Market Challenger Stratgies

883 words 4 pages
Market Challenger Strategies:
A) Frontal Attack:
In a frontal attack, the attacker matches its opponent’s price, advertising, price and distribution. The principle of force says that the side with greater resources wins.
Examples:
* Pepsi Vs Coke

* Blackberry Vs Apple [ Blackberry’s frontal attack on Apple with the help of this commercial http://www.youtube.com/watch?v=bVO8o_PKvVg ]

* HUL Vs P&G ( Rin Vs Tide )
[ HUL’s frontal attack on P&G by reducing its price and with the help of this commercial which had become very famous http://www.youtube.com/watch?v=msczklmNj6E ]

B) Flank Attack:
Attacking a weak position in the opponent’s force is flank attack. Challenger identifies the weak areas in the offering as well as
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E) Guerrilla Warfare:
Guerrilla Warfare consists of waging small, intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds.
Examples:
* The Times of India launched Guerrilla Warfare against The Hindu in Chennai which was the market leader. TOI took a dig at The Hindu with its ‘Wake up Chennai’ advertising campaign. [ Ad link http://www.youtube.com/watch?v=kxz4WvGG7uA ] * Coca Cola and Pepsi made advertisements to harass each other’s products. Coca Cola was the official partner of the Cricket World Cup and Pepsi counter attacked by saying “Nothing Official about It” * Jet Airways’, Kingfisher Airlines’ and Go Air’s Guerrilla Warfare through hoardings.

Vodafone’s Marketing Strategies as a challenger against Airtel the Market Leader.
Frontal Attacks * Wherever you go our network follows. Network challenging campaign by Vodafone. * Blackberry pearl flip launched by Airtel in 2008 and Vodafone launched Blackberry Storm in 2009.
Flank Attacks * Vodafone introduced credit recharge of Rs.10/- * It also launched prepaid Blackberry services * Introduced world calling card offers * Also came up with night calling pack (11pm – 6am)
Encirclement Attacks * Introduced 2000 SMS’s free per month scheme * Came up with group sms service, exam results service, email and call divert services, etc. * Vodafone launched 29 new services with

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