Muito bom

Awesome... But for B2 C challenging market.
Learning points with well crafted war strategy with marketing scenario of todays world.

A fascinating analyis of the Cola Wars, the sports goods wars and the Burger Wars. Enjoyed reading. Al Ries and Jack Trout. Write with great skill and have produced an eminently readable book

The book focuses on strategy more that marketing. It classifies firms into leader, challenger and follower and suggests strategies for the same - defender for the leader, offensive for challenger, and guerrilla for the follower. It beautifully lays down how one can find weakness in other's strength ( classic example being Coca Cola with caffeine vs 7UP, broiled vs fried). Taking 3 major industries - Cola, Burgers and Computers, it shows how the universal concepts can be applied to any given company. But it is in contrast to what the blue ocean strategy suggests. It necessitates that one has to treat business like warfare, and that collective growth is impossible.

Buku bagus menjelaskan bagaimana strategi pemasaran dan sinkronisasi menurut teori militer Carl von Clausewitz

I stopped reading Marketing books once I completed this book. That was complete.

Para variar algo de estrategia empresarial basada en teoría de guerra de Carl von Clausewitz (casi glorificado por los autores). Es un libro muy interesante e información aplicable totalmente si tienes un negocio ,mas para los grandes que pequeños, pero igual te lleva a entender que existe una guerra permanente en la mente del consumidor para posicionarse de la mejor manera ahí (por parte de las marcas o negocios), para ello se utilizan armas (publicidad) principalmente las cuales se despliegan mediante una estrategia y tácticas manejo y experiencia en estas ultimas define quien será el ganador temporal de esa "guerra". Considero cambiara la visión de todos los emprendedores/empresarios que lo estudien, información muy potente y aplicable.

A great book on Marketing from ancient wars to recent aggressive marketing tactics.a book worth reading for all the marketeers.The strategic square(beautifully describes marketing)- Defensive,Offensive,Flanking,Guerilla.

It's really old.
It speaks more about war than marketing.

I don't usually count WORK-related books as books, or, not for Goodreads. But I would say Al Ries made a perfect exception by bringing considerable good sources of history/logics into the business world

marketing warfare 笔记
Outwitting, outflanking and outplaying the other team

Customer-oriented — competition!

⭐️The principle of force
“The greatest possible number of troops should be brought into action at the decisive point. ”

“The art of war with a numerically inferior army consists in always having larger forces than the enemy at the point which is to be attacked or defended. ” Napoleon

The “better people” fallacy
Big company—usually has average people
Win the battle with strategy
Quantity>quality
人多势众。。

The better product fallacy
Don’t try to change people’s misconceptions. Accept them as their truth, accept the reality and deal with them.

⭐️the superiority of defense
Taking biz away from an established competitor is usually much more difficult than getting biz from a previously uncommitted prospect

friction favors the defense
(运作流程中的摩擦，不顺畅，都耗费时间）
The larger the operation, the less the surprise.

Gettin a communication message across to millions of customers can take months or years! (Time that defenders can take advantage of)

Think smarter, not longer.

segmentation is tearing up the terrain.
“He who attempts to defend everywhere defends nothing. ”
Frederick the great

⭐️good defensive warfare is offensive in nature with the clear objective of protecting a company’s dominant share of market.

♦️principles of defensive warfare
1. Only the market leader should consider playing defense. (Perceptual leadership / customers create leaders) base your strategy on market reality.
2. The best defensive strategy is the courage to attack yourself. ( introduce new products or services that obsolete your existing ones)
3. Strong competitive moves should always be blocked. It’s safer to overcover than to undercover

Be prepared to strike back. (价格战。Don’t just wait and see)

Keep something in reserve(后备力量）
The number of fresh reserves is always the chief point looked at by both commanders. (Clausewitz )

♦️principles of offensive warfare
For no2,3
1’ The main consideration is the strength of the leader’s position. It is not enough for you to succeed, others must fail. Specifically the leader.
Strategy: how do I decrease their share of the market?
2’ find a weakness in the leader’s strength and attack at that point.
Emphasize the positive, as well as the negative( your enemy’s weakness) ie cans rust ( Campbell soup)
3’ launch the attack on as narrow a front as possible
集中精力打一点
ie FedExpress , focus on overnight delivery rather one the full line (including 2-3day deliver y)

*you can afford to spend more on an offensive attack because you know the market is there. A flanking attack is always a speculative venture.

♦️principles of flanking warfare
1’ A good flanking move must be made into an uncontested area. (Some element of newness or exclusivity/ customers put it into a new category)
Be the first to occupy the segment. / There is no established market for the new product or service.

*The unraveling of the enemy’s strength is the essence of a successful flanking maneuver. It can create enormous momentum which can be extremely difficult for the competitor to stop.

2’ Tactical surprise ought to be an important element of the plan.
Don’t expose your strategy by test-marketing or too much research.

3’ The pursuit is just as critical as the attack itself.
Reinforce success, abandon failure.
开打前保证resources to follow up the launch

Flanking with low price
（low price, no frill)
在消费者不在乎，注意不到的地方省钱, 省钱心理
Flanking with high price
“You get what you pay for)
Flanking with distribution (open up new distribution channel)

♦️principles of guerrilla warfare
1’ find a segment of the market small enough to defend
ie Geography: small city or town
Rolls-Royce : high priced guerrilla in the automobile business
A segment small enough that you can become the leader
Don’t attempt to increase market share by getting closer to the industry leader and unravel your position.
“ line extension trap” one name can’t support two different concepts p104

2’ no matter how successful you become, never act like the leader.
Put a higher percentage of force into the battle itself.
Can make quicker decisions

3’ be prepared to bug out at a moment’s notice
Don’t hesitate to give up a lost cause
看到机会也可以迅速进入市场

geographic /demographic(age, income, occupation) /industry /product/ high end guerrilla

Developing allies

This book concentrates much more on the theories of marketing. It brings principles to those theories with real examples where companies should focus on their market position such as defensive, offensive, guerrilla and others.
An excellent book to take a second step into the world of marketing and strategy