myz-vgb.ru A Business Encyclopedia

Frontal Attack

Definition: The Frontal Attack is the marketing strategy adopted by the challenger firm and is intended to have a head on attack on the competitor by matching him in all the aspects Viz, product, price, place, promotion.

It is assumed that in order to have an effective frontal attack the challenger must have three times more Fire Power than the opponent. Now the question arises, that, what is the Fire Power in marketing? The price and the quality of a product, sales effort, advertising effort, service, effort are some of the fire powers that a challenger must be efficient in to win over the opponent.

Frontal Attack

The frontal attack strategy is suitable for a challenger only when the market is relatively homogenous, and a competitor has fewer resources to retaliate. Also, the brand equity is low, and the products are poorly differentiated. Therefore, the loyalty of customer towards the products is also low.

A company can follow any of the following attacks:

  • Pure Attack, wherein the challenger matches with all the aspects of the competitor Viz, product, price, place, promotion.
  • Limited Frontal Attack, wherein the challenger attacks on the specific customer segments.
  • Price-based Frontal Attack, wherein the challenger matches with all the attributes of a competitor’s product.
  • Research and Development Attack, wherein the challenger invests a huge amount in the research activities to match with the competitors’ innovations.

The challenger must carefully scrutinize all the strengths and weaknesses of a competitor and attack on that element of an opponent for which he will not be able to defend himself or attack back. HUL, P&G, ITC are some big players in FMCG that launch the frontal attack on each other.

Leave a Reply

Your email address will not be published. Required fields are marked *

Shares

Related pages


define tqmmaximum limit for neftorganisational theory and managementasset turnover interpretationdefine the concept entrepreneurshipwritten down method of depreciationordinal scalesdifferent phases of trade cyclebudgetary constraintmeaning of staffing in hindimonetising debt4 properties of indifference curvesdifference between likert scale and semantic differential scaledefine elasticity in economicsinvested capital turnoverdefine innovative entrepreneurtransactional analysis in organizational behaviourwhat is the meaning of constraints in hindiwhat is the meaning of poachswap transaction definitionmeaning of frictionalgordon valuation modeladvantages and disadvantages of capital marketnps new pension schemeprosperity phase of business cycleachievers definitiondefine the concept entrepreneurshipmeaning of hire purchaseexamples of market structures in economicsexamples of coercive powerdefine futures contractdefine elastic and inelastic demandspearmansexplain the properties of indifference curvesensitivity analysis capital budgetingassets turnover ratio analysisivan pavlov theoryinflation demand pulldisadvantages of tall organizational structureexample of purchasing power paritychit fund companydelegating dutiesitemize definitiondisadvantages of convenience samplingscholes definitionwhat is involuntary unemploymentwhich of the following is a unique feature of oligopolydifference between autonomous investment and induced investmentfive types of elasticity of demandoligopolistic industriesi g2g meaningthe employee provident fund schemedebtors ratio definitiondefinition of sender in communication processinternal rate of return explanationlaw of demand in managerial economicsdeterminants elasticity of demandkanban two bin systemrobert blake and jane mouton managerial gridhedging translation riskexpectancy valence modeldefinition of selection in hrmmeaning of expansionismmeaning of coefficient in mathethnocentric approachdefinition of queuing theoryqueuing theory definitionfive porters forcesdefinition of sole proprietorshipsimultaneously meaning in urdupostal deposit schemesstraddling strategydefine acid test ratiosunk cost analysisdelphi approach to decision making