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Marketing II
Marketing II
Competitive Strategies
byAnkur chandra Karthika shivram Sangya das 11bsp1192Alok upadhyay 6/8/12 Pawan
OUTLINE
1. COMPETITIVE POSIONING 2. LEADER STRATEGIES. 3. CHALLENGER STRATEGIES. 4. MARKET- FOLLOWER STRATEGIES. 5. NICHE STRATEGIES.
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INTRODUCTION.
o Having
a competitive advantage is necessary for a firm to compete in the market. o But what is more important is whether the competitive advantage is sustainable. o A firm must identify its position relative to the competition in the market. o By knowing if it is a leader, 6/8/12 challenger, follower or nicher, it
1.Competitive Positions
v
Competitive positioning is about defining how youll differentiate your offering and create value for your market. One of thekey elementsof yourpositioning strategyis yourvalue proposition.
There are three core types of value that a company can deliver: operational efficiency (the lowest price), product leadership (the best product), or customer intimacy (the best solution & service). Determine which one youre best equipped to deliver; your 6/8/12 decision is your value proposition.
Finding new users Creating new uses, and Encouraging more usage
Protect
Increase
3. Niche Strategies
Smaller firms can avoid larger firms by targeting smaller markets or niches that are of little or no interest to the larger firms e.g. Logitech--MOUSE
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e.g. Nike constantly created new niches--cycling, walking, hiking, cheerleading, etc
What
Multiple Niching
[A] firm should `stick to its niching but not necessarily to its niche. That is why multiple niching is preferable to single niching. By developing strength in two or more niches the company increases its chances for survival. Philip Kotler
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The market challengers strategic objective is to gain market share and to become the leader eventually How?
By By By
attacking other firms of the same size attacking smaller firms 6/8/12
attack attack
Encirclement Bypass
Guerrilla
IT IS AN STRATEGY IN WHICH NO PRODUCT INNOVATION IS DONE . What does a follower earn? The follower normally earns less than the leader.
For example, a study of food-processing companies showed the largest firm averaging a 26% return on investment; the number two firm, 14%;
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ZEE TELEFILMS
Broad-based 23
TV channel network.
Channels flagship Channel- ZEE TV time audience share37% (ZEE) 39% (Doordarshan) 8% (Star)
ZEEs Prime
Captured
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NRI audience
Awards
The
Economic Times' "The Emerging Company of the Year" (1998). FICCIAward. Integrated Media Corporate.
The
Fully
Viewer base of over 250 million across the globe. 5 continents across 120 countries. 6/8/12
Operations-
Competitors
Sony
Recorded
-5.19%.
Star-18.49% Sony Star
Strategies
Brand
Extension Re-positioning
Re-Branding Brand
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Zee
Implemented To To
reform the programming content and the second was redefine the prime time band. wholesome family 6/8/12 entertainment.
Clean,
Trendz ZEE
-ZEE Trendz,
channels were prefixed with 'Zee. catch line-JIYO ZEE BHAR KE".
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