-
7/27/2019 Marketing Warfare - Attacking the Leader
1/18
MARKETING
WARFAREAttacking the Leader
-
7/27/2019 Marketing Warfare - Attacking the Leader
2/18
Ground rulesKnow your strength and weakness
relative to the market leader.Estimate the strength of the
leader'sposition.
Find a weakness in the leader's strengthand attack at that
point.
-
7/27/2019 Marketing Warfare - Attacking the Leader
3/18
Launch the attack on as narrow a frontas possible.Do not fight
head-on with a market
leader unless you have at least threetimes its resources.
-
7/27/2019 Marketing Warfare - Attacking the Leader
4/18
Offensive StrategiesFrontal AttackEncirclement AttackFlanking
AttackBy pass Attack
Guerrilla AttackBe the Opposite Attack
-
7/27/2019 Marketing Warfare - Attacking the Leader
5/18
Frontal Attack
Pure Frontal Attack
The cola giantshave been battling
on all marketingfronts to dominate
the carbonated
soft drink market.
-
7/27/2019 Marketing Warfare - Attacking the Leader
6/18
Frontal Attack
Limited Frontal Attack
Nirma exploited theentry level in
washing powermarket, a gap not
addressed by HUL
then.
-
7/27/2019 Marketing Warfare - Attacking the Leader
7/18
Frontal Attack
Price Based Frontal Attack
Fierce pricewar took
placebetweenHUL and
P&G
-
7/27/2019 Marketing Warfare - Attacking the Leader
8/18
Frontal Attack
Research & Design
Ujala dislodgedRobin Blue from its
market leader
position in whitenersegment bylaunching a liquid
version of theproduct.
-
7/27/2019 Marketing Warfare - Attacking the Leader
9/18
Flank Attack
Geographical Flanking
Majority of profits come from theinternational areas where
competition is
not fierce or non existent.
-
7/27/2019 Marketing Warfare - Attacking the Leader
10/18
Flank Attack
Segmented Flanking
Instead of taking cola giants head on Red bull
decided to focus on energy drink segment.
-
7/27/2019 Marketing Warfare - Attacking the Leader
11/18
Encirclement Attack
Product Encirclement
Licensed JAVA software to companies anddevelopers for all sorts
of consumer devices. As
the products began to go digital, JAVA startedappearing in a
wide range of gadgets.
-
7/27/2019 Marketing Warfare - Attacking the Leader
12/18
Encirclement Attack
Market Encirclement
By tapping into every distributionchannel for watches, Seiko
took over
as much shelf space as possible.
-
7/27/2019 Marketing Warfare - Attacking the Leader
13/18
Bypass Attack
New Product/Technology
Niche area in telephony services. No competitionfrom Airtel and
Vodafone.
-
7/27/2019 Marketing Warfare - Attacking the Leader
14/18
Bypass Attack
Diversifying (new geography; product)
ITC diversifiedfrom cigarettes to
FMCG
-
7/27/2019 Marketing Warfare - Attacking the Leader
15/18
Guerrilla AttackJyoti Laboratories in order
to hold on to its share in thecloth whitener market,launched
mosquito repellantproducts to reduce Reckitt
& Benckisers focus onwhitener market.
-
7/27/2019 Marketing Warfare - Attacking the Leader
16/18
Be the OppositeDell Computers
became the worldslargest seller ofpersonal computers by
choosing a directorders through phone
instead of retail stores.
-
7/27/2019 Marketing Warfare - Attacking the Leader
17/18
Common Attacking methodsPrice discounts
Cheaper goods
Prestige goodsProduct proliferation
Product innovation
Service innovation
Distribution innovationProcess innovation
Advertising innovation
-
7/27/2019 Marketing Warfare - Attacking the Leader
18/18
Thank you
Navanitha Krishna G (MS12A045)Prabakaran S (MS12A056)
Roshini Anna John (MS12A068)Santosh JK (MS12A075)
