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Praise for Marketing warfare

By far the most valuable & exciting business book to comealong years Glamour

"Had Coca-Cola only listened to Trout and Ries, it would

have known that to tamper with the Real Thing would beto court disaster." New York

"Chock-a-block with examples of successful and failedmarketing campaigns. . .Makes for a very interesting andrelevant read." USA Today

"Revolutionary! Surprising!"Business Week2

MARKETINGWARFARE-Ries&

Trout


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CONTENTS:


Trout

3

2500 Years of War.

The Principle of Force.

The Superiority of the Defense.

The New Era of Competition.

The Nature of the Battleground.

The Strategic Square.

Principles of Defensive Warfare.

Principles of Offensive Warfare. Principles of Guerilla Warfare.

The Cola War.

The Beer War.

The Burger War.

The Computer War.

Strategy and Tactics.

The Marketing General


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WARFARE

Al Ries and Jack Trout argue that marketing is warand that the marketing concept customer-oriented

philosophy is inadequate. Rather, firm would do

better by becoming competitor-oriented.

The principle of force:

Theressaying that it is easier to get top than to stay

there. They disagree, arguing that once at the top, a

company can use the power of its leadership

position to stay there.

o The superiority of defense:4


Trout


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DEFENSIVEWARFARE

PRINCIPLES

1) Only the market leader should consider playing defensive

2)The best defensive strategy is to attack yourself

3) Strong competitive moves should always be blocked

5


Trout

Adopted when your organization is clear market leader

Examples:


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FLANKINGWARFARE

Adopted when

Your organization is no. 4-6 in market

You have resources to pursue flanking move

Resources to sew-up that market segment

7


Trout

PRINCIPLES

1) A good flanking move must be made into uncontested area

2) Tactical surprise ought to be an important element of the plan

3) The pursuit is as critical as attack itself

Examples:


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GUIRELLA WARFARE

Appropriate for other 96 organization in 100

organizations market.

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Trout

PRINCIPLES

1) Find a segment of a market small enough to defend

2) No matter how successful you become, never act like the leader

3) Be prepared to bug out at a moments notice.

Example:


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CASESTUDIES:

The cola war

The beer war

The burger war

The computer war

9


Trout


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CRITICISM OF THE BOOK

(a) they have copied a little too much from Sun Tzu

and samurai literature.

(b) they often forget that there are more subtleways of bringing down an enemy than tanks - to

stay in the books military slang, and finally

(c) they completely ignore that there are ethicseven in a corporate world

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Trout


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THANK YOU

11

MARKETI

NGWARFARE-Ries&

Trout

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