Competitive Dynamics How can market leaders expand the total market and defend market share?
How can market leaders expand the total market and defend market share?
Aug 18, 2015
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Competitive DynamicsHow can market leaders expand the
total market and defend market share?
Expanding Total Market Demand2 Ways of
Attract New Customers
Market penetration strategyNew market segment strategyGeographical expansion strategy
WAY 1
• Company operated Retail Stores
• Bottled Cold Coffee• Line of premium Ice Cream• Line of premium Tea
Products
More Usage
Increase Amount or Frequency of Consumption
WAY 2
Additional opportunity to use brand
• Communicate advantages of using the brand
• Communicate relevant information
1.
Gillette Razors
Colored Stripe that slowly fades with repeated use signaling to change cartridges
New ways to use Brand2.
Identify completely New and Different Application
Ice cream, Cake, Kulfi, Halwa, Other home made sweets
Used for making :
Protecting Market Share2 Ways of
Proactive MarketingWAY 1
• Ability to take Risk• Innovative Capabilities• Flexible and non-bureaucratic• Future Vision and Willingness to
Invest in it
Proactive Skills
Responsive Anticipation
Creative Anticipation
Defensive MarketingDefensive MarketingWAY 2
• Reduce the probability of attack• Divert attack to less threatened area
Defensive Market6 Types of
These slides were created by Archit Raj, IIT Delhi, during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )
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