marketing warfare final

8/7/2019 marketing warfare final

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Marketing is a war where competition is the enemy and

the objective is to win the battle.

In the 20s business was Production oriented.

But today every company is Customer-oriented.

To be successful today, a company must be Competitor-oriented.

But study of warfare is not just a study of HOW TO

WIN equally as important is HOW NOT TO LOSE


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2500 YEARS OF WAR

15000 Greek v/s 11000 Athenians

6000:200

Always to be aimed at before all and as far as possible


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THE SUPERIORITY OFTHE DEFENSE

The defensive form of war is in itself stronger thanthe offense

Eg. Germany v/s Serbia

THE NEW ERA OF COMPETITION Predictions or Propoganda


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STRATEGIC SQUARE

DEFENSIVE

OFFENSIVE

FLANKING

GUERRILLA


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Defensive strategies only should be pursued by themarket leader

Attacking yourself is the best defensive strategy

The leader always should block strong offensive movesmade by competitors

E.g. of Johnson & Johnson

PRINCIPLE OF DEFENSIVE WARFARE


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The challengers primary concern should be thestrength of the leaders position

The challenger should seek a weakness in the leaders

strengthAttack on as narrow a front as possible

E.g. of FedEx

PRINCIPLE OF OFFENSIVE WARFARE


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A flanking move is best made in an uncontested area

A flanking move should have an element of surprise

Follow-through (pursuit) is equally as important as theattack itself

Flanking move does not require a totally new productinstead the product Low Price High Price

Small size Large size Distribution Product form

PRINCIPLE OF FLANKING WARFARE


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Identify a segment that is small enough to defend

Never act like the leader, even if successful in theGuerrilla attack

Be ready to enter or exit on short noticeE.gs. of Business Week, Wall Street Journal and Rolls-

Royce

PRINCIPLE OF GUERILLA WARFARE


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MARKETING WARFARE CASE STUDIES

COLA WAR Coke Pepsi

BEER WAR Schlitz Budweiser

BURGER

WAR

McDonalds

BurgerKing

COMPUTER

WARIBM DEC


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THE MARKETING GENERAL

FLEXIBILITY

COURAGE

BOLDNESS

KNOWING THE FACT

KNOWING THE RULE


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THANK YOU

marketing warfare final

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