 Good afternoon, sir and batch mates. Today we are here to present about Gorilla Offensive Marketing and our batch mates are Malavika Mohan, Jagdish Reddy, Ganesh, Mahatma Phavas, Mukul, Pratvisha, Muskan, Neetu Uchandran, Nihar and Ishtharia. All the best. Great. All the best. Nihar sir, next slide. We are going to discuss about offensive marketing introduction and in that frontal attack, flank attack, encirclement attack, bypass attack and Gorilla attack. Yes. Nihar, coming to offensive marketing, it is generally a competition created among equals. Every company generally have a market share among the competitors if one company attacks the other company in their business plan or marketing and taking away its market is actually described as offensive marketing. It is generally used to destabilize the leader or acquire their market share, boost up their sales and defraud the competitor. That means overtaking a competitor. Yes. Next slide. And this strategy is suitable when we have a homogeneous market, relatively homogeneous market and brand equity is low and poorly differentiated. It means if two companies have the same commodity with very little differentiation, then mainly this offensive marketing is suitable and competitor has less resources. If a customer has less loyalty, then this offensive marketing we can see. One example of this is Samsung versus Apple. When Apple came up with iPhone in 2007, Samsung introduced their Galaxy series in order to compete with Apple. They introduced Galaxy series in 2013 and they were also good in promotional activities than Apple to compete them in their sales and getting over their market. Next slide. There are different types of strategies in offensive marketing, the frontal attack, client attack, and settlement attack, bypass and gorilla attacks. This will be explained by. It will be explained by? The name makes. Good Pratusha. Good job done. Thank you very much. Yes, go ahead. Team 3 doing a great job. Go ahead. So next is about frontal attack. So here as the name suggests, here the company attacks in direct, that is, it's a head down attack to the competitor. That is, they'll be focusing directly over the strength of this competitor rather than on the weakness. So it can be taken like they'll be attacking with a similar product, price, quality, promotion and distribution. Everything would be similar. They'll be attacking with the strength. So in such a case, it is a very risky because the attacker has a clear advantage. Otherwise, it will adversely affect the company. And an example could be seen between Pepsi and Coca-Cola. Next slide, please. So in the case of Pepsi and Coca-Cola, as we know, they are market leaders and in the case of carbonated soft drink, soft drink. So when Pepsi introduced Diet Pepsi, Coke introduced Diet Coke. So this was an example of frontal attack. Yes, definitely. Head on. Okay, sir. So this is about the flank attack. So now talking about flank attack, you have seen already what is frontal attack. Frontal attack is a direct to direct attack. Now in flank attack, the attack is happening into the blind or the weak point of the market leader. We have already discussed that is different kind of market players. There is a leader, a challenger is there according to the division 40, 30, 20, 10 and like that. So you see here, so this is a market leader and the challenger is directly attacking to the weak point either or into the blind spot. So there is two strategies other. The strategies, first thing is geographical and segmentalism. If you find in a certain geography, the particular leader is actually lacking, then you can go for an attack in that geography. Similarly, if it is a segmental, you can see in some particular area or particular segment, targeted segment, the market leader is lacking the same, you can choose for that. So it is more strategic attack rather than that of the frontal attack and power using. Next slide, please. Exactly. Next slide, please. Okay, you can see some example here. You know, earlier there was a robins. Robins was basically a powder. And now it was replaced by Ujjala. Ujjala is basically the ad they used it. Aya Ujjala, Charbundewala. So basically it is more, you know, more useful. Like simply it is available in liquid form. You don't have to mix it with the water. So they directly targeted the weakest point of the robins. Similarly, the next one is in 1970, Japanese car makers, they acquire a small fuel efficient car segments from the U.S. car makers. Because U.S. car makers were actually, it is, it is comparatively costly. So the Japanese car makers, they have focused on the fuel efficient and less costly products actually. Yes. Go for the next. Good job. Please carry on. Thank you. Good job. Yes. You know, team. Flank attack is well explained by Mohammad Fawad sir. I will add one point there. In the flanking attack, we don't create the demand. We will fulfill the demand which is not fulfilled by the competitor or the leader. And there is two types of flank attack. One is geographical attack, one is geographical flank and another is segmented. Geographical, where the company can attack in the market where the competitor is not there. Recently, as you see in the example, Coca-Cola is starting their business in that area where the other companies are not there. Next slide please. In the segmented flank, where the company find the area where the other company is not there. Like Red Bull, Red Bull goes the business for the energy drink. Not go for the Coca-Cola and other things. So they choose the market where other competitors are not there. Good example. Next slide. Okay, sir. Good afternoon, sir and batch mates. Now I am going to explain another type of offensive marketing strategy that is encirclement attack. It's nothing but it is generally considered as a war strategy which is adopted by Challenger Frim. Which is intended to attack market leader or competitor from all fronts simultaneously. Basically it's a combination of both frontal and flank attack. And in order to proceed with this attack, there are some conditions. Like the Challenger Frim must be stronger or powerful when compared to the opponent Frim. Then only it is able to launch this type of encirclement attack. And also it must have adequate resources because they have to attack both on strength and weakness. And this type of strategy is basically it can be applied in two methods. Like it can go for product encirclement attack or market encirclement attack. Generally in product encirclement attack, what happens is the Challenger Frim introduces different types of product with varied features, quality and price on basis of their utility. For example, we can see basically this type of product encirclement attack is basically followed by FMCZ industries like ITC and HUL. And there is another encirclement attack that is market encirclement attack. In this, the Frim introduces the product for such a segment which is left untapped for the competitor. For example, if we can see fires back when Microsoft Windows were getting more popular. The sub-micro systems get given license of this Java software to many developers. So that is the reason why now we find many application software based on that Java. It is an example of that market encirclement attack. Great job. Thank you. Thank you sir. Who is coming next? Coming to the bypass attack. The strategy adapted by different firms to surpass the competitor. They mostly target easier markets or untapped markets so that there will be no competition for them. The purpose of the strategy is to broaden the firm's resources by capturing the markets here of the competing firm. The firm can adopt any of the three approaches that you can see on the slide. Either they can go diversify into some unrelated products that the competitor has not invested in or diverse into a new geographical area where the market presence of their competitor is low. Also, they can leapfrog into some new technology. Leapfrogging means the firm performs a thorough research and launches next generation technology with the intention to attract most customers and see the battlegrounds to its own territory. Lovely. Beautiful. Mostly. Just a second sir. Sorry for the technical use. Time up please. This type of approach is mainly prevalent in mobile industry where the companies use new technology one after the other to supersede their competitor. Like Apple and Samsung are examples of two well-known companies who follow this Viper's attack. One like anybody, any company develops a new technology. Another company adds some value to that technology and come up with a new customer oriented technology. Then coming to another is diversifying into unrelated products. This has been done by the Koch and Pepsi. Pepsi Koch launched its brand Akufina before the Koch brand Dasani. So that it can tap the market potential and tap the customer before Koch's coming into the market. Thank you. Great job. Thank you team 3. Please try to close it. Okay sir. We'll close it in a minute. The last kind of attack is Gorilla attack. This is a strategy which is focusing on low cost unconventional tactics. It is mainly used by entry level firm in a market where competition is very high. Which means it uses less amount of money but more of imagination and creativity. The main example was Coca-Cola between Coca-Cola and Pepsi. This includes viral marketing that can be through social media. Then ambient marketing, presence marketing. Then the different wild postings. Then they will be relating their product to unrelated ideas. Then experimental marketing, alternative marketing. All these comes under Gorilla marketing. Another very common example is that of Big Bazaar. When Big Bazaar entered this there was very big competition from other firms. They have come up with some marketing strategies like Vanashtra, Bazaar, Sastra, Din. The great exchange offer. These kind which was unheard of in this supermarket sector or hypermarket sector. So this was experimental and new. That kind of technique was used in a place where competition was really high. But that involved not much of a cost from their side. Thank you. Okay, very good. Great job. That's very interesting and very good presentation. I like the slides. I like the content. I like the teamwork. I like the understanding among the team members. That's a great job. You dealt with the topic Gorilla. The offensive. Offensive. It is not defensive. Offensive is sometimes the best way of defense. Yes, you help us understand different types of offensive attacks. It's like a wah. It's like a wah. In the wah, how we attack the enemy from different angles. You have a beautiful explain. Thank you very much. Let's give a good appreciation to Team 3, please.