This document outlines a class on hypermarketing that discusses dealing with competition and developing pricing strategies. It is divided into two main sections on dealing with competition and developing pricing strategies and programs. The section on dealing with competition covers knowing your company and product, expanding and protecting your market share, deciding whether to attack or follow competitors, understanding product life cycles, and surviving crises. The section on developing pricing strategies and programs addresses price evaluation, determining correct pricing, price adaptation, initiating new pricing, and responding to competitors' prices.

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HYPERMARKETING class
Prof. Bong De Ungria
Ateneo Graduate School of Business

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HYPERMARKETING class
Prof. Bong De Ungria
Ateneo Graduate School of Business
Downloadable Template

3. Dealing with Competition &
Developing Pricing Strategies
and Programs
Mary Grace O. Salas
Ateneo Graduate School of Business
Shaping the Market Offerings and Creating
Values
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http://ph.linkedin.com/in/marygracesalas
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4. Outline:
Dealing with Competition
1. Know who you are!
2. Expand and protect your market
3. Attack or Follow?
4. Product Life Cycle
5. Surviving the Crisis

5. Outline:
Developing Pricing Strategies
and Programs
1. Price Evaluation
2. Do we price correctly?
3. Price Adaptation
4. Initiate the Pricing!
5. Respond to Competitor’s Price

6. Dealing with Competition#1:
Know who you are!
What is your product?
Who are your competitors?
What is your market position?
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7. Dealing with Competition#2:
Expand and protect your
market
Look for new customers
Create more usage of the product
Be a proactive marketer
Be a defensive marketer
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8. Dealing with Competition#3:
Attack or Follow?
Know your opponent
Different Attack Strategy
>General Attack
>Specific Attack
Market Follower Strategies
Market-Nicher Strategies
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9. Dealing with Competition#4:
Product Life Cycle

10. Dealing with Competition#5:
Surviving the Crisis
Explore the upside of increasing investment
Get Closer to Customer
Review Budget Allocations
Fine-tune Brand and Product Offerings

11. Outline:
Developing Pricing Strategies
and Programs
1. Price Evaluation
2. Do we price correctly?
3. Price Adaptation
4. Initiate the Pricing!
5. Respond to Competitor’s Price

12. Developing Pricing Strategies and Programs#1:
Price Evaluation

13. Developing Pricing Strategies and Programs#2:
Do we price correctly?

14. Developing Pricing Strategies and Programs#3:
Price Adaptation

15. Developing Pricing Strategies and Programs#4:
Initiate the Pricing!

16. Developing Pricing Strategies and Programs#5:
Respond to Competitor’s
Price

17. Outline:
Dealing with Competition
1. Know who you are!
2. Expand and protect your market
3. Attack or Follow?
4. Product Life Cycle
5. Surviving the Crisis

18. Outline:
Developing Pricing Strategies
and Programs
1. Price Evaluation
2. Do we price correctly?
3. Price Adaptation
4. Initiate the Pricing!
5. Respond to Competitor’s Price

19. Summary:

20. Conclusion:

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DEFINING MARKETING for the
21st CENTURY
Prof. Bong De Ungria
Ateneo Graduate School of Business
Understanding Marketing Management