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HOW SHOULD MARKET CHALLENGERS
ATTACK MARKET LEADERS
MARKET-
CHALLENGER
STRATEGIES
ShivamVerma || IIT Delhi
MARKET-
CHALLENGER
STRATEGIES
 Defining the Strategic Objective and Opponents
 Choosing a GeneralAttack Strategy
 Choos...
DEFINING THE
STRATEGIC
OBJECTVE AND
OPPONENTS(S)
 It can attack the Market Leader
 It can attack firms its own size that...
CHOOSINGA
GENERAL
ATTACK
STRATEGY
Frontal Attack
FlankAttack
EncirclementAttack
BypassAttack
GuerrillaAttack
ShivamVerma |...
CHOOSINGA
SPECIFIC
ATTACK
STRATEGY
 Any aspect of marketing can serve as basis for attack
 Lower priced products
 Disco...
CREDITS
All Photos are taken from google images and Book on ‘Marketing
Management’ by Kotler
ShivamVerma || IIT Delhi
THANKYOU
ShivamVerma || IIT Delhi
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Competitive Dynamics Marketing Management

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Q2

  1. 1. HOW SHOULD MARKET CHALLENGERS ATTACK MARKET LEADERS
  2. 2. MARKET- CHALLENGER STRATEGIES ShivamVerma || IIT Delhi
  3. 3. MARKET- CHALLENGER STRATEGIES  Defining the Strategic Objective and Opponents  Choosing a GeneralAttack Strategy  Choosing a SpecificAttack Strategy ShivamVerma || IIT Delhi
  4. 4. DEFINING THE STRATEGIC OBJECTVE AND OPPONENTS(S)  It can attack the Market Leader  It can attack firms its own size that are not doing the job and are underfinanced  It can attack small local and regional firms ShivamVerma || IIT Delhi
  5. 5. CHOOSINGA GENERAL ATTACK STRATEGY Frontal Attack FlankAttack EncirclementAttack BypassAttack GuerrillaAttack ShivamVerma || IIT Delhi
  6. 6. CHOOSINGA SPECIFIC ATTACK STRATEGY  Any aspect of marketing can serve as basis for attack  Lower priced products  Discounted products  New or improved products and services  Wide variety of offerings  Innovative distribution strategies etc. ShivamVerma || IIT Delhi
  7. 7. CREDITS All Photos are taken from google images and Book on ‘Marketing Management’ by Kotler ShivamVerma || IIT Delhi
  8. 8. THANKYOU ShivamVerma || IIT Delhi

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