marketing and the warfare metaphor
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Marketing Strategic
options and tactics
Dr Andrew Hirst Room 9339 1
Session Guide
• Basic marketing strategy
• Introduction to War analogies
• Brief outline of Marketing Warfare
– Attack vs Defence
Focus on Guerrilla (not Gorilla)
Marketing Strategy
• Underlying principle
– STP
• Segmentation
• Targeting
• Positioning
– 4P's / 7P's
» Product
» Place
» Promotion
» Price
» People
» Physical Attributes
» Process
War Analogies
• Popularised in the '80s
– Popular coffee table reading
• The Art of War by Sun Tzu
• The Book of Five Rings by Miyamoto Musashi
• The Prince by Niccolò Machiavelli
• On War by Carl Von Clausewitz
Versions applied to business
– Rise and Trout's (1986) - Marketing Warfare
– Levinson's Guerrilla Marketing
– Other analogies include the Cola wars, price wars etc
– e.g Sainsbury vs Tesco 2013
Growth strategies often lead to
confrontation
At t a c ke r
Defender
Frontal Attack
Bypass Attack
Flanking Attack
Guerrilla Attack
Encirclement Attack
Attacking Strategies• Frontal Attack (All out attack on opponents territory)
– Costly, requires superior resources and firepower
– Success - El Alamein 1942 - Monty defeat the Desert Fox Rommel.
Out numbered them with tanks and guns
– Failure - Balaclava 1854 and Trench Warfare 1916, French at
Agincourt
Business cases:
2013 BT vs SKY
Change in TV viewing technology
Historic classic cases
1970/80's IBM vs Apple Personal computing
1970's Freddy Laker vs British Airways Atlantic Charter flights
Attacking Strategies
• Flanking (attack weak points)
– Focus on the weaknesses of the competitor
• regional or underserved segment
– Capture market share to gain a foothold
– Use creativity
– eg. Japanese motor industry vs US 1980's Honda Cub
• Encirclement (attack on all fronts)
– Middle ages castle sieges
– Cut off supply
• e.g Supply of customers Tesco v Sainsbury 1990's
• e.g. Samsung vs Sony 2013
Attacking strategies (cont)
• Bypass
– Military Strategy Maginot line
– Technology leapfrog
– e.g iphone vs Blackberry or Nokia
• Guerrilla
– French Resistance
– Unconventional Tactics often disruptive behaviour to develop a
buzz
– Eg. Flashmobs, Popup shops, PR stunts, viral campaigns
Guerrilla marketing
The enemy advances, we retreat
The enemy camps we harass
The enemy tires we attach
The enemy retreats, we pursueMao Tse-Tang
Principles of Guerrilla marketing
• Find a market small enough to defend
– e.g. 1980's Apple graphics design industry
• Never act like a brand leader
– e.g. 2000's Google "never be evil like Microsoft"
• Be prepared to run away
– being nimble and adaptable to change
Conventional goals with
unconventional tactics
• Low cost
• Time
• Energy - Richard Branson
• Information - e.g. Google
• Artic Monkey's - MySpace
Examples
• Imagination
• Yob Golf
• Pop-up shops
• Pop-up bars
Modern Guerrilla tactics?
• With your neighbours consider potential
electronic tactics.
– Blogs
– Websites
Defending an Attack
Attacker DefenderCounter/ Pre-emptive
Mobile
Flanking
Contraction
Defensive strategies
• Fortification
– Leningrad in WW2
– Customer Loyalty
– Brand awareness and differentiation
• e.g. microsoft 1990's virtually unopposed for 15 years until
web techs
Flanking Defence
Strengthen offer
Predicting competitor actions e.g Own Label contracts
Defensive strategies
• Sun Tzu "The supreme art of war is to subdue the
enemy without fighting"
• Pre-emptive defence
– Deter competitors from attacking
– Create entry barriers
• Discounting to make the market segment cheaper
Counter offensive
– overstretched competitors
e.g Marlboro on the US - slashed prices to offset growth in
cheaper brands
Defensive Strategies
• Mobile
– Incremental product development
– Rapid prototyping
• Beta versions e.g. Google and Mozilla
• Contraction
– Withdraw from untenable ground
– E.g M&S in the US, Sainsbury US, Tesco Japan and
US
Summary
• Warfare analogies help us understand tactics
available to marketeers
– The choice of option depends on resources and
capability
– large firms can use a range of tactics
– Start-ups and young organisation need to think clearly
about the choice, often guerrilla tactics are effective
– Guerrilla tactics require time, energy and creativity
Reading
• Rise and Trout's (1986) - Marketing Warfare
• Levinson's (2008) - A start up guide to Guerrilla
Marketing for 1st time marketers
• Website - Levinson's Guerrilla Marketing
• Hunt S and A Menon (1995) Metaphors and Competitive
Advantage: Evaluating the Use of Metaphors in Theories
of Competitive Strategy. Journal of Business Research
33, 81-90
• Rindfleish A.(1996) Marketing as warfare: reassessing a
dominant metaphor. Business Horizons Sept- October 3-
10.
• Kotler and Singh (1981). Marketing Warfare in the
1980's. Journal of Business strategy. Winter 30-41
Agincourt
Charge of the light brigade
...All in the valley of Death
Rode the six hundred.
'Forward the Light Brigade!
Charge for the guns!' he said:
Into the valley of Death
Rode the six hundred...
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