Marketing and Strategies to become a Market Leader

What is Marketing

To put marketing definition in most simple words, ‘Marketing is positioning of offerings better than the competitor.’ Each one of us prefer different products, say some prefer I-phone and some prefer Samsung. The difference in preference of these smartphone companies is due to fact that how these companies have positioned themselves in the mind if the customers. People who look for a status symbol and more security go for I- phone whereas people looking for better camera prefer Samsung. This is where positioning comes into picture.

Strategies to become market leader

1.      

      Frontal Attack- In this a company attacks another company openly on and every front. For this type of attack companies need huge funds. The best example of this is Pepsi and Coca cola. If Coca cola changes its brand ambassador Pepsi also follows. If Coca cola spends on advertisement there is a counter attack by Pepsi. If there came a Punjabi song on Coca- Cola, stating a girl Coca- Cola tu. Pepsi also launched its song with Bollywood stars Salman Khan and Remo Dsouza. These examples clearly state Frontal Attack.

Another example is Airtel and Jio where Jio engaged in frontal attack. Jio has set its image in the mind of the people as a free or a cheaper service thus, if we compare today, the data plans of both the companies stand on a line but still people considers Jio as cheaper. This is a best example of ‘Positioning’ and Frontal Attack.

2.      Flank Attack under this companies identify gaps in the market and work on it. The best example of this is Ujala (cloth whitener). Earlier Reckitt Benkiser company offered Robin Neel powder in the market. But when Jyothy Laboratories launched Ujala, liquid cloth whitener people started using it.

3.      Encirclement attack- Under this a company attack another company without openly challenging that company. The example of this is when Sun Microsystems in order to attack its biggest competitor Microsoft started distributing license of Java in the market. Due to this, people started working on Java. Thus, trend of Java in the market increased.

4.      By pass attack- Under this one companies comes up with more latest technology or enters into an unrelated market. For example; Google came up with a better search engine algorithm and due to which the popularity of Yahoo decreased. Another interesting example is i-pod which ate up the market for CD player.