MARKETING WARFARE

PRESENTED BY: GROUO 2 MEMBERS

AAKAR CHATURVEDI : S
001
AMIT SAINI : S 007
BASANTA SAHOO : S015
DINESH KUMAR YADAV : S
 AIM OF MARKETING WARFARE

MARKETING CONCEPT : IDENTIFY AND

PROFITABLY SATISFY CUSTOMER NEEDS

MARKETING WARFARE CONCEPT : COMPETITOR

ORIENTED

EG : FOOTBALL GAME : OUTWIT, OUTFLANK OR

OVER POWER OPPOSITION
 GROUND RULES

KNOW YOUR STRENGTH AND WEAKNESSES

RELATIVE TO THE MARKET LEADER

ESTIMATE THE STRENGTH OF THE LEADERS

POSITION

FIND A WEAKNESS IN THE LEADERS

STRENGTH AND ATTACK AT THAT POINT
 GROUND RULES

LAUNCH THE ATTACK ON AS NARROW FRONT

AS POSSIBLE

DO NOT FIGHT HEAD ON WITH A MARKET

LEADER UNLESS YOU HAVE AT LEAST THREE TIMES
ITS RESOURCES
DEFENSIVE WARFARE

Practiced By Market Leaders

Survival and Maintaining
Leadership
Protect Your Position
Self Analysis
Attack Yourself
Block Competitors Moves
Keep Something In Reserve
Avoid Legal Exposure
DEFENSIVE WARFARE CLASSIFICATION
DEFENSIVE: SIGNALING

Announcing Intention To Take

Action
Announcement Channel
Interviews to Press
Press Releases
Speeches
Trade Journals
Newspaper and Other
Means
Threat of Retaliation
DEFENSIVE: FORTIFY AND DEFEND

Reduce Profit Expectation

Create Barriers to Entry
Economy of Scale
Product Differentiation
Capital Requirement
Cost Reduction Using
Experience Curve
Patents
Control Over Supplier
Control Over Distribution
Location Advantage
DEFENSIVE: COVER ALL BASES

Focus on Product Mix

Offer Full Product Line to
Block Entry
Often Used By Retail Chain
By Expanding Their
Presence and Keep
Competitors at Bay
DEFENSIVE: CONTINOUS IMPROVEMENT

Stay One Step Ahead of

Competition
Relentless Pursuit of
Improvement in following
Cost Reduction
Product Quality
Manufacturing Processes
Distribution
DEFENSIVE: CAPACITY EXPANSION

Useful When Capacity Cost

is High
Build Access Capacity to
Discourage Entry of
Competition
DEFENSIVE: DEFEND BEFORE ENTRANT
BECOME ESTABLISHED

Defend While New Entrant is

Vulnerable
Any Type of Aggression e.g.
Price Cutting by New
Entrant Would be Met With
Rigorous and Painful
Retaliation
DEFENSIVE: INTRODUCING FIGHTING
BRANDS

To Fight With Competitors

Brand
Help Fight Off a Price-
Cutting Brand
Help Conserving Leaders
Image and Profitability
DEFENSIVE: ENGAGING IN CROSS PARTY

Used When Competition

Challenges in One Specific
Area
Company Challenge
Competitor in Another Area
Indirectly Attack
Competitors Core Area or
Business
Offensive warfare

It should be used when

your organization is No. 2 or No. 3 and
it has resources to sustain a challenge to
leader

PRINCIPLES

1) The main consideration is the strength of the leader

2) Find a weakness in leaders strength and attack at that

point

3) Launch the attack on as narrow a front as possible

Offensive warfare:

SIMPLE THINK OF COMPETITORS AS

THE ENEMY.

ATTACK OR KEEP OR FLANK

INOOVATIVE DEPENDING ON YOUR
POSITION IN THE STRATEGIC
SQUARE

NEVER HESITATE TO DESTROY OR

ELSE
CONCLUSION
 PRINCIPLE OF FORCE
TRADITIONAL IDEA : EASIER TO GO ON TOP THAN
TO STAY THERE

MARKETING WARFARE IDEA : ONCE ON TOP, USE

YOUR POWER OF LEADERSHIP

SMALLER COMPANIES NEED TO RECOGNIZE THE

PRINCIPLE OF FORCE

IDENTIFY WEAKNESS IN LEADER

CONCEPT OF DEFENSE
 NEW ERA OF COMPETITION

LAUNCHING A BREAK THROUGH CAMPAIGN

NO DEADLINES FOR SUCCESS DATE IN

MARKETING WARFARE

AVOID TRAP THINKING

AS IN MILITARY WARFARE, APPROPRIATE

STRATEGY DEPENDS ON FIRMS POSITION RELATIVE
TO THE MARKET

ONCE FIGURED, DEFENSIVE, OFFENSIVE,

FLANKING OR GUERRILLA STRATEGY CAN BE
ADOPTED