Competitive Dynamics

Oh my God!!! where to go?

How can market leaders expand the total market and defend market share?

Expansion : By finding (A)New customer

They are among three groups:

1.Those who might use it but do not

2.Those who have never used it

3.Those who lives elsewhere

B . More usage

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

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

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

New ways to use the brandNew ways to use the brand

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