These lights in the compact category are mostly keyring-lamps or flashlights. They are characterized by a short life cycle (because of the lack of marketing), low quality and the do not offer a universal fixing system. The indirect competetion is formed by established brands offering lamp products. Their product range is very broad, but there are no equivalent lamps in the compact category...
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Their product range is very broad, but there are no equivalent lamps in the compact category. Both direct and indirect competitors could copy the idea of a multifunctional, compact design lamp. Therefore it is vital to win over a big part of the compact lamp niche market share at the product lunch and focus on the brand standards: quality and design! Marketing The goal is to establish a strong brand name reputation within the first year of market entrance and strengthen this position for the long term...
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