Marketing Warfare Strategies

Offensive marketing warfare strategies - are used to secure competitive advantages; market leaders, runner-ups or struggling competitors are usually attacked- Micromax, Moov, DoCoMo

Defensive marketing warfare strategies - are used to defend competitive advantages; lessen risk of being attacked, decrease effects of attacks, strengthen position

lanking marketing warfare strategies - Operate in areas of little importance to the competitor!

"uerrilla marketing warfare strategies - #ttack, retreat, hide, then do it again, and again, until the competitor moves on to other markets! $ean $ags

Deterrence Strategies - Deterrence is a battle won in the minds of the enemy! %ou convince the competitor that it would be prudent to keep out of your markets!

Pre-emptive strike - #ttack before you are attacked! &see Defensive marketing warfare strategies for a description'

Frontal Attack - # direct head-on confrontation! &see Offensive marketing warfare strategies for a description'

Flanking Attack - #ttack the competitor(s flank! &see lanking marketing warfare strategies for a description'

Sequential Strategies - # strategy that consists of a series of substrategies that must all be successfully carried out in the right order!

Alliance Strategies - )he use of alliances and partnerships to build strength and stabili*e situations!

Position Defense - )he erection of fortifications! &see Defensive marketing warfare strategies for a description'

Mobile defense - Constantly changing positions! &see Defensive marketing warfare strategies for a description'

Encirclement strategy - +nvelop the opponents position! &see Offensive marketing warfare strategies for a description'

umulative strategies - # collection of seemingly random operations that, when complete, obtain your ob,ective!

ounter-offensive - -hen you are under attack, launch a counter-offensive at the attacker(s weak point! &see Defensive marketing warfare strategies for a description'

Strategic !it"dra!al - .etreat and regroup so you can live to fight another day! &see Defensive marketing warfare strategies for a description'

Flank positioning - /trengthen your flank! &see Defensive marketing warfare strategies for a description'

#eapfrog strategy - #void confrontation by bypassing enemy or competitive forces! &see Offensive marketing warfare strategies for a description'

THE MARKETING WARFARE STRATEGIES ARE AS FOLLOWS:Principle of Principles $llustrations DEFE%S$&E $lock strong competitive /trengthen position by 012, WA'FA'E moves reach, brand building, grow the &Market Leader) market (FFE%S$&E ind weakness in the Make skilled used of what you WA'FA'E leader(s strength and have &3 4 or 5 with attack that point, Moov) Maruti) *ero *onda resources to sustain narrower the better challenge to the leader' F#A%+$%, "ood flanking move into 8n flanking, ability to create and WA'FA'E an uncontested area, but maintain a separate category is -. 6-7 with resources close to a leader(s important as there is no to pursue your position, tactical surprise established market for the new flanking move in that important, pursuit as product or service! market segment' critical as the attack /oyota- #e0us) $ntel- eleron) 2eader may also flank to 'ole0-/udor) *1#- W"eel stave off low price competition ,1E'$##A :it and run strategy ind a small segment of the WA'FA'E &/mall market that can be defended, players with low9no agility of essence resources' 2ean bags)

Marketing Warfare strategies irms use a combination of defensive ; offensive strategies to protect9 grow own or attack competitor business! 8t is a mix of leadership, motivation, intelligence gathering, strategies, logistics, and communications & Defensive) (ffensive) Flanking) ,uerilla' Defensive marketing protect competitive 0okia with full range, !arfare strategy advantages 012 used to defend 1re-emptive strike - #ttack 0okia in lowest range competitive advantages; before you are attacked generally used by leader) 1osition Defense - +rect 0okia range at sensitive ma3or players to reduce fortifications price points risk9effects of attack, and Mobile defense - Constantly 0okia psychographic strengthen position change positions segmentation Counter-offensive - -hen 0okia set up 8ndian attacked, launch countermanufacturing unit to offensive at attacker(s weak tap economies of scale point and compete with all players /trategic withdrawal /mart phones .etreat and regroup to live ; unsuccessful, fight another day competing in other segments lank positioning 0okia + series in smart /trengthen your flank phones, 0 series in entertainment phones, <<== for economy phones Deterrence strategy.eliance in plastics convince competitors to keep out of your markets! -in the battle in the minds of the enemy! (ffensive marketing #ttack competitive 1epsodent v Colgate !arfare strategyadvantages used to secure rontal #ttack > Confront 1epsi v Coke, /urf9 .in v competitive advantage, direct head-on #riel generally used by +ncirclement- +nvelop Micromax, "oogle c"allengers to target opponents position leader and significant 2eapfrog strategy - #void :)C, $lackberry players confrontation, bypassing enemy or competitive forces 8ntel Celeron, Flanking marketing (perate in areas of little ?ingfisher .ed !arfare strategy importance to competitor, by leader to take on low price players or trade up, or by c"allenger to take on

leader! 8ntroduce new brand in same 9 similar segment to compete with competitor, to protect main brand and attack competitor(s flank ,uerilla marketing @se limited resources to !arfare strategy attack, then retreat, hide, attack, never face to face and with unusual campaigns' httpA99www!wordiB!com9definition9MarketingCstrategies Market Scope Strategy :ow Single market strategy MultiMarket strategy /otal Market strategy $y Concentrate efforts in a single segment .eBuirements a' /erve the market wholeheartedly despite initial difficulties &b' #void competition with established firms! &a' Carefully select segments to serve &b' #void confrontation with companies serving entire market &a' +mploy marketing mix in different segments &b' )op management commitment to embrace entire market &c' /trong financial position )itan in watches, 0okia in 2", /amsung

$ean bags,

/erve several distinct markets

/erve entire market spectrum by selling differentiated products to different segments in the market

@$ "roup in $eer ; /pirits,

Market Entry strategy Strateg y First $n *o! +nter market before others 'equirements &a' -illingness and ability to take risks &b' )echnological competence &c' /trive to stay ahead &d' :eavy promotion &e' Create primary demand &f' Carefully evaluate strengths! Motoro la) 4st in mobile s

Early Entry #aggar d Entry

+nter market in Buick succession after the leader +nter market during end of growth 9 maturity phase 4 entry modes &a' $mitator - +nter market with me-too product &b' $nitiator - +nter market with unconventional marketing strategies

&a' /uperior marketing strategy &b' #mple resources &c' /trong commitment to challenge leader 8mitator > &a' Market research ability &b' 1roduction capability 8nitiator > &a' Market research ability &b' #bility to generate creative marketing strategies

%okia

Samsu ng p"ones

/ata Do oM o

Product Strategy Strategy Product Positioning 1lace brand in that part of the market where it will have a favorable reception compared with competing brands! 'equirements &a' /ingle brand Maintain uniBue position by creating the aura of a distinctive product! &b' Multiple brands Carefully position multiple brands so that they do not compete with9 cannibali*e each other &a' 8f strategy is directed toward existing customers, repositioning is sought through promotion of more varied uses of the product &b' 8f /$@ wants to reac" ne! users, this strategy reBuires the product be presented with a different twist to the people who have not been favorably inclined toward it! 8n doing so, care should be taken to see that, in the process of enticing new customers, current ones are not alienated &c' 8f this strategy aims at presenting ne! uses of t"e product, it reBuires searching for

Product 'epositionin g

.eviewing current product positioning and marketing mix and seeking a new more appropriate position

latent uses of the product, if any! #lthough all products may not have latent uses, there are products that may be used for purposes not originally intended!

Section 5 6 Product Strategy Product Positioning Strategy 1lacing a brand in that part of the market where it will have a favorable reception compared with competing brands! .eBuirementsA &a' /uccessful management of a single brand reBuires positioning the brand in the market so that it can stand competition from the toughest rival and maintaining its uniBue position by creating the aura of a distinctive product! &b' /uccessful management of multiple brands reBuires careful positioning in the market so that multiple brands do not compete with nor cannibali*e each other! Product 'epositioning Strategy .eviewing the current positioning of the product and its marketing mix and seeking a new position for it that seems more appropriate! .eBuirementsA &a' 8f this strategy is directed toward existing customers, repositioning is sought through promotion of more varied uses of the product &b' 8f the business unit wants to reac" ne! users, this strategy reBuires that the product be presented with a different twist to the people who have not been favorably inclined toward it! 8n doing so, care should be taken to see that, in the process of enticing new customers, current ones are not alienated &c' 8f this strategy aims at presenting ne! uses of t"e product , it reBuires searching for latent uses of the product, if any!

#lthough all products may not have latent uses, there are products that may be used for purposes not originally intended! Product Scope Strategy )he product-scope strategy deals with the perspectives of the product mix of a company! )he company may adopt a single-product strategy, a multiple-product strategy, or a system-of-products strategy! .eBuirementsA &a' /ingle productA company must stay up-to-date on the product and even become the technology leader to avoid obsolescence &b' Multiple productsA products must complement one another in a portfolio of products &c' System of productsA company must have a close understanding of customer needs and uses of the products! Product Design Strategy )he product-design strategy deals with the degree of standardi*ation of a product! )he company has a choice among the following strategic optionsA standard product, customi*ed product, and standard product with modifications! Ob,ectivesA &a' /tandard product A to increase economies of scale of the company &b' Customi*ed product A to compete against mass producers of standardi*ed products through product-design flexibility &c' /tandard product with modifications A to combine the benefits of the two previous strategies! %e! Product Strategy # set of operations that introduces &a' within the business, a product new to its previous line of products &b' on the market, a product that provides a new type of satisfaction! )hree alternatives emerge from the aboveA product improvement9modification, product imitation, and product innovation! .eBuirementsA # new-product strategy is difficult to implement if a new product development system does not exist within a company! ive components of this system should be assessedA corporate aspirations toward new products

organi*ational openness to creativity environmental favor toward creativity screening method for new ideas, and evaluation process!

Section 7 6 Promotion Strategy Section 8 6 Distribution Strategy Section 9 6 Pricing Strategy