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Marketing warfare

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Attacking the Leader

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Marketing warfare

  1. 1. MARKETING WARFARE Attacking the Leader
  2. 2. Ground rules Know your strength and weakness relative to the market leader. Estimate the strength of the leader's position. Find a weakness in the leader's strength and attack at that point.
  3. 3. Launch the attack on as narrow a front as possible. Do not fight head-on with a market leader unless you have at least three times its resources.
  4. 4. Offensive Strategies Frontal Attack Encirclement Attack Flanking Attack By pass Attack Guerrilla Attack Be the Opposite Attack
  5. 5. Frontal Attack Pure Frontal Attack The cola giants have been battling on all marketing fronts to dominate the carbonated soft drink market.
  6. 6. Frontal Attack Limited Frontal Attack Nirma exploited the entry level in washing power market, a gap not addressed by HUL then.
  7. 7. Frontal Attack Price Based Frontal Attack Fierce price war took place between HUL and P&G
  8. 8. Frontal Attack Research & Design Ujala dislodged Robin Blue from its market leader position in whitener segment by launching a liquid version of the product.
  9. 9. Flank Attack Geographical Flanking Majority of profits come from the international areas where competition is not fierce or non existent.
  10. 10. Flank Attack Segmented Flanking Instead of taking cola giants head on Red bull decided to focus on energy drink segment.
  11. 11. Encirclement Attack Product Encirclement Licensed JAVA software to companies and developers for all sorts of consumer devices. As the products began to go digital, JAVA started appearing in a wide range of gadgets.
  12. 12. Encirclement Attack Market Encirclement By tapping into every distribution channel for watches, Seiko took over as much shelf space as possible.
  13. 13. Bypass Attack New Product/Technology Niche area in telephony services. No competition from Airtel and Vodafone.
  14. 14. Bypass Attack Diversifying (new geography; product) ITC diversified from cigarettes to FMCG
  15. 15. Guerrilla Attack Jyoti Laboratories in order to hold on to its share in the cloth whitener market, launched mosquito repellant products to reduce Reckitt & Benckiser’s focus on whitener market.
  16. 16. Be the Opposite Dell Computers became the worlds largest seller of personal computers by choosing a direct orders through phone instead of retail stores.
  17. 17. Common Attacking methods Price discounts Cheaper goods Prestige goods Product proliferation Product innovation Service innovation Distribution innovation Process innovation Advertising innovation
  18. 18. Thank you Navanitha Krishna G (MS12A045) Prabakaran S (MS12A056) Roshini Anna John (MS12A068) Santosh JK (MS12A075)