Marketing Article: 2 Marketing Warfare Strategy

Marketing Warfare Strategies are the kind of strategies used by companies to increase its prominence in Business and Marketing. There are two types of marketing warfare strategies:

1. Offensive marketing strategies

2. Defensive marketing strategies

Offensive marketing warfare strategies are premeditated strategy that focuses upon obtaining the market share from its target competitor.

Defensive marketing warfare strategies are a type of marketing strategy that protects a company's market share and its brands.

Flanking Attack: It is a type of Offensive marketing warfare strategies where by a company focuses upon competitors flank. It is mainly used in a market segment in which competitors consider it as less important. Companies look for finding out new market niches for segmental flanking and uncontested areas for geographical flanking.

Examples:

1. In order to protect the lower price flank from its competitor, Fast track introduced a sub brand, Fast track Denim which is priced relatively low to compete directly against other low priced watches in the market.

2. Canon gained huge portion of Xerox’s market share by focusing upon small size copier market.

3. Being India's first Ready To Stitch jeans brand, Ruf N Tuf faced flank attack from the local jeans brands which were of low quality jeans with good stitching and competitive price.

4. When Nestle launched Kitkat, Cadbury launched Perk to flank its flagship brand Dairy Milk.