Judo Strategy is:

To not oppose strength to strength

Three principles of competition: movement, balance, and leverage

A toolbox of tactics and techniques

You're a small player facing off against stronger competitors.

You're a large player moving into areas where powerful opponents may already be entrenched.

You have the capabilities (speed, agility, and creativity) to overcome your opponents, no matter what the balance of strength may be.

Dealing with the competition is one of your top strategic priorities.

Competitors have the advantage of strength and size. (Spice V/s Airtel)

You're unlikely to win by going head-to-head. (Virgin V/s Vodafone & Airtel)

Bingo an ITC brand , FRITO lay's – Pepsi co brand

Bingo”s market share – 16%, Frito lay”s market share- 45%

Positioning for Youth(16 to 30 yrs)

ITC spent Rs 100 crore on marketing.

Break the monopoly of Lays

Bingo is likely to target the HORECA (hotels, restaurants and cafes) segment.

Retail tie ups: Big bazaar & Food bazaar

Strong distribution channels - ITC has 4 lakh large racks, Frito lays- wafer racks

Bingo's 16 new flavours

Bingo's new pack- " baked , not fried “

• First one to launch in sachet. Talcum powder & Salt

• Marketing Strategy - 0.50p sachet & exchange 5 empty sachet and get 1 FREE , New fragrance shampoo.

• Competitors – HUL, P&G, Dabur, Himalaya & Colgate-Palmolive

• Market Share- HUL – 17% & CK - 15%

About Company

Herbal Shampoo Market 10% in Shampoo Mkt

Competitors – AYUSH, Dabur Vatika, Nyle

USP – Low Price

• 40 year old Anchor Group.

• Found out a USP which would have never occurred to an MNC.

• Initially adopted a strategy of tapping the rural markets & offered a quality prod at a reasonable price.

• Has now grabbed market share of 9.7% in toothpaste market.

• Jyothi Labs launched Ujala in the year 1993

• Created a new category for itself of blue liquid as against blue powder

• Dislodged the leader Robin Blue from Reckitt & Benckiser

• Hugely popular tag line of “Aaya Naya Ujala, ChaarBoondon Waala”