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SUSHMITA

NIVEDITA

MEETA

PRIYANKA

DHRUVI

ANUKRITI SONAM

SNEHAL

GROUP 4

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GROUP 4 VISION MISSION

MISSION: TO SEIZE EACH & EVERY OPPORTUNITY TO ENHANCE OUR ABILITIES

VISION: TO CLIMB THE LADDER OF SUCCESS AND LEARN AT EACH & EVERY STEP

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In Marketing Warfare Al Ries and Jack Trout argue that marketing is war and that the marketing concept's customer-oriented philosophy is inadequate. Rather, firms would do better by becoming competitor-oriented. If the key to success were to introduce products closest to those wanted by customers, then the market leader simply would be the firm that performed the best market research. Clearly, much more is required.

To illustrate their point, Ries and Trout compare marketing to a football game. If a team simply identifies the goal line and moves the ball towards it without regard to the competing team, they most likely will be blocked in their effort. To win the game, the team must focus its efforts on outwitting, outflanking, or over-powering the other side. This is the case in football, war, and marketing, according to Marketing Warfare. Because of the importance of the competition faced by the firm, a good marketing plan should include an extensive section on competitors

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DEFFENSIVE

DEFENSIVE WARFARE

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Defensive warfare is mainly used by market leaders to protect their position in the market place against competitor attacks. Attack yourself in the best way Self analysis in all its aspects Block strong competitor moves Always keep something in reserve Should avoid legal exposure

Indian example- Cadbury chocolate C:\Documents and Settings\tuchi\My Documents\Downloads\cadbury(defensive)).flv

DefensiveSurvival, maintaining leadership

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OFFENSIVE WARFARE

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OffensiveTo defeat the leader

Marketing warfare strategy whereby a company in a second or third position will attack a competitive leader in the market place. Find a weakness in the leader’s strength. Attack should be as narrow as possible. Should not ignore its own weakness.

Ex.- Aquaguard v/s Pure ItHorlicks and Complan

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FLANKING WARFARE

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Flanking WarfareMarket penetration with revived strategy

Designed to minimize confrontational losses. Flanking the leader in areas that are uncontested Has a surprise element along with persistent pursuit of

the goal Focuses on- Distribution, product mix and pricing

Example- lifebuoy

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Particularly for niche leadership Small firms strategy Find a segment in the market small enough to

defend. Never act like a leader. Be prepared to bug out at a moment’s notice

without incurring much losses.

Ex- Paramount Airlines Centershock

C:\Documents and Settings\tuchi\Desktop\Centershock.flv

Guerilla WarfareCreate its market share with new strategy

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MULTI LEVEL MARKETING (MLM)

Describes a marketing structure used by some companies as part of their overall marketing strategy.

The structure is designed to create a marketing and sales force by compensating promoters of company products not only for sales they personally generate, but also for the sales of other promoters they introduce to the company.

Creating a downline of distributors and a hierarchy of multiple levels of compensation in the form of a pyramid.

The products and company are usually marketed directly to consumers

Word of mouth marketing.

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TYPES OF MLM

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SUSHMITA NIVE

DITA

DRUVI

ANUKRITISONA

M

SNEHAL

MEETA

PRIYANKA

GROUP 4