Dominance Marketing Technique - Conquering Your Competition

Dominance marketing technique is basically pinpointed at, as the name implies, dominating the market. How does one determine a company's dominance? Simply put, a company's dominance is based on its share of the industry base. There are four different strategies categorized under this dominance marketing technique:

1) Leadership - this technique is designed for a company that has the lion's share. Hence, marketing a specific product is only aimed at maintaining the lead. Most companies only use this marketing technique to regularly remind people that their brands still exist and are still the best in the industry.

2) Challenger - this is more aggressive, since it is designed for market penetration and the challenging of a giant. Challenger technique is all about attempting to wrest the control away from the leader. Here, the company uses techniques like negative advertising and heavy cost-leadership to gain attention.

3) Follower - when it is already saturated with competitors, the follower technique is utilized. In order to penetrate, the company emphasizes heavily on innovation and improvement of currently existing products or services. Close observation reveals that follower marketing strategies require a lot of spending -at least until the follower takes the place of the leader.

4) Niche - Instead of attempting to dominate the entire industry, this marketing technique focuses on finding a specific demographic to cater to. By focusing on very specific needs, a company can basically claim dominance of a small, but still very profitable niche. Marketing to a niche is more about survival, more than anything.