Chapter8 Philip Kotler Marketing PPT

8/10/2019 Chapter8 Philip Kotler Marketing PPT

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8

CompetitiveDynamics


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Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Athori!ed adaptation

"ro# the $nited %tates edition o" Marketing Management, 14e.

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Chapter Questions

o *an #ar+et leaders e,pand the total #ar+etand de"end #ar+et share-

o shold #ar+et *hallengers atta*+ #ar+et

leaders-

o *an #ar+et "olloers or ni*hers *o#petee""e*tively-

hat #ar+eting strategies are appropriate at

ea*h stage o" the prod*t li"e *y*le-

o shold #ar+eters ad/st their strategies and

ta*ti*s "or an e*ono#i* dontrn or re*ession-


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Figure 8.1

HypotheticalMarket Structure


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&'

Expanding the Total Market

Ne custo!ersMore usage

Additional opportnities to se the rande ays to se a rand


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"rotecting Market Share

Proa*tive 4ar+eting

De"ensive 4ar+eting

In*reasing 4ar+et %hare


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Figure 8.# Types o$

%e$ense Strategies


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Figure 8.& The Concept o$ 'pti!al

Market Share


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Market Challenger Strategies

De"ine the strategi* o/e*tive and opponents

Choose a general atta*+ strategy

Choose a spe*i"i* atta*+ strategy


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(eneral )ttack Strategies

8rontal atta*+

8lan+ atta*+

9n*ir*le#ent atta*+

:ypass atta*+

;erilla ar"are


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Market Folloer Strategies

Conter"eiterClonerI#itator

Adapter


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Market Nicher Strategies

i*hers have three tas+s< Creating ni*hes

9,panding ni*hes

Prote*ting ni*hes


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Niche Specialist *oles

9nd'$ser %pe*ialist

=erti*al'Level

%pe*ialist

Csto#er'%i!e%pe*ialist

%pe*i"i*'Csto#er

%pe*ialist ;eographi*

%pe*ialist

Prod*t'Line

%pe*ialist

>o'%hop

%pe*ialist ?ality'Pri*e

%pe*ialist

%ervi*e'%pe*ialist Channel %pe*ialist


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"roduct +i$e Cycles

1. Prod*ts have a li#ited li"e.2. Prod*t sales pass throgh distin*t stages@

ea*h posing di""erent *hallenges@

opportnities@ and prole#s to the seller.

3. Pro"its rise and "all at di""erent stages o"

the prod*t li"e *y*le.

. Prod*ts reire di""erent #ar+eting@

"inan*ial@ #an"a*tring@ pr*hasing@ andh#an resor*e strategies in ea*h li"e'

*y*le stage.


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Figure 8., Sales and

"ro$it +i$e Cycles


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Figure 8.-a

Co!!on "+C "atterns

(roth/Slu!p/Maturity


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Figure 8.-0

Co!!on "+C "atterns

Cycle/*ecycle


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Figure 8.-c

Co!!on "+C "atterns

Scalloped


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Figure 8. Style2 Fashion2 and Fad

+i$e Cycles


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Maintaining a Market )d3antage

8a*tors nderpinning long'ter# #ar+etleadership< =ision o" a #ass #ar+et Persisten*e Belentless innovation 8inan*ial *o##it#ent Asset leverage ovelty


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Strategies $or %e3eloping a

"ioneer )d3antage


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(roth/Stage Strategies


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Maturity/Stage Strategies

;roth stage< sales groth starts to slo no ne

distrition *hannels to "ill ne *o#petitive "or*es

e#erge%tale stage< sales per *apita "latten e*ase o"#ar+et satration "tre sales depend on poplation

groth and repla*e#ent de#andDe*aying #atrity< the asolte level o" sales starts

to de*line *sto#ers egin sit*hing to other

prod*ts


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Changing 4rand Course

4ar+et 4odi"i*ation

Prod*t 4odi"i*ation

4ar+eting Progra#

4odi"i*ation


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%ecline

De*lining sales

Lo *ost per *sto#er

De*lining pro"its


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Marketing in an

Econo!ic %onturn

Invest

;et *lose to

*sto#ers

Bevie dgets $se a *o#pelling

vale proposition

8ine'tne o""erings


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Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Athori!ed adaptation &'25

For *e3ie

o *an #ar+et leaders e,pand the total #ar+etand de"end #ar+et share-

o shold #ar+et *hallengers atta*+ #ar+et

leaders-

o *an #ar+et "olloers or ni*hers *o#petee""e*tively-

hat #ar+eting strategies are appropriate at

ea*h stage o" the prod*t li"e *y*le-

o shold #ar+eters ad/st their strategies and

ta*ti*s "or an e*ono#i* dontrn or re*ession-

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Chapter8 Philip Kotler Marketing PPT