1. Competitive
dynamics
How can market leaders expand the total market and defend market
share

2. To stay number one
Find ways to expand total market demand.
Protect current share.
Increase market share.

3. Ways to
Expand Total
Market

4. Captivate New Customers
Market Penetration Strategy
New Market Segment Strategy
Geographical-expansion Strategy

5. More Usage
Additional Opportunities to Use the Brand
Find new ways to Use the Brand

6. Increasing frequency of
consumption
Asian Paint ad during the Festive Season

7. Increasing frequency of consumption
Gillette Razor

8. Ways to
Protect Market
Share

9. PROACTIVE Marketing
Ready to take risks
Have a vision of the future
Capabilities to Innovate
Flexible to ever-changing demands
Managers to think proactively

11. Defensive Marketing
Six types of Defense
Strategies

12. Created by Dipanshu Sehjal, IIIT Allahabad
During a Marketing internship under
Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com)