Marketing Exam 2 Market Challenger

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Market Challenger
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A firm that is just a notch below the market leader and is a leadership contender in its own rights, when comes up with strategies to uproot the dominance of the leader
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5 Market Challenger Strategies
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Frontal Attack Flanking Attack Encirclement Attack Bypass Attack Guerilla Attack
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Frontal Attack
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the attacker matches its opponent’s product, advertising, pricing, and distribution. Pepsi v/s Coke, P&G v/s HUL, Hero motor corp. v/s Bajaj, Maruti V/s Hyundai
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Flanking Attack
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Identifying shifts that are causing gaps to develop, then rushing to fill the gaps. Make strategies in such a way that focuses on the weak part of the opponents. Attackers find that weaknesses and attack on the same to acquire more market. Titan v/s Timex, Apple v/s Micromax, Hp v/s Dell
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Encirclement Attack
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Launching a new product in the market that is very similar to the opponents to capture the wide area of market. Or doing a grand offensive of opponents in many fronts via blitz Examples: Fashion Industry.
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Bypass Attack
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Attackers attack where opponents are not looking and by finding a new market segment Colgate V/s P&G, Honda V/c Hero motor corp
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Guerilla atack
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consist of small, intermittent attacks, conventional and unconventional, including selective price cuts, intense promotional blitzes, and occasional legal action, to harass the opponent and eventually secure permanent footholds. Example: Cloth Industry, Food Industry

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