MARKETING

WARFARE




Prepared by:

Deepak Doddamani

AUTHORS:

AL RIES & JACK TROUT
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Praise for Marketing warfare
By far the most valuable & exciting business book to come
along years Glamour

"Had Coca-Cola only listened to Trout and Ries, it would
have known that to tamper with the Real Thing would be
to court disaster." New York

"Chock-a-block with examples of successful and failed
marketing campaigns. . .Makes for a very interesting and
relevant read." USA Today

"Revolutionary! Surprising!"Business Week




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CONTENTS :
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2500 Years of War.
The Principle of Force.
The Superiority of the Defense.
The New Era of Competition.
The Nature of the Battleground.
The Strategic Square.
Principles of Defensive Warfare.
Principles of Offensive Warfare.
Principles of Guerilla Warfare.
The Cola War.
The Beer War.
The Burger War.
The Computer War.
Strategy and Tactics.
The Marketing General

WARFARE

Al Ries and Jack Trout argue that marketing is war
and that the marketing concept customer-oriented
philosophy is inadequate. Rather, firm would do
better by becoming competitor-oriented.

The principle of force:
Theres saying that it is easier to get top than to stay
there. They disagree, arguing that once at the top, a
company can use the power of its leadership
position to stay there.

o The superiority of defense:




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DEFENSIVE WARFARE
PRINCIPLES
1) Only the market leader should consider playing defensive
2)The best defensive strategy is to attack yourself
3) Strong competitive moves should always be blocked
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Adopted when your organization is clear market leader
Examples:
OFFENSIVE WARFARE
It should be used when
your organization is No. 2 or No. 3 and
it has resources to sustain a challenge to leader

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PRINCIPLES
1) The main consideration is the strength of the leader

2) Find a weakness in leaders strength and attack at that point

3) Launch the attack on as narrow a front as possible

Examples:
FLANKING WARFARE
Adopted when
Your organization is no. 4-6 in market
You have resources to pursue flanking move
Resources to sew-up that market segment


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PRINCIPLES
1) A good flanking move must be made into uncontested area

2) Tactical surprise ought to be an important element of the plan
3) The pursuit is as critical as attack itself

Examples:
GUIRELLA WARFARE
Appropriate for other 96 organization in 100
organizations market.

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PRINCIPLES
1) Find a segment of a market small enough to defend

2) No matter how successful you become, never act like the leader

3) Be prepared to bug out at a moments notice.

Example:
CASE STUDIES:
The cola war

The beer war

The burger war

The computer war


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CRITICISM OF THE BOOK

(a) they have copied a little too much from Sun Tzu
and samurai literature.

(b) they often forget that there are more subtle
ways of bringing down an enemy than tanks - to
stay in the books military slang, and finally

(c) they completely ignore that there are ethics
even in a corporate world
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THANK YOU
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