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Know when to fight, and when not to Obtain the wholehearted support of your troops Be prepared to seize favourable opportunities Free yourself from interference by superiors When the time is right, act decisively and swiftly The highest form of victory is to conquer by strategy The opportunity for victory is provided by the enemy Basic elements combine into unique strategies Keep plans as dark as night, move like a thunderbolt Attack when ( where) the enemy is least prepared Know yourself, Know your enemy. 100 battles, 100 victories The strategic process consists of: Defining where we are Identifying where we could go Selecting where we want to go Identifying how to get there Maps help show this simply, and point the way Getting the map right is a great start You can map anything Low Cost Position Summary Marketing is like warfare, uses military ideas to win An Objective is where you want to be A Strategy is simply a plan to get you there Tactics are what you use to get there In marketing the tactic can drive the strategy Strategy starts with a map Know your goal - be realistic Know your position (and your strengths) Know your enemy (anticipate their moves) Think out what you need to do Sources of Volume Sales Current Uses Current Users Current Brand Franchise Current users, New Uses New Users, New Uses How to Grow a Brand New Users New Uses New users, Current Uses TARGET Category Users: At or near peak potential Brand Users: more than 50% Sources of Volume Sales Current Uses Current Users Current Brand Franchise Current users, New Uses New Users, New Uses How to Grow a Brand New Users New Uses New users, Current Uses An Impossible Task: Can‘t go diagonally! Unless there‘s a major breakthrough in the brand In which case, it should be a new brand Brand Loyalty Usage Rate Loyalty Indifference Light usage Heavy usage Brand Loyal, Light users Brand Loyal, Heavy users Brand Indifferent, Light use