SUMMARY

vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.

Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London


SIGN-UP FOR VSENTE'S CAMPAIGNER LIST

Join vSente's Campaigner list and get a free download of vSente's Campaign Planner.

This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.

Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.

The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.

This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.

Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.

Simon-Kucher & Partners - On "Peaceful Competition"

Selling Power has a short article up about Hermann Simon's, Frank Bilstein's, and Frank Luby's (Simon-Kucher & Partners Strategy and Marketing Consultants) new book -  Manage for Profit, Not for Market Share - Harvard Business School Press 2006 (psssssstttttt...  you boys ever think about managing for PROFITABLE MARKET SHARE?)

Their book advocates a curious strategy. Read the following as they describe their notion of peaceful competitors:

Peaceful competitors instead build an entire strategy around preserving or increasing profit, say the authors. They refuse to see themselves locked in a zero-sum competition for market share, which fosters a kill or be killed mentality. They would rather be different than be the ultimate winner. In other words and here's the tough part for many managers to swallow when a competitor threatens your position by offering lower prices for a similar product, your first move should not automatically be to jump in to undercut him. In many cases, it is far wiser simply to walk away.

So if an upstart competitor goes into your best account and undercuts your price you walk away? You don't fight for the account? Sounds very Blue Ocean.

The authors miss the fact that you don't choose your competitors or their tactics. And that your competitors and customers will have a lot to say about the effectiveness of "your strategy built around preserving or increasing profit". So while you're out trying to find this special little niche, your competition will be in their trying to shoot your ass off. See in the life of every firm there comes a time when it is necessary to kill or be killed.

But what's really curious about this curious strategy, coming from this well regarded strategy firm, is the opportunity for a well placed competitor to use this tactic against the SKP client. In other words, if you find out your largest competitor has retained SKP to develop their pricing strategy - wait six months (it always takes these guys six months to figure out what's going on), then go out and begin implementing selective discounts for your competitor's key accounts. You'll own the market in short order and can then return the pricing back to more profitable levels once you've scared off the peaceful competitor. SKP will even help you do this. They publish their client list. See if any  of their clients are in your industry.

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.


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