The document discusses strategies for market leaders to expand the total market and defend their market share. It describes strategies to attract new customers such as market penetration, targeting new market segments, and geographical expansion. It also discusses ways to increase usage by promoting more frequent consumption, finding new ways to use products, and proactive, defensive, and contraction marketing strategies to protect the market share from competitors.

1. HOW CAN MARKET
LEADERS EXPAND THE
TOTAL MARKET AND
DEFEND MARKET SHARE

2. Ways to Expand
Demand
Attract New
Customers
More Usage
SO HOW TO DO IT?

3. ATTRACT NEW
CUSTOMERS
Market Penetration Strategy
New Market Segment Strategy
Geographical- Expansion Strategy

4. ATTRACT NEW
CUSTOMERS

5. MARKET PENETRATION
STRATEGY
MAGGI
NOODLES

6. MARKET PENETRATION
STRATEGY
•A brand of Nestle
•Launched in the year 1983
•Initially targeted at Working
Women
•Then repositioned itself to
target Kids
•Market Driver in the Instant
Noodles Category
•Currently enjoys a market
share of about 80%

7. MARKET PENETRATION
STRATEGY
•Promotional campaigns
in schools
•Advertising Strategies
•Power of 5
•Availability in different
pack sizes
•New product
innovations
REASONS

8. NEW MARKET
SEGMENT STRATEGY
MERCEDES
A-CLASS

9. NEW MARKET
SEGMENT STRATEGY
Mercedes initially targeted
only the A1 section of
people.
But then it realized that a
huge population of people
are there in the other
sections too so to increase
their market reach
introduced the Mercedes
A- Class.

10. GEOGRAPHICAL
EXPANSION STRATEGY

11. GEOGRAPHICAL
EXPANSION STRATEGY
A lot of
companies
have started
operations in
India as part
of their
geographical
expansion
strategy.

12. MORE USAGE

13. INCREASING FREQUENCY
OF CONSUMPTION
SURF
EXCEL

14. INCREASING FREQUENCY
OF CONSUMPTION
The size of the spatula
that comes along with
Surf Excel was
increased so that
customers scoop more
detergent every time.

15. NEW WAYS TO USE A
BRAND
NESTLE
MILKMAID

16. NEW WAYS TO USE A
BRAND
To increase sale of
Milkmaid, Nestle
published recipes of
various delicacies made
using it’s product
Milkmaid.

17. PROTECTING
MARKET SHARE

18. PROACTIVE MARKETING
SONY
WALKMAN

19. PROACTIVE MARKETING
Despite claims by his
company engineers that
there is little demand of
a product like this, Akio
Morita decided to go
ahead with the
Walkman.
By the 20th anniversary
of the Walkman, Sony
had sold over 250 million
in nearly 100 different
models.

20. DEFENSIVE MARKETING
POSITION DEFENSE
Means occupying the
most desirable market
space in consumers’
minds and making the
brand almost
impregnable.

21. DEFENSIVE MARKETING
FLANK DEFENSE
The market leader
should erect outposts to
protect a weak front or
support a possible
counterattack.

22. DEFENSIVE MARKETING
PREEMPTIVE
DEFENSE
This strategy involves
attacking a competitor
before you can get
attacked by it.
State Bank’s strategy of launching ATMs in rural India is an
example of providing competition to local and regional
banks.

23. DEFENSIVE MARKETING
COUNTEROFFENSIVE
DEFENSE
This strategy involves
attacking your
competitor at its weakest
point when you are
attacked.
After UPS invaded FedEx’s airborne delivery systems, FedEx
retaliated by investing heavily by a series of acquisitions to
challenge UPS on it’s home turf.

24. DEFENSIVE MARKETING
MOBILE DEFENSE
This strategy involves the
penetration of niche
markets.
After growing curbs on Cigarette smoking, the tobacco giant
ITC started focusing on fast- moving consumer products and
food businesses.

25. DEFENSIVE MARKETING
CONTRACTION
DEFENSE
HUL’s divestment from noncore businesses that do not offer
synergy is an example of that.
This technique is often used by the
market leader and is often times
seen as the last resort strategy as it
involves giving up some portion of
the business to maintain
leadership.

26. Aman Mehta
Thapar University, Patiala
mehtaaman15@gmail.com
08437924582
THANK YOU!

27. “Created by Aman Mehta, Thapar
University, Patiala, during an internship
under Dr. Sameer Mathur, IIM Lucknow.
www.iiminternship.com”