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how can market leaders expand the total market and defend market share?

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how can market leaders expand the total market and defend market share?
this presentation is based kotler chapter 8

Published in: Marketing
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how can market leaders expand the total market and defend market share?

  1. 1. How can market leaders expand the total market and defend market share
  2. 2. Brand, product, or firm that has the largest percentage of total sales revenue (the market share) of a market. Market leader
  3. 3. Expanding total market demand BY ADDING NEW CUSTOMERS
  4. 4. Market penetration strategy 1) those who might use it but do not
  5. 5. New market segmentation strategy 2)Those who have never used it
  6. 6. Geographical expansion strategy 3)Those who live elsewhere
  7. 7. More usage Through increasing the amount, level and frequency of consumption
  8. 8. Amount through packaging and product redesign Larger package sizes
  9. 9. Increasing the level of consumption
  10. 10. Frequency of consumption Identifying additional opportunities to use the brand Tying the product to holidays and festivals
  11. 11. Identifying new ways to use the brand Advertise ways to use product differently
  12. 12. Defending market share Developing new products and customer services, distribution effectiveness and cost cutting Continuous innovation
  13. 13. Proactive marketing • Proactive firms are: • Ready to take risks and make mistakes • Have a vision of the future and of investing on it • Have the capabilities on innovate • Are flexible and nonbureaucratic • Have many managers who think proactively
  14. 14. Defensive marketing • Occupying most desirable market space in consumer’s mind • Ex: tide, pampers Position defence • Protect weak fronts and support a possible counterattack Flank defence • Achieve broad market envelopment that signals competitors not to attack • Introduce a stream of products and announce them in advance to make competitiors shift focus elsewhere Pre-emptive defence
  15. 15. • Exercise of economic and political clout • Use revenue from profitable products to subsidize weaker products Counteroffensive defence • Market broadening: Shifting focus to more generic needs • Market diversification: Entering unrelated industries Mobile defence

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