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Defensive Marketing

• Target Mover
• Attack Blocker
• Pie Grower

About Defensive Marketing

Defensive Marketing Options

	Target Mover To stay that one step ahead of the competition you have to continually re-invent yourself by offering your customers a new and improved choice before your competitors catch up.
	Attack Blocker Smart market leaders know that strong competitive moves must be blocked early to deny the competition a chance to dig in.
	Pie Grower If you dominate your market there’s only one real way to continue growth - instead of chasing a bigger slice, start making a bigger pie.

Strengths

• If you already dominate your market, defensive marketing strategies can help you to keep that dominance.
• It is easier to defend your market dominance than it is to create it.
• Opportunities for market leaders are easier to come by.
• You can take advantage of the momentum built up over time.

Weaknesses

• Smart competitors will always be llooking to find a weakness in your strengths.
• Some marketers are uncomfortable with playing defense and all that it requires.
• Because you already own the market, growth will usually seem more modest.
• Marketers can be reluctant to change a winning formula until forced to by an innovative competitor.

Timing

• Allow 1-3 months for strategy development.

Budget

• If you’re on defense you can typically invest a lower % of turnover than your competitors.
• Suggest 3-5% of turnover depending on your strategic situation.