MARKETING MANAGEMENT

PRESENTED BY:
1. Heta Dharia (4)
2. Chandni Kabutarwala (19)
3. Priyanka Bhandari (5)
4. Vivek Patel (39)
5. Uzair Vahora (54)
6. Sumit Tahalwani (52)
INTRODUCTION

Every company must formulate different strategies to react with different

competitors. Philip Kotler, the eminent writer, has discussed the military-type
marketing strategies for competitors. On the basis of market position, market shares,
brand image, resources capacities, and domination power (degree of control over
others), there are broadly four types of competitors, such as:

1. Market Leaders
2. Market Challengers
3. Market Followers
4. Market Nichers

Let us analyse relevant marketing strategies for Market Followers and Market
Nichers.
MARKET FOLLOWERS

 The rule of business is that when you are a market leader, there are definitely
going to be market followers.
 For example, Apple came out with the multi touch smart phones, but
today Samsung is leading that market in terms of total turnover. Thus there
are several market follower strategies in effect in today’s
business environment.
 Market followers are bound to exist in a mature market. The market followers
are wider in case of online marketing because online marketing has lower
entry barriers and higher returns. Thus, in online commerce itself, you will
see that companies like Snapdeal, flipkart, amazon, jabong have all started
one after the other. Off course, the market leaders were Ebay and Amazon.
But they are facing stiff competition nowadays.
FOUR STRATEGIES OF MARKET
FOLLOWERS:
1. Adapter
2. Imitator
3. Cloner
4. Counterfeiter
1. ADAPTER

 Adapter is white collared market follower strategy.

 The adapter takes the leader’s products and adapts or improves them. The
adapter may choose to sell to different market, but often it grows into a
future challenger, as many Japanese firms have done after improving products
developed elsewhere.
2. IMITATOR

 The imitator copies some things from the leader but differentiates on
packaging, pricing, or location.
 The leader doesn’t attack aggressively.
 Imitation jewellery is probably the best and largest example if imitation as a
market follower strategy.
3. CLONER

 The cloner emulates the leader’s products, name , and packaging, with slight
variations.
 There is a silver lining between an imitator and a cloner. An imitator might
copy some of your product qualities, but it maintains its own product qualities
as well.
 For example, timesjob.com is an imitator of naukri.com, but then timesjob
has its own unique product characteristics as well.
4. COUNTERFEITER

 The counterfeiter duplicates the leader’s product and packages and sells it on
the black market or through disreputable dealers.
 The best example of counterfeiting is selling the originals via privacy. Where
cloning involves manufacturing of slightly altered products, counterfeiting
involves thieving and is a black market follower strategy. The best example is
pirated DVDs and CDs of movies and music.
MARKET NICHERS STRATEGY:

 An alternative to being a follower in a large market to be a leader in a small

market, or niche.
 Smaller firms normally avoid competing with larger firms by targeting small
markets in which large firms have little or no interest.
 But even large profitable firms may choose to use niching strategies for some
of their business units or companies.
MARKETING STRATEGIES FOR MARKET
NICHERS
1. End-user specialist
2. Vertical level specialist
3. Customer size specialist
4. Specific customer specialist
5. Geographic specialist
6. Product or product line specialist
7. Event specialist
1. END-USER SPECIALIST

 It is very popular and widely used option to serve niches. The firm prefers to
operate one-type of end-use customers.
 For example, a legal advisory firm can handle only criminal cases, or a fashion
designer can work only for a few film stars.
2. VERTICAL LEVEL SPECIALIST

 The firm can specialize at vertical level of production or distribution.

 For example, producing only raw-materials for specific companies, only
warehousing services, or it may concentrate only on retailing. It can serve
only a part of the total process.
3. CUSTOMER SIZE SPECIALIST

 The firm can sell products only to small, medium, or large size customers.
 For example, a firm can supply one or two components only to large
companies.
4. SPECIFIC CUSTOMER SPECIALIST

 A firm supplies its products only to distinct group of buyers.

 For example, designing special two-wheeler for handicapped people or
serving special foods to people who are suffering from certain diseases like
diabetes.
5. GEOGRAPHIC SPECIALIST

 The firm serves customers of only specific region or area of the world.
 For example, specific need of the people living in the hilly area.
6. PRODUCT OR PRODUCT LINE
SPECIALIST
 The firm produces or sells only one product or product line.
 For example, it sells only socks, ties, or tie pins. A small finance company
deals with only car loans or personal loans.
7. EVENT SPECIALIST

 The firm concentrates its efforts only on particular events or occasions like
marriage, grand inauguration, birthday, anniversary, or some festivals. It
offers goods or services for celebrating the events of target buyers.
THANK YOU!