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Marketing Warfare


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This is book review on 'MARKETING WARFARE', a Marketing Bestseller by Al Ries and Jack Trout the duo authors of book 'Positioning'. This book explains how 'Marketing is also a war played on the battlefield of 'Customer's minds'.

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Marketing Warfare

  1. 1. <ul><li>MARKETING </li></ul><ul><li>WARFARE </li></ul><ul><li>Prepared by: </li></ul><ul><li>Deepak Doddamani </li></ul>AUTHORS: AL RIES & JACK TROUT MARKETING WARFARE - Ries & Trout
  2. 2. Praise for Marketing warfare <ul><li>“ By far the most valuable & exciting business book to come along years” – Glamour </li></ul><ul><li>&quot;Had Coca-Cola only listened to Trout and Ries, it would have known that to tamper with the Real Thing would be to court disaster.&quot; New York </li></ul><ul><li>&quot;Chock-a-block with examples of successful and failed marketing campaigns. . .Makes for a very interesting and relevant read.&quot; USA Today </li></ul><ul><li>&quot;Revolutionary! Surprising!&quot; Business Week </li></ul>MARKETING WARFARE - Ries & Trout
  3. 3. CONTENTS : <ul><li>2500 Years of War. </li></ul><ul><li>The Principle of Force. </li></ul><ul><li>The Superiority of the Defense. </li></ul><ul><li>The New Era of Competition. </li></ul><ul><li>The Nature of the Battleground. </li></ul><ul><li>The Strategic Square. </li></ul><ul><li>Principles of Defensive Warfare. </li></ul><ul><li>Principles of Offensive Warfare. </li></ul><ul><li>Principles of Guerilla Warfare. </li></ul><ul><li>The Cola War. </li></ul><ul><li>The Beer War. </li></ul><ul><li>The Burger War. </li></ul><ul><li>The Computer War. </li></ul><ul><li>Strategy and Tactics. </li></ul><ul><li>The Marketing General </li></ul>MARKETING WARFARE - Ries & Trout
  4. 4. WARFARE <ul><li>Al Ries and Jack Trout argue that marketing is war and that the marketing concept customer-oriented philosophy is inadequate. Rather, firm would do better by becoming competitor-oriented. </li></ul><ul><li>The principle of force: </li></ul><ul><li>There’s saying that it is easier to get top than to stay there. They disagree, arguing that once at the top, a company can use the power of its leadership position to stay there. </li></ul><ul><li>The superiority of defense: </li></ul>MARKETING WARFARE - Ries & Trout
  5. 5. DEFENSIVE WARFARE MARKETING WARFARE - Ries & Trout Adopted when your organization is clear market leader Examples: PRINCIPLES 1) Only the market leader should consider playing defensive 2)The best defensive strategy is to attack yourself 3) Strong competitive moves should always be blocked
  6. 6. OFFENSIVE WARFARE <ul><li>It should be used when </li></ul><ul><li>your organization is No. 2 or No. 3 and </li></ul><ul><li>it has resources to sustain a challenge to leader </li></ul>MARKETING WARFARE - Ries & Trout Examples: PRINCIPLES <ul><li>The main consideration is the strength of the leader </li></ul>2) Find a weakness in leader’s strength and attack at that point 3) Launch the attack on as narrow a front as possible
  7. 7. FLANKING WARFARE <ul><li>Adopted when </li></ul><ul><li>Your organization is no. 4-6 in market </li></ul><ul><li>You have resources to pursue flanking move </li></ul><ul><li>Resources to sew-up that market segment </li></ul>MARKETING WARFARE - Ries & Trout Examples: PRINCIPLES <ul><li>A good flanking move must be made into uncontested area </li></ul><ul><li>Tactical surprise ought to be an important element of the plan </li></ul><ul><li>The pursuit is as critical as attack itself </li></ul>
  8. 8. GUIRELLA WARFARE <ul><li>Appropriate for other 96 organization in 100 organizations market. </li></ul>MARKETING WARFARE - Ries & Trout Example: PRINCIPLES <ul><li>Find a segment of a market small enough to defend </li></ul>2) No matter how successful you become, never act like the leader 3) Be prepared to bug out at a moment’s notice.
  9. 9. CASE STUDIES: <ul><li>The cola war </li></ul><ul><li>The beer war </li></ul><ul><li>The burger war </li></ul><ul><li>The computer war </li></ul>MARKETING WARFARE - Ries & Trout
  10. 10. CRITICISM OF THE BOOK <ul><li>(a) they have copied a little too much from Sun Tzu and samurai literature. </li></ul><ul><li>(b) they often forget that there are more subtle ways of bringing down an enemy than tanks - to stay in the books military slang, and finally  </li></ul><ul><li>(c) they completely ignore that there are ethics even in a corporate world </li></ul>MARKETING WARFARE - Ries & Trout
  11. 11. THANK YOU MARKETING WARFARE - Ries & Trout