Regaining Market Share

Viewpoint by David Aaker, Vice-Chairman

Share loss could be caused by a relevance problem — you may be losing touch with what your customers really want and need. Competitors might be creating or participating in a new subcategory that you have been unable or unwilling to enter. One solution is to create new offerings perhaps using a subbrand or endorsed brand that fulfills that new market area. PowerBar, for example, responded to Clif's pioneering energy bar for women, Luna, by creating Pria. It used PowerBar to endorse the new brand and lend it immediate credibility. That allowed it to compete more effectively, stave off share loss, and stay relevant by participating in one of the new energy bar subcategories.