You should treasure tough competitors they keep you tough

In this chapter you learn the four key questions you need to ask about your competitors and how to answer them.

Building a Competitive Position: Trump™ Super Premium Vodka

In 2008, Trump™ Super Premium Vodka flavors were launched: citron, orange, grape, and raspberry. J. Patrick Kenny, President and CEO of Drinks America, partner of The Trump Organization, described the new vodkas: "The five times distilled vodka is bursting with delicious, fresh flavor which delivers a smooth, clean finish."

In its first year, Trump™ Super Premium Vodka sold more than 100,000 cases and received a "4-Stars, Highly Recommended" rating from F. Paul Pacult's Spirit Journal and a "Superb (90-95) Highly Recommended" rating from Wine Enthusiast Magazine. The extension to flavors increases consumption by current customers and introduces the brand to new customers.

Cathy Hoffman Glosser, Executive Vice President of Global Licensing, The Trump Organization, observed, ". . . extending the product line to include flavors further establishes the brand in the premium vodka category. . . . We are looking forward to continued success and growth."

Photo courtesy of The Trump Organization.

Source: Press release, The Trump Organization, April 22, 2008.

Analyzing Competitors

To analyze your competitors, you need to answer four questions:

1. Who are your competitors?

2. What do they want?

3. What can they do?

4. What will they do?

Continue reading here: Sales Objectives

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