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Marketing is a war where competition is the enemy and
the objective is to win the battle.
In the 20s business was Production oriented.
But today every company is Customer-oriented.
To be successful today, a company must be Competitor-oriented.
But study of warfare is not just a study of HOW TO
WIN equally as important is HOW NOT TO LOSE
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2500 YEARS OF WAR
15000 Greek v/s 11000 Athenians
6000:200
Always to be aimed at before all and as far as possible
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THE SUPERIORITY OFTHE DEFENSE
The defensive form of war is in itself stronger thanthe offense
Eg. Germany v/s Serbia
THE NEW ERA OF COMPETITION Predictions or Propoganda
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STRATEGIC SQUARE
DEFENSIVE
OFFENSIVE
FLANKING
GUERRILLA
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Defensive strategies only should be pursued by themarket leader
Attacking yourself is the best defensive strategy
The leader always should block strong offensive movesmade by competitors
E.g. of Johnson & Johnson
PRINCIPLE OF DEFENSIVE WARFARE
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The challengers primary concern should be thestrength of the leaders position
The challenger should seek a weakness in the leaders
strengthAttack on as narrow a front as possible
E.g. of FedEx
PRINCIPLE OF OFFENSIVE WARFARE
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A flanking move is best made in an uncontested area
A flanking move should have an element of surprise
Follow-through (pursuit) is equally as important as theattack itself
Flanking move does not require a totally new productinstead the product Low Price High Price
Small size Large size Distribution Product form
PRINCIPLE OF FLANKING WARFARE
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Identify a segment that is small enough to defend
Never act like the leader, even if successful in theGuerrilla attack
Be ready to enter or exit on short noticeE.gs. of Business Week, Wall Street Journal and Rolls-
Royce
PRINCIPLE OF GUERILLA WARFARE
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MARKETING WARFARE CASE STUDIES
COLA WAR Coke Pepsi
BEER WAR Schlitz Budweiser
BURGER
WAR
McDonalds
BurgerKing
COMPUTER
WARIBM DEC
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THE MARKETING GENERAL
FLEXIBILITY
COURAGE
BOLDNESS
KNOWING THE FACT
KNOWING THE RULE
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THANK YOU