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MG 220 Marketing Management
BBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it...
Access it online: www.slideshare.net/talhasalam
Other Competitive Strategies
Market-Challenger Strategies
• Market Challen...
Access it online: www.slideshare.net/talhasalam
Other Competitive Strategies
Market-Follower Strategies
• Many firms prefe...
Access it online: www.slideshare.net/talhasalam
Other Competitive Strategies
Market-Nicher Strategies
• Consider being a l...
Access it online: www.slideshare.net/talhasalam
Balancing Customer & Competitive
Orientations
• Competitive Orientation
– ...
Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
• Branding Strategy
– How ...
Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
• Branding decision: To br...
Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
Brand Extensions
• Advanta...
Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
Brand Portfolios
• All bra...
MG 220 Marketing Management
BBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it...
MG 220 Marketing Management
BBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it...
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Session 18 mg 220 bba - 18 oct 10

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Session 18
MG 220 Marketing Management
BBA 09 Sec C

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Transcript of "Session 18 mg 220 bba - 18 oct 10"

  1. 1. MG 220 Marketing Management BBA 09 – Sec C Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Part 4: Building Strong Brands > Other Competitive Strategies > Balancing Customer & Competitive Orientations > LEFTOVER TOPIC FROM CHAP 10: Devising Brand Strategy > Quiz 5: Part 4 (Chap 9 & 10 – 12/ed. OR Chap 10 & 11 – 13/ed.) Class Presentation | Session 18 | 18 Oct 2010
  2. 2. Access it online: www.slideshare.net/talhasalam Other Competitive Strategies Market-Challenger Strategies • Market Challengers set high aspirations and leverage their resources at fullest while market leader often runs business as usual • Strategies used by Market-Challenger – Defining the strategic objective & opponent(s) • It can attack the market leader • It can attack firms of its own size • It can attack small local and regional firms – Choosing a general attack strategy • Frontal attack • Flank attack • Encirclement attack • Bypass attack – technological leapfrogging • Guerrilla warfare – Choosing a specific attack strategy • Many options available MG 220 Marketing Management 2 Examples of Specific attack strategy Price discount, Lower priced goods, Value-priced goods & services, Prestige goods, Product proliferation, Product innovation, Improved services, Distribution innovation, Manufacturing-cost reduction, Intensive advertising promotion
  3. 3. Access it online: www.slideshare.net/talhasalam Other Competitive Strategies Market-Follower Strategies • Many firms prefer following market leader rather than challenging • Strategies used by Market-Followers – Counterfeiter – Cloner – Imitator – Adapter MG 220 Marketing Management 3
  4. 4. Access it online: www.slideshare.net/talhasalam Other Competitive Strategies Market-Nicher Strategies • Consider being a leader in a small market • Nichers get to know their customers so well that they also charge premium • Creating/Identifying niches is a continuous process MG 220 Marketing Management 4
  5. 5. Access it online: www.slideshare.net/talhasalam Balancing Customer & Competitive Orientations • Competitive Orientation – Companies always observe & focus on competitors – Fighter’s orientation – Always observing strategies, strengths and weaknesses for competitors • Customer Orientation – Focusing mainly on customers rather than competition – Better placed to identify new opportunities MG 220 Marketing Management 5
  6. 6. Access it online: www.slideshare.net/talhasalam Devising Brand Strategy (leftover from Chap 10) • Branding Strategy – How to use brand strength for new product launches. Choices available: • Develop new brand elements • Apply some of its existing elements • Combination of new and existing brand elements • Important terms – Brand Extension – Sub-brand – Parent Brand – Line Extension – Category Extension – Brand Line – Brand Mix (or brand assortment) – Brand Variants – Licensed Product MG 220 Marketing Management 6
  7. 7. Access it online: www.slideshare.net/talhasalam Devising Brand Strategy (leftover from Chap 10) • Branding decision: To brand or not to brand? – Product can be branded or it can be a Commodity – a product so basic that it cannot be differentiated in minds of consumers – Over the years even the commodities are being branded – If branding is to be done, following options are there for naming: • Individual names (house of brands) • Blanket family names (branded house) • Separate family names for all products • Corporate name combined with all product names – Two key components of branding strategy • Brand Extensions • Brand Portfolios MG 220 Marketing Management 7
  8. 8. Access it online: www.slideshare.net/talhasalam Devising Brand Strategy (leftover from Chap 10) Brand Extensions • Advantages – New Product Success – Positive Feedback effects • Disadvantages – Brand Dilution can occur – Consumers may lose identity even of parent brand MG 220 Marketing Management 8
  9. 9. Access it online: www.slideshare.net/talhasalam Devising Brand Strategy (leftover from Chap 10) Brand Portfolios • All brands have boundaries and can be stretched only to a certain limit • Brand Portfolio is set of all brand and brand lines a particular firm offers for sale to buyers in a particular category • Brands can play following roles in a portfolio – Flankers – Cash Cows – Low-end entry-level – High-end prestige MG 220 Marketing Management 9
  10. 10. MG 220 Marketing Management BBA 09 – Sec C Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Seminar on Marketing 4Ps of Marketing Marketing Strategies by different brands Seminar on Marketing | Session 19 | 20 Oct 2010
  11. 11. MG 220 Marketing Management BBA 09 – Sec C Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Part 5: Shaping the Marketing Offerings > Product Characteristics > Product & Brand Relationships > Differentiation > Packaging, Labeling, Warranties & Guarantees Class Presentation | Session 20 | 25 Oct 2010
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