marketing strategy

1. Presented by: Sreelakshmi Nair
Anjali
Shipra
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2. The Concept
 Theodore Levitt argues that a strategy of a product
imitation might be as profitable as a strategy of
product innovation.
 “Innovative Imitation”-the innovator bears the
expense of the product.
 Achieve high profits.
 Creates a image of the product.
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3.  “Conscious parallelism” are common in capital
intensive and homogeneous product industry.
 Product differentiation is low
 Price sensitivity runs high
 Offers similar to buyers by copying from leaders
 Must know how to retain old customers acquire new
ones
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4. Classification
COUNTERFEITER
CLONER
IMITATOR
ADAPTER
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5. COUNTERFEITER
 The best example of counterfeiting is selling the
originals via piracy.
 Also known as Black market follower strategy.
 Music firms, Apple and Rolex watches have been
plagued by counterfeiter problem.
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7. Cloner:
 Emulates the leader’s products, name and packaging
with slight variation.
 Example: if you get watches from RADO as RADA and
bags from GUCCI as GUCCA then that is cloning.
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8. Imitator:
 Imitation is the best form of flattery which can cause
the Leader a huge dent in the profit margins.
 They make use of the hard earned brand equity and
give a product with same characteristics at low price.
 They offer a product with compromised quality.
 Imitation jewellery is the best and largest example of
imitation.
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10. Adapter:
 It is often termed as white collared market strategy.
 They have similar products but try to adapt from
closest competition.
 They can soon become Market Leaders as they can
adapt, learn and improve.
 Cars like Alto, Zen are adapters and adapt the best
qualities from each other by changing the style of the
automobiles.
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13. Advantages
 Can achieve higher profits since it did not bear the
innovation expense
 Can sell the product in cheaper price and attract more
customers.
 Since customers are already aware of the product the
cost of educating the market is not required
 Knowledge about the segment of the customers who
use the product are available.
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14. Disadvantages
 Reward of all the work given to the market leader
 It takes time to overtake the leader
 The follower is often a major target of attack by
challengers, it must keep its manufacturing costs low
and its product quality and services high.
 Little innovation is needed to improve the product
which can lead to increase in manufacturing cost.
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