IT'S MARKET ENTRY DAY! CHOSE YOUR WALKING STEP

We called him "Uncle Sunday (One-leg up)" as kids. He had a funny way of walking that amused us yet thrilled us to imitate him.

On some days, we would tiptoe behind him as we imitated him while he walked past Idris Adebisi Street that accomodated our house. Adults who caught sight of us would chase us but we were not going to be kept away from walking like "Uncle Sunday (One-leg up)."

When we gradually came to our teenage age, I overheard my older cousins talking about him. "Uncle Sunday (One-leg up) walked the way he did not because he was a 'cool guy,' rather it was due to an accident that required a hip surgery to correct his walking step.

I felt ashamed and wished we had never imitated him.

People walk with different gaits. From a shuffle to long strides to a strut, a bounce, a hobble, or even a slight limp. It just takes observation to spot it out. This walking pattern also determines the rhythm and pace at which people walk.

Producers and service providers also walk in different patterns. Observing and being able to replicate this in your SME also helps to give you an advantage over your competitors.

Among non-alcoholic beverage producers, Coca cola was the first company to venture into this. It is safe to say that they dominated the market entry by taking a first step.

But when one brand has gained first entry, how does another gain access? Simple, throw a stone in the cycling wheel by causing disruption.

Disruption could be through providing what the first had failed to do, lower your prices to gain a market base, or even build relationship. This causes an interruption in the usual way that the market flow has been.

Pepsi sneaked in by building relationships. Think about their football academy or use of popular musicians and football stars as ambassadors for their product. They are some sort of Smart Alec. Give it to them!

Just when we thought these two brands had the market all to themselves, Bigi Cola of the Rite Foods household stormed out with their large soft carbonated drinks bottles for a lower price.

So we are here sitting pretty and sipping from their bottles. No sooner than you imagine, another brand will walk through in it's own kind of walking pattern.

The Nigerian banks are not left out either; From First Bank, to GTBank, to Access Bank, to Zenith Bank.

What brand's mode of entry into the market thrills you?

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