how can market leaders expand the total market and defend market share? this presentation is based kotler chapter 8

1. How can market leaders expand the total
market and defend market share

2. Brand, product, or firm that has the largest percentage of total sales
revenue (the market share) of a market.
Market leader

3. Expanding total market demand
BY ADDING NEW CUSTOMERS

4. Market penetration strategy
1) those who might use it but do not

5. New market segmentation strategy
2)Those who have never used it

6. Geographical expansion strategy
3)Those who live elsewhere

7. More usage
Through increasing the amount, level and frequency
of consumption

8. Amount through
packaging and
product redesign
Larger package sizes

9. Increasing the level of
consumption

10. Frequency of consumption
Identifying additional opportunities to use
the brand
Tying the product to
holidays and festivals

11. Identifying new ways to use the brand
Advertise ways to use product differently

12. Defending market share
Developing new products and customer services, distribution
effectiveness and cost cutting
Continuous innovation

13. Proactive marketing
• Proactive firms are:
• Ready to take risks and make
mistakes
• Have a vision of the future and
of investing on it
• Have the capabilities on
innovate
• Are flexible and
nonbureaucratic
• Have many managers who think
proactively

14. Defensive marketing
• Occupying most desirable market space in consumer’s
mind
• Ex: tide, pampers
Position
defence
• Protect weak fronts and support a possible
counterattack
Flank
defence
• Achieve broad market envelopment that signals
competitors not to attack
• Introduce a stream of products and announce them in
advance to make competitiors shift focus elsewhere
Pre-emptive
defence

15. • Exercise of economic and political
clout
• Use revenue from profitable products
to subsidize weaker products
Counteroffensive
defence
• Market broadening: Shifting focus to
more generic needs
• Market diversification: Entering
unrelated industries
Mobile defence