in the category, and has the offerings and services to prove it. (The no contract offer is key.)”

 

T-MobileWhat that means is that, in this study, T-Mobile is in the considered set more often than before, while AT&T has become less considered. Now, that doesn’t always translate to increased market share, but it is a good sign for T-Mobile.

And it’s the result of a smart strategy.

The Uncarrier claim suggests that T-Mobile is unlike anyone else in the category, and has the offerings and services to prove it. (The no contract offer is key.)

When you are positioned against the market, you can steal share.

But what happens when you are the market leader? Usually, the market leader becomes the default choice when everybody else is the same.

That’s one of the reasons why McDonald’s has been on top of the fast food chain for so long. But McDonald’s reported that sales dropped .2 percent in 2013, with the number of customers declining 1.6 percent.

While those are small numbers, it speaks to what is happening in the fast food arena. There are more competitors than before, and some are getting better at stealing share. Don Thompson, CEO of McDonald’s, mentioned healthier fare at other chains, but he also mentioned the opposite. There are some who are embracing the bigness of a fat hamburger. Notice that Hardee’s has taken this approach and has seen its market share rise.

When the competition starts positioning itself against you – especially, as in the case of McDonald’s, you try to be everything to everybody – you must be different and better to steal market share.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Money drives Washington Redskins name change

  Washington Redskins   Tom Dougherty, CEO - Stealing Share 6 July 2020 Money drives Washington Redskins name change In the 1976 classic All the President’s Men, Deep Throat becomes agitated with Bob Woodward (played by Robert Redford) over his lack of...

MLB return in jeopardy, so is the sport itself

  MLB return?   Tom Dougherty, CEO - Stealing Share 16 June 2020 MLB return in jeopardy, so is the sport itself An MLB return to play would be more important to that sport than any other, yet major league baseball finds itself on the brink of disaster over...

The NASCAR rebrand finally arrives

  NASCAR rebrand   Tom Dougherty, CEO - Stealing Share 15 June 2020 The NASCAR rebrand finally arrives The NASCAR rebrand continues, a long journey from its beginning. The stock car racing organization holds roots in the South when bootleggers during...

Share This