GROUP 4

ANUKRITI MEETA SONAM

SNEHAL
SUSHMITA

NIVEDITA

PRIYANKA

DHRUVI

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GROUP 4 VISION MISSION

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In Marketing Warfare Al Ries and Jack Trout argue that marketing is war and that the
marketing concept's customer-oriented philosophy is inadequate. Rather, firms
would do better by becoming competitor-oriented. If the key to success were to
introduce products closest to those wanted by customers, then the market leader
simply would be the firm that performed the best market research. Clearly, much more
is required.

To illustrate their point, Ries and Trout compare marketing to a football game. If a
team simply identifies the goal line and moves the ball towards it without regard to the
competing team, they most likely will be blocked in their effort. To win the game, the
team must focus its efforts on outwitting, outflanking, or over-powering the other side.
This is the case in football, war, and marketing, according to Marketing Warfare.
Because of the importance of the competition faced by the firm, a good marketing plan
should include an extensive section on competitors

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DEFENSIVE WARFARE

DEFFENSIVE

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 Defensive 
Survival, maintaining leadership 

ØDefensive warfare is mainly used by market leaders to           
  protect their position in the market place against     
competitor attacks.
ØAttack yourself in the best way 
ØSelf analysis in all its aspects
ØBlock strong competitor moves
ØAlways keep something in reserve
ØShould avoid legal exposure
Ø
ØIndian example­ Cadbury chocolate
ØC:\Documents and Settings\tuchi\My Documents\Downloads\cadbury(defensive)).flv

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OFFENSIVE WARFARE

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 Offensive 
To defeat the leader

ØMarketing warfare strategy whereby a company in a 
second or third position will attack a competitive leader in 
the market place. 
ØFind a weakness in the leader’s strength.
ØAttack should be as narrow as possible.
ØShould not ignore its own weakness.
Ø
Ø
Ex.­ Aquaguard v/s Pure It
Horlicks and Complan 

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FLANKING WARFARE

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 Flanking Warfare 
Market penetration with revived strategy
Ø Designed to minimize confrontational losses.
Ø Flanking the leader in areas that are uncontested
Ø Has a surprise element along with persistent pursuit of the 
goal
Ø Focuses on­ Distribution, product mix and pricing


Ø Example­ lifebuoy


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Guerilla Warfare 
Create its market share with new strategy
ØParticularly for niche leadership
ØSmall firms strategy 
ØFind a segment in the market small enough to 
defend.
ØNever act like a leader.
ØBe prepared to bug out at a moment’s notice 
without  incurring much losses.
Ø
Ex­ Paramount Airlines
Centershock
Ø
Ø
C:\Documents and Settings\tuchi\Desktop\Centershock.flv
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 MULTI LEVEL MARKETING
(MLM)
ØDescribes a marketing structure used by some companies as part of their
overall marketing strategy.

ØThe structure is designed to create a marketing and sales force by

compensating promoters of company products not only for sales they personally
generate, but also for the sales of other promoters they introduce to the
company.
Ø
ØCreating a downline of distributors and a hierarchy of multiple levels of
compensation in the form of a pyramid.
Ø
ØThe products and company are usually marketed directly to consumers
Ø
ØWord of mouth marketing.

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TYPES OF MLM

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GROUP
4

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