Based on : ‘On War’ by Karl Von Clausewitz.

Main Characteristics:
1. Strategy
2. Tactics
Marketing
Classical Definition:
It is the performance of business activities aimed at
satisfying needs & wants through exchange processes.
Customer orientation came after a phase of focus on
production & then on advertising.
Ever since World War ∏, Customer has been the King.

But then why was American Motors successful when it

launches a jeep, totally ignoring customer needs?
Competitor Orientation

Eg Digital Equipment Corporation & IBM

Pepsi & Coke
Burger King & Mc Donalds

So marketing may be called a war where the objective is

to destroy the enemy & win the battle.

By this process human needs also get satisfied, so its

always desirable to have competition
History Of War
Alexander the Great & Persians

English & the Russians

Germans against the English & French

Easier to reach the top, than to stay there?

NO

Bigger the company,

more the advertising

Larger the sales force,

more the reach

Eg IBM
Then what about small companies?
Better product will win the battle?

NO

Because its difficult to change the mind of people.

Winner is always taken to have a better product.

Accept the truth & deal with it

Throughout military history, defense has proved to be
the stronger part of military warfare.

Proof in marketing: Survey of 25 brands over a period of

60 years.

Eg Coca Cola

Why not an attack?

∙ Difficulty in launching a surprise attack
∙ Wastage of time in bringing forces to action
We’ll murder them!
It’s kill or be killed!

Seem like the words are coming straight from a criminal?

No, these are the typical quotes from international

pages, said by business leaders in the era of
competition.

But such expressions should be backed by credulity. For

that principle of force alone doesn’t serve the purpose,
there should be proper planning.
Just like the terrain is important for a military battle, it is
so for marketing also.

Mountain is the high ground.

Computer – IBM
Coffee – Nescafe’
Cola – Coca Cola & Pepsi
So what should the strategy be?
Defensive?

Offensive?

Flanking Attacks?

Guerilla Warfare?
Defensive Warfare Principles
1. Only the market leader should consider playing
defense.

2. The best defensive strategy is the courage to attack

yourself

3. Strong competitive moves should always be blocked.

for leaders:
Can’t wait & see

Keep something in reserve

Certain amount of legal expense should be considered

Finally, marketing peace. (when you own the pie, you

should try to enlarge the pie rather than to increase
the size of your slice)
Offensive Warfare Principles
1. The main consideration is the strength of the leader’s
position

2. Find a weakness in the leader’s strength & attack at that

point

3. Launch the attack on as narrow front as possible

Odds in favour of defender. So attacker should be skillful.

Flanking Warfare Principles
1. A good flanking move should be made into an
uncontested area

2. Tactical surprise ought to be an important element

of the plan

3. The pursuit is just as crucial as the attack itself