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PRESENTED BY:
ROHIT GUPTA (13)
VRUSHAL JADHAV (15)
RAKSHA KHETAN (23)
LATIKA AGRAWAL (02)
SAQIB AZAM QADRI (42)
MUKUL SOHONI (52)
 O a basis for the firm·s long term success?
O a basis for value creation?

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! A good strategist seeks not only to ´win the hill, but hold
on to it.µ ë
 
! Sustaining competitive advantage requires erecting
barriers against the competition
! Aakers suggested looking at the following:
How you compete
Basis of competition
Where you compete
Whom you are competing against

 
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! or many years, Singapore Airlines were riding on

its SCA of having the best in-flight service
! As more airlines improved their service
and narrowed the gap, SIA sought other
competitive advantages among which are
The most modern fleet
Outstanding Service on the Ground
A super entertainment system in its cabins
Comfort in its irst Class cabins at an unparallel level
i






[ Offensive Marketing warfare strategies

[ Defensive Marketing warfare strategies
[ Guerrilla Marketing warfare strategies
OENSIVE
STRATEGY

 m

! Offensive marketing warfare strategies are

designed to obtain an objective, usually market
share, from a target competitor.

! Choosing rivals to attack:

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According to Sun Tzu ´ There are two strategies
! Overt offensive strategy

· to knock out a business rival so as to take-over his company

· To knock out a competing product so as to take-over it·s market

share.

Covert offensive strategy

· keep as low a profile as possible while making offensive movesµ

 
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! RONTAL ATTACK
! LANKING ATTACK

! ENCIRCLEMENT

! BYPASS

! GUERILLA WARARE

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! It occurs when the company takes all their

forces and face the opponent directly. e.g. IBM
! Types of frontal attack:

! 1) pure frontal attack

! 2)limited frontal

! 3) price based frontal attack

! 4) research and design attack

  

! It occurs when the company focuses its forces

on the weaker sides of its competitors. E.g
Xerox and Canon.
! Types of flanking attack:

! 1) geographical e.g coca-cola

! 2) segmented e.g japanese in us markets







! The basic idea of encirclement is to force the

competitor to protect their product from all
sides. E.g Smirnoff Vodka
! Types of encirclement:

! 1)Product e.g japanese in us market

! 2) market e.g Seiko





! A bypass attack wins the battle through

attacking areas not defended. E.g. Colgate-
Palmolive
! Types of bypass:

! 1)develop new products

! 2)diversify into unrelated products e.g Sony



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! Involves winning small victories that can over

time amount to a large gain in market share.
! Example : IBM won law suit against Hitachi

! Implemented by company who are smaller

market position

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 `
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! BMW (Bayerische Motoron worke

Aktiengesellschaft) was founded in 1916
! The company produces and markets a varied
range of higher end sporty cars, motorcycles
and passenger cars
! Operates in 13 countires
 `

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! In early 2000s, BMW focused on strengthening
its position as market leader in premium
segment
! Product offensive strategy ² new launches
every 3 months
! Increased R&D expenditure by 53%
o Some of new launches were:
1. Mini One

2. Mini Cooper

3. New BMW 3 series compact

4. New BMW 7 series

o By 2002, the company overtook Mercedes

and stood 2nd in premium segment in US
! Increase in car sales from 671850 units to
805800 units in late 2002

! 20% increase in sales


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! Launched BMWilms.com, ´the hireµ (film

series)
! News of the BMW ilms at key Internet
entertainment rumor sites and a radio DJ
program in 20 key metro markets.


 

! In 2001, BMW sales increased by 12.5%

compared to 2000

! During the four month core of the promotion,

the films were viewed more than 11 million
times
DEENSIVE
STRATEGY







! According to Sun Tzu ´Do not assume that

enemy will not come but be prepared for his
comingO
Do not presume he will not attack but instead
make your own position unassailableµ

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! Defensive Marketing Warfare Strategy Are

Designed To Protect A Company·s Market
Share, Profitability, Product Positioning, Or
Mind Share.
 
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POSITION
LANK
MOBILE
COUNTER ATTACK
CONTRACTION
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! Position defense involves occupying the most
desirable market space in the minds of the
consumers, making the brand almost secure.

! Example: Pepsi Vs Coca Cola

 
! Attack the enemy at its weak points or blind
spots i.e. its flanks

Example: Mc Donald Vs Burger King

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! This involves constantly shifting resources and
developing new strategies and tactics. Involves
shifting focus from the current product to
underlying generic need.
! Example:Petroleum companies get involved into
oil, coal, nuclear and hydroelectric industries
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! Withdraw from the most vulnerable segments
and redirect resources to those that are more
defendable
! e.g. TATA Group sold its soaps and detergents
business units to Unilever in 1993
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! Responding to competitors· head-on attack by
identifying the attacker·s weakness and then
launch a counter attack .

 





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! ounded in 1977 as Software Development
Labs (SDL).
! Launched =
 

 technology in
1979.
! In 1983, renamed Oracle.
! Specialises in ERPs, CRMs, SCMs.
! lagship product Ëthe Oracle Database
! Oracle employs 105,000 people worldwide.
! Oracle had the third-largest software revenue,
after Microsoft and IBM.
 
mm 
m
m

! ounded in 1987 .

! Specialises in HRMS and CRM software.

! riendly merger with smaller rival JD Edwards


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! Eliminate its major competitor.

! Capitalize on the perceived strong brand
loyalty.
! Launch a new product called USION that
will merge best aspects of the PeopleSoft,
JD Edwards and Oracle Applications and
merge them into a new product suite.







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! Poison Pill

! Customer Assurance Plan (CAP)

On behalf of Sun Tzu we all want to say

´ KONI-CHIVAµ