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Competitive Dynamics
Oh my God!!! where to go?
How can market leaders expand the
total market and defend market share?
Expansion : By finding (A)New customer
They are among three
groups:
1.Those who might use it but do not
2.Those who have never used it
3.Those who lives elsewhere
B . More usage
Manufacturers boosts the amount by packaging or
product design
Consumers use more of impulse products such as soft drinks
...
Increasing frequency consumptions requires
Identifying additional opportunities
to use the brand in same basic way
Identif...
How can we defend Market Share?
Continuous inovation
Front –runner should lead
company Develop new products,
distribution ...
New ways to use the brand
New ways to use the brand
Sameer Mathur
Indian institute of
Management Lucknow
Marketing professor 2013-
Marketing professor 2009-13
Ph.D and MS(mar...
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

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How can market leaders expand the total market and defend market share

  1. 1. Competitive Dynamics Oh my God!!! where to go?
  2. 2. How can market leaders expand the total market and defend market share?
  3. 3. Expansion : By finding (A)New customer They are among three groups: 1.Those who might use it but do not
  4. 4. 2.Those who have never used it
  5. 5. 3.Those who lives elsewhere
  6. 6. B . More usage
  7. 7. Manufacturers boosts the amount by packaging or product design Consumers use more of impulse products such as soft drinks and snacks when product is made available
  8. 8. Increasing frequency consumptions requires Identifying additional opportunities to use the brand in same basic way Identifying completely new and different ways to use the brand
  9. 9. How can we defend Market Share? Continuous inovation Front –runner should lead company Develop new products, distribution effectiveness, cost cutting Continuous innovation Front-runner should lead the company distribution effectiveness, cost cutting
  10. 10. New ways to use the brand New ways to use the brand
  11. 11. Sameer Mathur Indian institute of Management Lucknow Marketing professor 2013- Marketing professor 2009-13 Ph.D and MS(marketing)2003- 2009 Madhusudan Dahal National Institute of Technology surat intern

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