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Marketing Warfare - Attacking The Leader
Marketing Warfare - Attacking The Leader
Marketing Warfare - Attacking The Leader
Ground rules
Know your strength and weakness relative to the market leader. position. Estimate the strength of the leader's Find a weakness in the leader's strength and attack at that point.
Launch the attack on as narrow a front as possible. Do not ght head-on with a market times its resources.
Offensive Strategies
Frontal Attack Encirclement Attack Flanking Attack By pass Attack Guerrilla Attack Be the Opposite Attack
Frontal Attack
The cola giants have been battling on all marketing fronts to dominate the carbonated soft drink market.
Frontal Attack
Nirma exploited the entry level in washing power market, a gap not addressed by HUL then.
Frontal Attack
Fierce price war took place between HUL and P&G
Frontal Attack
Ujala dislodged market leader position in whitener segment by launching a liquid version of the product. Robin Blue from its
Flank Attack
Majority of
Geographical Flanking
Flank Attack
Instead of taking cola giants head on Red bull decided to focus on energy drink segment.
Segmented Flanking
Encirclement Attack
Licensed JAVA software to companies and developers for all sorts of consumer devices. As the products began to go digital, JAVA started appearing in a wide range of gadgets.
Product Encirclement
Encirclement Attack
By tapping into every distribution channel for watches, Seiko took over as much shelf space as possible.
Market Encirclement
Bypass Attack
Bypass Attack
ITC diversied from cigarettes to FMCG
Guerrilla Attack
Jyoti Laboratories in order to hold on to its share in the cloth whitener market, launched mosquito repellant products to reduce Reckitt & Benckisers focus on whitener market.
Be the Opposite
Dell Computers became the worlds largest seller of personal computers by choosing a direct orders through phone instead of retail stores.
Thank you
Navanitha Krishna G (MS12A045) Roshini Anna John (MS12A068) Santosh JK (MS12A075) Prabakaran S (MS12A056)