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That’s what burger king did to Mac. They study Mac strength and choose
stark opposite approach.
“Have it your way”.
Burger king advertisement exclaimed at Mac and attracted customer who prefer to choose their own way to eat their hamburger from their very own plate. “Have it your way” was a clear differentiator between two chains. Also effect was, Mac was squeezed. They can’t afford to tamper their hard earned, finely turned system in order to match Burger king. At least not so early.
That where guerrilla wins battle- when competition is not prepare and unable to turn around and defend itself.
Arvind Kumar is a Engineer by education from I.I.T, Delhi. He is working since 2000 in Internet economy has launch many venture. Reach him at www.nuttymarketer.com.
