The BIG step for Tecnifibre needs to be to approach the Quality Control of Yonex manufacturing.
I got (5) RS300 frames and had to discard 2 for disparity in SW (1) and stiffness (1), i.e. 40% rejection. I would not have the same problem with Yonexes.
Without doubt the Japanese company is way ahead of everybody and is why is gaining so much support from players at all levels.
Then, if Tecnifibre get that level of QC will be competing for the top because the frame designs are very good.
Without that ... I do not see 'just marketing' making any dent in sales. The competition triples $$$ in marketing.
QC well implemented is a small fraction of the cost of marketing.
I Got 4 RS 300 yesterday, the 3 of them were a perfect match, that's the good side. The bad side, these 3 perfect matched racquets were waaay underspec, here:
#1 292.9g, 31mm, 265 SW (unstrung)
#2 293g, 31mm, 266 SW (unstrung)
#3 293.8g, 31mm, 267 SW (unstrung)
The fourth was 299.9g, 32mm, 285 SW (unstrung).