how can market leaders expand the total market and defend market share
TRANSCRIPT
![Page 1: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/1.jpg)
Competitive Dynamics
Oh my God!!! where to go?
![Page 2: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/2.jpg)
How can market leaders expand the total market and defend market share?
![Page 3: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/3.jpg)
Expansion : By finding (A)New customer
They are among three groups:
1.Those who might use it but do not
![Page 4: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/4.jpg)
2.Those who have never used it
![Page 5: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/5.jpg)
3.Those who lives elsewhere
![Page 6: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/6.jpg)
B . More usage
![Page 7: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/7.jpg)
Manufacturers boosts the amount by packaging or product design
Consumers use more of impulse products such as soft drinks and snacks when product is made available
![Page 8: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/8.jpg)
Increasing frequency consumptions requires
Identifying additional opportunities to use the brand in same basic way
Identifying completely new and different ways to use the brand
![Page 9: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/9.jpg)
How can we defend Market Share?
Continuous inovation
Front –runner should lead company Develop new products,
distribution effectiveness, cost cutting
Continuous innovationFront-runner
should lead the company
distribution effectiveness, cost cutting
![Page 10: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/10.jpg)
New ways to use the brandNew ways to use the brand
![Page 11: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/11.jpg)
![Page 12: How can market leaders expand the total market and defend market share](https://reader031.vdocument.in/reader031/viewer/2022031621/55cad2e8bb61eb4d258b4590/html5/thumbnails/12.jpg)
Sameer MathurIndian institute of Management Lucknow
Marketing professor 2013-
Marketing professor 2009-13
Ph.D and MS(marketing)2003-2009
Madhusudan DahalNational Institute of Technology surat
intern