Harvard Business Article Review

2. Judo Strategy is:
 To not oppose strength to strength
 Three principles of competition: movement,
balance, and leverage
 A toolbox of tactics and techniques

3.  You're a small player facing off against
stronger competitors.
 You're a large player moving into areas where
powerful opponents may already be
entrenched.
 You have the capabilities (speed, agility, and
creativity) to overcome your opponents, no
matter what the balance of strength may be.

4.  Dealing with the competition is one of your
top strategic priorities.
 Competitors have the advantage of strength
and size. (Spice V/s Airtel)
 You're unlikely to win by going head-to-
head. (Virgin V/s Vodafone & Airtel)

5.  Bingo an ITC brand , FRITO lay's – Pepsi co
brand
 Bingo”s market share – 16%, Frito lay”s
market share- 45%
 Positioning for Youth(16 to 30 yrs)
 ITC spent Rs 100 crore on marketing.
 Break the monopoly of Lays

6.  Bingo is likely to target the HORECA (hotels,
restaurants and cafes) segment.
 Retail tie ups: Big bazaar & Food bazaar
 Strong distribution channels - ITC has 4 lakh
large racks, Frito lays- wafer racks
 Bingo's 16 new flavours
 Bingo's new pack- " baked , not fried “

7. • First one to launch in sachet.
Talcum powder & Salt
• Marketing Strategy - 0.50p
sachet & exchange 5 empty
sachet and get 1 FREE , New
fragrance shampoo.
• Competitors – HUL, P&G,
Dabur, Himalaya & Colgate-
Palmolive
• Market Share- HUL – 17% &
CK - 15%

8.  About Company
 Herbal Shampoo Market 10% in Shampoo Mkt
 Competitors – AYUSH, Dabur Vatika, Nyle
 USP – Low Price

9. • 40 year old Anchor Group.
• Found out a USP which would
have never occurred to an
MNC.
• Initially adopted a strategy of
tapping the rural markets &
offered a quality prod at a
reasonable price.
• Has now grabbed market share
of 9.7% in toothpaste market.

10. • Jyothi Labs launched Ujala in
the year 1993
• Created a new category for
itself of blue liquid as against
blue powder
• Dislodged the leader Robin
Blue from Reckitt & Benckiser
• Hugely popular tag line of
“Aaya Naya Ujala, Chaar
Boondon Waala”