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GROUP 4 ANUKRITI
MEETA
SONAM SNEHAL
SUSHMITA
NIVEDITA
PRIYANKA
DHRUVI
G6.A_GROUP4_VER1.11 11/30/09
1
GROUP 4 VISION & MISSION
G6.A_GROUP4_VER1.1 11/30/09
2
PRINCIPLES OF MARKETING WARFARE In Marketing Warfare Al Ries and Jack Trout argue that marketing is war and that the marketing concept's customer-oriented philosophy is inadequate. Rather, firms would do better by becoming competitor-oriented. If the key to success were to introduce products closest to those wanted by customers, then the market leader simply would be the firm that performed the best market research. Clearly, much more is required. •There are 4 principles of Marketing Warfare a)Defensive Warfare b)Offensive Warfare c)Flanking Warfare d)Guerilla Warfare
G6.A_GROUP4_VER1.1 11/30/09
3
DEFENSIVE WARFARE DEFFENSIVE
G6.A_GROUP4_VER1.1 11/30/09
4
Defensive Survival, maintaining leadership Defensive warfare is mainly used by market leaders to protect their position in the market place against competitor attacks. Attack yourself in the best way Self analysis in all its aspects Block strong competitor moves Always keep something in reserve Should avoid legal exposure Indian example Cadbury chocolate
G6.A_GROUP4_VER1.1 11/30/09
5
OFFENSIVE WARFARE
G6.A_GROUP4_VER1.1 11/30/09
6
Offensive To defeat the leader Marketing warfare strategy whereby a company in a second or third position will attack a competitive leader in the market place. Find a weakness in the leader’s strength. Should not ignore its own weakness.
Ex. Aquaguard v/s Pure It Horlicks and Complan
G6.A_GROUP4_VER1.1 11/30/09
7
FLANKING WARFARE
G6.A_GROUP4_VER1.1 11/30/09
8
Flanking Warfare
Market penetration with revived strategy Designed to minimize confrontational losses. Flanking the leader in areas that are uncontested Has a surprise element along with persistent pursuit of the goal Focuses on Distribution, product mix and pricing •
Example lifebuoy
G6.A_GROUP4_VER1.1 11/30/09
9
G6.A_GROUP4_VER1.1 11/30/09
10
Guerilla Warfare
Create its market share with new strategy Particularly for niche leadership Small firms strategy Find a segment in the market small enough to defend. Never act like a leader. Be prepared to bug out at a moment’s notice without incurring much losses. Ex Paramount Airlines Centershock
G6.A_GROUP4_VER1.1 11/30/09
11
MULTI LEVEL MARKETING (MLM)
G6.A_GROUP4_VER1.1 11/30/09
12
MULTI LEVEL MARKETING (MLM)
Multiple levels of people are marketing a product to consumers.
A sales representative (also referred to as a distributor, member, affiliate, partner or associate) gets customers and recruits Trains another sales rep to get customers. Creating a downline of distributors and a hierarchy of multiple levels of compensation in the form of a pyramid. The products and company are usually marketed directly to consumers Word of mouth marketing DIRECT SALES
G6.A_GROUP4_VER1.1 11/30/09
13
How does it works
G6.A_GROUP4_VER1.1 11/30/09
14
G6.A_GROUP4_VER1.1 11/30/09
15
STAGES IN MLM
G6.A_GROUP4_VER1.1 11/30/09
16
Examples Amway
Tupperware
Oriflame
Agel Enterprises LLC World’s 1st nutritional supplement supplier Stream Energy is a retail electricity and natural gas firm active in the Texas Mini IQ focuses on educational books toys, games and other products for children and the family. Mannatechthe company offered 24 nutritional products, three topical products, seven different skin care products, and a weightmanagement system consisting of four different products G6.A_GROUP4_VER1.1 11/30/09
17
POPULARITY CHART Top Companies AVON, INC. Mary Kay Cosmetics Pampered Chef MonaVie Tupperware Lia Sophia Beachbody Arbonne International Herbalife International Amway
http://www.mlmrankings.com/
Popularity % 12.53% 5.56% 5.18% 3.84% 3.66% 3.53% 2.89% 2.70% 2.67% 2.16% G6.A_GROUP4_VER1.1 11/30/09
18
ADVANTAGES AND DISADVANTAGES
ADVANTAGES
DISADVANTAGES
The feeling of belonging
Benefit from the knowledge & experience of others
Dependency on others for income
No guarantee of fixed income
Additional source of income
No need to hire full time salespeople
The affiliate does not have to keep inventory on hand
MLM affiliate programs promise huge residual income from downline affiliates and never deliver.
Most orders are taken either online or through a campaign of catalog distribution
No transparency
G6.A_GROUP4_VER1.1 11/30/09
19
Thank You for your patience!
G6.A_GROUP4_VER1.1 11/30/09
11/30/2009
20
MEETA
SONAM SNEHAL
SUSHMITA
NIVEDITA
PRIYANKA
DHRUVI
G6.A_GROUP4_VER1.11 11/30/09
1
GROUP 4 VISION & MISSION
G6.A_GROUP4_VER1.1 11/30/09
2
PRINCIPLES OF MARKETING WARFARE In Marketing Warfare Al Ries and Jack Trout argue that marketing is war and that the marketing concept's customer-oriented philosophy is inadequate. Rather, firms would do better by becoming competitor-oriented. If the key to success were to introduce products closest to those wanted by customers, then the market leader simply would be the firm that performed the best market research. Clearly, much more is required. •There are 4 principles of Marketing Warfare a)Defensive Warfare b)Offensive Warfare c)Flanking Warfare d)Guerilla Warfare
G6.A_GROUP4_VER1.1 11/30/09
3
DEFENSIVE WARFARE DEFFENSIVE
G6.A_GROUP4_VER1.1 11/30/09
4
Defensive Survival, maintaining leadership Defensive warfare is mainly used by market leaders to protect their position in the market place against competitor attacks. Attack yourself in the best way Self analysis in all its aspects Block strong competitor moves Always keep something in reserve Should avoid legal exposure Indian example Cadbury chocolate
G6.A_GROUP4_VER1.1 11/30/09
5
OFFENSIVE WARFARE
G6.A_GROUP4_VER1.1 11/30/09
6
Offensive To defeat the leader Marketing warfare strategy whereby a company in a second or third position will attack a competitive leader in the market place. Find a weakness in the leader’s strength. Should not ignore its own weakness.
Ex. Aquaguard v/s Pure It Horlicks and Complan
G6.A_GROUP4_VER1.1 11/30/09
7
FLANKING WARFARE
G6.A_GROUP4_VER1.1 11/30/09
8
Flanking Warfare
Market penetration with revived strategy Designed to minimize confrontational losses. Flanking the leader in areas that are uncontested Has a surprise element along with persistent pursuit of the goal Focuses on Distribution, product mix and pricing •
Example lifebuoy
G6.A_GROUP4_VER1.1 11/30/09
9
G6.A_GROUP4_VER1.1 11/30/09
10
Guerilla Warfare
Create its market share with new strategy Particularly for niche leadership Small firms strategy Find a segment in the market small enough to defend. Never act like a leader. Be prepared to bug out at a moment’s notice without incurring much losses. Ex Paramount Airlines Centershock
G6.A_GROUP4_VER1.1 11/30/09
11
MULTI LEVEL MARKETING (MLM)
G6.A_GROUP4_VER1.1 11/30/09
12
MULTI LEVEL MARKETING (MLM)
Multiple levels of people are marketing a product to consumers.
A sales representative (also referred to as a distributor, member, affiliate, partner or associate) gets customers and recruits Trains another sales rep to get customers. Creating a downline of distributors and a hierarchy of multiple levels of compensation in the form of a pyramid. The products and company are usually marketed directly to consumers Word of mouth marketing DIRECT SALES
G6.A_GROUP4_VER1.1 11/30/09
13
How does it works
G6.A_GROUP4_VER1.1 11/30/09
14
G6.A_GROUP4_VER1.1 11/30/09
15
STAGES IN MLM
G6.A_GROUP4_VER1.1 11/30/09
16
Examples Amway
Tupperware
Oriflame
Agel Enterprises LLC World’s 1st nutritional supplement supplier Stream Energy is a retail electricity and natural gas firm active in the Texas Mini IQ focuses on educational books toys, games and other products for children and the family. Mannatechthe company offered 24 nutritional products, three topical products, seven different skin care products, and a weightmanagement system consisting of four different products G6.A_GROUP4_VER1.1 11/30/09
17
POPULARITY CHART Top Companies AVON, INC. Mary Kay Cosmetics Pampered Chef MonaVie Tupperware Lia Sophia Beachbody Arbonne International Herbalife International Amway
http://www.mlmrankings.com/
Popularity % 12.53% 5.56% 5.18% 3.84% 3.66% 3.53% 2.89% 2.70% 2.67% 2.16% G6.A_GROUP4_VER1.1 11/30/09
18
ADVANTAGES AND DISADVANTAGES
ADVANTAGES
DISADVANTAGES
The feeling of belonging
Benefit from the knowledge & experience of others
Dependency on others for income
No guarantee of fixed income
Additional source of income
No need to hire full time salespeople
The affiliate does not have to keep inventory on hand
MLM affiliate programs promise huge residual income from downline affiliates and never deliver.
Most orders are taken either online or through a campaign of catalog distribution
No transparency
G6.A_GROUP4_VER1.1 11/30/09
19
Thank You for your patience!
G6.A_GROUP4_VER1.1 11/30/09
11/30/2009
20
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