Judo Strategy is:
To not oppose strength to strength
Three principles of competition: movement,
balance, and leverage
A toolbox of tactics and techniques
You're a small player facing off against
You're a large player moving into areas where
powerful opponents may already be
You have the capabilities (speed, agility, and
creativity) to overcome your opponents, no
matter what the balance of strength may be.
Dealing with the competition is one of your
top strategic priorities.
Competitors have the advantage of strength
and size. (Spice V/s Airtel)
You're unlikely to win by going head-to-
head. (Virgin V/s Vodafone & Airtel)
Bingo an ITC brand , FRITO lay's – Pepsi co
Bingo”s market share – 16%, Frito lay”s
market share- 45%
Positioning for Youth(16 to 30 yrs)
ITC spent Rs 100 crore on marketing.
Break the monopoly of Lays
Bingo is likely to target the HORECA (hotels,
restaurants and cafes) segment.
Retail tie ups: Big bazaar & Food bazaar
Strong distribution channels - ITC has 4 lakh
large racks, Frito lays- wafer racks
Bingo's 16 new flavours
Bingo's new pack- " baked , not fried “
• First one to launch in sachet.
Talcum powder & Salt
• Marketing Strategy - 0.50p
sachet & exchange 5 empty
sachet and get 1 FREE , New
• Competitors – HUL, P&G,
Dabur, Himalaya & Colgate-
• Market Share- HUL – 17% &
CK - 15%
Herbal Shampoo Market 10% in Shampoo Mkt
Competitors – AYUSH, Dabur Vatika, Nyle
USP – Low Price
• 40 year old Anchor Group.
• Found out a USP which would
have never occurred to an
• Initially adopted a strategy of
tapping the rural markets &
offered a quality prod at a
• Has now grabbed market share
of 9.7% in toothpaste market.
• Jyothi Labs launched Ujala in
the year 1993
• Created a new category for
itself of blue liquid as against
• Dislodged the leader Robin
Blue from Reckitt & Benckiser
• Hugely popular tag line of
“Aaya Naya Ujala, Chaar