Offensive Marketing

Presented by: Kunal Bhusare

Objective
Offensive marketing warfare strategies are a type of marketing warfare strategy designed to obtain an objective, usually market share, from a target competitor

Examples

Rin vs Tide
Offensive methods
Direct naming of competitor Direct display of competitor product Twisting the Competitors tag line Aunty chauk kyu gayi !!!

Why?
There was price competition at that time Confusion in the customers mind about the low price of Tide

Rin vs Tide (contd.)

Timing: Launched during a long weekend, so that legal hastles start a bit late and the campaign gets sufficient air time Disclaimers: As tested by Independent Lab, "Issued in the interest of Rin Users, Schematic representation of superior whiteness is based on Whiteness Index test of Rin Vs Tide Naturals as tested by Independent lab Implications: Legal hassles

Rin vs Tide (contd.)

Advertising Standards Council of India Governing body for advertisements

Thank You !!!