Question

discuss the marketing attack strategies with examples.

subject : marketing management

Answer 1

. There are various market attack strategies.

Frontal Attack Strategy:- It focuses on competitors' strengths and matching yown pricing, products, marketing, and promotions to the leading brand. It involves enormous amount of risk. Attacks can be pure frontal which involves head to head battle or limited frontal attack which is limited to few markets , research and development. It may result in loss if we can't match up with our competitors. McDonald's McCafé offerings could be considered a type of frontal attack strategy in marketing because it is a fast-food restaurant created a line designed to compete directly with coffeehouses like Starbucks, Dunkin' Donuts.

Flank Attack Strategy:- it is a strategy which is designed to

get competitors focused on hitting the competitors' weaknesses. It can be less risky to competitors because they focus on moving to a uncontested area of the market. It tries to focus on attacking the competitor on its weak points. An example of such strategy can be of L.G whose strategy focuses on rural people and outshine the other colored TV players who had a less focus on these areas.

Encirclement Attack: It is designed to enjoy long term dominance in the market.This kind of Strategy involves an attack competitor from all the fronts . it is the combination of both the frontal and the flank attack. The strategies adopted by FMCG can be an example of such kind of Strategy. ITC and HUL can be the best examples.

Bypass Attack: It is an indirect attack in which no direct attack is made by challenger on leader,but he achieve large market share by attacking easier markets. Launch of Aquafina can be the example of such strategy.

Guerrilla Warfare:: These are intermittent attacks imposed by the challenger to demoralize the competitor.Both conventional and unconventional means of attack are used.

The bast example of such kind of Strategy is Pepsi and Coca-Cola.