Marketing

Raju Varghese

Caterpillar’s Success

Premium Performance Efficient Dealership System Superior Service One Stop Buying Alternative Good Financing

Marketing : Peter Drucker

Marketing

Burnol Fevicol Crocin IODEX

The Book of Five Rings Miyamoto Musashi

In The Book of Five Rings he writes on timing:"Timing is important in dancing and pipe or string music, for they are in rhythm only if timing is good. Timing and rhythm are also involved in the military arts, shooting bows and guns, and riding horses. In all skills and abilities there is timing.... There is timing in the whole life of the warrior, in his thriving and declining, in his harmony and discord. Similarly, there is timing in the Way of the merchant, in the rise and fall of capital. All things entail rising and falling timing. You must be able to discern this. In strategy there are various timing considerations. From the outset you must know the applicable timing and the inapplicable timing, and from among the large and small things and the fast and slow timings find the relevant timing, first seeing the distance timing and the background timing. This is the main thing in strategy. It is especially important to know the background timing, otherwise your strategy will become uncertain."

The Book of Five Rings Miyamoto Musashi

Know the smallest things and the biggest things, the shallowest things and the deepest things. As if it were a straight road mapped out on the ground ... These things cannot be explained in detail. From one thing, know ten thousand things. When you attain the Way of strategy there will not be one thing you cannot see. You must study hard.

The Art of War - Sun Tsu. [1:18]

Hence, when able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the enemy believe we are far away; when far away, we must make him believe we are near. [1:19]

All warfare is based on deception. [1:18]

Position Defense

Make the Brand impregnable

Flank Defense

To create outposts for attack or to protect a weak front.

Ex. Maruti SX4 - Targeting the Luxury Car Segment.

Preemptive Defense

Attack Before the Enemy starts an offense. Keep every one off balance through flank

attacks. Pre announcements-deliberate communication

regarding a future action.

Counter offensive Defense

Attack the enemy after its offense. Attack…. where it hurts most. Political Lobbying Subsidizing prices

Mobile Defense

Use diversification as a tool to create posts for attack or offense.

Contraction Defense

Planned Contraction. Give up territories that you cannot defend:

Strategic Withdrawal Reassign resources to stronger territories

Market Challenger Strategies

Attack the leader Attack firms that are of the same size. Attack small and regional players

The Strategic Objective

Pepsi Vs. Coke Target Vs. Wal Mart Toyota Vs. General

Motors

Attack Strategy

FRONTAL ATTACK

FLANK ATTACK

ATTACK ENEMY WEAK SPOTS

Encirclement Attack

Capture a wide slice of Enemy Territory.

Challenger needs superior Resources.

Bypass Attack

Bypass

Diversify into unrelated products. Diversify into unrelated Geog Areas. Taking advantage of new Technologies.

Guerilla Warfare

Harass Harass Harass