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Admin group : 8

• Rahul Kumar – 36

• Rhea Khetan – 37

•

Riddhi Dhruva – 39• Rishabh Rathod – 40

• Ruhina !uthooran – 4"

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#ar-et hallengers

A .rm that has a mar-et share belo/ that o the mar-etleader1 but enough o a mar-et presene that it an e2ertup/ard pressure in its eort to gain more ontrol#ar-et hallengers are able to 5o-e or industrleadership several /as: hallenging the mar-et leader on

prie diret approah1 inreasing produt dierentiation orimproving ustomer servie indiret approah1 orlaunhing an entirel ne/ produt or servie in order tohange the .eld radial approah&ompanies /ith lo/ mar-et share are generall not in aposition to inuene pries1 and are oten suseptible to

the ations o larger .rms #ar-et hallengers1 being in aposition o beoming the dominant plaer1 ma ae ahigh degree o ris- beause the must ta-e potentiallradial steps in order to dra/ a/a onsumers rom themar-et leader $ah o the three primar strategiesarries /ith it a uniue ris-1 /ith the diret approah andradial approah posing more ris- due to the high

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  %he dierent tpes o atta- strategiesare :

•  Frontal attack 

•

 Flank attack •  Encirclement attack 

•  By pass attack 

•  Guerrilla Marketing

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;R

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&

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#ARK$%,)* +%RA%$*,$+ 

COKE

• Deepl rooted• 'istor• ;amil• +anta lause• !olar bears

 PEPSI

•

@ritne +pears• #iheal a-son• )e/ generation•  Bouth and energeti

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&

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,#!($#$)%A%,

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;(A)K A%%A&K • Atta-ing a /ea- position in the opponent>s ore is

an- atta- &hallenger identi.es the /ea- areas in theoering as /ell as mar-eting territories o the opponentand atta-s those areas #ar-et share gain in /ea-territories is the ob5etive1 but the opponent is ored todeend his share even in his strong territories and

produts;(A)K,)* ;F)DA#$)%A(+

• Avoid diret onit• @e stealth• @e strategi• ;or one business to an- another1 the do not have to

Hreinvent the /heel1I soEtoEspea-1 a ne/ produt orad5usted produt oering needs to be 5ust dierent enoughto be able to apitaliJe on a mar-et segment no one ispaing attention to

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#eredesE@enJ utiliJed a an- against *# in the "90s %he/anted1 li-e *#1 to hold onto the lu2ur mar-et orautomobiles1 /hih at the time /as dominated b the &adillabrand @ purposel priing their ars muh higher than the

&adilla1 ombined /ith their mar-eting ampaigns1 the /ereable to present the #eredeJE@enJ to the mar-et as a superiorautomobile1 learl /orth the premium prie %his /as no shortterm strateg %his /asn>t e2peted to hange the mar-etovernight – sales /ere slo/ to start – /hih meant *# did not

respond ui-l enough to the hallenger +everal deadeslater1 the #eredesE@enJ is ar outselling the &adilla

)o longer &adilla is 5ust another brand an-ed b aompetitor /ith a superior strateg

#$R&$D$+E@$)L and &AD,((A&

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 %'$ G

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$)&,R&($#$)% A%%A&K 

 %he enirlement atta- is a /ar strategadopted b the hallenger .rm intended toatta- the ompetitor on all the majorfronts

Fnder this strateg1 the hallenging .rmonsiders bothO the strengths and /ea-nesseso the opponent and then launhes the atta-simultaneousl

 %he .rm does not leave an stone unturned tooverthro/ the ompetition

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&ustomer orientation

• ;lip-art is ahead o AmaJon in man areas1but not /hen it omes to being ustomerriendl

• %his is /here AmaJon ta-es advantage

• AmaJon invests in its ustomers rom theda t

• AmaJon /ill instantl tradeEo short termpro.ts or the hane to engender longEterm ustomer loalt and relation

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Pui- Deliver

• AmaJon is a step ahead o ;lip-art /hen itomes to ui- deliver

• AmaJon has brought in sameEda

deliveries and also ne2tEmorning deliveror lateEnight orders

•  

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,nreased (ogistis

• AmaJon inreased its logistis b a huge numberto aommodate their inreasing number odeliveries

• ;lip-art on the other hand1 ould not handle theirorders During Di/ali1 the oEounder +ahin@ansal doubled up as deliver person to onnetbetter /ith ustomers

• RealiJing that the ustomers love their ordersarriving soon1 AmaJon too- advantage o ;lip-art

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;lip-artNs @ig @illion Das andAmaJon>s%he

*reat ,ndian ;estive +ale• Aording to reports1 the t/o online portals

/ere in a ne-EtoEne- ompetition duringDi/ali

• @ut AmaJon /on b a /his-erO beause osome o it>s strategies mentioned above

•

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*uerrilla #ar-eting is an advertising strateg that

ouses on lo/Eost unonventional mar-etingtatis that ield ma2imum results %he term /asinspired b guerrilla /arare /hih is a orm oirregular /arare and relates to the small tatistrategies li-e ambushes1 sabotage1 raids andelements o surprise used b armed ivilians #uhli-e guerrilla /arare1 guerrilla mar-eting uses thesame sort o tatis in the mar-eting industr %hisalternative advertising stle relies heavil on

unonventional mar-eting strateg1 high energand imagination ,t generall ma-es relativelhigher amount o impression than traditionalmethods o mar-eting

*uerrilla #ar-eting

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  %pes o *uerrilla #ar-eting

• Giral mar-eting

• Ambient mar-eting

• !resene mar-eting

•

Cild postings•  %issueEpa- advertising

• Astrotur.ng

• Alternative mar-eting

• $2periential mar-eting• (iveEin #ar-eting

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 A e/ e2amples

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 @,* @ALAAR

•  %he largest hpermar-et hain in ,ndia1 launhed in ?00"1/ith opening 4 stores in Kol-ata1 ,ndore1 @angalore and'derabad &urrentl /ith ?"4 stores in 90 ities ,t /asounded b Kishore @iani1 mainl as a ashion ormatselling apparel1 osmetis1 aessories1 and general

merhandise

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 @,* @ALAAR A)D *F$RR,((A

• @ig @aJar has launhed ne/ mar-eting strateg /hih isbased on *uerrilla #ar-eting &orporate li-e !epsi1 &o-e1et have been using the same or uite some time no/ andthe latest entrant is the our ver o/n >;uture *roup>E@,g@aJar1 !antaloons1 ;uture @aJar1 eLone are all part o this

group and the are ta-ing on the biggies li-e +hopper +top1(iestle and %ata>s Cestside ,n order to do the same1;uture *roup has ome up /ith 3 ath and hee- adampaigns /hih surel do ath our ees and surel oneant resist appreiating the same

• Keep CestEa+ide #a-e a smart hoieQ• +hoppersQ +top #a-e a smart hoie

• &hange our (iestle #a-e a smart hoie

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 @,* @ALAAR +%RA%$*,$+

• e!nes!ay Ba"aar E onept promoted as H'ate -asabse sasta binI #ainl to dra/ ustomers on Cednesdas1/hen least number o ustomers are observed %he aim othis onept is said to be1 Ito give homema-ers the po/er tosave and ma-e them eel as i it>s their daI

• Sa#se Sasta $in E%o reate a da in the ear that trulbelonged to this hain o outlets (aunhed on a Republida1 the oer /as suh a hit that it /as made to e2tendupto 3E das on a e/ oassions

• %he Great E&change O'er ( ,n ?0091 @ig @aJaar

launhed an oer through /hih ustomer an e2hangetheir old goods or oupons1 /hih an be redeemed to getbrand ne/ goods

• %)* E !rovides ustomers dual advantage to develop adierentiated oering in the ro/ded teleom spae and

also inrease loalt o ustomers &ustomers are re/arded

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 %hus1 overall1 there are the above mar-ethallenger strategies /hih are used b an

ompan to deend their mar-et and to hallengeompetitors %he advantage o these strategies isthat it allo/s ou to limb up the ompetitiveladder and the strategies an hange dependingon the ompetitor /hom ou are targeting

&

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 %han- ou