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Being successful as a Challenger Brand

Chiltern Railways Commercial Director, Thomas Ableman talks to Aston's Dr John Rudd about being a Challenger Brand and reaching out to customers.


Chiltern Railways is a Train Operating Company that runs trains between Birmingham and London, a corridor that is quite unique in the UK as it has three companies competing for market share.  Chiltern are second in terms of market share behind the dominant company Virgin Trains.

In 2012 Chiltern Railways won the Chartered Institute of Marketing Excellence Award in the transport category in recognition of the transformation of the Chiltern brand and how the companies marketing strategy has boosted the business's performance.

In the first in our series of 'In conversation with....' interviews looking at strategic issues in marketing, Dr John Rudd talks to Thomas Ableman, Chiltern Railways Commercial Director. 

In part 1 Thomas explains how Chiltern acts as a Challenger Brand in their market, and in part 2 he highlights a number of ways in which the company reaches out to customers.

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