What Russell Howcroft said on Gruen this week…
It was a question about 3 supermarkets, but the answer sounded like 3 TV networks.
- Published by David Knox
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It was initially a question on ALDI versus Coles and Woolworths….
Gruen host Wil Anderson this week asked TEN exec Russel Howcroft about a cheeky ad in which the supermarket chain made fun of themselves.
What followed sounded a lot more like a TV industry metaphor.
Wil: “How can celebrating weaknesses be good for your brand?”
Russel: “Don’t you absolutely love them for this? The fact that they are going to market as a third player should….
“Australia as we know has duopoly markets in lots of sectors.
“You have 2 big players who copy each other the whole time.
“If you come in as a third player what you’ve got to do, is do something different. What ALDI has done they’ve got a hold of this idea of differentiation and they’ve run with it.
“They will run with it even if it means celebrating weaknesses, because of course the big players, the traditional duopoly players, would never do that.”
When we see TEN run its own race it does a lot better too. Good advice, Mr H!
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4 Responses
Ok..I am slow on the up take…but yes…I can see the comparison….
I did notice that reference too. I immediately thought of 7 vs. 9 and back in the day 10 was the third best and did things differently.
That’s exactly what I thought when he said that. I was surprised that Wil didn’t make a comment to that effect. I thought that the bit about the two big players copying each other was particularly timely give the recent Hotplate case and the scheduling of similar shows against each other on 7 and 9.
Lol, I watched this weeks ep but never thought about that! It’s true though.