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Offensive Defensive Strategies

This document provides a summary of offensive and defensive marketing warfare strategies presented by Rohit Gupta, Vrushal Jadhav, Raksha Khetan, Latika Agrawal and Saqib Azam Qadri. It discusses frontal attacks, flanking attacks, encirclement, bypassing, and guerrilla warfare as offensive strategies. Defensive strategies mentioned include positioning, flanking, being mobile, counterattacking, and contracting. BMW's product offensive strategy and marketing of BMW Films are used as an example. PeopleSoft's defensive strategies against Oracle's acquisition attempts are also summarized.

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Sudhakar Yadav
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1K views36 pages

Offensive Defensive Strategies

This document provides a summary of offensive and defensive marketing warfare strategies presented by Rohit Gupta, Vrushal Jadhav, Raksha Khetan, Latika Agrawal and Saqib Azam Qadri. It discusses frontal attacks, flanking attacks, encirclement, bypassing, and guerrilla warfare as offensive strategies. Defensive strategies mentioned include positioning, flanking, being mobile, counterattacking, and contracting. BMW's product offensive strategy and marketing of BMW Films are used as an example. PeopleSoft's defensive strategies against Oracle's acquisition attempts are also summarized.

Uploaded by

Sudhakar Yadav
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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m  


  

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?

`   m     
  m   
  
! 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
 m  

! 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:


m 
  
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


m m 
  

! RONTAL ATTACK
! LANKING ATTACK

! ENCIRCLEMENT

! BYPASS

! GUERILLA WARARE

m   

! 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



`



! 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
 m 
 `
m 
m 

! 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
 `
m m 

  
! 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



m m m

! 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
  m

! Defensive Marketing Warfare Strategy Are


Designed To Protect A Company·s Market
Share, Profitability, Product Positioning, Or
Mind Share.
m   
  
POSITION
LANK
MOBILE
COUNTER ATTACK
CONTRACTION
m m
! 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


m
! 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
m
 m
! 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
m 
  
! Responding to competitors· head-on attack by
identifying the attacker·s weakness and then
launch a counter attack .
 
 
mm
m
  
m
! 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 mm

! ounded in 1987 .

! Specialises in HRMS and CRM software.

! riendly merger with smaller rival JD Edwards



 m  
m

! 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.
 
   m
mm

! Poison Pill

! Customer Assurance Plan (CAP)


On behalf of Sun Tzu we all want to say

´ KONI-CHIVAµ

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