Competitive DynamicsHow can market leaders expand the

total market and defend market share?

Expanding Total Market Demand2 Ways of

Attract New Customers

Market penetration strategyNew market segment strategyGeographical expansion strategy

WAY 1

• Company operated Retail Stores

• Bottled Cold Coffee• Line of premium Ice Cream• Line of premium Tea

Products

More Usage

Increase Amount or Frequency of Consumption

WAY 2

Additional opportunity to use brand

• Communicate advantages of using the brand

• Communicate relevant information

1.

Gillette Razors

Colored Stripe that slowly fades with repeated use signaling to change cartridges

New ways to use Brand2.

Identify completely New and Different Application

Ice cream, Cake, Kulfi, Halwa, Other home made sweets

Used for making :

Protecting Market Share2 Ways of

Proactive MarketingWAY 1

• Ability to take Risk• Innovative Capabilities• Flexible and non-bureaucratic• Future Vision and Willingness to

Invest in it

Proactive Skills

Responsive Anticipation

Creative Anticipation

Defensive MarketingDefensive MarketingWAY 2

• Reduce the probability of attack• Divert attack to less threatened area

Defensive Market6 Types of

These slides were created by Archit Raj, IIT Delhi, during a Marketing internship by Prof.

Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )