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Marketing

Raju Varghese
Caterpillar’s Success

 Premium Performance
 Efficient Dealership System
 Superior Service
 One Stop Buying Alternative
 Good Financing
Marketing : Peter Drucker
Marketing

 Burnol
 Fevicol
 Crocin
 IODEX
The Book of Five Rings
Miyamoto Musashi

In The Book of Five Rings he writes on timing:


"Timing is important in dancing and pipe or string music, for they are in rhythm
only if timing is good. Timing and rhythm are also involved in the military arts,
shooting bows and guns, and riding horses. In all skills and abilities there is
timing.... There is timing in the whole life of the warrior, in his thriving and
declining, in his harmony and discord. Similarly, there is timing in the Way of
the merchant, in the rise and fall of capital. All things entail rising and falling
timing. You must be able to discern this. In strategy there are various timing
considerations. From the outset you must know the applicable timing and the
inapplicable timing, and from among the large and small things and the fast and
slow timings find the relevant timing, first seeing the distance timing and the
background timing. This is the main thing in strategy. It is especially important
to know the background timing, otherwise your strategy will become uncertain."
The Book of Five Rings
Miyamoto Musashi

Know the smallest things and the biggest things, the shallowest
things and the deepest things. As if it were a straight road mapped
out on the ground ... These things cannot be explained in detail.
From one thing, know ten thousand things. When you attain the Way
of strategy there will not be one thing you cannot see. You must study
hard.
The Art of War - Sun Tsu. [1:18]

Hence, when able to attack, we must seem unable; when using our
forces, we must seem inactive; when we are near, we must make the
enemy believe we are far away; when far away, we must make him
believe we are near. [1:19]

All warfare is based on deception. [1:18]


Position Defense

 Make the Brand impregnable


Flank Defense

 To create outposts for attack or to protect a


weak front.
 Ex. Maruti SX4 - Targeting the Luxury Car
Segment.
Preemptive Defense

 Attack Before the Enemy starts an offense.


 Keep every one off balance through flank
attacks.
 Pre announcements-deliberate communication
regarding a future action.
Counter offensive Defense

 Attack the enemy after its offense.


 Attack…. where it hurts most.
 Political Lobbying
 Subsidizing prices
Mobile Defense

 Use diversification as a tool to create posts for


attack or offense.
Contraction Defense

 Planned Contraction.
 Give up territories that you cannot defend:
Strategic Withdrawal
 Reassign resources to stronger territories
Market Challenger Strategies

 Attack the leader


 Attack firms that are of the same size.
 Attack small and regional players
The Strategic Objective
 Pepsi Vs. Coke
 Target Vs. Wal Mart
 Toyota Vs. General
Motors
Attack Strategy

 FRONTAL ATTACK
FLANK ATTACK

 ATTACK ENEMY WEAK SPOTS


Encirclement Attack
 Capture a wide slice of
Enemy Territory.
 Challenger needs
superior Resources.
Bypass Attack
Bypass

 Diversify into unrelated products.


 Diversify into unrelated Geog Areas.
 Taking advantage of new Technologies.
Guerilla Warfare

 Harass Harass Harass

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