it’s a strategy used by both new and existing businesses to attack the current market leader and either establish or grow their presence. in the digital era, all brands have to defend their market position. and as a result, tylenol is now the market leader for all over-the-counter pain relievers and aspirin alternatives. to use our brand moat analogy, you’d want cannons and archers to defend your castle as well as a deep moat.
the self-attack involves creating and introducing new products that are better than your current line-up, so you force your existing products to become obsolete. we saw in the example of tylenol above how it reacted quickly and effectively to the threat of datril, and as a result, they awoke their audience. for example, when coca-cola altered the taste of their drink and produced the sweeter-tasting new coke to match pepsi, their defense strategy backfired as it undermined its brand and upset its core customer base. and in the worst case, you may lose your business altogether.
before choosing a strategy, you need to assess the weapons you have available to protect your market position—your brand identity, the products and services that support that identity, and your means of communicating it. the company rethought its pricing strategy, for instance, to counter an optus strength that the customer response model unexpectedly revealed, helping telstra to retain several points of market share it otherwise would have lost. a customer defects when the benefits of staying with an incumbent are outweighed by those of switching to a new entrant. but an economic analysis suggested that pricing was in fact likely to be a source of weakness for telstra because it had a cost disadvantage.
consequently, telstra launched a high-profile effort to upgrade and publicize its service efforts—particularly in the area of billing, a hot spot for criticism—as a way to improve customers’ experiences and perceptions. therefore, you need to segment your customers based on two variables: their value to you and their vulnerability to being poached by the new entrant. telstra had to figure out how to price its services in a way that would defend the valuable-vulnerables against efforts by optus to lure them away without cutting the rates of the valuable–not vulnerables, customers perfectly happy with the current services at the current prices. to do this, telstra analyzed the traits of the two segments. and once that happened, it was a lot easier for telstra to defend its customer base in the long, slow trench warfare that followed.
how to implement a robust defensive marketing strategy i. attack yourself ii. awake your sleeping market iii. deploy specific measures iv. improve your an assessment of the strengths and weaknesses of your arsenal will help you choose from four types of defensive marketing strategies. defensive marketing strategies apply most directly to existing customers. for products that, types of defensive strategies, types of defensive strategies, position defense marketing strategy example, preemptive defense marketing strategy examples, offensive marketing strategy.
defensive strategy is defined as a marketing tool that helps companies to retain valuable customers that can be taken away by competitors. competitors can be defined as other firms that are located in the same market category or sell similar products to the same segment of people. a defensive marketing strategy is largely reactive to the competition or perceived occurrences in the market, according to the website for the massachusetts your defensive strategy can involve tactics like brand positioning, improvement in brand a defensive strategy is a marketing tool that management uses to defend their business from potential competitors. in other words, it’s a battleground where, defensive strategy examples, liquidation defensive strategy, defensive strategies pdf, offensive and defensive strategy examples. what are the 3 types of defensive strategies? what are the six types of defensive marketing strategies? what are examples of defensive strategies? what is defensive marketing?
When you try to get related information on defensive marketing strategies, you may look for related areas. types of defensive marketing strategies,defensive marketing strategies examples,offensive and defensive marketing strategies,6 defensive marketing strategies,defensive marketing strategies ppt types of defensive strategies, position defense marketing strategy example, preemptive defense marketing strategy examples, offensive marketing strategy, defensive strategy examples, liquidation defensive strategy, defensive strategies pdf, offensive and defensive strategy examples.