3. MARKET FOLLOWER
Market followers are bound to exist in a mature market.
The market followers are wider in case of online
marketing because online marketing has lower entry
barriers and higher returns.
Ex:- Companies like Snapdeal, flipkart , amazon,
jabongg
5. ADAPTER
Adapter is white collared market follower strategy.
market followers have similar products but they try to
adapt from their closest competition.
Adapters can soon become leaders as well because they
can adapt, learn and make a better product than the
higher competition.
Ex: Automobiles
6. IMITATION
Imitation is the best form of flattery.
Imitators make use of leader’s hard earned brand and
give a product which has the same characteristics at a
lower price.
There is a huge market for imitators where people want
to buy products at lower cost as they cant afford the
higher one.
Ex:- Jewellery
7. CLONER
Cloning means making the same product as yours, but
with very subtle difference.
Cloning makes advantage of the top brands and makes
same to same products.
You will be surprised how similar the original and the
clone looks.
Ex:-clones of Samsung phones
8. COUNTERFEITER
The best example of counterfeiting is selling the
originals via piracy.
Where cloning involves manufacturing of slightly altered
products, counterfeiting involves thieving and is a black
market follower strategy.
Ex:-DVDs and CDs of movies and music
9. CONCLUSION
These are the four main market follower strategies
existing in the market. In these four categories, it is the
adapter and possibly the imitator who has a chance to
take over the market leader. However, the cloner and
counterfeiter can never overtake the market leader
because they are not present in the market with their own
manufactured products or with their own brand equity.
