Summary presentation of the book "Marketing

Warfare

Author: Ries and Trout

Presented By:
Vishal Chugh, EMBA/02/53
Krishan Kant Jha, EMBA/02/25
Section B, Group 7
Marketing:-
The business of promoting and selling products or services, including market
research and advertising.

Example: When Reliance telecom understands the need of internet uses of the
customer then Reliance JIO comes.
Warefare:-

Warefare is the engagement in violent conflict.

Like: Bombing a country OR War between two countries.

Marketing Warefare:-
Marketing is the war where the enemy is the competition and the customer is the
ground to be won.

Like:- Reliance JIO competitors: Like: India Pak Kargil war

Airtel & Vodafone Idea. (03-May- 1999 to 26 July-1999)
Strategic Square:-
Ries and Trout discuss four strategies for fighting a marketing war:

1. *Defensive.

2. *Offensive.

3. *Flanking.

4. *Guerrilla.
Defensive:-
The best defensive strategy is the courage to attach yourself.

Type of Defensive:-

• Position Defensive : Hold the position in customer's mind.

• Mobile Defensive: Flexible with the product changes.

• Counter Defensive : Strick back.

Offensive:-
Find a weakness and attack at that single point.
Flanking:-
A flanking attack is not a direct attack on the leader, but rather, an attack
in an area where the leader has not established a strong position.

‘OR’

Must be a surprise attack. Never boast in advance.

Guerrilla:-
• Unconventional approach ‘OR’ Static approach.

• Grasping the attention to Generate the Memory.

• Never act like the leader, even if successful in the guerrilla attack.

Be ready to enter or exit on short notice. If the market for the product takes
a negative turn, the guerrilla should exit quickly rather than waste
resources.
Telecom Market Share India:-
Principles of Warfare

• The Principle of Force

• The Superiority of the Defense
• The New Era of Competition
• The Nature of the Battleground

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The Principle of Force
The larger company has the resources to outnumber smaller competitors. It can advertise
more, perform more R&D, open more sales outlets, etc

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The Superiority of the Defense
An entrenched defense that is expecting an attack has an advantage that can only be
overcome by an overwhelmingly larger attacker. For example, a defensive position that is
in a trench or foxhole will be shielded from the attackers, and the attackers will suffer
many more casualties than the defenders. For this reason, the attackers require a much
larger force to overcome the defensive positions.

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The New Era of Competition
In marketing, a firm achieves
victory through a smarter
strategy, not by spending longer
hours with meetings, reports,
memos, and management
reviews. When management
declares that it is time to
"redouble our efforts", then the
marketing battle has turned to
hand-to-hand combat and is
likely to end in defeat.

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The Nature of the Battleground

The Battle of Waterloo. Ries and Trout argue that marketing battles do not take
place in geographic areas, nor in stores. Rather, marketing battles take place in the
mind of the consumer.

In marketing warfare, the question is one

of who holds the mountains in the
consumer's mind

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Questions

THANK YOU