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Strategies & Market Trends : Gorilla and King Portfolio Candidates

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To: mauser96 who wrote (24546)	5/11/2000 3:21:00 PM
From: chaz	Read Replies (1) of 54805

Lucius: - A QCOM ad campaign saying CDMA was better would be met by another saying exactly the same thing for GSM or whatever. This is mistaken thinking. In the first place, you don't spend ad dollars telling consumers your product is "better"...you tell them what yours does and you don't even mention "better" or hint at comparisons. To do so does invite exactly the he said/she said senario you suggest. Instead, forget the competition...just tell them what your product's benefits are. Sum it up quickly: CDMA wireless technology delivers the crystal clear conversations you expect, much longer battery life, and no matter where you take the phone, calls that go through until you end them. Be sure your next phone has Qualcomm inside. Think it can't work...think asprin. Bayer is no better chemically or otherwise than St. Joseph or any other brand. But Bayer charges more, and outsells the competitors. It's been that way for years. Your mother knew Bayer. Please don't tell me it costs too much to advertise well. Chaz

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