A company’s defensive strategies may include; Offering dealers/distributors special discount or better financing terms just to discourage them not to carry competitors products. How is a defensive marketing campaign developed? Retention of market share Raising the barriers of entry Long term contracts Intact reputation Market leadership 9. Active Defence Adopt this defence whenever you think declarer will dispose of his losers, normally by discarding them on a long suit in dummy. To learn more about what a marketing school can do for you, request information from schools with degrees in marketing, and get on the path to becoming a market leader in your own field. defensive marketing strategy is becoming more impor- tant. The practice and feedback you get in an effective marketing program will prepare you to connect with a wide variety of audiences, and teach you how to adapt your message according to their responses. I love writing about the latest in marketing & advertising. Defensive marketing is employed by brand or product leaders to protect their position in the marketplace, the mind share of the product and the product positioning – i.e. Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012), by Tim Calkins Great Defensive Marketing Strategies 1. Based on the theoretical and practical aspects of the material studied, offer your options for these firms. At the same time, you must never forget to listen to the needs of your customers and understand your company’s customer base. For example, if the competitors approach the market with more cost-effective products, and try penetrative pricing, then one of your strategies can be to reduce your prices OR to increase the benefits provided with you product and still keep the product at the same price. Defensive definition is - serving to defend or protect. Additionally, a good marketing program emphasizes skill development in communication, requiring students to practice presentations and business proposals to build upon these skills. Offensive & defensive strategies. Defensive marketing can be an effective strategy when it comes to protecting your brand and keeping your existing customers. January 25, 2020 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. For products that are purchased continually (such as food items), this includes a large group of loyal customers. SMART Marketing Objectives Examples 1. It is self-defeating for a firm to pretend that it is the market leader for the purpose strategy selection. Preemptive defense 4. It is a strategy that can be used to keep up top position in local and existing marke Defensive marketing strategy is based is an analytic model of how con-sumers respond to marketing strategies. This also depends on the product life cycle. If the new product has a specific feature that attracts customers, a repositioning strategy might be used. Adjective The city began building a defensive wall around its borders. B2b offensive & defensive strategies four quadrant gtm. However, increasing your pricing will not be an option because it represents a risk if your target market is price sensitive, in which case they are going to move to the competitors side because of low prices. Define the type of defensive strategy for each case. This model is based on the perceptual maps and value maps that were introduced in the opening lecture. Therefore, a defensive marketing strategy is employed by the leader in the line to guard against the attacks by the strong challengers just next to its envious first rank. Differences Between Offensive & Defensive Marketing. Defend every important market. When you know which types of marketing will benefit you most and generate more new customers, then you can work to spend your time and resources on the activities that will provide the best return on investment for your business. New businesses and products constantly arise to challenge the reigning king, offering some alternative—better quality, lower price, some unique feature —to the product(s) currently dominating the market.  This is the reason why technology products use skimming price. Maybe a start-up needs to grow. How can a marketing school help you in this field? However, defensive marketing can also be applied for potential new customers when we talk about products which are purchased less frequently such as furniture, etc.. Defensive Investment Strategy and Portfolio Management . Apple , for example, has invested in creating commercials for television, billboards, and magazines that showcase their products in such a way that their customers feel an affinity towards Apple’s products. 3. Problem can also occur when the tactic is not aligned with a long term strategy for growing the business. Defensive strategy is a reactive strategy. Defensive Marketing Warfare Strategies Defensive marketing is the exclusive domain of market leaders. Entering into an agreement (or strategic alliance) with dealers/distributors, to work as the company’s exclusive dealers/distributors. Advantages and Disadvantages of Defensive marketing strategy, How To Calculate Marginal Cost (with Steps and Formula), How To Write A Reference Letter (with Template), How To Write An Executive Summary (Complete Guide). Active Defence Adopt this defence whenever you think declarer will dispose of his losers, normally by discarding them on a long suit in dummy. It outlines the steps needed to bring your vision to life Public Relations Managers improve customer perception of quality and promote mindshare (customer awareness of their products). It applies to any kind of industry where we have a leader in the market and possible new entrants aiming to compete for the top position. 5. Because once imitation starts and competition responds, then you will not be able to earn high margins. Marketing warfare strategies represent a type of strategy, used in commerce and marketing, that tries to draw parallels between business and warfare, and then applies the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute. However, increasing your pricing will not be an option because it represents a risk if your target market is price sensitive, in which case they are going to move to the competitors side because of low prices. Growth is by far the most common goal that clients have when they come to FrogDog.This goal might include growth in sales, assets, profits, clients, resources, and/or personnel.Companies in industries that are expanding must grow to survive. However, as we get back to reality, we realize that a defensive marketing strategy has to be carefully planned in order to succeed and has to take into consideration the biggest asset of each company and each competitor: their customers, and how the customer is going to respond to the change in market forces and market strategies. Most of the […] For developing this kind of strategy, a company should focus on its own core competencies, advantages and assets in order to defend its market share. Example – Samsung vs. Apple A growth strategy is a plan to increase revenue. How to use defensive in a sentence. You can follow me on Facebook. One of them is the Contraction defense strategy. OK. Let’s parse that. Marketing warfare strategies represent a type of strategy, used in commerce and marketing, that tries to draw parallels between business and warfare, and then applies the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute. Bonnie crater: offensive vs. Marketing strategies can also communicate an overall value to their customers. Position defense 2. The main aims of this range of strategies are to reduce the probability of attack by a competing firm, divert the attack to less-threatened areas and reduce the intensity of the attack. Position Defense Fortify your existing position. • Formulating a Marketing Strategy Planning calls for the establishment of objectives and the formulation of strategies. 5. Stengel was the global marketing officer of Procter & Gamble for seven years. Involves direct & indirect attacks Retaliatory in nature. Defensive Strategy-Principle Always counter an attack with equal or greater force. Defensive Marketing is one range of strategies employed by the Market Leader to protect its current market share. Offensive Strategy Improving own position by taking away market share of competitors. 2.0 Defensive Strategies Because of ongoing rivalry, established firms need to engage in defensive strategies to fend off the various challengers. How to implement Defensive marketing strategies? long term plan of a particular company in order to gain competitive advantage over its competitors in the industry So any company with a dominant market share must constantly be on its guard for new competition, and be quick to respond with the right strategy. For products that are purchased less frequently, such as a new computer, defensive strategies must be applied both to existing and potential customers, so that the business retains its mindshare among all those considering a purchase. A Model for Defensive Marketing Strategy with Examples from the Europe 1992 Context Roger J. Calantone Professor of Marketing, Graduate School of Business Administration, Michigan State University , C. Anthony di Benedetto Associate Professor, Department of Marketing at the School of Business and Management, Temple University, Philadelphia, PA, 19122 & Curtis E. Harvey Professor … Need defensive marketing examples? However, in the case of products which are purchased less frequently such as electronics, clothes, etc, than defensive strategy will be more long term and will address both, existing as well as potential new customers. Primary Purpose is to make possible attacks unattractive or discourage competitors. They continue to lead the market and blaze a trail for cloud technologies. Another way for defensive marketing against a competitor is to use a repositioning strategy. When a competitor attacks your business, you strike back with your own attack. Defensive marketing can also be used by the second or third highest market share holder. Few well-known industry leaders include Microsoft, Mc Donald’s, Nokia, AT&T, Amazon.com, eBay, Levi Strauss etc. Plus, examples from some of the best brands! Flank defense 3. A marketing program will teach you how to acquire and analyze meaningful data, using a variety of research methods and analysis (See also Research Analyst). Global marketing strategies imply that a single product range is sold according to a single standard marketing program. These are threats worthy to be taken into consideration and indicate that you need to start preparing your defense strategy. Defensive marketing is any form of marketing that is designed to protect a company's position in a market. Ries and Trout outline three basic principles of defensive marketing warfare: Defensive strategies only should be pursued by the market leader. A number of strategies such as Position defense, Mobile defense, flanking defense etc are available. Journal of Euromarketing: Vol. Defensive marketing | what is defensive marketing? Your defensive strategy can involve tactics like brand positioning, improvement in brand features and price, advertising strategies and sales promotion campaigns. The differences between offensive and defensive marketing are both philosophical and practical. For example, enter the web search market with social search. A good example of this is Starbucks. 5 Brilliant Marketing Strategy Examples From Dominant Brands. Below are examples of the defensive strategies of the companies "Shanghai Yahwa ," Jolibee Foods and Bimbo. Also, as it is seen as a long term strategy, it takes the burden of feeling threatened all the time and it gives an opportunity to engage both old and new customers. Differences between offensive and defensive marketing | chron. A smart product strategy can give you a competitive advantage and ensure that your business will become successful. Defensive marketing strategy: The success of a company lies not only in attaining leadership position, but in maintaining it over a pretty longer period. 2.0 Defensive Strategies Because of ongoing rivalry, established firms need to engage in defensive … In the 1960’s, Harley Davidson emerged from near bankruptcy to dominate the market with an aggressive business strategy based on cheaper, faster bikes from foreign manufacturers. 30th July, 2015 Join the discussion » 1 comment If the new company, or a company which is a close competitor, is really innovative and soon to take over your market share, then you need to start using defensive marketing strategies. Most marketing managers have at least a bachelor’s degree (often in marketing, advertising, or business management) and substantial experience in their industry—in marketing, advertising, special promotions, public relations, and/or sales. Defensive marketing strategies refer to the actions of a market leader to protect its market share, profitability, product positioning, and mind share against an emerging competitor. This can be done not only by introducing new features and improvements to the existing product but also by advertising and using a mix of different marketing communication tools. 3. How should the established leader respond? Three types of strategic Marketing Strategies are regarded as For example: In a free-market economy, industry leadership can quickly change, and even long-established companies can be displaced. Explore the Strategy of Defensive Marketing. It is a developed to protect market share, position and profitability. Thus, marketers would find it easy to optimize the strategy on an immediate basis. Find out how to create a digital marketing strategy, template, or framework, as well as the main objective of different types of digital marketing. Employed by market leaders, defensive marketing strategies are implemented any time a new threat to market share appears. They each have their place in the world of small business and can be used Our business needs 10,000 website visitors, within the next 6-months from our inbound marketing activities in order to achieve revenue of $200,000 from inbound and content marketing. This involves that the market leader will attack the attacker in its main territories so that the attacker will have to put back some resources for the attacked territories and will have to divert its attention from launching attack on the market leader. The offensive launch of a new brand has been well studied. Additionally, future marketing managers often pursue and complete an internship while in school. Specialists conducting such studies help the Internet company set prices for advertising, identify opportunities for cross-selling, and develop marketing strategies. The type of industry doesn’t matter. Source: U.S. Bureau of Labor Statistics, 2012. Market research analysts need at least a bachelor’s degree in market research (or related field, such as statistics or computer science); many jobs also require a master’s degree, particularly for leadership positions or for positions that engage in more technical research. What career titles work with defensive marketing strategies? Left alone, using only advertising to reposition your offer can also be successful if done correctly as the product might remain the same but by trying to present it in a more sophisticated manner, will change the perspectives of your customers concerning your products.  The key of a successful defensive marketing strategy consists in identifying the competitor’s strength and responding accordingly. “Marketing tactics are the strategic actions that direct the promotion of a product or service to influence specific marketing goals.” A marketing tactic is not the same as a marketing strategy. Any company which has its market share threatened by a competitor, can use defensive marketing strategies. An important characteristic of the defensive marketing strategy is that it requires a rapid response with low expenditures on market research. Defensive marketing strategies apply most directly to existing customers. Marketing Defense Strategies Philip Kotler and Ravi Singh in their paper, "Marketing Warfare in the 1980s" (Journal of Business Strategy, Winter 1981) identified six defensive strategies that a market leader can implement to ward off competition or challenge. The basic question related to defensive marketing strategy is, how should companies react to the launch of a competitive new brand? The firm should be vigilant in scanning for potential attackers. Effective defensive marketing requires a number of different skill sets, particularly in analysis and communication. Promotion Promoting products and services in order to gain market share. You will also learn about different methods attacking a business’ weaknesses—foundational knowledge for developing a proper defensive marketing strategy. marketing strategies, and, then, a number of offensive marketing strategies. Companies pursuing offensive strategies directly target competitors from which they want to capture market share. Why Defensive Strategies? If a market for a particular product is growing, the leader can maintain its profit level as long as it gains new customers faster than its challengers. Counteroffensive defense 5. They each have their place in the world of small business and can be used separately or together to meet your goals. Speaking about defensive marketing sounds like a war strategy, and it is not far from the truth. 2. Reviewing different marketing strategy examples and tactics can also help you better determine what types of marketing campaigns are a good fit for your business. Here are five bril­liant mar­ket­ing strat­e­gy exam­ples from dom­i­nant brands. The Self Attack: Google is the master at this. The managers of Telstra knew that they have to act quickly and decided to implement a defensive strategy. 1. Consumers need … It is a strategy that can be used to keep up top position in local and existing market. Perhaps a company has seen a new rival emerge. Defensive Strategies Defensive strategies are marketing warfare strategies designed to protect: Company’s market share Profitability Product positioning or Mind share. Or an innovative business has developed an amazing product with a brilliant USP. John H. Roberts outlines four basic types of defensive marketing strategies: positive, inertial, parity, and retarding. They take out the margins before any other competitor is able to imitate their product. Companies in the utility industry, for example, are defensive because consumer demand does not decline as much during downturns. 4 Examples of a Communication Strategy posted by John Spacey , October 20, 2015 updated on January 15, 2019 Communication strategy is a plan to achieve communication objectives. Every day, many strive hard to enact their marketing strategies . In a perfect world scenario in which companies would have access to full and complete market research reports, the consumer’s tastes would be uniform and the firm’s cost structures would be consistent. One of the most successful examples of offensive marketing in history is the fight of Harley Davidson against Japanese manufactured motorcycles, so as to gain massive market share in USA. Loyal customers of a retail store or fast-food restaurant may represent a majority of sales, even when they’re only a minority of the total customer base (See also Loyalty Marketing). 2. In many cases, this is the core of building equity or good will in your target markets. The marketing strategy of a financial firm must fit in with its overall objectives. For example, in the late 1990s the Australian telecommunication company Telstra was facing the fear of competition for the first time due to the facts that a new entrant called Optus was already threatening the company's operation. The negative aspect of this strategy is that no matter what, even with the best established strategy you may not prevent your company having lower profits than it had before the new competitor showed up. Necessary skills include excellent writing ability, and understanding both public and organizational communications—all of which will be provided by a good marketing education program. As a main drawback, problems can appear when the company does not understand the target market, or why it is losing market share. Such a program will include classes in business, accounting, sales, statistics, and computer science. With this, different kinds of marketing documents are essential to be developed. Defensive marketing youtube. Defensive marketing can be implemented whenever a new competitor tries to approach the market, and this defensive marketing then targets your existing users who are regularly buying products from you. Your email address will not be published. Offensive & defensive strategies 1. When rivalry exists, each company must protect its brand, growth A combination of aggressive marketing tactics and actions will make your defensive strategy perfect. The following sections will discuss each defensive strategy, with conditions and examples of when it is most likely to apply. You’ll learn how to defend a product or company without appearing defensive. For what kinds of customers is defensive marketing effective? For example, if we speak about products that are purchased frequently such as FMCG, cosmetics, personal hygiene, etc, then defensive strategy will mostly target existing customers via a … When you know which types of marketing will benefit you most and generate more new customers, then you can work to spend your time and resources on the activities that will provide the best return on investment for your business. Adding … Their work experience often begins with an internship, then moves on to supporting more experienced staff members, before getting work on their own account(s). Tips in Creating a Successful Marketing Strategy Plan Marketing scopes a wide range of processes, transactions, and undertakings. Offensive & Defensive Strategies By Nagarjuna Adiga 2. If you're not leading the market, it's better to stay on the attack. The threats which can come from competitors are changing technology, rivals shifting competitive advantage, deregulations, or patent expiration. However, if that particular market has been “fully mined,” any new competition is going to reduce profits for the established business(es). If not undertaken, some amount of customers will leave the established business in favor of the competitor—who can even displace the market leader and rise to the top. Market Research Analysts gather data about their company’s products and strengths, as well as comparable data about their direct competitors. These courses will equip you to understand a company’s customer base and its position/strength in the market. Supplier behavior is the study of the prospects for working with existing suppliers, taking into account the company's development strategy and the availability of alternative options on the market. For products that are purchased continually (such as food items), this includes a large group of loyal customers. For example, HUL decided to concentrate on its core business areas, that is, soaps and detergents, and has emerged as the clear leader in the toilet industry. Established companies need to grow to increase sales and take advantage of opportunities such as reducing the per-unit cost of their service or … 1. Defensive Marketing. Offensive and Defensive Strategies for Industry Leadership An industry leader is the one who dominates the market in terms of products, sales, and holds a good reputation in the market and smoothly executes its activities in long-run. Communication strategy: How the company plans to com… The counter-offensive defense is a retaliatory strategy. The differences between offensive and defensive marketing are both philosophical and practical. Strategies that you should definitely take a look at and work into your own marketing tactics. Defensive responses hope to keep these losses to a minimum by promoting a number of strategies, including: Marketing Managers direct multiple teams and campaigns, both offensive and defensive. Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, Marketing Strategy of Ford - Ford Marketing Strategy, Marketing Strategy of Amway - Amway Marketing Strategy, Marketing Strategy of Deutsche Bank - Deutsche Bank Marketing Strategy, Marketing Strategy of Lays - Lays Marketing Strategy, Marketing strategy of Dell - Dell marketing strategy, Difference between Strategic marketing and marketing management, Marketing strategy of Aquaguard - Aquaguard marketing strategy, Marketing strategy of Abercrombie and Fitch - A&F Marketing, Marketing Strategy of Apple Inc - Apple Marketing Strategy, Marketing strategy of BMW - BMW marketing strategy, Marketing Strategy of Dettol - Dettol Marketing strategy, Marketing strategy of Indigo Airlines - Indigo Marketing strategy, Marketing strategy of KFC - KFC Marketing strategy, Marketing Strategy of Alibaba - Alibaba Marketing Strategy. The following are common examples. Target Market: It is the customer segmentto whom all the marketing activities are directed. Offensive competitive strategy definition & example. Competitive strategies can be divided into the offensive and the defensive. 9-38. Value Proposition: The benefitthat separates the company from the competition. Reviewing different marketing strategy examples and tactics can also help you better determine what types of marketing campaigns are a good fit for your business. Instead of attempting to obtain new customers or encourage brand switching, defensive marketing is con- cerned with reducing customer exit and brand switching. By Pat Hong from Linkdex. Created Date: 5/25/2001 2:03:39 PM Com. if possible, block competitor’s distribution channels, reposition the product through advertising, identify when a company needs to employ a defensive strategy, review the relative strengths, weaknesses, and market positions of both their company and that of the competitor(s), and then select appropriate defensive responses, oversee the daily operations of the marketing staff, and the various separate teams, ensure that all repositioning and product-improvement campaigns are consistent with the overall company message, use a variety of methods (including interviews, questionnaires, focus groups, and literature reviews) to gather data on customers’ perceptions of their products and competitive products, analyze data, employing statistical methods and software, identify where a company’s profits are most likely to be threatened by a competitor, and make recommendations toward an appropriate defensive response, distill and communicate findings about defensive marketing campaigns to their organization, using charts, graphs, and other means, write press releases regarding product improvements, and monitor media coverage of both their company and the competition, draft speeches for executives, which are consistent with both product repositioning and the overall company mission, identify customers’ information channels, and focus advertising in those areas, reinforce company brand from competitors’ attacks. 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