The three intensive strategies discussed in the document are market penetration, market development, and product development. These strategies require intensive efforts to improve a firm's competitive position with existing products and services. Market penetration focuses on increasing market share through greater marketing efforts within existing markets. Market development seeks growth by entering new geographic markets. Product development aims to increase sales by improving or modifying current offerings. The document provides examples of each strategy being used by various companies.

1. Intensive Strategies

2. Author:,
Prof. Hafiz M.Bilal
Prof. Anser Javed
(Department of Banking &
Finance)

3. Intensive Strategies
 Those three strategies are sometimes referred
to as intensive strategies because they require
intensive efforts if a firm’s competitive position
with existing products is to improve.
 The aim of intensive strategies is to broaden
the market share and to increase the profit by
making the existing products more effective and
by introducing new and various sets of products
in order to increase the market share too.
 The strategies require intensive efforts if a
firm’s competitive position with existing
products is to improve.

4. Types Of Intensive
Strategies
Intensive
Strategies
Market
Penetration
Market
Development
Product
Development
Diversification

5. Old Product New Product
Old
Market
Penetration Product
Development
New
Market
Market
Development
Conglomerate
Strategies

6. Market Penetration
strategy...
 “Deals with enhancing the share of market by
effective and innovative strategies in order to
make the present product more effective and
attractive.”

7. • A market-penetration strategy seeks to increase
market share for present products or services in
present markets through greater marketing efforts.
• Market penetration includes increasing the
number of salespersons, advertising expenditures,
and publicity efforts or offering extensive sales
promotion items.

8. Five guidelines for when market
penetration is especially effective:
 When current markets are not saturated.
 When usage rate of current customers could be
increased.
 When market shares of major competitors have
been declining while total industry sales have
been increasing.
 When the correlation between dollar sales and
dollar marketing expenditures historically has
been high.
 When increased economies of scale provide
major advantages.

9. GlaxoSmithKline (GSK) To Penetrate
More In India And Nigeria;
 Raised its stake in its Nigerian and Indian
consumer healthcare units as part of boss sir
Andrew withy's attempt to shift it away from
"white pills in western markets".
 Is to almost double its stake in its Nigerian
division, whose products include sensodyne
toothpaste, panadol painkiller, and drinks
horlicks and lucozade, to 80 per cent in a 15.4bn
naira (£60.5m) deal.
 A similar deal in India sees its stake in
GlaxoSmithKline consumer healthcare rise to 75
per cent from 43.2 per cent

10. Market Penetration
 For the following brands Unilever’s strategy is
Market Penetration..
 Clear All Shampoo
 Badami
 Vim
 Walls.
 Surf excel
 Dirt is good (Daag to achay hotay hain).
 Lifebuoy
◦ Hand Washing Campaign

11. Market Development
strategy...
 “Deals with adding products in different
geographic areas.”

12. • Developing a new market for the existing company
product is called market development strategy. This
is the process of finding new market for the new
customer to increase company performance by
increasing sales and profits. Companies can develop
market on geographical such as
city,country,region,state etc and demographical such
as age, sex, gender, class etc.
example
• Pakistan State Oil(PSO) developing new market by
exporting oil to Afghanistan.
Chinese products developed new market for their
product worldwide.

13. Six guidelines for when market
development may be an effective
strategy
 When new channels of distribution are
available that are reliable, inexpensive, and
of good quality.
 When an organization is very successful at
what it does plus capital and HR plus has
excess production capacity.
 When an organization’s basic industry rapidly
is becoming global in scope.

14. Examples of market
development
 Pakistan State Oil(PSO) developing new market
by exporting oil to Afghanistan.
 Chinese products developed new market for
their product worldwide.

15. Market Development:
 For the following brands unilever’s strategy
would be Market Development.
 Vaseline
This is an old product but now they are working
on its market development.
 Sunsilk
In order to further develop sunsilk’s market
they have come up with an innovative idea that is
by exploiting the religious Semitism of Muslim
women. They have launched a new product to
address the HIjabi Women.

16. Product development
 Product development is a strategy that seeks
increased sales by improving or modifying
present products or services.
 Product development usually entails large
research and development expenditures.
 The best thing about this strategy is you’ve
already established yourself in your current
markets and you know what your customers
want. You have the distribution channels, and
you know how to reach them.

17. “Deals with increasing the sales as well as revenues by
enhancing the quality of existing products.”
“The quality of existing products can be easily
enhanced by adding different flavors in it.”

18. Guidelines for product development to
be an effective strategy;
 When an organization competes in an
industry that is characterized by rapid
technological development
 When major competitors offer better-
quality products at comparable prices.
 When an organization competes in a high-
growth industry.
 . When an organization has especially strong
research and development capabilities.

19. product development
examples;
 Apple’s focus on new product development.
iMacs, iPods, iPhones, and iPads are great
examples of Apple’s ability to bring new
products to the market over the past decade

20. Product Development:
 Domex
It is a new product in the market and its is
launched against HARPIC of Reckitt Benckiser.
 Fair Menz
A new product to address specifically men in
terms of fairness

21. Unilever Pakistan Intensive
Strategies