STRATEGIC BRAND

MANAGEMENT
Portes generic strategy


AUGUST 23, 2014
BEENISH KHAN
Roll# 08





















PORTERS GENERIC STRATEGY
DETERGENT INDUSTRY:


1) COST FOCUS:
A cost focus strategy requires the identification of a suitable target customer group that require
a product with lower cost, as in case of a Robin liquid bleach the target customers are those
COMPETETIVE ADVANTAGE

COST

DIFFRENTIATION


M
A
R
K
E
T

S
C
O
P
E



N
A
R
R
O
W


ROBIN
FABRIC
STAIN
REMOVER
BLEACH


SOFTLAN


B
R
O
A
D


BONUS


BRITE










requiring a cleaning agent that can remove tough stains and Robin liquid bleach satisfies
customers need in a very low price.

2) COST LEADERSHIP:

By using cost leader ship strategy a firm can compete on price with every other producer in the
industry and earn higher unit profit. Bonus enjoys the cost leadership advantage as it compete
industry wide and attracts the customer with low price.

3) DIFFRENTIATION FOCUS:

It is based on increasing the differentiation through innovation and specialized knowledge about
the target customers need and Softlan caters only a niche group who demands additional
softening effect every time they laundry their clothes.

4) DIFFRENTIATION:

A differentiation strategy calls for the development of a product or a service that offers attributes
that are both unique and are valued by customers. As a result the value added by the
uniqueness of the product may allow the firm to charge a premium price for it, Brite thus by
providing best anti-bacterial effect along with best cleaning action competes on the basis of
value added to the customers and persuade customers that Brite is superior from its rivals and
thus enjoys competitive advantage.