In the plan for future, many more pages will be dedicated to the competition.
Marketing warfare strategies
and Trout (1986) Observed
In the plan for future, many more pages will be
dedicated to the competition. More and more successful marketing campaigns will
have to be planned like military campaigns”.
Four types of combat positions are identified here
This is essentially recommended for market leaders.
It aims at protecting against regulatory provisions like M.R.T.P industrial
licensing restrictions, etc. according to authors, a leader has to spend more
time in safeguarding its interests against government, social and public
environment rather than the immediate next competitor. A leader should also be
able to attack itself i.e., drop products, which may appear to make the
leadership position vulnerable. The three principles of defensive warfare are:
1. Only the
market leader should consider playing the defense,
2. The best
defensive strategy is the courage to attract yourself,
competitive moves should always be blocked.
‘Offensive’ warfare is almost like a mirror image
of the defensive warfare. The numbers twos of the industry are suggested to
follow the offensive strategy by identifying a weakness in leaders strength and
at that point. The principles of ‘offensive warfare’ are
1. The main
consideration is the strength of the leaders position,
2. Find a
weakness in the leader’s strength and attack at that point.
the attack on as narrow a front as possible.
According to Ries and Trout, ‘flanking’ the most
innovative form of marketing warfare. Over the years, most of the biggest
marketing success has been flanking moves. It is recommended to firms with
These firms cannot afford to fight the large firms holding number one or two
positions on the same battleground. Flanking can be achieved in any manner such
as flanking with low price, flanking with high price, flanking with small size,
flanking with large size, flanking with distribution, flanking with product
form. The principles of flanking warfare are:
1. A good
flanking move must be made in an uncontested area
surprise ought to be an important element of the plan
the pursuit as critical as the attack itself.
The Guerrilla Warfare
The last form is the guerrilla warfare. Most of the
players in a marketing war would be fighting in the market place like the
guerrillas. According to Ries and Trout, “smaller companies can be highly
successful as long as they do not try to emulate the giants in their field, “Like
flanking form there can be many guerrillas; geographic guerrillas, demographic
guerrillas, industry guerrillas, product guerrillas and high end guerillas. The
principles of guerrilla warfare are:
1. Find a
segment of the market small enough to defend,
2. No matter
how successful you become, never act like the leader
prepared to a buyout at a moment’s notice.
Tags : Strategic Management - Environmental Analysis and Diagnosis
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