3. Dealing with Competition &
Developing Pricing Strategies
and Programs
Mary Grace O. Salas
Ateneo Graduate School of Business
Shaping the Market Offerings and Creating
Values
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http://ph.linkedin.com/in/marygracesalas
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4. Outline:
Dealing with Competition
1. Know who you are!
2. Expand and protect your market
3. Attack or Follow?
4. Product Life Cycle
5. Surviving the Crisis
5. Outline:
Developing Pricing Strategies
and Programs
1. Price Evaluation
2. Do we price correctly?
3. Price Adaptation
4. Initiate the Pricing!
5. Respond to Competitor’s Price
6. Dealing with Competition#1:
Know who you are!
What is your product?
Who are your competitors?
What is your market position?
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7. Dealing with Competition#2:
Expand and protect your
market
Look for new customers
Create more usage of the product
Be a proactive marketer
Be a defensive marketer
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8. Dealing with Competition#3:
Attack or Follow?
Know your opponent
Different Attack Strategy
>General Attack
>Specific Attack
Market Follower Strategies
Market-Nicher Strategies
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10. Dealing with Competition#5:
Surviving the Crisis
Explore the upside of increasing investment
Get Closer to Customer
Review Budget Allocations
Fine-tune Brand and Product Offerings
11. Outline:
Developing Pricing Strategies
and Programs
1. Price Evaluation
2. Do we price correctly?
3. Price Adaptation
4. Initiate the Pricing!
5. Respond to Competitor’s Price
17. Outline:
Dealing with Competition
1. Know who you are!
2. Expand and protect your market
3. Attack or Follow?
4. Product Life Cycle
5. Surviving the Crisis
18. Outline:
Developing Pricing Strategies
and Programs
1. Price Evaluation
2. Do we price correctly?
3. Price Adaptation
4. Initiate the Pricing!
5. Respond to Competitor’s Price