marketing warfare
DESCRIPTION
Attacking the LeaderTRANSCRIPT
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MARKETINGWARFAREAttacking the Leader
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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.
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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.
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Offensive Strategies
Frontal Attack
Encirclement Attack
Flanking Attack
By pass Attack
Guerrilla Attack
Be the Opposite Attack
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Frontal Attack
Pure Frontal Attack
The cola giants have been battling
on all marketing fronts to dominate
the carbonated soft drink market.
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Frontal Attack
Limited Frontal Attack
Nirma exploited the entry level in
washing power market, a gap not
addressed by HUL then.
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Frontal Attack
Price Based Frontal Attack
Fierce price war took
place between HUL and
P&G
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Frontal Attack
Research & Design
Ujala dislodged Robin Blue from its
market leader position in whitener
segment by launching a liquid
version of the product.
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Flank Attack
Geographical Flanking
Majority of profits come from the international areas where competition is
not fierce or non existent.
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Flank Attack
Segmented Flanking
Instead of taking cola giants head on Red bull decided to focus on energy drink segment.
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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.
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Encirclement Attack
Market Encirclement
By tapping into every distribution channel for watches, Seiko took over
as much shelf space as possible.
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Bypass Attack
New Product/Technology
Niche area in telephony services. No competition from Airtel and Vodafone.
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Bypass Attack
Diversifying (new geography; product)
ITC diversified from cigarettes to
FMCG
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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.
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Be the Opposite
Dell Computers became the worlds
largest seller of personal computers by
choosing a direct orders through phone
instead of retail stores.
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Common Attacking methods
Price discounts
Cheaper goods
Prestige goods
Product proliferation
Product innovation
Service innovation
Distribution innovation
Process innovation
Advertising innovation
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Thank you
Navanitha Krishna G (MS12A045)Prabakaran S (MS12A056)
Roshini Anna John (MS12A068)Santosh JK (MS12A075)