This document outlines the slides for a marketing management class. It discusses various competitive strategies such as market challenger, follower, and nicher strategies. It also discusses balancing customer and competitive orientations when devising strategies. Finally, it discusses developing brand strategy, including decisions around branding, extensions, and brand portfolios.

1. MG 220 Marketing Management
BBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Part 4:
Building Strong Brands
> Other Competitive Strategies
> Balancing Customer & Competitive Orientations
> LEFTOVER TOPIC FROM CHAP 10: Devising Brand Strategy
> Quiz 5: Part 4 (Chap 9 & 10 – 12/ed. OR Chap 10 & 11 –
13/ed.)
Class Presentation | Session 18 | 18 Oct 2010

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Other Competitive Strategies
Market-Challenger Strategies
• Market Challengers set high aspirations and leverage their resources at fullest
while market leader often runs business as usual
• Strategies used by Market-Challenger
– Defining the strategic objective & opponent(s)
• It can attack the market leader
• It can attack firms of its own size
• It can attack small local and regional firms
– Choosing a general attack strategy
• Frontal attack
• Flank attack
• Encirclement attack
• Bypass attack – technological leapfrogging
• Guerrilla warfare
– Choosing a specific attack strategy
• Many options available
MG 220 Marketing Management 2
Examples of Specific attack strategy
Price discount,
Lower priced goods,
Value-priced goods & services,
Prestige goods,
Product proliferation,
Product innovation,
Improved services,
Distribution innovation,
Manufacturing-cost reduction,
Intensive advertising promotion

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Other Competitive Strategies
Market-Follower Strategies
• Many firms prefer following market leader rather than challenging
• Strategies used by Market-Followers
– Counterfeiter
– Cloner
– Imitator
– Adapter
MG 220 Marketing Management 3

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Other Competitive Strategies
Market-Nicher Strategies
• Consider being a leader in a small market
• Nichers get to know their customers so well that they also charge premium
• Creating/Identifying niches is a continuous process
MG 220 Marketing Management 4

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Balancing Customer & Competitive
Orientations
• Competitive Orientation
– Companies always observe & focus on competitors
– Fighter’s orientation
– Always observing strategies, strengths and weaknesses for competitors
• Customer Orientation
– Focusing mainly on customers rather than competition
– Better placed to identify new opportunities
MG 220 Marketing Management 5

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Devising Brand Strategy
(leftover from Chap 10)
• Branding Strategy
– How to use brand strength for new product launches. Choices available:
• Develop new brand elements
• Apply some of its existing elements
• Combination of new and existing brand elements
• Important terms
– Brand Extension
– Sub-brand
– Parent Brand
– Line Extension
– Category Extension
– Brand Line
– Brand Mix (or brand assortment)
– Brand Variants
– Licensed Product
MG 220 Marketing Management 6

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Devising Brand Strategy
(leftover from Chap 10)
• Branding decision: To brand or not to brand?
– Product can be branded or it can be a Commodity – a product so basic that it cannot
be differentiated in minds of consumers
– Over the years even the commodities are being branded
– If branding is to be done, following options are there for naming:
• Individual names (house of brands)
• Blanket family names (branded house)
• Separate family names for all products
• Corporate name combined with all product names
– Two key components of branding strategy
• Brand Extensions
• Brand Portfolios
MG 220 Marketing Management 7

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Devising Brand Strategy
(leftover from Chap 10)
Brand Extensions
• Advantages
– New Product Success
– Positive Feedback effects
• Disadvantages
– Brand Dilution can occur
– Consumers may lose identity even of parent brand
MG 220 Marketing Management 8

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Devising Brand Strategy
(leftover from Chap 10)
Brand Portfolios
• All brands have boundaries and can be stretched only to a certain limit
• Brand Portfolio is set of all brand and brand lines a particular firm offers
for sale to buyers in a particular category
• Brands can play following roles in a portfolio
– Flankers
– Cash Cows
– Low-end entry-level
– High-end prestige
MG 220 Marketing Management 9

10. MG 220 Marketing Management
BBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Seminar on Marketing
4Ps of Marketing
Marketing Strategies by different brands
Seminar on Marketing | Session 19 | 20 Oct 2010

11. MG 220 Marketing Management
BBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Part 5:
Shaping the Marketing Offerings
> Product Characteristics
> Product & Brand Relationships
> Differentiation
> Packaging, Labeling, Warranties & Guarantees
Class Presentation | Session 20 | 25 Oct 2010