o Build a "psychological" image in the minds of consumers that is unique
and hard to copy and that establishes a compelling appeal and rallying
cry. Examples include Avis's well-known "We try harder" theme, FritoLay's
guarantee to retailers of "99.5% service," Holiday Inn's assurance of
"no surprises," and Prudential's "piece of the rock" image of safety and
permanence.
• Secure exclusive or dominant access to the best distributors in an area.
Preemption has been used successfully by a number of companies. General
Mills' Red Lobster restaurant chain has gained a prime position in the restaurant
business by establishing strong relationships with very dependable seafood
suppliers. De Beers became the dominant world distributor of diamonds
by buying the production of most of the important diamond mines. Du Pont's
aggressive capacity expansions in titanium dioxide, while not blocking all
competitors from expanding, did discourage enough to give it a leadership
position in the titanium dioxide industry.
To be successful, a preemptive move doesn't have to totally block rivals from
following or copying; it merely needs to give a firm a "prime" position. A
prime position is one that puts rivals at a competitive disadvantage and is not
easily circumvented