A market leader is the manufacturer or brand that holds the highest market share in a specific sector.
To be fully informative, market share must be considered in relation to other data concerning the competition and the market.
In a company, reference is made to the brand or product that follows the leader through market share volumes, thus, in these cases we talk about a competitor player, which indicates the enterprise competing with another in the same market segment.
When talking about leading products, it refers to famous brand products that have consolidated over time by also associating an effective and high-quality image. In the GDO (large organized distribution), leading products are those that achieve wide distribution because they are purchased very frequently.
How to become a market leader?
We start from the assumption that marketing is a battle of market knowledge, not products.
In practice, companies have realized that giving a useful and winning perception of their own company inspires confidence in the consumer and turns them into a customer.
Therefore, to become a market leader it's important to position your brand in a way that beats competitors and increases market share.
To attract more customers, one might think of clashing with continuous advertising messages, overlooking the strategic and important part that is necessary to become a successful market leader. Therefore, to beat the competition you must be aware that your brand needs to be unique and extensive and positioned at the top above others.
Barilla Case Study: 2018 Revenue Increases by 3% to €3.48 Billion
In 2018 Barilla achieved a turnover of €3.483 billion, +3% compared to 2017. Effective results in the global pasta category have enabled Barilla to confirm its world leadership. Regarding the bakery products category, Barilla recorded positive outcomes in some markets where it has strengthened its leading position: Italy, France for soft breads, and Scandinavian countries and Central Europe for crispy breads.
The Barilla Group also confirmed the investment plan established in 2017 (€1 billion over five years).
In 2018, however, they invoiced 6.8% more than in 2017, with the goal of innovating
the products, increase the production capacity and improve efficiency.
The main products used in 2018 are mainly rich in fiber or legume-based with meticulously selected raw materials.
In Italy, Barilla has involved more than 5,000 farming companies through supply chain cultivation contracts, recognizing a fair price for farmers and providing quality premiums.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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