FOUR STRATEGIC POSITIONS
Offensive warfare principles
• Offenders mut have the resources to attack the leader head on
• Forces should be concentrated on a narrow front with over-powering mass at the leader's weakest position.
• A combined arms attack and a relative advantage should be brought together at the decisive point.
DEFENSIVE WARFARE PRINCIPLES
• Market leaders must defend fiercely.
• Being the first to attack is the key to a strong defense.
• Fast mobile forces should be used to block competitive moves and keep competitors off balance.
FLANKING WARFARE PRINCIPLES
• Flankers launch the most successful attacks into uncontested areas.
• Sudden and unexpected tactical moves are critical (secrecy and surprise are key).
• The pursuit is as important as the attack. Pursue far and fast while protecting your flanks.
GUERRILLA WARFARE PRINCIPLES
• Guerrillas can only afford to defend small segment.
• Never "strut" like a leader regardless of success.
• Prepare to "bug-out" at any time.
STRATEGY
• "strategy fixes the point where, the time when, and the numerical force with wich, the battle is to be fought".
Clausewitz
In marketing warfare….
Strategy is everything !
NAPOLEON SAID IT
Never interrupt your enemy while he's making mistake.
OFFENSIVE WARFARE PRINCIPLES
Let's look at the offensive warfare principles:
• Offenders mut have the resources to attack the leader head on
• Forces should be concentrated on a narrow front with over-powering mass at the leader's weakest position.
• A combined arms attack and a relative advantage should be brought together at the decisive point.
DEFENSIVE STRATEGY
When you own the high ground in a market segment, you must constanly remind your customers (competitors) just how great your product is..........
SEFENSIVE MARKETING WARFARE
Generally the defende has the largest marketing budget, so it's this position with which we are the most familiar.
SEFENSIVE WARFARE PRINCIPLES
Here are our conclusions about defensive warfare:
• Market leaders must defend fiercely.
• Being the first to attack is the key to a strong defense.
• Fast mobile forces should be used to block competitive moves and keep competitors off balance.
FLANKING MARKETING WARFARE
Flanking marketing warfare.
Here's where strategic genius really separates the men from the boys :
Flanking moves, when properly executed, than are usually far more successful than frontal attacks.
CLAUSEWITZ QUOTE
Clausewitz said.....
"where absolute superiority is not attainable, you must produce a relative one at the decisive point by making skillful use of what you have"
THINK SMALL
Remember the beetle?
Small and inexpensive.
For years Volkswagen was the number one import. ( The Germans could read Clausewitz in the original, deutsch, of course).
GUERRILLA WARFARE PRINCIPLES
If you are a guerrilla, here are the principles to follow:
• Guerrillas can only afford to defend small segment.
• Never "strut" like a leader regardless of success.
• Prepare to "bug-out" at any time.
CLAUSEWITZ QOUTE
Remember:
"in strategy, where all goes on at a slower rate, there is more room for our own apprehensions and those of others.
The consequence is that most generals, when they should act, remain struck fast in bewildering doubts".
PHASES OF BATTLE THE MARKET LIFE CYCLE
Among the many similarities between military and marketing warfare, perhaps the most striking is the analogy between the phases of battle and the life cycle of market product of service.
Just as a single battle is only part of a larger campaign, so a single product usually represents only part of a much larger scale corporate strategy.
THE PHASES OF BATTLE
• ADVANCE
• ATTACK
• PURSUIT
• DEFENSE
• WITH DRAWAL
THE PRODUCT LIFE CYCLE
• PREPARATION
• INTRODUCTION
• RAPID GROWIDTH
• MATURITY
• DECLINE
THE MARKETING ADVANCE
• Preparation for the attack
• Manouever for position
• May be some minor contact with the market
PRINCIPLES:
• Search for the "indirect approach"
• Maintain flexibility…keep your options open
• Where possible, threaten multiple targets
• Security.. screen your intentions and movements from the competition.
THE MARKETING ATTACK
• First major contact with the market
• Objective is to achieve penetration
• High cost per unit gain
PRINCIPLES:
• Concentration of force on a narrow front to gain overwhelming superiority
• Careful co-ordination of all supporting forces
• Keep it simple
• Personal leadership is vital
THE MARKETING PURSUIT
• Continued rapid growth in the market
• Objective is to achieve position
• Lowe cost per unit gain
PRINCIPLES:
• Broaden the salient created the attack
• Maintain momentum …crush competitive defensive positions
• Watch and secure your own flanks
• Keep a mobile reserve to exploit new opportunities
THE MARKETING DEFENSE
• Continued contact with the market
• Objective is to hold position
• May be the most profitable phase
PRINCIPLES:
Protect your position and your profits…you've earned them
Counter attack and this lodge competitive penetrations
Use a mobile defense to economize resources
Beware of "garrison mentality"…maintain active marketing patrois
Maintain the image of overwhelming strength
THE MARKETING WITHDRAWAL
• Separation from the marketplace
• May be planned to:
• Reduce a salient
• Replace with a new product
• Conserve resources
• Put a competitor off-balance
• May conduct a phased withdrawal or "bug-out"
PRINCIPLES:
Conduct a "contested withdrawal" if strategically appropriate
Maintain tight control…don't let a withdrawal become a rout
Watch morale….it's often lowest during the withdrawal
TYPES OF ATTACK
• Enveloping
• Wing
• Frontal
• Flanking
THE MARKETING ATTACK
Types of attack
The "attack" representative the second
Phase of a product or service life
Cycle…the period during which the new
Product is introduced aggressively into the market
When using a product to attack
Competition, a campaign may adapt any
One (or combination) of several basic types of attack. For example….
FRONTAL ATTACK
• Direct assault on an established competitor.
• When you have overwhelming strength and momentum.
• Be prepared for heavy cost and casualties
WING ATTACK
• Hit only part of the competitor's position
• Look for weak points
• Concentrate your forces
FLANKING ATTACK
• End run around the enemy's position
• Look for geographic, segment, price or other openings
• Protect your own flanksl
ENVELOPING ATTACK
• Cut the competitor's "lines of communication"
• Move into major new market areas
• For magnitude rather than immediacy of effect
• May provoke a competitor into "panic" response.
Offensive warfare principles
• Offenders mut have the resources to attack the leader head on
• Forces should be concentrated on a narrow front with over-powering mass at the leader's weakest position.
• A combined arms attack and a relative advantage should be brought together at the decisive point.
DEFENSIVE WARFARE PRINCIPLES
• Market leaders must defend fiercely.
• Being the first to attack is the key to a strong defense.
• Fast mobile forces should be used to block competitive moves and keep competitors off balance.
FLANKING WARFARE PRINCIPLES
• Flankers launch the most successful attacks into uncontested areas.
• Sudden and unexpected tactical moves are critical (secrecy and surprise are key).
• The pursuit is as important as the attack. Pursue far and fast while protecting your flanks.
GUERRILLA WARFARE PRINCIPLES
• Guerrillas can only afford to defend small segment.
• Never "strut" like a leader regardless of success.
• Prepare to "bug-out" at any time.
STRATEGY
• "strategy fixes the point where, the time when, and the numerical force with wich, the battle is to be fought".
Clausewitz
In marketing warfare….
Strategy is everything !
NAPOLEON SAID IT
Never interrupt your enemy while he's making mistake.
OFFENSIVE WARFARE PRINCIPLES
Let's look at the offensive warfare principles:
• Offenders mut have the resources to attack the leader head on
• Forces should be concentrated on a narrow front with over-powering mass at the leader's weakest position.
• A combined arms attack and a relative advantage should be brought together at the decisive point.
DEFENSIVE STRATEGY
When you own the high ground in a market segment, you must constanly remind your customers (competitors) just how great your product is..........
SEFENSIVE MARKETING WARFARE
Generally the defende has the largest marketing budget, so it's this position with which we are the most familiar.
SEFENSIVE WARFARE PRINCIPLES
Here are our conclusions about defensive warfare:
• Market leaders must defend fiercely.
• Being the first to attack is the key to a strong defense.
• Fast mobile forces should be used to block competitive moves and keep competitors off balance.
FLANKING MARKETING WARFARE
Flanking marketing warfare.
Here's where strategic genius really separates the men from the boys :
Flanking moves, when properly executed, than are usually far more successful than frontal attacks.
CLAUSEWITZ QUOTE
Clausewitz said.....
"where absolute superiority is not attainable, you must produce a relative one at the decisive point by making skillful use of what you have"
THINK SMALL
Remember the beetle?
Small and inexpensive.
For years Volkswagen was the number one import. ( The Germans could read Clausewitz in the original, deutsch, of course).
GUERRILLA WARFARE PRINCIPLES
If you are a guerrilla, here are the principles to follow:
• Guerrillas can only afford to defend small segment.
• Never "strut" like a leader regardless of success.
• Prepare to "bug-out" at any time.
CLAUSEWITZ QOUTE
Remember:
"in strategy, where all goes on at a slower rate, there is more room for our own apprehensions and those of others.
The consequence is that most generals, when they should act, remain struck fast in bewildering doubts".
PHASES OF BATTLE THE MARKET LIFE CYCLE
Among the many similarities between military and marketing warfare, perhaps the most striking is the analogy between the phases of battle and the life cycle of market product of service.
Just as a single battle is only part of a larger campaign, so a single product usually represents only part of a much larger scale corporate strategy.
THE PHASES OF BATTLE
• ADVANCE
• ATTACK
• PURSUIT
• DEFENSE
• WITH DRAWAL
THE PRODUCT LIFE CYCLE
• PREPARATION
• INTRODUCTION
• RAPID GROWIDTH
• MATURITY
• DECLINE
THE MARKETING ADVANCE
• Preparation for the attack
• Manouever for position
• May be some minor contact with the market
PRINCIPLES:
• Search for the "indirect approach"
• Maintain flexibility…keep your options open
• Where possible, threaten multiple targets
• Security.. screen your intentions and movements from the competition.
THE MARKETING ATTACK
• First major contact with the market
• Objective is to achieve penetration
• High cost per unit gain
PRINCIPLES:
• Concentration of force on a narrow front to gain overwhelming superiority
• Careful co-ordination of all supporting forces
• Keep it simple
• Personal leadership is vital
THE MARKETING PURSUIT
• Continued rapid growth in the market
• Objective is to achieve position
• Lowe cost per unit gain
PRINCIPLES:
• Broaden the salient created the attack
• Maintain momentum …crush competitive defensive positions
• Watch and secure your own flanks
• Keep a mobile reserve to exploit new opportunities
THE MARKETING DEFENSE
• Continued contact with the market
• Objective is to hold position
• May be the most profitable phase
PRINCIPLES:
Protect your position and your profits…you've earned them
Counter attack and this lodge competitive penetrations
Use a mobile defense to economize resources
Beware of "garrison mentality"…maintain active marketing patrois
Maintain the image of overwhelming strength
THE MARKETING WITHDRAWAL
• Separation from the marketplace
• May be planned to:
• Reduce a salient
• Replace with a new product
• Conserve resources
• Put a competitor off-balance
• May conduct a phased withdrawal or "bug-out"
PRINCIPLES:
Conduct a "contested withdrawal" if strategically appropriate
Maintain tight control…don't let a withdrawal become a rout
Watch morale….it's often lowest during the withdrawal
TYPES OF ATTACK
• Enveloping
• Wing
• Frontal
• Flanking
THE MARKETING ATTACK
Types of attack
The "attack" representative the second
Phase of a product or service life
Cycle…the period during which the new
Product is introduced aggressively into the market
When using a product to attack
Competition, a campaign may adapt any
One (or combination) of several basic types of attack. For example….
FRONTAL ATTACK
• Direct assault on an established competitor.
• When you have overwhelming strength and momentum.
• Be prepared for heavy cost and casualties
WING ATTACK
• Hit only part of the competitor's position
• Look for weak points
• Concentrate your forces
FLANKING ATTACK
• End run around the enemy's position
• Look for geographic, segment, price or other openings
• Protect your own flanksl
ENVELOPING ATTACK
• Cut the competitor's "lines of communication"
• Move into major new market areas
• For magnitude rather than immediacy of effect
• May provoke a competitor into "panic" response.
