In 'Marketing Warfare,' authors Al Ries and Jack Trout propose that marketing should be viewed as a form of warfare, emphasizing the need for companies to adopt a competitor-oriented strategy rather than a customer-oriented one. The book outlines various warfare strategies including defensive, offensive, flanking, and guerilla tactics, accompanied by case studies from notable industries. Despite its acclaim, the book faces criticism for its heavy borrowing from military literature and overlooking ethical considerations in corporate practices.

1. MARKETING WARFARE Prepared by: Deepak Doddamani AUTHORS: AL RIES & JACK TROUT MARKETING WARFARE - Ries & Trout

2. Praise for Marketing warfare “ By far the most valuable & exciting business book to come along years” – Glamour "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." New York "Chock-a-block with examples of successful and failed marketing campaigns. . .Makes for a very interesting and relevant read." USA Today "Revolutionary! Surprising!" Business Week MARKETING WARFARE - Ries & Trout

3. CONTENTS : 2500 Years of War. The Principle of Force. The Superiority of the Defense. The New Era of Competition. The Nature of the Battleground. The Strategic Square. Principles of Defensive Warfare. Principles of Offensive Warfare. Principles of Guerilla Warfare. The Cola War. The Beer War. The Burger War. The Computer War. Strategy and Tactics. The Marketing General MARKETING WARFARE - Ries & Trout

4. WARFARE 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. The principle of force: 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. The superiority of defense: MARKETING WARFARE - Ries & Trout

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. OFFENSIVE WARFARE It should be used when your organization is No. 2 or No. 3 and it has resources to sustain a challenge to leader MARKETING WARFARE - Ries & Trout Examples: PRINCIPLES The main consideration is the strength of the leader 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. FLANKING WARFARE Adopted when Your organization is no. 4-6 in market You have resources to pursue flanking move Resources to sew-up that market segment MARKETING WARFARE - Ries & Trout Examples: PRINCIPLES A good flanking move must be made into uncontested area Tactical surprise ought to be an important element of the plan The pursuit is as critical as attack itself

8. GUIRELLA WARFARE Appropriate for other 96 organization in 100 organizations market. MARKETING WARFARE - Ries & Trout Example: PRINCIPLES Find a segment of a market small enough to defend 2) No matter how successful you become, never act like the leader 3) Be prepared to bug out at a moment’s notice.

9. CASE STUDIES: The cola war The beer war The burger war The computer war MARKETING WARFARE - Ries & Trout

10. CRITICISM OF THE BOOK (a) they have copied a little too much from Sun Tzu and samurai literature. (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 (c) they completely ignore that there are ethics even in a corporate world MARKETING WARFARE - Ries & Trout

11. THANK YOU MARKETING WARFARE - Ries & Trout