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What is Offensive marketing? Strategies & Examples

Some of the most popular marketing techniques that are used in the industry today involve what many people view as offensiveness. This is an article, which discusses offensive marketing.

What is Offensive marketing?

The offensive marketing strategy is when more than one company in a market offers the same type of product. Each company only receives a percentage of sales for that specific category, so any company that takes extra ordinary efforts to gain more market share against competition by directly attacking their business plan and taking away their market would actually be described as the offensive marketing strategy.

When it comes to getting ahead of your competition, there are no better tactics than offensive marketing. Harley Davidson was one of the most exceptional examples of this in history. They emerged from near bankruptcy and dominated industries in an aggressive yet no-nonsense way by focusing on unique features while pointing out what the competitors' product lacked.

Example of offensive marketing

This print ad from Burger King takes on McDonald's directly.

Harley Davidson launched an aggressive marketing campaign that targeted a specific niche. The company chose to focus on their own "unique selling proposition" and gain market share without focusing on cheaper alternatives.

There are particular industries and scales in which unethical marketing campaigns become far more common. One example of this is politics. Politicians use unethical strategies to ensure they gain the votes of their opponents, rather than the public, during election time.

All types of companies can use this strategy. Whether it's small-to-medium sized companies or large corporations, the only requirement is that an organization has to be in direct competition with another one. In addition, the strategic objective here is to reach customers who already prefer a competing company or customers who are undecided which product they become loyal to.

Competitive intelligence is important in understanding the market and identifying ways to beat your competitors. However, this type of strategy can seem complex because you have to simultaneously appeal to your customers and the competition's customer base. Understanding the strengths and weaknesses of your current and potential competitors will help make this process easier.

Businesses should closely monitor their marketing campaign's effect on their customers. Of course, businesses can also use surveys and other analytics to determine the effects of their strategy.

For example, there are numerous top marketing rivals between companies like Apple and Samsung. One great article for this is Top 12 marketing rivals.

With this strategy, you're targeting the different areas of your enemy's systems. Their weaknesses, their vulnerabilities, and their most vulnerable spots. All while doing so passively so they never become proactive.

Offensive marketing Strategies

Frontal attack

Attack the price point, quality of promotions and how easily your product can be sold. This strategy is considered to be risky unless you have a clear advantage. It is focused on finding a competitor's strengths and weaknesses rather than their strengths.

Flank attack

A flank attack can be an effective way to take out your competitor. It's a tactic that lets you try to take your opponent by surprise, since it follows the path of least resistance instead of going after the company's strongest point.

Bypass attack

This type of strategy simply means having the ability to introduce new strategies, as well as diversifying your products into different markets.

Guerilla attack

Guerilla marketing goes beyond traditional A/B testing and shaping your customer's experience. It's an opportunity to have a bigger impact on your company's bottom line by engaging customers in real time.

Market challenger strategies are similar to the above offensive strategy, with one key difference. The key purpose of a market challenger strategy is to destabilize the leader, acquire market share and realize an increase in sales.

Conclusion

Offensive marketing is any form of advertising or marketing that intends to cause discomfort, anger, or offense in its target audience. It can take many forms, from inappropriate product placement to misleading claims and offensive slogans. While there is no one right way to market your product or service, it is important to be aware of the potential consequences of your actions and make sure that your targets are appropriately informed about what you're doing.


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