You know Neena aunty, this is absolutely the last time I am ever going to come first in anything.” Exclaimed my 10-year-old-nephew Dhun in disgust, as he threw his trophy for best academic scholar on the sofa. I looked up in surprise from my Lombardi’s volume of What it takes to be number one and asked him to explain this puzzling paradox. “You know what, Nini (his current comrade) says she does not want to talk to teacher’s pet, all my friends call me punditji and they all keep singing this silly poem whenever I am near them: First is the worst, second is the best, third is the… some silly thing… and fourth and fifth is good and better. I don’t want to lose my friends; I don’t want to strive to stay first. I want to have fun.”
As I pondered on the anguished revelation by my young friend I realised Bache ki baat me to dum hai. In fact one of the classic and most successful examples of this ‘second is the best strategy’ is from one of the smartest brands of them all who hesitantly stated, “We’re only number two in rental cars, so why go with us? We try harder.” Avis never had it so right as it suddenly registered with all those who swore by Hertz as the preferred option — after all everyone deserves a chance, especially one who tells you “we try harder”.
Time and again whenever there has been an undisputed mammoth elephant in the market place there has been an upstart of an ant who has thumbed its nose at the creature and literally pulled the great beast down. When the revolutionary over-the-coun-ter Anacin promised you pain relief with a ‘Twice as much of a pain reliever’ and a dose of two tablets, it was Saridon who sidled up smartly and put a spoke in the wheel by saying Sirf ek Saridon for quick relief. When a zany communication from the number two cola beverage used the three wise monkeys of the Mahatma, an also-ran underdog nudged in with ‘Don’t be a bunder, taste the thunder!’
Well the gyan why the second is the best works is first because it rings so true for the consumer, who in one way or the other has been second best in some phase of his life. It’s why everyone cheers when the underdog team is about to create history in the women’s hockey finals in Chak de! So when Micromax proclaims — i (can afford this) phone and boos the market leader iPhone, we cheer along as it works as a perfect offensive and justifies the wise decision to be sensible and buy an affordable device.
Second, whenever there is a disruption whether in a message like Dabur Hajmola which says Baar baar puchna or the disruption is in a composition like Bingo’s Mad Angles over and above the leading chips brand, the idea is simple — to catch the eye. A popular marketing model of AIDA (Awarene-ss-Interest-Desire-Action) states that the first mantra before you can create the desire to buy is to make the buyer aware that you exist and what better way than to pull the leader down a notch or two by saying Jindagi mein kuch karna hai to large chodo kuch alag karo yaar. Yes Mr. McDowells your presence is duly registered and recalled.
However, the idea must not be one of smirking complacency as the consumer laughs along but for a while; it works best only for those who follow up the aw-areness with a unique benefit that the consumer did not comprehend. For example, the claim that a beverage is but a thirst quencher Aur baki sab bakwas, had to be backed up with a unique, clear and refreshing Spritely drink. It also could happen that the proposition was never on offer, like the affordability and features of a Micromax affordable handset or the safe and affordable ride with an Avis. Interestingly, the car rental went on to become number one and still says, ‘We try harder.’ Thus the strategy is simple:
Take # 1: if you can get people’s hackles up when you puff up the ruling Tomcat, the second is the best, will work for the also-ran and the consumer will cheer along with the underdog.
Take #2: this is more important, as the ultimate purpose is to win in the final lap. Thus Avis in the cloak of being the underdog has to meticulously deliver the goods and deliver them better if it needs to score past Hertz. Remember we all saluted in unison when The Djoker had the last laugh as he won game, set and the US grand slam against Rafa?
The writer is professor, marketing, IMI, Delhi