chap 11 dealing with competition
TRANSCRIPT
1
HYPERMARKETING class
Prof. Bong De UngriaAteneo Graduate School of Business
2
HYPERMARKETING class
Prof. Bong De UngriaAteneo Graduate School of Business
Downloadable Template
Dealing with Competition & Developing Pricing Strategies and Programs
Mary Grace O. SalasAteneo Graduate School of Business
Shaping the Market Offerings and Creating Values
Picture
http://ph.linkedin.com/in/marygracesalas
Picture
Picture
Outline:
Dealing with Competition
1. Know who you are!2. Expand and protect your market3. Attack or Follow? 4. Product Life Cycle5. Surviving the Crisis
Outline:
Developing Pricing Strategies and Programs
1. Price Evaluation 2. Do we price correctly? 3. Price Adaptation4. Initiate the Pricing! 5. Respond to Competitor’s Price
Dealing with Competition#1:
Know who you are!
What is your product?
Who are your competitors?
What is your market position?
Picture
Dealing with Competition#2:
Expand and protect your market
Look for new customers
Create more usage of the product
Be a proactive marketer
Be a defensive marketerPicture
Dealing with Competition#3:
Attack or Follow?
Know your opponent
Different Attack Strategy>General Attack>Specific Attack
Market Follower Strategies
Market-Nicher Strategies
Picture
Dealing with Competition#4:
Product Life Cycle
Dealing with Competition#5:
Surviving the CrisisExplore the upside of increasing investment
Get Closer to Customer
Review Budget Allocations
Fine-tune Brand and Product Offerings
Outline:
Developing Pricing Strategies and Programs
1. Price Evaluation 2. Do we price correctly? 3. Price Adaptation4. Initiate the Pricing! 5. Respond to Competitor’s Price
Developing Pricing Strategies and Programs#1:
Price Evaluation
Developing Pricing Strategies and Programs#2:
Do we price correctly?
Developing Pricing Strategies and Programs#3:
Price Adaptation
Developing Pricing Strategies and Programs#4:
Initiate the Pricing!
Developing Pricing Strategies and Programs#5:
Respond to Competitor’s Price
Outline:
Dealing with Competition
1. Know who you are!2. Expand and protect your market3. Attack or Follow? 4. Product Life Cycle5. Surviving the Crisis
Outline:
Developing Pricing Strategies and Programs
1. Price Evaluation 2. Do we price correctly? 3. Price Adaptation4. Initiate the Pricing! 5. Respond to Competitor’s Price
Summary:
Conclusion:
21
DEFINING MARKETING for the 21st CENTURY
Prof. Bong De UngriaAteneo Graduate School of Business
Understanding Marketing Management