Leopard’s Leap is fitting in so that it can stand out.
Leopard’s Leap is a very good South African wine that is expanding its international and domestic presence after successfully establishing itself as an export wine to the United Kingdom.
Like all entrants to any market, Leopard’s Leap first has to establish points of parity with its competitors and product category so that consumers can place it within the overall market and quickly form an understanding about the brand.
To secure points of parity, Leopard’s Leap needs to communicate to the consumer that it is an affordable, good quality wine and a reliable choice for everyday and special occasions
Only once points of parity have been establish should Leopard’s Leap - or any other brand - start to differentiate itself from competitors in its category.