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F _ _ M u _
COMPETITIVE i
l DYNAMICS

N Part III:  Market follower and
market nicher strategies
MARKET FOLLOWER
STRATEGIES
A strategy of product imitation might be as productive as a strategy
of product innovation

M? -
W‘

3 v.  I if .  I
1» . ...
It helps to avoid the
innovation expense
There are mainly four strategies
Counterfeiter

Duplicates the leader's product and sells it in the
black market
Cloner

Emulates the products,  name and packaging with slight
variations

aaaaaaaa: 
/C"/ IC     I

   

a%n%n%n%%a
lmitator

The lmitator copies some things but differentiates on
packaging,  advertising,  pricing or location ---

I “Ls
I...
Adapter

The adapter take the leader's product and adapts and
improves them.  The adapter may choose to sell it to
differe...
E/  .. 
A   But a market follower
/  normally earns less

than the market leader
MARKET NICHER
STRATEGIES
An alternative to being a follower in a small market is to be a leader
in a small market

I/  ,
I
I ,  l
.  ;.  5, I , 
,7...
How is niching
so profitable?
The market nichers know the target customers so well, 
it meets their needs better than the other firms
As a result,  the nicher can charge a substantial
price over costs
Tasks for nichers

TIT

Create niches Expand niches Protect niches
The niches might dry up or attacked,  Therefore multiple niching
is preferred over single niching for survival
RECAP

Strategy of product imimtation

— Counterfeiter
— cloner

— lmitator

— adapter

Market nicher strategies

— how ar...
n.  I‘. -.
‘pl SOILS

Stock images: 
http: //www. freepik. com

Content and ideas: 
Marketing Management by Philip Kotler
Sameer i. fiatl‘i rut‘
BuddingMarkets. com

Indian Institute of Management, 
Lucknow
V
Marketing Professor 2013 —

.  4’ ‘...
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How can market followers or nichers compete effectively?

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How can market followers or nichers compete effectively?

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How can market followers or nichers compete effectively?

  1. 1. F _ _ M u _ COMPETITIVE i l DYNAMICS N Part III: Market follower and market nicher strategies
  2. 2. MARKET FOLLOWER STRATEGIES
  3. 3. A strategy of product imitation might be as productive as a strategy of product innovation M? - W‘ 3 v. I if . I 1» . :1 ” "1 "3 IL . l' v ' . - it
  4. 4. It helps to avoid the innovation expense
  5. 5. There are mainly four strategies
  6. 6. Counterfeiter Duplicates the leader's product and sells it in the black market
  7. 7. Cloner Emulates the products, name and packaging with slight variations aaaaaaaa: /C"/ IC I a%n%n%n%%a
  8. 8. lmitator The lmitator copies some things but differentiates on packaging, advertising, pricing or location --- I “Ls I I‘ r ‘I. : . I ii. . “ <4‘ ASL , g‘ ‘Ito ‘$9’ *3 , . -“it -'77» * : « we . .~"’ ‘R .3 / I’ I“ Ni, ‘ at 2* / “’~'~&; _ H’ ‘A v) I. J’ ‘a / _ T A K N I‘ ~. ._. . __, ,1 T’
  9. 9. Adapter The adapter take the leader's product and adapts and improves them. The adapter may choose to sell it to different markets
  10. 10. E/ .. A But a market follower / normally earns less than the market leader
  11. 11. MARKET NICHER STRATEGIES
  12. 12. An alternative to being a follower in a small market is to be a leader in a small market I/ , I I , l . ;. 5, I , ,7 )/ , I I ‘"1 . A, ‘ ‘I4 K ’ Ir ” 2 r I a
  13. 13. How is niching so profitable?
  14. 14. The market nichers know the target customers so well, it meets their needs better than the other firms
  15. 15. As a result, the nicher can charge a substantial price over costs
  16. 16. Tasks for nichers TIT Create niches Expand niches Protect niches
  17. 17. The niches might dry up or attacked, Therefore multiple niching is preferred over single niching for survival
  18. 18. RECAP Strategy of product imimtation — Counterfeiter — cloner — lmitator — adapter Market nicher strategies — how are nichers profitable — tasks for nichers — multiple niching over single niching
  19. 19. n. I‘. -. ‘pl SOILS Stock images: http: //www. freepik. com Content and ideas: Marketing Management by Philip Kotler
  20. 20. Sameer i. fiatl‘i rut‘ BuddingMarkets. com Indian Institute of Management, Lucknow V Marketing Professor 2013 — . 4’ ‘ x. -. 5 _g_ f‘. .. l I I Marketing Professor 2009 — 2013 CI; :i'iic; _;'i: ‘_‘I cillon Ph. D. and M. S. (Marketing) 2003 — 2009 Skand Upmanyu Indian Institute of Technology Kanpur B. tech Student

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