Marketing War From Sun Tzu

MARKETING WAR From SUN TZU
Source: NATIONWIDE No.7 Vol 1


Who does not know Sun Tzu, the legendary war experts with different ideas and his ideas are much admired by various circles. Although the doctrine has more than 2500 years old, but still be relevant not only to the strategy of war but also in the business world, especially marketing.
Sun Tzu who was born around 544 BC is a warlord kingdom of Wu during the war strategy succeeded in bringing the Kingdom of Wu became the most powerful empire at that time. His book is phenomenal is The Art Of War which has been translated into many languages worldwide. Even some countries from Asia to Europe to adopt the style of Sun Tzu's war strategies, including Napoleon Bonaparte.
The success of Sun Tzu in the war as outlined in the book is an inspiration for many marketers since tens of years ago. Various philosophies of war adopted by the marketers try and indeed proved to be quite effective.
Admittedly, in recent years the marketing world is developing very fast. Various products and new brands popping up, competition becomes more intense and the marketing war is inevitable.
No one feels when we try to learn some of Sun Tzu's war strategies, which if very relevant and can be an inspiration in every marketing decision. To that end, the authors try to present some very appropriate strategy for the current marketing situation.
First, in the days before BC, Sun Tzu had clearly taught the soldiers how the importance of having information. For Sun Tzu, has won the war not only rely on the number of troops that a lot with adequate weaponry. War is how to win it with a clever, without conflict and economical cost.
Sun Tzu said "Know yourself, recognize the other person, then the battle 100 times, 100 times to win. Get to know us but do not know the enemy, the battle of 100 times, 50 wins and 50 defeats. Not knowing who we are and do not know the enemy then 100 times 100 times the battle will be lost. "
The importance of this information is often ignored by marketers. Marketers often rely solely on information already available in the public and is very proud if it has a good product, when all is not guarantee winning the competition.
Still remember the war between Dimension vs. shampoo rejoice? Rejoice issued by Procter & Gamble (P & G) is a 2in1 shampoo which has been launched in various countries abroad and has proved successful. Seeing this success Unilever with clever can "sniff" P & G's intent to launch rejoice in Indonesia.
This whiff finally makes Unilever take immediate action to launch Dimension rejoice in Indonesia before coming to Indonesia. The launch of Dimension was a great success and should make rejoice bite the fingers due to not getting the results that I achieved in several other countries.
No wonder if Sun Tzu said that "Leaders who are smart are those who can use the intelligence to obtain information on competitors maneuver." Rejoice vs. Case Dimension shows how a good product alone is not enough if your opponent has a more sophisticated information from us. Therefore, every marketer should be looking for information as accurately as possible about the opponent so as not to miss.
Second, for Sun Tzu, to win the war is not merely a matter of prestige and power struggles. "Parties who will win the war is the party that understands when to fight and when to vote no." That's the philosophy that shows how we must fight smart.
Let's see just how marketers are often stuck with a competitor maneuvers that should not need to be addressed. This trap has experienced even by the company for coca-cola. Still remember the maneuvers blind tests conducted by Pepsi Cola?
At that time, Pepsi made an ad featuring two types of coke, but the brand at the bottle of Coke is covered. Then Pepsi ask some people to try a second coke without the brand. The result was mainly to say that one of the coke has a more delicious flavor. Coke apparently is Pepsi-Cola.
These maneuvers provoked by Pepsi, Coca-Cola launched New Coke then with various modifications taste. What happens then? It turned out that New Coke was actually backfired for the Coca-Cola because many consumers are protesting this new product, and they want a Coca-Cola with the original flavor as the previous.
Coca-Cola's mistake is known as one of the biggest marketing blunders of this history. This case shows that the company should respond cautiously competitor attacks. Marketers must recognize correctly when to attack and when to hit the deck.
Third, another of Sun Tzu's philosophy is "lewatilah other routes that have not passed by your enemies." This philosophy actually teaches us how to not fight head-on with competitors. In marketing, this means we must find a niche market (niche market) market that is untouched by our competitors.
Who does not know the Extra Joss, drinks energy supplements in the form of sachets which had horrendous world of marketing in Indonesia. As other energy supplement drink fought each other in large cities, Extra Joss actually do gferilya by going into small towns that have not been touched by other brands.
Entering the small towns that still low levels of competition provide a space large enough for Extra Joss to expand and continue growing. After conquering this market niche and then widely known, then tried to enter the major cities and compete with other brands. This of course is based on the consideration that the Extra Joss has had sufficient capital to control these small towns.
This philosophy inspires us that we should not fight frontally with a competitor. Look for markets that have not been touched by anyone and Overcome the area.
Fourth, "Do not try to attack your opponent's high-spirited. Attack your opponent when they are in a position of weakness and want to return to camp. " For marketers, this principle menganjarkan so that we can compete with the elegant and precise timing.
If I mention Rinso detergent and So Klin, I am sure all readers would know him well. These are the two brands of detergent detergent giant that controls the Indonesian market. That may be true in the period before the crisis, but his condition was little changed after the crisis.
When a crisis where people's purchasing power decreases while production costs increased, both the detergent is indeed seem bewildered face of this crisis situation. Can be said, they also began to improve efficiency, especially advertising.
When detergent comes ituy Daia (Klin So who is his brother) who offer cheaper prices with the benefits that can be relied upon. With the incessant, Daia launched several ads by jor-rod precisely in time the two brands is somewhat reduced its ad. This strategy ultimately makes Daia became one of the major players in the world of detergents Indonesia with a large enough market share.
For that, try a sari know when your opponent is prone and when it is being advanced. Hang in there when your opponent is smart and move forward quickly when the opponent is prone.
Fifth, "Someone should be able to move the location of the leader of the camp so that your opponent can not predict our movement." This philosophy is the way Sun Tzu to confuse his opponent. It is also widely adopted by marketers.
If I mention the low tar low nicotin cigarettes (LTN), many of us will mention the brand Sampoerna A Mild. A Mild is a market leader in LTLN, this result is not only a capital of just hockey.
When the other tobacco companies have not thought about cigarettes LTLN, Sampoerna A Mild skillfully launched ahead of its competitors in 1989. the first appearance in this market that ultimately makes A Mild can be number one. Is A Mild does not have a competitor? Obviously not.
Several newly emerging brands trying to attack the A Mild, but just look at the various communications programs A Mild are very clever and always confusing his opponent. The advertising of the famous such as "How Low Can You Go", "Not Basa Basi", "Others Can Only Follow", and "Get The Real Low" shows how A Mild always changing, so competitors can not follow such a competitor and finally gerakkannya are overwhelmed and can never be defeated A Mild.
Fifth-style battle Sun tzu's philosophy is to show how the strategies of war can also apply in the marketing world. The most important thing for marketers is not necessarily a frontal war and it cost a lot. Some examples above show how the war should not frontally with the lowest possible cost. All this of course on condition that we must understand the enemy and the battlefield well.
In other words, not enough to just understand your customers because your competitors also must understand consumers well. Understand also maneuver to be performed competitors and move faster and smarter so that consumers can love and loyalty with your brand.