There are many promulgated books, articles and training workshops on the topic of Market Warfare.
This is one of the more popularized and debatable topics in Marketing circles.
It has prevailed and has just about attaind cult classic status.
Back in the early 1980's, given my ambition, drive and appetence to discover ways of outpointing and outmaneuvering the competition, I began to study then apply what was available to fundamental business challenges, opportunities and core problems.
This was a lonely road, at the time, as most firms did not understand it nor were they willing to favor Warfare proficiencys over traditional (safe) Marketing approaches.
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This aroused me to publish a white book titled "Market Technology: The Missing Link," which advocated that a company's market scheme and program mix requisite to be approached likewise to how companies engineered and developed their products and services.
Market Technology pictured a unique method analysis / approach and incontestable how to apply a variety of Warfare proficiencys to outclass the competition.
It also reinforced how critical this was to business success.
The pioneers of Market Warfare drew a relationship, between historical Military Strategy and Business.
This was an effective approach, yet many of the Warfare proficiencys were applied to PR/Media, Promotions and other "soft" areas, with an emphasis on competitive positioning.
It was not clear to potential users how to apply these proficiencys to other business areas to generate tangible results.
Over the last two plus decades, we have taken these Market Warfare proficiencys and integrated them into hard-hitting Campaigns that have focused on Product Launch & Roll-Outs, Competitive Attacks & Product Replacements, Distribution Network & Strategic Alliance Effectiveness, Vertical Industry & New Market Development, Major Account & Opportunity Development, etc. - examples of waging war at the rivals' expense.
These Programs have generated $500 Million - $750 Million revenue for Client companies and left the competition in the dust.
Is Market Warfare a Myth or Reality?
Here are several practical examples, supported real-life Client experiences:
1) Competitive Replacement - supported solid competitive intelligence, a technology company became aware that its primary rival was repositioning its business towards a new, growth market. As a by-product, although this was not broadcasted to the Marketplace, the rival would eventually leave its installed base "high and dry."
The Client company complete that this transition period portrayed a "period of vulnerability" for the rival and if exploited effectively, it could mean capturing the rival's installed base, with little investment and effort.
The Client company developed and launched a campaign deemed "Mission Possible," which was waged worldwide. The program admitd Account Plans/Strategies, Competitive Analysis, Playbook & Tactical Guide, Contact Data, Direct-Response, Pre-qualified Sales Leads, Sales Aids and Collateral Material.
The Campaign was coordinated with the Client Company's Direct Sales and 3rd Party Partners for uniformity and consistency. After three business quarters, the Client Company generated $4.6 Million of new gross revenue and inborn a new client set that was a target for other products and services.
The rival was caught off-guard and ne'er knew what hit them.
2) Vertical Industry Development - a small manufacturer was extending its core business to revolve around segments of the Defense & Military Market.
Although this was not consistent with their traditional business and expertise, their product set was convertible to the Defense & Military Market.
This also portrayed a Growth Segment in that their traditional core business was declining. Successful entry was a must-do for the Client Company and they did not have any margin for error.
Further, the Client Company's direct rival was well-established and entrenched in the Defense & Military Market. This was a substantial challenge and the elect approach and program requisite to work right out of the gate.
The Company opted to develop a Program called "Mission-Ready COTS," as its launch into the elect Vertical.
This high-powered program provided a framework and an implementation guide that brought Government/Military, Defense Contractors and COTS Technology Suppliers together to solve critical Supportability and Life-Cycle challenges for Target Programs and Platforms. This established the Client Company, as an authority/expert and outflanked the established rival. This program was extended to admit Industry Seminars and Problem-solving Workshops, which were not done antecedently in that Target Market segment.
The Client Company generated 32 new clients, which portrayed $44.8 Million of new design-wins at full deployment/production value.
3) Strategic Alliance & Major Account Development - a well-recognized consulting company considered extending its business to admit application-based, computing systems supported it core expertise.
This was an emerging trend and other rivals had already made the transition and were building their position and chance base.
We could conclude that the Client Company was late-to-market.
After researching the Market and acquiring a solid sense for the Landscape, the Client Company distinct that it could not enter this growing segment & successfully make the transition, without Strategic Alliances and Partnerships.
The Client Company approached a major computer provider and a key Industry Trade Association, which were well-connected with the Target Prospective Audience.
It successfully sold the chance and aligned itself with these key sources.
Given the power of three (the complete solution) and the connections/relationships that the Industry Trade Association maintained, it was easy to gain access to key decision makers.
The Client Company generated several million dollars of new system gross revenue, ab initio launch and delivered a knock-out punch to rivals that could not work the Client Company's Gameplan/Strategy.
A case example of outmaneuvering and outinnovating the competition.
These examples are straight-forward, yet each has taken a basic Market Warfare proficiency and put it to practice to attain results.
There are multitudinous examples that can be shown that impact literally every area of your company's marketing mix.
With the battle cry of "Market Warfare," it may be time for your company to master the proficiencys and redefine the rules of engagement.
Is Market Warfare a Myth or Reality?
Just ask the trail of rivals that have been neutralised and dominated by our Clients and the answer will be self-evident.
Copyright 2008
Edmond Hawkeye Hennessy
Performance Marketing Group
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