Competitive dynamics

How can market leaders expand the total market and defend market share

To stay number one

Find ways to expand total market demand.

Protect current share.

Increase market share.

Ways to

Expand Total Market

Captivate New Customers

Market Penetration Strategy

New Market Segment Strategy

Geographical-expansion Strategy

More Usage

Additional Opportunities to Use the Brand

Find new ways to Use the Brand

Increasing frequency of

consumption

Asian Paint ad during the Festive Season

Increasing frequency of consumption

Gillette Razor

Ways to

Protect Market Share

PROACTIVE Marketing

Ready to take risks

Have a vision of the future

Capabilities to Innovate

Flexible to ever-changing demands

Managers to think proactively

Defensive Marketing

Six types of Defense

Strategies

Created by Dipanshu Sehjal, IIIT Allahabad

During a Marketing internship under

Prof. Sameer Mathur, IIM Lucknow

(See www.IIMInternship.com)