STRATEGIC

MARKETING
CAT'S EYE
MARKET CHALLENGER STRATEGY - FLANK ATTACK STRATEGY - LG

Market Challenger Strategy

Marketing strategies that a firm adopts to challenge or attack the market leader or
immediate competitors to earn projected revenue and capture market share. A market
challenger is a firm which is just below the market leader with a good presence. The firm that
challenges other firms is often called a “market challenger.”
Flank Attack Strategy is a strategy in which a company targets the weak points of its
competitor. The challenger also determines the untapped areas where the competitor has no
presence considering segmental and geographical aspects. Once identified, the challenger
will push its products or services to fill the void. This strategy, if done the right way, can
alleviate the organization’s rank in the marketplace and bring outstanding results.
Features of Flank Attack Strategy:
The surprising aspect of this marketing strategy, the winning player, gains access to the
market even before its competitors come to know about that.
This marketing follows until the leading position is established by the firm performing
flanking marketing.
Flanking marketing strategy best works for products that differentiate and not for the
products which are new.
The primary goal of this type of marketing is to gain a market presence before the
competition is aware of your actions, therefore it should be quick.
Companies must try to move in such a way that the competition does not think of the
company as a possible threat until it’s too late.

FLANK ATTACK STRATEGIES:

Glocal Flank Attack Strategy: This type of flanking attack strategy occurs when a
company or business tries to flank the different areas of the other company in all
manners. The company tries to flank its competition locally, regionally, and globally,
where the competitor’s resources are not very strong. Mercedes Benz, Pepsi, Coca-Cola
are some of the examples which use this type of flank marketing strategy to gain
access to the market.
“Sampoorna,” the color TV from L.G, is a perfect example of a flank attack strategy.
The company launched this product specifically for people in rural areas while the
competitors failed to do so.

Segmented Flanking Strategy In this type the marketer tries to attack the competitor’s
targeted and niche customers. By doing so, the company is trying to win over all their
resources. The concept of a flanking brand in the late 80s, also known as the fighter
brand, is often given to offer a new product to the market in order to capture a larger
portion of the market segment.
 A flanking brand allows the owner of the
brand to capitalize on the reputation of
its leading brand and on all the messages
about quality and source, which are
espoused in the existing brand. This
allows for potential capturing of new
clients, including those who are unhappy
with competitors’ products in the same
space, or those who are looking for a
more economical choice.

TYPES OF FLANKING MARKETING:

Low Price Flanking
In the low price flanking type, the marketer tries to cut down the prices. As a result, the
competitor faces difficulty selling the product because similar products are available at a
much lower price. Jio began by selling their internet package products at a very low price
thus crushing all their competitors.
High Price Flanking
When considering the high price flanking model, there are many products where a high
price is beneficial for marketers. For example, the price of hot wheels toys is the benefit. The
opportunity shown by hot wheels in the price segment by using a flanking strategy in the
modification stage of the product life cycle is excellent. Because of two reasons, the high
price is better than the low price. First is the improved product features and quality at a
higher price. Second is the opportunity to make high-profit margins by charging a high
price.
Flanking with size
Steve Jobs of Apple has a great marketing vision. With small and integrated circuits, he
introduced miniature products like the iPod, which at once was taken by the customers.
Distribution Flanking
When aiming for a new distribution channel, the company can support it by implementing a
flanking marketing strategy. Watches earlier were sold in departmental stores until Titan
watches came with a new idea and captured the market using a flanking marketing
strategy.

Concept 2 : Advertising

Advertising is used as a prime method for generating new customers in B2C (business-to-
customers) environments. Creating an advertising strategy is a creative process. An
advertising strategy can be also defined as a step-by-step plan to reach your customers and
convince them to buy your products.A well-planned advertising strategy not only conveys the
benefits of your product but will also persuade your customers to choose your product over
the outcomes of your competitors.
ADVERTISING STRATEGIES OF DHL

1.Setting Objectives
CAMPAIGNS :

This advertisement compares DHL with
other brands to show that availing DHL
will provide them failproof results. This is
a comparison to show DHL is superior to
other brands when it comes to the service.
This preference emphasizes Affective
objective.
Another example of showing the strength
of brand, where in which the brand
vocalize how they are different from others
in delivering and what sets them apart
which also comes under cognitive
advertising.

This is a copy that shows the biggest strength of the

brand which is that the brand delivers to almost all
parts of the world. The Connectivity is given emphasis
here which is of cognitive objective

The kind of advertising that directly attacks the

competitor brand
 Identifying the Target Audience of DHL

To best understand the DHL target market,

we need to understand who needs delivery
and shipping services that companies like DHL
offer, why they need these services, and why
they choose DHL over alternatives like FedEx,
UPS, or USPS.The DHL target market includes
both businesses and individuals.

Green intitivaties of DHL

Message decision

In advertising message is an underlying idea or point that

an advertiser wishes to convey to its target audience. Its
purpose is to persuade individuals to take the desired
action like making a purchase, signing up for a service,
making a reservation, booking a hotel, etc.

The launch is a key milestone in making the global logistics

industry greener.GoGreen Plus is part of Deutsche Post
DHL Group's mid-term sustainability roadmap for 2030,
working towards net zero emission by 2050.

To improve its visibility, DHL also sponsors for national

and international events such as Formula 1, and world
famous football clubs such as Manchester United.

DHL being official sponsers

of mnchester

Media decision :
DHL is a logistics service providers. So it is
wise to have their advertisements out their,
where there is maximum visibility of their
operations.