Question:

Choose a product category (for example soap, cars, beverage, home appliances, credit cards
etc.) from your domestic market and answer the following questions.
1. Identify the companies/ brands which are market leaders, challengers, followers and
nichers in that product category; along with reasons that why you categorize them as a
leader, challenger, follower or nicher.
2. What additional suggestions would you recommend to marketers of each of these
companies/ brands?
Instructions:
 While preparing the solution, first clearly mention the product category.
 Write the names of market leaders, challengers, followers and nichers clearly and
separately.
 Justify your categorization on solid basis; also give references of your research; for
example, from internet, journals, or personal interviews from a marketing professional
etc.
 In case, you get information from a professional; provide his/ her introduction, too.
 You are supposed to critically analyze the marketing strategies of these competing
companies/ brand and provide additional/ alternative strategies for them.
Answer:
According to the assignment we can choose any product category from our domestic market.
So, I choose Coke in beverages, Dove in soap, Honda in cars and vivo in mobile phone. The
reason of choosing these is.
1. Largest market share
2. Usually lead other firms in
 Price changes
 New product introduction
 Distribution coverage
 Promotional intensity
Market challengers: Pepsi, Safeguard soap, Toyota cars, Infinix mobiles.
Reasons:
 They possess the second situation on the lookout.
 They assault the pioneers and different rivals in a forceful bid for an additional piece of
the pie.
 Ordinarily, they set high yearnings and influence their assets.
Market followers: RC cola, Capri soap, Suzuki cars, Samsung mobiles.
Reasons:
 They copy pioneers and challengers and not bear the danger.
 They need techniques.
 Try to carry benefits to its objective market like area, administration, financing, and so
forth.
 Are significant focuses of assault by challengers.
 Usually continue to make costs low and item quality high.
Market nichers: Makkah cola, Dettol soap, Audi cars, Apple mobiles
Reasons:
• Rather than competing in the entire market, they attempt to be leaders in a particular market
or specialty.
• They are normally more modest organizations that take into account a specialty market that
is of almost no premium to other people.
• Profitability is high despite a low market share.
Suggestions
For leader:
 Increase market share and profitability by attracting new customers and increasing the
utilization of existing items.
 Properly choose whom to attack – the leader, another challenger, or a tiny competitor –
if you are a challenger.
 Decide whether you want to compete on pricing or quality.
 Be more strategic.
 Make the high-quality Decisions.
For followers:
 Copy the leader's products and packaging.
 With minor variations, copy the leader's products, name, and packaging.
 Steal something from the leader, but differentiate yourself in packaging, advertising,
and pricing, for example.
 Improve the product of the leader.
 Sell the products in different markets.
For Nichers
 Identify your interests and passions.
 Identify problems you can solve.
 Research your competition
 Determine the profitability of your niche.