Market Challenger Strategies

Posted in Marketing and Strategy Terms, Total Reads: 18075

Definition: Market Challenger Strategies

Market Challenger Strategies, are marketing strategies adopted by companies to counter competition whee the motive of target of attack is success.


Following are the strategies:

• Frontal Attack: In this strategy, attacker’s matches its opponent’s price, advertising methods, price and distribution. The one which has better and more resources wins the market.

Examples: Pepsi v/s Coke, P&G v/s HUL, Hero motor corp. v/s Bajaj, Maruti V/s Hyundai


• Flank Attack: Make strategies in such a way that focuses on the weak part of the opponents. Attackers find that weaknesses and attack on the same to acquire more market.

Examples: Titan v/s Timex, Apple v/s Micromax, Hp v/s Dell


• Encirclement Attack: Launching a new product in the market that is very similar to the opponents to capture the wide area of market. Or doing a grand offensive of opponents in many fronts via blitz.

Examples: Fashion Industry.


• Bypass Attack: Attackers attack where opponents are not looking and by finding a new market segment.

Example: Colgate V/s P&G, Honda V/c Hero motor corp


• Price Discount: As buyers are price sensitive and the opponent does not cut the price, then this strategy helps a lot.

Example: Surf Excel v/x Ariel, LG v/s Videocon, PUMA v/s Koutons


• Cheaper Goods Strategy: In this strategy, the attackers attack by lowering the price as much as he can by little bit compromising with the quality.

Example: Cloth Industry, Food Industry


• Prestige Goods Quality: In this strategy, attackers attack by increasing the quality as well as price of the product.


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