1. Competitive Dynamics
Oh my God!!! where to go?

2. How can market leaders expand the
total market and defend market share?

3. Expansion : By finding (A)New customer
They are among three
groups:
1.Those who might use it but do not

4. 2.Those who have never used it

5. 3.Those who lives elsewhere

6. B . More usage

7. Manufacturers boosts the amount by packaging or
product design
Consumers use more of impulse products such as soft drinks
and snacks when product is made available

8. Increasing frequency consumptions requires
Identifying additional opportunities
to use the brand in same basic way
Identifying completely new and different ways to
use the brand

9. How can we defend Market Share?
Continuous inovation
Front –runner should lead
company Develop new products,
distribution effectiveness,
cost cutting
Continuous
innovation
Front-runner
should lead the
company
distribution
effectiveness, cost
cutting

10. New ways to use the brand
New ways to use the brand

12. Sameer Mathur
Indian institute of
Management Lucknow
Marketing professor 2013-
Marketing professor 2009-13
Ph.D and MS(marketing)2003-
2009
Madhusudan Dahal
National Institute of Technology surat
intern