6. MARKET PENETRATION
STRATEGY
•A brand of Nestle
•Launched in the year 1983
•Initially targeted at Working
Women
•Then repositioned itself to
target Kids
•Market Driver in the Instant
Noodles Category
•Currently enjoys a market
share of about 80%
9. NEW MARKET
SEGMENT STRATEGY
Mercedes initially targeted
only the A1 section of
people.
But then it realized that a
huge population of people
are there in the other
sections too so to increase
their market reach
introduced the Mercedes
A- Class.
14. INCREASING FREQUENCY
OF CONSUMPTION
The size of the spatula
that comes along with
Surf Excel was
increased so that
customers scoop more
detergent every time.
19. PROACTIVE MARKETING
Despite claims by his
company engineers that
there is little demand of
a product like this, Akio
Morita decided to go
ahead with the
Walkman.
By the 20th anniversary
of the Walkman, Sony
had sold over 250 million
in nearly 100 different
models.
22. DEFENSIVE MARKETING
PREEMPTIVE
DEFENSE
This strategy involves
attacking a competitor
before you can get
attacked by it.
State Bank’s strategy of launching ATMs in rural India is an
example of providing competition to local and regional
banks.
23. DEFENSIVE MARKETING
COUNTEROFFENSIVE
DEFENSE
This strategy involves
attacking your
competitor at its weakest
point when you are
attacked.
After UPS invaded FedEx’s airborne delivery systems, FedEx
retaliated by investing heavily by a series of acquisitions to
challenge UPS on it’s home turf.
24. DEFENSIVE MARKETING
MOBILE DEFENSE
This strategy involves the
penetration of niche
markets.
After growing curbs on Cigarette smoking, the tobacco giant
ITC started focusing on fast- moving consumer products and
food businesses.
25. DEFENSIVE MARKETING
CONTRACTION
DEFENSE
HUL’s divestment from noncore businesses that do not offer
synergy is an example of that.
This technique is often used by the
market leader and is often times
seen as the last resort strategy as it
involves giving up some portion of
the business to maintain
leadership.