Judo In Action

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Harvard Business Article Review

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Judo In Action

  1. 1. Judo Strategy is:  To not oppose strength to strength  Three principles of competition: movement, balance, and leverage  A toolbox of tactics and techniques
  2. 2.  You're a small player facing off against stronger competitors.  You're a large player moving into areas where powerful opponents may already be entrenched.  You have the capabilities (speed, agility, and creativity) to overcome your opponents, no matter what the balance of strength may be.
  3. 3.  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)
  4. 4.  Bingo an ITC brand , FRITO lay's – Pepsi co brand  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
  5. 5.  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 “
  6. 6. • First one to launch in sachet. Talcum powder & Salt • Marketing Strategy - 0.50p sachet & exchange 5 empty sachet and get 1 FREE , New fragrance shampoo. • Competitors – HUL, P&G, Dabur, Himalaya & Colgate- Palmolive • Market Share- HUL – 17% & CK - 15%
  7. 7.  About Company  Herbal Shampoo Market 10% in Shampoo Mkt  Competitors – AYUSH, Dabur Vatika, Nyle  USP – Low Price
  8. 8. • 40 year old Anchor Group. • Found out a USP which would have never occurred to an MNC. • Initially adopted a strategy of tapping the rural markets & offered a quality prod at a reasonable price. • Has now grabbed market share of 9.7% in toothpaste market.
  9. 9. • Jyothi Labs launched Ujala in the year 1993 • Created a new category for itself of blue liquid as against blue powder • Dislodged the leader Robin Blue from Reckitt & Benckiser • Hugely popular tag line of “Aaya Naya Ujala, Chaar Boondon Waala”

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