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What are essential features of a successful marketing strategy in a competitive market?

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In any competitive market, assuming it isn’t a start-up, there is a no-doubt-about-it front runner. After this, there are several other firms that trail the #1 in a particular order. For example, let’s take video games: The leader would be Nintendo with their Wii while Microsoft would trail with its Xbox 360, finally rounded out by the Sony PlayStation 3.
The basic message that Nintendo tries to convey with their marketing is that they’re console is the most fun-to-play. Hence, everyone knows that the Wii’s reputation is that they have the interactiveness feature. If you come in with a new product, say, The TRIangle or something. You can’t tell people that your console is the most interactive because Nintendo has already taken the credibility for this theme and it’ll be extremely difficult to steal it from them. After this, Xbox takes the cake for online play and game quality so you can’t nab these either. PlayStation has graphics and versatility but these two traits may be shared with Xbox a bit. So, you can’t make The TRIangle’s marketing strategy about any of these attributes.
You need to think of something new that will cater to a handful of gamers. Perhaps this is value or maybe you have developers just waiting to create a bunch of utilities for the console.
This will never launch you into first right away though; it’ll take a while for people to get used to your type of system and it’ll take a while for people to prefer the attribute that you have over what the other companies have.
But just look at the examples of how it works; Apple’s iPhone is about to overtake Research in Motion’s Blackberry with its trendiness and utilities while Ruffles have gained ground on Lay’s with their original ridged chips. As well, Pepsi is inching on Coke as it advertises how youthful their drink is as opposed to Coke being the old favorite.
So all in all, advertise the opposite or a new thing that is different from what the other guys have.

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