A.

Competitive market strategies are those that help a company acquire a strong competitive
edge over its competitors by putting the company in the best possible position to compete.

Market Leader and its strategies – A market leader is the company in an industry that has the
largest share of the whole market. In terms of competitive strategy, the market leader seeks
to increase total demand while simultaneously protecting or expanding its market share.

Market Challenger and its strategies – Market Challenger is a runner-up company that is
putting up significant effort to enhance its market share in a particular industry.

Frontal Attack - A frontal attack is characterised by competitors attacking each other on the
basis of their respective competitive advantages. Diet Pepsi was introduced at the same time
that Diet Coke was debuted. Both companies have a strong product expansion strategy as
well as a diversified product range. As a result, Pepsi developed a product in direct response
to its market competitor in a straight frontal attack on the market.

Another example of Frontal Attack in the carbonated beverages market, again this time
between Coca Cola and Pepsi, occurred in 1915 when Coca-Cola launched its distinctive 6-1/2
ounce bottle, which became firmly linked with the brand over the following decades. The
bottle's size and shape were ideal for holding in one's hand, and its identification with Coca-
Cola was an important selling point. However, when Pepsi produced a larger bottle for the
same price as the smaller bottle of Coke, Coca-Cola was left with few options in terms of how
to counter. Because of the way the bottle's size and shape fit in the palm of the hand, it was
impossible to simply expand it. Furthermore, because the Coke dispensing machines were
built to only accept nickels, it was impossible to adjust the price of the beverage. These
weaknesses were a direct outcome of Coke's strength, which suggests that the challenger
should look for flaws in the leader's strength as a strategy.

Bypass Attack (Indirect Attack) - The Bypass Attack is the most indirect marketing approach
used by the challenging firm in order to surpass the competition by assaulting the
competitor's easier markets, as opposed to direct marketing. Through the acquisition of
market share from a competitor company, the corporation hopes to increase its overall
resource base and increase its profitability.

If the company wants to diversify into unrelated products or expand into new geographic
markets before initiating the bypass attack, it can do so in one of three ways: diversify into
unrelated products, expand into new geographic markets, or leapfrog into new technology.
Any of the tactics can be used as long as the firm has sufficient resources and is more powerful
than the opposing firm, which is usually the case.
Leapfrogging into new technology means that the company conducts extensive research and
delivers the next generation technology with the goal of attracting more customers and
shifting the battleground to its own area.
Using the bypass strategy against Coke, Pepsi launched the Aquafina mineral water brand
several months before Coca-Cola launched the Dasani brand of bottled water.
A.2
Consumers over the age of 65 who use search engines –

This sector of the population is particularly health-conscious and actively participates in the
purchasing process. When it comes to investigating the product after receiving a stimulus,
this sector is more likely to engage in an Active Information Search than the other segments.

The most effective means of supplying this section with the necessary stimulant will be
through advertisements on television and in the newspaper. Preventing the need for search
can be accomplished by publishing informative pieces in newspapers that praise the virtues
of the product in question.

The following stage would be to target them with instructional pieces that appear in their
social media feeds - particularly on Facebook. Because of the high level of discerningness in
this category, all pieces must be instructional in character.

Medical magazines can also be used to target this audience because this group is always
dealing with ailments associated with a sedentary lifestyle. The use of doctors to promote a
product may be advantageous since personal connections with doctors and interactions with
them are more likely to occur.

Because they are exceedingly loyal, it is critical to win over this market niche.
The section of unmarried and working singles is unlikely to engage in active search. Rather,
this group will be passive recipients of the communications that they are sent and received
by other people.
The most effective means of reaching this audience must be through promotional content on
social media. Although this sector may be less health-conscious than the general public, there
is unquestionably a need to convey an ideal persona to the general public. As a result,
targeting them through sponsored advertisements on social media is the best course of
action. This will aid in increasing public knowledge of the brand.
Apart from Social Media and ATL methods, the findings also suggest that we should not spend
too much time on search for this particular segment, as it is unlikely to be much changed. For
them, the most important thing is convenience.
Write articles aimed at them, explaining that the product can be used as a replacement for
an unhealthy morning meal.
Households –
The insights highlight the engagement of numerous parties – as well as the possibility of
decision makers doing Active Information Search – in the process.
This market sector is concerned with brand recognition and value for money. In order to
effectively target decision-makers through social media posts that highlight the product's user
ratings, it is necessary to develop a specific strategy. This sector may also be influenced by
the usage of email advertising, which promotes the benefits of coconut water as a healthy
beverage that is both affordable and effective.
Utilization in Alternatives Evaluation –
Elderly Consumers –

The choice of which alternative to purchase is most likely made before the product is even
placed on the store shelf.

Consequently, to win the assessment sector, we must win before the consumer even steps
out of their home to make their purchase.

Working singles who are not married or have children –

The evaluation fight is won on the basis of convenience rather than merit.
We must be present in places such as stores adjacent to office buildings and online with
delivery-grocers in order to be effective.
In households, the evaluation decision is made after reaching a unanimous decision by all of
the household's members' consumers
A.3
Steps to follow when doing market research

Collect the Information - Data collecting is typically the most expensive and error-prone stage
of marketing research. Certain contacts will be unavailable due to being away from home,
offline, or otherwise inaccessible; they must be contacted again or replaced. Others will
refuse to cooperate or will provide inaccurate or biased information.
Internationally, one of the most significant impediments to data collection is the requirement
for consistency. Latin American respondents may be uneasy with the impersonal nature of
the Internet and want interactive elements in a survey to provide the illusion of speaking with
a live person. On the other side, respondents in Asia may feel more pressure to comply and
may be less candid in focus groups than they are online. Oftentimes, the remedy is as simple
as using the appropriate phrase.

Analyse the Information - The process's next-to-last stage is to extract findings through data
tabulation and the development of summary measures. The researchers now compute
averages and dispersion measures for the primary variables and employ a variety of advanced
statistical techniques and decision models in the hope of uncovering new findings. They may
test a variety of hypotheses and theories, using sensitivity analysis to determine the
robustness of assumptions and findings.

Present the Findings - Finally, the researcher delivers his or her results. Researchers are
increasingly being requested to take a proactive, consultative role in the process of
transforming data and information into insights and management recommendations.
“Marketing Insight: Using Personas to Bring Marketing Research to Life” highlights a strategy
that some researchers are employing to maximise the impact of their consumer research
findings.

Primary Research

1 – Conduct interviews with the experts present already on the ground, and all other relevant
stake holders. Interview Competitor’s different level of management to analyse their findings
about the market and the problems they faced. Interview Dentists to see if there really is a
demand for such a product in India, do customers actually ask for such a product and do the
dentist recommend it. Interview the Government’s Healthcare executives to see how difficult
is the approval process and is it feasible.
2 – Conduct Online Surveys to different people based on their browsing history and patterns,
include questions would you be interested in such a product, what price point would be
attractive to you, and what do you think about using such a product.
3 – Employ Focus groups, consisting of people from the ages 20 and above, as they are most
viable consumers of teeth whiteners. Ask what type of advertising would make them use this,
how would they differentiate this with toothpaste, would they buy it if it were to improve
their chances of getting a date etc.
4 – Analyse the observations from the Primary research, collate the data and merge it with
the results of secondary research to present it.
Secondary research

1 – Collect data from the internet, studies that have been conducted and researches that have
been published, data about India as a market that will help the company understand how to
launch White Stripes in India.
2 – Collect Data from the data from Independent researches from Competitors and see what
they found out and how it can be useful to us.
3 – Collect information from Government Agencies on how likely It is so to grant approval to
the product based on competitors approval requests.
4 – Collate data with the Primary research, analyse the final results and present the final
results of the Research.
A.4

a) Based on the Effective Segmentation Criteria, mentioned in Marketing Management

by Philip Kotler, women’s clothing market based on the information provided in the
question should be segregated using the Differentiable Segmentation Criteria. The
segments are conceptually distinct and respond in a variety of ways to various aspects
of the marketing mix and marketing campaigns.
b) The physiographic are the attitudes, interests, personality, values, opinions, and
lifestyle of your target market, and family life cycle is an important part of Consumer
Behaviour. We can segment the market by combining various major stages of the
family life cycle and physiographic elements like Interests, activities and opinions.
c) For teenagers the company would focus more on the family cycle aspect, how old they
are, and what their interests are.
For women, they would segment by segregating the women’s marital status, hobbies,
lifestyle choices from physiographic element.
d) The company could position itself in the minds of teenagers as being hip, new and
creating fashion trends, while for the women they could position themselves as
reliable, trustworthy yet still up to date with the fashion trends. This would have to be
done via two different brands though.