0 Preemtive Strategy

Preemtive strategy similar to the generic strategy, but emphasize his superiority. This approach is oriented to the overall cost advantage and differentiation. Highlight the overall cost advantage is lower prices than competitors. Differentiation highlights the striking difference in the brand with the brand is not a superior competitor. Preemtive strategy is a smart strategy, because the highlight of superiority and a unique statement. This strategy was used because of superior benefits compared to competing products have only a small difference. Diekploitasi this difference so that the benefits of a product appear different from competitors' products. Thus, blocking a competitor to say the same. However, do not exaggerate the benefits of your product by saying things that are making it up, because it includes advertising sin (Eric Schulz, 2001).

Preemtive strategy used by Dove to show the superiority of its products Dove Silkening Body Lotion and Dove Cream Oil Shower. Skin like silk (silk) is the gold standard of skin conditions. Dove Supreme Silk contains perceive pure silk providing superior care compared with its competitors. Dove ads in Indonesia by using the execution witness evidence, namely Dove users to feel their softness. In this way, the Dove into the superior looks different than its competitors.

Visine eye drops are also using preemtive strategy. By using the "Getting the red out". And all the drugs designed to relieve eye redness in the eyes, but who started the ad is Visine. Consumers associate the drug that can eliminate eye redness is Visine, Visine has since made a dramatic statement. There is no other company that makes a statement like this, for fear of being called a plagiarist.
Kopi Kapal Api preemtive strategy in 1978, which is advertised in the Fire Ship Coffee TVRI using Paimo comedians such as advertising support. Strategy done because no one has done promotions via television. Whereas overseas has many food products, beverages at diklankan by television. The strategy is a good strategy, so as if there is no other coffee brand Kopi Kapal Api besides. Since then Kopi Kapal Api brand and grow its market melijit throughout the archipelago. Currently Fire Ship Coffee became the market leader for coffee products in Indonesia.