Description
Describes the industrial marketing, B2B, strategies like competitive aggression, competitive pacification, publics, political/ legal like lobbying, implicit cooperation etc.
Independent Strategies
Click to edit Master subtitle style
1/20/13
Understanding Independent Strategies
?Independent efforts of an industrial
firm using its own resources or strengths
?Depends on an organisation’s
strengths and initiatives
1/20/13
Competitive Aggression
?Comparative advertising
?Captain Cook made a reference to
Tata Salt by showing a look-alike package not be limited category products
?eg:Lotus
?Need
to
similar
bawa, the BMW in shoes
if proved on
?Can
be successful medical grounds
?Horlicks’
tirade on Complan for 23 1/20/13
Competitive Pacification
?Industry Promotions
?Franklin Templeton – mutual fund
industry awareness
?Zicom Security systems – security
systems awareness
?Price Umbrellas
?US Telecom companies
1/20/13
Publics
?Environmental control:
?P&G: dedicated to reducing waste and
hazardous chemicals
?Toyota: dedicated to minimising
environmental pollution recently in India
?Toyota Hybrid car Prius launched
1/20/13
Political/ Legal
?Lobbying:
?Reliance Communications: Could switch
to GSM operations after heavy lobbying with Central Govt. operations set up thanks to heavy lobbying
?Reliance Industries Limited : oil drilling
?Pepsi: Offered Food Processing
technology to Indian government in exchange for easy entry into Indian market 1/20/13
Resource Supplies
?Coping with Irregular Demand:
?Soft drink companies regularly increase
production in the hot summer months in India
?De-Marketing:
?Google recently threatened to pull out of
China after its servers in China were hacked into
?If the demand for its products is too
inadequate in a certain geographical area in relation to the cost of 1/20/13 marketing,
Implicit Cooperation
?Price Leadership example:
?Apple: Its products set the tone for the
market
?iPod: defining price point (maximum that
you can pay for quality)
?Prices and Sales unaffected by ‘cheap
Chinese’ onslaught
?Technology leadership example:
?Intel: Always stays a step ahead ?Tic-toc approach: change microprocessor
architecture every 2 years
1/20/13
Click to edit Master subtitle style
Thank you!
1/20/13
doc_331544725.pptx
Describes the industrial marketing, B2B, strategies like competitive aggression, competitive pacification, publics, political/ legal like lobbying, implicit cooperation etc.
Independent Strategies
Click to edit Master subtitle style
1/20/13
Understanding Independent Strategies
?Independent efforts of an industrial
firm using its own resources or strengths
?Depends on an organisation’s
strengths and initiatives
1/20/13
Competitive Aggression
?Comparative advertising
?Captain Cook made a reference to
Tata Salt by showing a look-alike package not be limited category products
?eg:Lotus
?Need
to
similar
bawa, the BMW in shoes
if proved on
?Can
be successful medical grounds
?Horlicks’
tirade on Complan for 23 1/20/13
Competitive Pacification
?Industry Promotions
?Franklin Templeton – mutual fund
industry awareness
?Zicom Security systems – security
systems awareness
?Price Umbrellas
?US Telecom companies
1/20/13
Publics
?Environmental control:
?P&G: dedicated to reducing waste and
hazardous chemicals
?Toyota: dedicated to minimising
environmental pollution recently in India
?Toyota Hybrid car Prius launched
1/20/13
Political/ Legal
?Lobbying:
?Reliance Communications: Could switch
to GSM operations after heavy lobbying with Central Govt. operations set up thanks to heavy lobbying
?Reliance Industries Limited : oil drilling
?Pepsi: Offered Food Processing
technology to Indian government in exchange for easy entry into Indian market 1/20/13
Resource Supplies
?Coping with Irregular Demand:
?Soft drink companies regularly increase
production in the hot summer months in India
?De-Marketing:
?Google recently threatened to pull out of
China after its servers in China were hacked into
?If the demand for its products is too
inadequate in a certain geographical area in relation to the cost of 1/20/13 marketing,
Implicit Cooperation
?Price Leadership example:
?Apple: Its products set the tone for the
market
?iPod: defining price point (maximum that
you can pay for quality)
?Prices and Sales unaffected by ‘cheap
Chinese’ onslaught
?Technology leadership example:
?Intel: Always stays a step ahead ?Tic-toc approach: change microprocessor
architecture every 2 years
1/20/13
Click to edit Master subtitle style
Thank you!
1/20/13
doc_331544725.pptx