Competitive Strategies of Market Followers

OUTLINEMarket FollowerTypes of Strategies -Adapter

-Imitation-Cloner-Counterfeiter

ConclusionReferences

MARKET FOLLOWER Market followers are bound to exist in a mature market.

The market followers are wider in case of online

marketing because online marketing has lower entry

barriers and higher returns.

Ex:- Companies like Snapdeal, flipkart , amazon, jabongg

TYPES OF STRATEGIES

Strategies

Adapter

Imitation

Cloner

Counterfeiter

ADAPTER Adapter is white collared market follower strategy. market followers have similar products but they try to

adapt from their closest competition. Adapters can soon become leaders as well because they

can adapt, learn and make a better product than the higher competition.

Ex: Automobiles

IMITATION Imitation is the best form of flattery. Imitators make use of leader’s hard earned brand and

give a product which has the same characteristics at a lower price.

There is a huge market for imitators where people want to buy products at lower cost as they cant afford the higher one.

Ex:- Jewellery

CLONER Cloning means making the same product as yours, but

with very subtle difference. Cloning makes advantage of the top brands and makes

same to same products. You will be surprised how similar the original and the

clone looks.

Ex:-clones of Samsung phones

COUNTERFEITER

The best example of counterfeiting is selling the originals via piracy.

Where cloning involves manufacturing of slightly altered products, counterfeiting involves thieving and is a black market follower strategy.

Ex:-DVDs and CDs of movies and music

CONCLUSION These are the four main market follower strategies

existing in the market. In these four categories, it is the adapter and possibly the imitator who has a chance to take over the market leader. However, the cloner and counterfeiter can never overtake the market leader because they are not present in the market with their own manufactured products or with their own brand equity.

REFERENCES http://www.marketing91.com/ http://www.mbaskool.com/

Thank you….!