cÖwZ‡hvwMZv †gvKv‡ejv

Addressing Compitition
8
eZ©gvb mg‡q gy³ evRvi I wek^ evwY‡R¨i Kvi‡Y cÖwZ‡hvwMZv w`b w`b evo‡Q| cÖwZ‡hvMx cÖwZôvb hvi hvi Ae¯’vb
wUwK‡q ivLvi Rb¨ memgqB Zrci _v‡K| GBKvi‡Y cÖwZôvb‡K memgqB mZK© _vK‡Z nq I wewfbœ
mg‡qv‡cv‡hvMx I cwiw¯’wZi Dci wbf©i K‡i wfbœ wfbœ †KŠkj Aej¤^b Ki‡Z nq| cÖwZ‡hvMxZvq wU‡K _vKvi Rb¨
cÖwZôvb eª¨vÛ cÖwZôv K‡i wb‡Ri Ae¯’vb K‡i I cÖwZ‡hvMx‡`i ‡gvKv‡ejv K‡i| BDwbU AvU-G wKfv‡e eª¨vÛ cÖ¯Z‘
K‡i Ae¯’vbMÖnY I cÖwZ‡hvMxZv †gvKv‡ejv Kivi wewfbœ †KŠkj Av‡jvPbv Kiv n‡q‡Q| GB BDwb‡Ui cÖ_g cv‡V
e¨vL¨v Kiv n‡q‡Q µgweKvk †KŠkj Kx; cÖwZ‡hvMx we‡kølY Kx; Ges cÖwZ‡hvMx we‡køl‡Yi avcmg~n| wØZxq cv‡V
Av‡jvPbv Kiv n‡q‡Q evRvi †bZv †K; Ges evRvi †bZvi †KŠkjmg~n‡K| Z„Zxq cv‡V evRvi cÖwZØ›Øx †K Ges
evRvi cÖwZØ›Øxi †KŠkjmg~n wel‡q e¨vL¨v Kiv n‡q‡Q| me©‡k‡l PZz_© cv‡V evRvi Abymvwi †K I evRvi Abymvixi
†KŠkj Av‡jvPbv Kiv n‡q‡Q|

BDwbU mgvwßi mgq BDwbU mgvwßi m‡e©v”P mgq `yB mßvn

G BDwb‡Ui cvVmg~n
cvV - 8.1 : µgweKvk †KŠkj I cÖwZ‡hvMx we‡kølY
cvV - 8.2 : evRvi †bZvi †KŠkj
cvV - 8.3 : evRvi cÖwZØ›Øxi †KŠkj
cvV - 8.4 : evRvi Abymvix I evRvi wbkv&i- Gi †KŠkj
 weweG †cÖvMÖvg

cvV-8.1
µgweKvk †KŠkj I cÖwZ‡hvMx we‡kølY
Growth Strategies and Analysing Competitors

D‡Ïk¨
G cvV †k‡l Avcwb-

µgweKvk †KŠkj Kx e¨vL¨v Ki‡Z cvi‡eb;

cÖwZ‡hvMx we‡kølY Kx eY©bv Ki‡Z cvi‡eb; Ges

cÖwZ‡hvMx we‡køl‡Yi avcmg~n Av‡jvPbv Ki‡Z cvi‡eb|

†h‡Kv‡bv cÖwZôvb KL‡bv GK Ae¯’v‡b memgq _v‡K bv KviY MwZkxj e¨emvq cwi‡e‡k wU‡K _vKvi Rb¨
cÖwZôvb‡K wU‡K _vKvi Rb¨ cÖwZwbqZ cÖwZ‡hvwMZv K‡i †h‡Z nq| GBKvi‡Y cÖwZôvb‡K Kvw•LZ Ae¯’vb AR©b
Kivi Rb¨ µgweKvk †KŠkj Ges ‡mB Ae¯’vb a‡i ivLvi Rb¨ cÖwZ‡hvMx‡`i we‡kølY K‡i wewfbœ †KŠkj Aej¤^b
Ki‡Z nq|
µgweKvk †KŠkj
Growth Strategies
µgweKvk †KŠkj Aej¤^‡bi gva¨‡g bZzb evRvi I bZzb cY¨ wb‡q cÖwZôvb GK Ae¯’vb †_‡K bZzi Av‡iK
Ae¯’v‡b †cŠ‡Q †h‡Z cv‡i| BDwbU `yB‡q GB wel‡q Av‡jvPbv Kiv n‡q‡Q| GQvovI cÖwZôvb µgweKv‡ki Rb¨
Av‡ivI wKQz †KŠkj MÖnY Ki‡Z cv‡i; ‡hgb- evRvi Ask e„w× Kiv, `xN©‡gqv`x AbyMZ (Loyal) †µZv I
†÷K‡nvìvi (Stakeholder) ˆZwi Kiv, kw³kvjx eª¨vÛ cÖ¯‘Z, bZzb cY¨ ev †mev D™¢veb, AvšÍRv© wZK evRv‡i cÖ‡ek
BZ¨vw`|

cÖwZ‡hvMx we‡kølY Kx?

What is Analysing Competitors?
eZ©gv‡b wecYbKvix‡K mdjZvi I `¶Zvi mv‡_ †µZv‡`i mš‘ó Kivi Rb¨ wewfbœ ai‡Yi Kvh©µg MÖnY Ki‡Z
nq| G‡ÿ‡Î cÖwZ‡hvMx Kviv, Zv‡`i †hvM¨Zv I Kvh©µg cÖf…wZ m¤ú‡K© wecYbKvix‡K Rvb‡Z nq Ges
cÖwZ‡hvMx‡`i mv‡_ mvgÄm¨ weavb K‡i †KŠkj MÖnY Ki‡Z n‡e| Zv bv n‡j †µZv cÖwZ‡hvMx‡`i Øviv AvK…ó n‡Z
cv‡i| GRb¨ wecYbKvix‡K cÖwZ‡hvMx we‡kølY Ki‡Z nq| cÖwZ‡hvMx we‡køl‡Y wecYbKvix cÖwZ‡hvMx‡`i Kvh©µg,
D‡Ïk¨, †KŠkj, kw³kvjx I `ye©j w`K cÖf…wZ ch©v‡jvPbv Kiv nq| cÖwZ‡hvMx we‡kølY n‡”Q A‡bK¸‡jv Kv‡Ri
mgwó; h_v- g~j cÖwZ‡hvMx‡`i wPwýZ Kiv; Zv‡`i D‡Ïk¨, †KŠkj, kw³ I `yej © Zv Ges cÖwZwµqvi aib cwigvc
Kiv ZvQvov †Kv‡bv cÖwZ‡hvMx‡K Uv‡M©U Kiv n‡e, †Kvb cÖwZ‡hvMx‡K Gwo‡q hvIqv n‡e, †Kvb cÖwZ‡hvMx‡K ¸iæZ¡nxb
fvev n‡e Avevi †Kvb cÖwZ‡hvMx‡K AvµgY Ki‡Z n‡e Zv wbav©iY Kiv| myZivs ejv hvq, cÖwZ‡hvMx we‡kølY n‡”Q
KZ¸‡jv Kv‡Ri mgwó, †hLv‡b cÖwZôv‡bi cÖwZ‡hvMx wPwýZ K‡i cÖwZ‡hvMx‡`i Kvh©µg, D‡Ïk¨, †KŠkj, kw³,
`ye©jZv we‡kølY Kiv nq, AvµgY I Gwo‡q hvevi Rb¨ ‡KŠkj Aej¤^b Kiv nq|

cÖwZ‡hvMx we‡køl‡Yi avcmg~n

Steps of Analysing Competitors
cÖwZ‡hvMxZvg~jK wecYb †KŠkj Kivi Rb¨ KZ¸‡jv av‡ci gva¨‡g cÖwZ‡hvMx‡`i we‡kølY Kiv nq Zv wPÎ 6.2 G
†`Lv‡bv n‡jv-

BDwbU AvU c„ôvÑ98

cÖwZ‡hvMxZv †gvKv‡ejv

AvµgY Ges Gwo‡q

cÖwZ‡hvMx‡`i wPwýZKiY cÖwZ‡hvMx we‡kølY hvevi Rb¨ cÖwZ‡hvMx
wbe©vPb

wPÎ 8.1: cÖwZ‡hvMx we‡køl‡Yi avcmg~n

1. cÖwZ‡hvMx kbv³KiY (Identifying Competitors): cÖwZ‡hvMx‡`i kbv³ Kivi welqwU wkí I evRvi Dfq
`„wó‡KvY †_‡KB e¨vL¨v Kiv hvq| GKwU wk‡íi AšÍMZ © †hme dvg© Ggb †Kv‡bv cY¨ ev cY¨†kÖwY Ac©Y
K‡i hv GKwU AciwUi weKí Zv‡K cÖwZ‡hvMxZv e‡j| Avevi †fv³vi `…wó‡KvY †_‡K cÖwZ‡hvMx ej‡Z
†mme cÖwZôvb‡K eySvq hviv MÖvnK‡`i GKB ai‡bi cÖ‡qvRb †gUvq| cÖwZ‡hvMx kbv³ Kivi Rb¨ cÖ_‡gB
†kÖwYMZ m`m¨ msL¨v (Category Membership) wba©viY Ki‡Z n‡e| †Kv‡bv wbw`©ó eª¨v‡Ûi c‡Y¨i †kÖwY
m`m¨ n‡e mKj cÖZ¨ÿ I c‡ivÿ cY¨ ev weKí cY¨ hv‡`i mv‡_ ‡mB eª¨vÛ‡K cÖwZ‡hvMxZv Ki‡Z n‡”Q|
†hgb- ‡Kvgjcvbxq cÖvY‡Kvjv‡K cÖZ¨ÿfv‡e cÖwZ‡hvMxZv Ki‡Z n‡”Q †KvKv‡Kvjv, Aviwm †Kvjv,
cÖvY‡Kvjv, wdRAvc, †gv‡Rv BZ¨vw` eª¨v‡Ûi mv‡_| Avevi c‡ivÿfv‡e wewfbœ d«URym Ges GbvwR© wW«sK I
Pv-Kwdi m‡½I cÖvY‡Kvjv‡K cÖwZ‡hvMxZv Ki‡Z nq| ZvB me mgq cÖwZ‡hvMx‡`i mn‡R kbv³ Kiv hvq
GgbwU bq|
2. cÖwZ‡hvMx we‡kølY (Analyzing Competitors): cÖwZ‡hvMx‡`i kbv³ Kivi ci we‡kølY K‡i †ei Ki‡Z
nq †Kvb cÖwZ‡hvMx‡`i D‡Ïk¨, †KŠkj, mejZv, `yej © Zv Ges cÖwZwµqvi aib| wb‡¤œ Av‡jvPbv Kiv n‡jv-
K) D‡Ïk¨ cwigvc Kiv (Assessing Objectives): gybvdv‡hvM¨Zv, bM` UvKv Avq, evRvi Ask e…w×,
cÖhyw³MZ †bZ…Z,¡ †mev †bZ…Z¡ BZ¨vw` D‡Ï‡k¨i mgš^‡q cÖ‡Z¨K cÖwZ‡hvMxi GKwU D‡Ïk¨ wgkÖY
_v‡K| Gme D‡Ï‡k¨i g‡a¨ cÖwZ‡hvMx †Kv‡bvwU‡K Zyjbvg~jKfv‡e †ewk ¸iæZ¡ w`‡”Q Zv cÖwZôvb‡K
Rvb‡Z n‡e| G‡Z cÖwZ‡hvMxi mš‘wó Ges fwel¨r cÖwZwµqv m¤ú‡K© Abygvb Kiv hvq|
L) ‡KŠkj wPwýZ Kiv (Identifying Strategies): mgRvZxq †KŠkj MÖnYKvix cÖwZôvb¸‡jvi g‡a¨
cÖwZ‡hvMxZv †ewk nq| ‡hgb- ‡hme cÖwZôvb Kg`v‡g cÖwZ‡hvMxZv K‡i Zv‡`i‡K GKwU `j Avevi
†ewk`v‡g cÖwZ‡hvMxZvKvix cÖwZôvb‡K Av‡iKwU `j K‡i cÖwZ‡hvMxi †KŠkjMZ `j wbav©iY Ki‡Z
cv‡i|
M) cÖwZ‡hvMxi `ye©j I mej w`K cwigvc (Assess Competitor's Weaknesses and Strengths):
cÖwZ‡hvMxiv wK KvR Ki‡Z cv‡i ev Kx cÖwZwµqv †`Lv‡Z cv‡i GUv †evSvi Rb¨ cÖwZôvb‡K mZK©fv‡e
cÖvwZ‡hvwM‡`i kw³kvjx I `yej
© w`K cwigvc Ki‡Z nq| cÖwZôvb wecYb M‡elYv Kvh©µg cwiPvjbv
K‡i Z_¨ msMÖn Ki‡Z cv‡i|
N) cÖwZwµqvi aib cwigvc Kiv (Assessing Reaction Patterns): G ch©v‡q cÖwZôvb c~ev©bygvb K‡i
wewfbœ c`‡¶‡ci †cÖw¶‡Z cÖwZ‡hvMx Kx ai‡bi cÖwZwµqv e¨³ Ki‡Z cv‡i| cÖwZ‡hvMx‡`i Kvh©µg,
D‡Ïk¨, †KŠkj, mej I `ye©j w`K m¤ú‡K© Rvbv _vK‡j cÖwZ‡hvMxi cÖwZwµqv Abygvb Kiv mnR nq|
3. AvµgY Ges Gwo‡q hvevi Rb¨ cÖwZ‡hvMx wbe©vPb (Selecting Competitors to Attack and Avoid):
cÖwZôvb cÖwZ‡hvMx mbv³ Kivi c‡i wm×všÍ ‡bq Kv‡K †m AvµgY Ki‡e Avi Kv‡K Gwo‡q hv‡e| GK GK
cÖwZ‡hvMx‡`i Ae¯’v‡bi Dci wbf©i K‡i cÖwZôvb wewfbœ †KŠkj Aej¤^b K‡i _v‡K|
K) `ye©j ebvg kw³kvjx cÖwZ‡hvMx (Weak versus Strong Competitors): A‡bK cÖwZôvbB `yej ©
cÖwZ‡hvMx‡`i AvµgY Ki‡Z Pvq KviY G‡Z jv‡fi m¤¢vebv †ewk _v‡K| Z‡e `yej © cÖwZ‡hvMx‡K

BDwbU AvU c„ôvÑ 99

 weweG †cÖvMÖvg

AvµgY Kiv mnR n‡jI jvf Lye mvgvb¨ n‡q _v‡K| ZvB A‡bK cÖwZôvb kw³kvjx cÖwZ‡hvMx‡`i
AvµgY Kiv DwPZ e‡j g‡b K‡i|
L) wbKU ebvg `~ieZ©x cÖwZ‡hvMx (Close versus Distant Competitors): cÖwZôvb Zvi KvQvKvwQ ev
wbKUZg cÖwZ‡hvMx‡K †hgb AvµgY Ki‡Z cv‡i †Zgwb `~ieZ©x cÖwZ‡hvMx‡KI AvµgY Ki‡Z cv‡i|
M) f`ª ebvg msnwZbvkK cÖwZ‡hvMx (Well Behaved versus Distruptive Competitors): cÖwZ‡hvMxZv
_vKvi d‡j cÖwZôvb wKQy †KŠkjMZ myweav cvq| †hgb- †gvU Pvwn`v e…wׇZ mnvqZv, evRvi I cY¨
Dbœqb, AvBb cÖ‡YZv‡`i mv‡_ `iKlvKwli ¶gZv e…w×, cY¨ c„_KxKiY BZ¨vw`| f`ª cÖwZ‡hvMx
wbq‡gi cÖwZ kÖ×vkxj _v‡K d‡j cÖwZôvb †KŠkjMZ myweav †fvM Ki‡Z cv‡i| wKš‘ msnwZbvkK
cÖwZ‡hvMx wbqg f½ K‡i ZvB A‡bK cÖwZôvb f`ª cÖwZ‡hvMxi cwie‡Z© msnwZbvkK cÖwZ‡hvMx‡`i
Avµg‡Yi c_ †e‡Q †bq|

mvims‡ÿc:

µgweKvk †KŠkj Aej¤^‡bi gva¨‡g bZzb evRvi I bZzb cY¨ wb‡q cÖwZôvb GK Ae¯’vb †_‡K bZzi Av‡iK
Ae¯’v‡b †cŠ‡Q †h‡Z cv‡i| BDwbU `yB‡q GB wel‡q Av‡jvPbv Kiv n‡q‡Q| ‡hgb- evRvi Ask e„w× Kiv,
`xN©‡gqv`x AbyMZ †µZv I †÷K‡nvìvi ˆZwi Kiv, kw³kvjx eª¨vÛ cÖ¯Z ‘ , bZzb cY¨ ev †mev D™¢veb, AvšÍRv© wZK
evRv‡i cÖ‡ek BZ¨vw`| cÖwZ‡hvMx we‡køl‡Y wecYbKvix cÖwZ‡hvMx‡`i Kvh©µg, D‡Ïk¨, †KŠkj, kw³kvjx I `yej ©
w`K cÖf…wZ ch©v‡jvPbv Kiv nq| cÖwZ‡hvMx we‡kølY n‡”Q A‡bK¸‡jv Kv‡Ri mgwó; h_v- g~j cÖwZ‡hvMx‡`i
wPwýZ Kiv; Zv‡`i D‡Ïk¨, †KŠkj, kw³ I `yej © Zv Ges cÖwZwµqvi aib cwigvc Kiv ZvQvov †Kv‡bv
cÖwZ‡hvMx‡K Uv‡M©U Kiv n‡e, †Kvb cÖwZ‡hvMx‡K Gwo‡q hvIqv n‡e, †Kvb cÖwZ‡hvMx‡K ¸iæZ¡nxb fvev n‡e Avevi
†Kvb cÖwZ‡hvMx‡K AvµgY Ki‡Z n‡e Zv wbav©iY Kiv|

BDwbU AvU c„ôvÑ100

cÖwZ‡hvMxZv †gvKv‡ejv

cvV-8.2 evRvi †bZvi †KŠkj

Strategies of Market Leader
D‡Ïk¨
G cvV †k‡l Avcwb-

evRvi †bZv †K Zv ej‡Z cvi‡eb; Ges

evRvi †bZvi †KŠkjmg~n e¨vL¨v Ki‡Z cvi‡eb|
wewfbœ cÖwZôv‡bi †fv³vi cÖ‡qvRb I Pvwn`v KZ fv‡jvfv‡e c~iY Ki‡Q, †gvU evRvi `Lj K‡i Av‡Q BZ¨vw`i Dci
wbf©i K‡i evRvi KvVv‡gv ‰Zwi nq| wPÎ 8.2 G †`Lv‡bv n‡q‡Q GKwU evRvi KvVv‡gv mvaviYZ evRvi †bZv, evRvi
cÖwZØ›Øx, evRvi Abymvwi I evRvi wbkvi Øviv MwVZ nq| cieZx© cvV¸‡jv‡Z evRvi KvVv‡gvi cÖwZwU AskMÖnYKvix
m¤ú‡K© Av‡jvPbv Kiv n‡q‡Q|

evRvi †bZv evRvi cÖwZØ›Øx evRvi Abymvwi evRvi wbkvi

40% 30% 20% 10%

wPÎ 8.2: AvbygvwbK evRvi KvVv‡gv

evRvi †bZv †K?

Who is Market Leader?
wbw`©ó †Kv‡bv evRvi KvVv‡gv‡Z evRvi †bZvi evRvi †kqvi me‡P‡q †ewk hv cÖvq 40%| evRvi †bZv †h g~j¨
wbav©iY K‡i, cY¨ cÖe©Zb K‡i, eÈb ev cÖmv‡ii †KŠkj Aej¤^b K‡i Ab¨vb¨ cÖwZ‡hvMx cÖwZôvb Zv AbymiY K‡i
_v‡K| cÖvqB evRvi †bZv Ab¨‡`i Avµg‡Yi wkKvi n‡q _v‡K| evRvi †bZv Zvi Ae¯’vb a‡i ivLvi Rb¨ mvgwMÖK
evRvi m¤úªmviY †KŠkj, evRvi †kqvi iÿv †KŠkj Ges evRvi †kqvi m¤úªmviY †KŠkj Aej¤^b K‡i _v‡K|

evRvi †bZvi †KŠkj

Market Leader’s Strategies
evRvi ‡bZv Ae¯’vb a‡i ivLvi Rb¨ wb‡gœv³ wZbwU †KŠk‡ji †h‡Kv‡bv GKwU MÖnY Ki‡Z cv‡i-
1. mvgwMÖK evRvi m¤cÖmviY (Expanding the Total Market): bZyb †µZv AbymÜvb ev eZ©gvb †µZv‡`i
†ewk e¨envi Kiv‡bvi gva¨‡g †bZv mvgwMÖK evRvi m¤cÖmvwiZ Ki‡Z cv‡i|
K) bZyb †µZv (New Customers): bZyb †µZv Lyu‡R †ei K‡i evRvi †bZv c‡Y¨i mvgwMÖK evRvi
m¤cÖmviY Ki‡Z cv‡i| GRb¨ wZbwU †KŠkj e¨envi Kiv †h‡Z cv‡i| h_v- (i) evRvi cÖ‡ek †KŠkj;
(ii) bZyb evRvi wefvRb †KŠkj I (iii) †fŠ‡MvwjK m¤cÖmviY †KŠkj| GB †KŠkj¸‡jv cvV 2.2 G
we¯ÍvwiZ Av‡jvPbv Kiv n‡q‡Q|
L) †ewk e¨envi (More usage): cÖwZôvb `yBfv‡e c‡Y¨i e¨envi evwo‡q evRvi m¤úªmviY Ki‡Z cv‡i|
h_v- e¨env‡ii cwigvY I e¨env‡ii NbZ¡| (i) e¨envi cwigvY: cÖwZevi †ewk cwigv‡Y e¨envi Kivi
Rb¨ DØy× K‡i cÖwZôvb c‡Y¨i mvgwMÖK evRvi m¤cÖmviY Ki‡Z cv‡i| †hgb- Uz_‡c÷ w`‡q w`‡b
`yBevi `vuZ cwi®‹vi Ki‡j `vuZ fv‡jv _vK‡e- GBai‡Yi weÁvcb cÖPvi K‡i Uz_‡có we‡µZv †ewk
e¨env‡i D×z× Ki‡Q| (ii) e¨env‡ii NbZ¡: bZyb I wfbœ Dcv‡q cY¨wU e¨envi K‡i cY¨ e¨env‡ii
NbZ¡ evov‡bv hvq| ‡hgb- wR‡ivK¨vj wPwbi weKí wn‡m‡e e¨envi Ki nq| GB wR‡ivK¨vj e¨envi

BDwbU AvU c„ôvÑ 101

 weweG †cÖvMÖvg

K‡i Pv QvovI †mgvB, AvBmwµg, Kyjwd, †KK, nvjyqv Ges wewfbœ ai‡bi N‡i ‰Zwi wgwó †iwmwc
cÖKvk K‡i‡Q|
2. evRvi †kqvi i¶v Kiv (Protecting Market Share): †h‡nZy †bZvi evRvi †kqvi me‡P‡q †ewk ZvB
AvZ¥i¶v evRvi †bZvi Rb¨ LyeB ¸iæZ¡c~Y|© KviY evRvi †kqvi †ewk nIqvq cÖwZ‡hvMxiv evRvi †bZv‡KB
Avµg‡Yi Rb¨ †e‡Q †bq| GRb¨ †bZv‡K AvZ¥i¶vi †KŠkj MÖnY Ki‡Z nq| `yBwU Dcv‡q evRvi †kqvi
i¶vi Rb¨ KvR Ki‡Z cv‡i; h_v- c~ew© µqv wecYb I AvZ¥iÿvg~jK wecYb| wb‡P G `yÕwU Kv‡Ri
Av‡jvPbv Kiv n‡jv-
K) c~e©wµqv wecYb (Proactive Marketing): A‡bK cÖwZôvb g‡b K‡i Zv‡`i KvR n‡jv †µZv‡`i
cÖ‡qvR‡bi mv‡_ Lvc LvIqv‡bv| wKš‘ †hme cÖwZôvb c~ew© µqv wecYb Abykxjb K‡i Zviv ‡µZvi
c~‡e©B †µZvi cÖ‡qvRb‡K wPwýZ K‡i I wecYb Kvh©µg MÖnY K‡i| †µZv‡`i cÖ‡qvRb wgUv‡bvi
†¶‡Î wZb ai‡bi wecYb Kvh©µg Pvjv‡bv nq| h_v- (i) mvovg~jK wecYb (Responsive Marketing):
G‡¶‡Î wecYbKvix cÖKvwkZ cÖ‡qvRb Lyu‡R †ei K‡i Ges Zv c~i‡Yi †Póv K‡i| (ii) AvMvg
Avfvmg~jK wecYb (Anticipative Marketing): c~ev© fvmg~jK wecYbKvix wbKU fwel¨‡Z cÖ‡qvRb
n‡e, †µZvi Ggb cÖ‡qvRb †gUv‡bvi †Póv Kiv| (iii) m…wókxj wecYb (Creative Marketing):
G‡¶‡Î †hme mgvavb †µZv Pvqwb wecYbKvix Ggb cÖ‡qvR‡bi mgvavb Avwe®‹vi K‡i| myZivs
c~e©wµqv wecYbKvixi c~e©wµqv `¶Zv _vKv cÖ‡qvRb| gvby‡li cÖ‡qvRb c~ev© bygv‡bi ¶gZv, Ges
mgvavb D™¢ve‡bi m…RbkxjZv _vK‡jB c~ew© µqv wecYb Kvh©µg Pvjv‡bv m¤¢e|
L) AvZ¥iÿvg~jK wecYb (Defensive Marketing): evRvi †bZv‡K wb‡Ri Ae¯’vb a‡i ivLvi Rb¨
AvZ¥iÿvg~jK †KŠkj MÖnY Kiv cÖ‡qvRb nq| cÖwZôvb AvZ¥iÿvg~jK wecYb Kvh©µ‡gi gva¨‡g
cÖwZ‡hvMx‡`i KvQ †_‡K wb‡Ri AwR©Z evRvi †kqvi‡K iÿv Ki‡Z cv‡i| wPÎ 8.3 Gi gva¨‡g †bZvi
6wU AvZ¥i¶vi †KŠkj †`Lv‡bv n‡jv:

(i) Ae¯’vb cÖwZi¶v (Position Defense): evRvi †bZv DrK…ó eª¨vÛ kw³ ‰Zwi K‡i wb‡Ri
Ae¯’vb‡K kw³kvjx Ki‡Z cv‡i| GRb¨ †bZv‡K µgvMZfv‡e we`¨gvb c‡Y¨i gvb Dbœqb
Ki‡Z nq Ges bZyb cY¨ evRv‡i Qvo‡Z nq| G‡Z †Kv¤úvwbi cÖwZ †µZv‡`i Av¯’v ‰Zwi nq
hv cÖwZ‡hvMx‡`i `~‡i †V‡j †`q| DrK…ó eª¨vÛ kw³ m…wói gva¨‡g eª¨vÛwU‡K kw³kvjx wn‡m‡e
cÖwZwôZ Kiv Ae¯’vb cÖwZi¶vi AšÍfy³
© |

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(ii)cvk^© cÖwZ‡ivag~jK cÖwZi¶v (Flank Defense): cÖwZ‡hvMxiv mvaviYZ †bZvi `yej

© ¯’v‡b AvNvZ
K‡i GRb¨ †bZv‡K `yej © ¯’v‡bi cÖwZ g‡‡bv‡hvM w`‡Z nq|
(iii) wbe…wËg~jK cÖwZi¶v (Preemptive Defense): G †KŠk‡j evRvi †bZv cÖwZ‡hvMx AvµgY Kivi
c~‡e©B cÖwZ‡hvMx‡K AvµgY Kiv nq| cÖwZ‡hvMx KZ©…K AvµvšÍ nevi m¤¢vebv _vK‡jB mvaviYZ
G †KŠkj e¨envi Kiv nq| †hgb- g~j¨ n«vm K‡i, weÁvcb w`‡q, ev bZyb g‡Wj cÖeZ©b, e¨q
n«vm, eÈb `¶Zv e…w× BZ¨vw` gva¨‡g AvµgY Kiv hvq|
(iv) cÖwZ-AvµgYvZ¥K cÖwZi¶v (Counter-offensive Defense): G‡¶‡Î cÖwZ‡hvMx AvµgY Ki‡j
†bZv cÖwZ‡hvMx‡K cvëv AvµgY K‡i| evRvi †bZv cÖwZ‡hvMx‡K gy‡LvgywL ev cvk¦© AvµgY
Ki‡Z cv‡i| cÖwZ-AvµgYvZ¥K †KŠk‡j AvµgYKvixi g~j GjvKvq AvµgY Kiv n‡q G‡Z g~j
GjvKv i¶v Kivi Rb¨ cÖwZ‡hvMx wKQy `yej © ¯’vb †Q‡o ‡`q| ‡mB ¯’vb ZLb evRvi †bZv `Lj
K‡i wb‡Z cv‡i| GB‡ÿ‡Î evRvi ‡bZv g~j¨ n«vm, gvb Dbœqb, cY¨ µ‡q †µZv‡`i wbiærmvwnZ
Kiv, cÖwZ‡hvMxi weiæ‡× AvBbMZ e¨e¯’v MÖnY cÖf…wZ †KŠkj e¨envi K‡i|
(v) åvg¨gvb cÖwZi¶v (Mobile Defense): G †KŠk‡j evRvi †bZv bZyb bZyb GjvKvq AvwacZ¨
we¯Ívi K‡i ‡h‡bv fwel¨‡Z †mBme GjvKv‡K †K›`« K‡i AvµgY ev AvZ¥i¶v Ki‡Z cv‡i|
`yBfv‡e åvg¨gvb cÖwZiÿv Kiv hvq| cÖ_gZ, evRvi m¤cÖmviY Kiv| G‡Z eZ©gvb c‡Y¨i
evB‡i bZyb cÖ‡qvRbxq `«‡e¨i cÖwZ ¸iæZ¡ †`qv nq| wØZxqZ, evRvi ‰ewPΨKiY Kiv| G‡Z
eZ©gvb c‡Y¨i mv‡_ m¤úK©nxb cY¨ ‰Zwi Kiv nq hv‡Z Gi ¸iæZ¡ e…w× cvq|
(vi) ms‡KvPbg~jK cÖwZi¶v (Contraction Defense): G‡¶‡Î evRvi †bZv Kg jvfRbK evRvi
Ask Z¨vM K‡i †ewk jvfRbK As‡k wb‡Ri Ae¯’vb my`…p Ki‡Z cv‡i| Gid‡j `yej © Ae¯’vb
†_‡K m¤ú` kw³kvjx ¯’v‡b wb‡qvwRZ Kiv nq|
3. evRvi †kqvi m¤cÖmviY (Expanding Market Share): G‡¶‡Î evRvi †bZv Zvi evRvi †kqvi
m¤cÖmvi‡Yi †Póv Pvjvq| mvgwMÖK evRvi m¤cÖmvi‡Y evRvi †bZv wb‡Ri eª¨v‡Ûi weµq evov‡bvi †Póv
K‡i| Z‡e evRvi †kqvi evo‡jB gybvdv‡hvM¨Zv evo‡e Zv me mgq wVK bq| †hgb- evRvi †kqvi e„w×
Kivi e¨q hw` †ewk nq Zvn‡j gybvdv bvI evo‡Z cv‡i| evRvi †kqvi m¤úªmvi‡Y †ÿ‡Î cÖwZôvb‡K
wb‡¤œv³ welqmg~n †Lqvj ivL‡Z nq-
K) GKK e¨q n«vm (Unit Cost Decrease): evRvi †kqvi e„w× †c‡j c‡Y¨i weµq ew× cv‡e| G‡Z †ewk
cwigv‡Y Drcv`b n‡e hv GKK cÖwZ Drcv`b e¨q n«vm Ki‡e hvid‡j †Kv¤úvwb jvfevb n‡e| wKš‘
evRvi †kqvi evo‡jI hw` GKK e¨q bv K‡g, Zvn‡j jvf ZZUv n‡e bv|
L) DrK…ó gv‡bi cY¨ Ac©Y (Offering Superior Quality Product): cÖwZôvb cÖwZ‡hvMx A‡c¶x DrK…ó
gv‡bi cY¨ Ac©Y K‡i D”P g~j¨ avh© Ki‡Z cv‡i| Z‡e hw` gvb Dbœqb e¨‡qi †P‡q †ewk gj¨ Av`vq
Kiv hvq Zvn‡j cÖwZôvb jvfevb n‡e| bZyev †ewk g~‡j¨i gva¨‡g Av`vqK…Z A_© gvb Dbœq‡bi Rb¨
e¨q n‡q hv‡e| evRvi †kqvi e…w× Kivi †¶‡Î †bZv‡K PviwU welq fvjfv‡e †Lqvj ivL‡Z n‡e|
M) GK‡PwUqv e¨emvq (Monopoly Business): evRvi †bZvi evRvi †kqvi e„w× Kiv‡K Ab¨ cÖwZ‡hvMxiv
GK‡PwUqv e¨emvq m„wói cÖ‡Póv wn‡m‡e Awf‡hvM Zyj‡Z cv‡i| ZvB G wel‡q †bZv‡K mRvM `„wó
ivL‡Z n‡e|
N) fyj wecYb wgkÖY †KŠkj (Wrong Marketing Mix Strategy): evRvi †kqvi e„w×i †¶‡Î evRvi
†bZvi wecYb wgkÖY †KŠkj fyj n‡Z cv‡i| G‡Z evRvi †kqvi e…w× bvI †c‡Z cv‡i, ev e„w× †c‡jI
Zv †bZvi Rb¨ jvfRbK bvI n‡Z cv‡i|
O) cÖK…Z Ges DcjwäK…Z gv‡bi cÖfve (Effect of Actual and Perceived Quality): A‡bKmgq ‡µZv
g‡b K‡i ‡h, cÖwZôv‡bi †µZv †ewk n‡j mevB‡K h_vh_fv‡e †mev †`qv m¤¢e n‡e bv| G‡¶‡Î
†bZv‡K evRvi †kqvi m¤cÖmv‡Yi mgq c‡Y¨i cÖK„Z I DcjwäK…Z gv‡bi welqwU we‡ePbv Ki‡Z nq|

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mvims‡ÿc:

wbw`©ó †Kv‡bv evRvi KvVv‡gv‡Z evRvi †bZvi evRvi †kqvi me‡P‡q †ewk _v‡K| evRvi †bZv Zvi Ae¯’vb a‡i
ivLvi Rb¨ mvgwMÖK evRvi m¤úªmviY †KŠkj, evRvi †kqvi iÿv †KŠkj Ges evRvi †kqvi m¤úªmviY †KŠkj
Aej¤^b K‡i _v‡K| bZyb †µZv AbymÜvb ev eZ©gvb †µZv‡`i †ewk e¨envi Kiv‡bvi gva¨‡g †bZv mvgwMÖK
evRvi m¤cÖmvwiZ Ki‡Z cv‡i| †h‡nZy †bZvi evRvi †kqvi me‡P‡q †ewk ZvB AvZ¥i¶v evRvi †bZvi Rb¨
LyeB ¸iæZ¡c~Y|© KviY evRvi †kqvi †ewk nIqvq cÖwZ‡hvMxiv evRvi †bZv‡KB Avµg‡Yi Rb¨ †e‡Q †bq| GRb¨
†bZv‡K AvZ¥i¶vi †KŠkj MÖnY Ki‡Z nq| Avevi, A‡bKmgq evRvi †bZv Zvi evRvi †kqvi m¤cÖmvi‡Yi †Póv
Pvjvq| wb‡Ri eª¨v‡Ûi weµq evov‡bvi †Póv K‡i evRvi †bZv mvgwMÖK evRvi m¤cÖmviY K‡i|

BDwbU AvU c„ôvÑ104

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cvV-8.3
evRvi cÖwZØ›Øxi †KŠkj
Strategies for Market Challenger

D‡Ïk¨
G cvV †k‡l Avcwb-

evRvi cÖwZØ›Øx †K Zv ej‡Z cvi‡eb; Ges

evRvi cÖwZØ›Øxi †KŠkjmg~n eY©bv Ki‡Z cv‡eb|
evRvi cÖwZØ›Øx †K?
Who is Market Challenger?
evRvi †bZvi wbKUZg cªwZ‡hvMxB n‡jv evRvi cÖwZØ›Øx| evRvi cÖwZØ›Øxiv cÖwZ‡hvwMZvg~jK †KŠkj Aej¤^b K‡i
evRvi †bZv‡K AvµgY K‡i| D”P SzuwK _vK‡jI evRvi †bZvi `ye©j w`K¸‡jv †R‡b AvNvZ Ki‡j Giv A‡bKmgqB
mdj n‡Z cv‡i| Zv‡`i g~j jÿ¨ _v‡K evRvi ‡bZv nIqv| Avevi A‡bK mgq evRvi †bZv‡K AvµgY bv K‡i
evRv‡i wb‡Ri AvqZ‡bi mgvb ev †Qv‡Uv cÖwZôvb‡KI evRvi cÖwZØ›Øx AvµgY Ki‡Z cv‡i| mgMÖ evRvi
KvVv‡gv‡Z Zviv cÖvq 30% evRvi `Lj K‡i _v‡K|
evRvi cÖwZØ›Øxi †KŠkjmg~n
Strategies for Market Challenger
evRvi cÖwZØ›Øxi cÖwZ‡hvMxZvg~jK †KŠkjmg~n m¤ú‡K© wb‡P Av‡jvPbv Kiv n‡jv-
1. ‡KŠkjMZ D‡Ïk¨ Ges cÖwZc¶ msÁvwqZ Kiv (Defining the Strategic Objective and Opponents):
cÖ_‡gB evRvi cÖwZØ›Øx‡K Zvi †KŠkjMZ D‡Ïk¨ w¯’i ev msÁvwqZ Ki‡Z nq| †ewkifvM †¶‡Î
cÖwZôv‡bi D‡Ïk¨ _v‡K evRvi †kqvi e„w× Kiv| evRvi †kqvi e„w×i Rb¨ cÖwZØ›Øx‡K cÖwZc¶ ev Kv‡K
AvµgY Ki‡e Zv wVK Ki‡Z n‡e| cÖwZØ›Øx wZb ai‡bi cÖwZôvb‡K AvµgY Ki‡Z cv‡i-
K) evRvi †bZv‡K AvµgY (Attack the Market Leader): evRvi cÖwZØ›Øx evRvi †bZv‡K Avµg‡Yi
Rb¨ †e‡Q wb‡Z cv‡i| †bZv‡K AvµgY Kivi g~j D‡Ïk¨ n‡”Q wbw`©ó cwigvY evRvi †kqvi `Lj
Kiv| evRvi †bZ…Z¡ MÖnY Kivi SyuwK †ewk _vK‡jI GLv‡b jv‡fi m¤¢vebvI A‡bK †ewk| Z‡e G‡¶‡Î
mdj n‡Z n‡j wKQy cÖwZ‡hvMxZvg~jK myweav _vKv Avek¨K| †hgb- g~j¨ Kgv‡bvi Rb¨ Drcv`b LiP
Kg nIqv ev GKB g~‡j¨ AwaK †mev `v‡bi mvg_¨© _vKv|
L) mg-AvqZ‡bi cÖwZôvb‡K AvµgY (Attack Firms of its Own Size): evRvi †bZvi AvqZb I
m¤ú` †ewk nIqv †bZv‡K civwRZ Kiv KwVb nq| ZvB cÖwZØ›Øx wb‡Ri mg-AvqZ‡bi
cÖwZôvb¸‡jv‡K AvµgY Ki‡Z cv‡i| ‡m‡ÿ‡Î evRvi cÖwZØ›Øx h_vh_fv‡e †µZv‡`i †mev w`‡Z cv‡i
bv ev Avw_©Kfv‡e `ye©j Ggb cÖwZôvb‡K AvµgY K‡i cÖwZ mn‡RB mdj n‡Z cv‡i|
M) †QvU ¯’vbxq ev AvÂwjK cÖwZôvb‡K AvµgY (Attack Small Local or Regional Firms): evRvi
†bZvi AvqZb I mvg_¨© Ges SyuwK †ewk _vKvq cÖwZØ›Øx †QvU ¯’vbxq Ges AvÂwjK cÖwZôvb‡K AvµgY
Ki‡Z cv‡i| G‡`i AvZ¥i¶vi fvj †KŠkj _v‡K bv ZvB evRvi cÖwZØ›Øx mdj nevi m¤¢vebv †ewk
_v‡K| evRvi cÖwZØ›Øxi †QvU I ¯’vbxq cÖwZôvb‡K AvµgY Kivi g~j D‡Ïk¨ _v‡K evRvi †_‡K D‡”Q`
Kiv evRvi †kqvi `Lj Kiv hvq|
2. mvaviY AvµgY †KŠkj cQ›` Kiv (Choosing a General Attack Strategy): D‡Ïk¨ I cÖwZc¶
my¯úófv‡e wba©viY Kiv ci evRvi cÖwZØ›Øx AvµgY ‡KŠkj Abyhvqx KvR K‡i| cÖwZØ›Øx 5wU †KŠk‡j
AvµgY Ki‡Z cv‡i| wb‡Pi wPÎ 8.4 Gi gva¨‡g Zv †`Lv‡bv n‡jv-

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K) gy‡LvgywL AvµgY (Frontal Attack): G‡¶‡Î evRvi cÖwZØ›Øx cÖwZ‡hvMxi cY¨, weÁvcb, g~j¨ ev
eÈb cÖ‡Póvi mv‡_ mvgÄm¨ weavb K‡i cÖwZ‡hvMx‡K gy‡LvgywL AvµgY K‡i| GLv‡b cÖwZØ›Øx
cÖwZ‡hvMxi `ye©j ¯’v‡b AvµgY bv K‡i kw³kvjx ¯’v‡b AvµgY K‡i| G‡ÿ‡Î Avw_©K w`K †_‡K
kw³kvjx I †KŠkjMZfv‡e `¶ †Kv¤úvwbiB †RZvi m¤¢vebv †ewk _v‡K| ZvB cÖwZ‡hvMxi Zyjbvq
cÖwZØ›Øxi Avw_©K Ae¯’v Lye †ewk fvj n‡jB G ai‡bi Avµg‡Y hvIqv mgxwPb nq| GQvovI
cÖwZ‡hvMxi Aw¯Í‡Z¡i cÖkœ _vKvq Zviv cÖwZØ›Øxi Dci kw³kvjx cvëv AvNvZ nvb‡Z cv‡i| ZvB cÖ¯ywÍ Z
wb‡qB AvµgY Ki‡Z nq| cY¨, g~j¨, eÈb ev weÁvcb †Kv‡bv bv †Kv‡bv w`K †_‡K cÖwZØ›Øx
myweavRbK Ae¯’v‡b _vK‡j GB ai‡Yi Avµg‡Y wRZ‡Z cv‡i|
L) cvk^-© AvµgY (Flank Attack): G †KŠk‡j cÖwZØ›Øx gy‡LvgywL AvµgY bv K‡i cvk w`‡q cÖwZ‡hvMxi
`ye©j RvqMv j¶¨ K‡i AvµgY K‡i Ges kw³kvjx Ae¯’vb MÖnY K‡i| cvk^-© AvµgY `ywU †KŠkjMZ
w`K †_‡K cwiPvwjZ n‡Z cv‡i- (i) †fŠ‡MvwjK (Geographical): G‡ÿ‡Î cÖwZ‡hvMx ‡hme
‡fŠ‡MvwjK GjvKvq GL‡bv e¨vcKfv‡e wecYb Kvh©µg Pvjv‡”Q bv †mme ¯’v‡b cÖwZØ›Øx evRvi `Lj
Kivi †Póv K‡i| (ii) wefvMwfwËK (Segmental): G †KŠk‡j cÖwZØ›Øx evRv‡ii bZzb bZzb Pvwn`v
wPwýZ K‡i Zv c~i‡Yi †Póv K‡i| cÖwZØ›Øxi m¤ú` mxwgZ n‡j G †KŠkj Dc‡hvMx Ges G‡Z R‡qi
m¤¢vebv †ewk|
M) †eówb AvµgY (Encirclement Attack): GB †KŠk‡j cÖwZØ›Øx GK‡hv‡M cÖwZ‡hvMxi wewfbœ evRvi
As‡k AvµgY K‡i Zv‡K w`‡knviv K‡i †`qv nq| cÖwZØ›Øx cÖwZ‡hvMxi †P‡q Avw_©Kfv‡e kw³kvjx
n‡j me w`K w`‡q Gfv‡e AvµgY Kiv m¤¢e nq| GB Avµg‡Yi d‡j cÖwZ‡hvMx `yej © evRvi Ask
†Q‡o w`‡q kw³kvjx Ask i¶vq m‡Pó nq| ‡mBmy‡hv‡M cÖwZ‡hvMxi `yej © evRvi Ask¸‡jv cÖwZØ›Øx
`Lj K‡i †bq|
N) evBcvm AvµgY (Bypass Attack): G‡¶‡Î c‡iv¶fv‡e cÖwZ‡hvMx‡K AvµgY Kiv nq| cÖwZ‡hvMx‡K
Gwo‡q ev evBcvm K‡i mnR evRvi As‡k AvµgY Kiv nq| wZbfv‡e evBcvm AvµgY Kiv hvq|
h_v- (i) bZyb cÖhyw³ (New Technology): G †KŠk‡j M‡elYvi gva¨‡g AZ¨vaywbK cÖhyw³ D™¢veb
K‡i cY¨ ‰Zwi I wecYb Kiv nq| (ii) m¤úK©nxb cY¨ (Irrelevant Product): G †KŠk‡j cÖwZ‡hvMx
†h ai‡bi cY¨ wecYb K‡i, cÖwZØ›Øx Zvi mv‡_ m¤úK©nxb cY¨ evRv‡i wb‡q Av‡m| (iii) bZyb

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†fŠ‡MvwjK evRvi (New Geographical Market): cÖwZØ›Øx Ggb †fŠ‡MvwjK evRv‡i cY¨ weµq
Ki‡Z cv‡i, †hLv‡b cÖwZ‡hvMx weµq Ki‡Q bv|
O) †Mwijv AvµgY (Guarilla Attack): cÖwZØ›Øxi Avw_©K Ae¯’v cÖwZ‡hvMxi †P‡q `yej © n‡j G †KŠk‡j
AvµgY Kiv †h‡Z cv‡i| G‡Z cÖwZ‡hvMxi wewfbœ evRvi wefv‡M nVvr nVvr AvµgY Kiv nq| GB
Avµg‡Yi g~j D‡Ïk¨ _v‡K cÖwZ‡hvwM‡K e¨¯Í ivLv I g‡bvej n«vm Kiv|cÖPwjZ I AcÖPwjZ A‡bK
Dcv‡q †Mwijv AvµgY Pvjv‡bv nq| †hgb- wKw¯Í‡Z cY¨ weµq, g~j¨n«vm, ‡nvg †Wwjfvix BZ¨vw`|
3. mywbw`©ó AvµgY †KŠkj cQ›` Kiv (Choosing a Specific Attacking Technique): GQvovI cÖwZØ›Øx‡K
AviI wKQy mywbw`©ó †KŠkj Aej¤^b Ki‡Z cv‡i| h_v- Drcv`b e¨q n«vm, g~j¨ evÆv, cY¨ we¯Ívi, Kg `vwg
cY¨, f¨vjy g~j¨ wfwËK cY¨ I †mev, eÈb ™¢veb, e¨vcK weÁvcb cÖPvi BZ¨vw`|

mvims‡ÿc:

evRvi †bZvi wbKUZg cªwZ‡hvMxB n‡jv evRvi cÖwZØ›Øx| evRvi cÖwZØ›Øxiv cÖwZ‡hvwMZvg~jK †KŠkj Aej¤^b
K‡i evRvi †bZv‡K AvµgY K‡i| wZbwU Dcv‡q cÖwZØ›`¦x AvµgY K‡i _v‡K| cÖ_gZ, ‡KŠkjMZ D‡Ïk¨ Ges
cÖwZc¶ msÁvwqZ Kiv; G‡ÿ‡Î evRvi cÖwZØ›Øx‡K Zvi †KŠkjMZ D‡Ïk¨ w¯’i ev msÁvwqZ Ki‡Z n‡e|
†ewkifvM †¶‡Î cÖwZôv‡bi D‡Ïk¨ _v‡K evRvi †kqvi e„w× Kiv| wØZxqZ, mvaviY AvµgY †KŠkj cQ›` Kiv;
D‡Ïk¨ I cÖwZc¶ my¯úófv‡e wba©viY Kiv ci evRvi cÖwZØ›Øx cvuP ai‡Yi AvµgY ‡KŠkj Abyhvqx KvR K‡i|
Ges me©‡k‡l, mywbw`©ó AvµgY †KŠkj cQ›` Kiv|

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cvV-8.4 evRvi Abymvix I evRvi wbkv&i- Gi †KŠkj

Strategies for Market Follower and Market Nicher
D‡Ïk¨
G cvV †k‡l Avcwb

evRvi Abymvwi †K I evRvi Abymvixi †KŠkj eY©bv Ki‡Z cvi‡eb; Ges

evRvi wbkvi †K I evRvi wbkvi-Gi †KŠkj Av‡jvPbv Ki‡Z cvi‡eb|
evRvi Abymvwi †K?
Who is Market Follower?
‡hme cÖwZôvb evRvi †bZvi mv‡_ cÖwZ‡hvwMZv bv K‡i, wb‡R‡K Avjv`vfv‡e Dc¯’vcb K‡i evRvi †kqvi a‡i iv‡L
I evRvi †bZv‡K AbymiY K‡i Zv‡`i‡K evRvi Abymvwi e‡j| evRvi KvVv‡gvi cÖvq 20% evRvi Abymvwi `L‡j
_v‡K| evRvi Abymvwi cÖwZ‡hvwMZvq wU‡K _vKvi Rb¨ AbyKiY †KŠkj †ewk Aej¤^b K‡i _v‡K|
evRvi Abymvixi †KŠkj
Market Follower’s Strategies
evRvi Abymvwi‡K cÖwZ‡hvMxZvg~jK cwi‡ek ‡hb m„wó bv nq, †mw`‡K `…wó ‡i‡L Dbœq‡bi c_ Lyu‡R wb‡Z nq| evRvi
Abymvwii †KŠkj‡K Pvi fv‡M fvM Kiv hvq| h_v-
1. bKjKvix (Counterfeiter): G‡¶‡Î Abymvix evRvi †bZvi cY¨, †gvoK, bvg, wWRvBb BZ¨vw` bKj K‡i
Kv‡jvevRvwi wWjvi‡`i gva¨‡g weµq K‡i| ‡hgb- eª¨vÛW †cvkvK, e¨vM, Mv‡bi wmwW, wm‡bgv, mdUIq¨vi
BZ¨vw` c‡Y¨i †¶‡Î G ai‡bi bKjKvix †`Lv hvq|
2. AbyRxex (Cloner): AbyRxex bZyb wKQy Dbœqb bv K‡i, evRvi †bZvi cY¨, bvg, mvBR, †gvoK BZ¨vw`
mvgvb¨ cwieZ©b K‡i evRv‡i Qv‡o | †hgb- Avgv‡`i †`‡k evUv †Kv¤úvwbi bvg mvgvb¨ cwieZ©b K‡i ivUv
K‡i cY¨ weµq Ki‡Z †`Lv hvq|
3. AbyKiYKvix (Copier): G‡¶‡Î Abymvix evRvi †bZvi wKQy welq bKj K‡i, wKš‘ wKQy wKQy †¶‡Î ¯^vZš¿
eRvq iv‡L| †hgb- †gvoK, g~j¨, weÁvcb Ges ¯’vb Gi †¶‡Î c„_K †KŠkj MÖnY K‡i| AvMÖvmxfv‡e
evRvi †bZv‡K AvµgY bv Kiv ch©šÍ †bZv G‡`i wb‡q gv_v Nvgvq bv|
4. Awf‡hvRb (Adapter): Awf‡hvRb evRvi †bZvi cY¨ I Ab¨vb¨ evRviRvZKiY Kg©m~wPi mv‡_ Lvc
LvIqvq ev gvb Dbœqb K‡i e¨envi K‡i| G‡Z evRvi †bZv‡K Gwo‡q Ab¨ evRvi As‡k cY¨ weµ‡qi †Póv
Kiv nq| Z‡e Awf‡hvRb fwel¨‡Z †bZvi cÖwZØ›Øx wn‡m‡e wb‡R‡K cÖwZwôZ Ki‡Z cv‡i|

evRvi wbk&vi †K?

Who is Market Nicher?
‡Kv‡bv evRv‡ii †hme cÖwZôvb mgMÖ evRvi Ask wb‡q wPšÍv bv K‡i GKwU we‡kl As‡ki Dci cy‡ivcywi g‡bv‡hvM
w`‡q Afxó †µZv‡K mš‘ó Ki‡Z m‡Pó _v‡K Zv‡`i‡K evRvi wbk&vi e‡j| †gvU evRv‡ii mvaviYZ 10% evRvi
wbk&vi `Lj K‡i _v‡K| GB ai‡Yi cÖwZôvb evRvi †bZv ev cÖwZØ›Øx‡`i mv‡_ cÖwZ‡hvwMZvq AskMÖnY K‡i bv|
Zviv †ewk ¸iæZ¡ †`q KZUv m„Rbkxjfv‡e Dc¯’vcb K‡i ‡µZv‡K mš‘ó Kiv hvq| GB ai‡Yi cÖwZôv‡bi Avw_©K
mvg_©¨ mvaviYZ mxwgZ _v‡K|
evRvi wbkv&i-Gi †KŠkj
Market Nicher’s Strategies
evRvi †KvUvwi ev wbk&vi evRv‡ii ¶y`ª †KvUi‡K jÿ¨ K‡i evRv‡i wU‡K _v‡K| †KvUvwii KvR wZbwU; h_v- †KvUi
m…wó Kiv, m¤cÖmviY Kiv I i¶v Kiv| evRvi †KvUvwii †KŠk‡ji g~jK_v n‡”Q Zv‡K wbw`©ó wel‡q we‡klÁ n‡q
evRvi m„wó I m¤úªmviY Ki‡Z n‡e| wb‡P †KvUvwii †KŠkj m¤ú‡K© Av‡jvPbv Kiv n‡jv-

BDwbU AvU c„ôvÑ108

cÖwZ‡hvMxZv †gvKv‡ejv

1. P~ovšÍ e¨enviKvix we‡klÁ (End User Specialist): GKRb evRvi †KvUvwi P~ovšÍ e¨enviKvix‡`i wbKU
we‡klÁ wn‡m‡e cwiwPwZ jvf Ki‡Z cv‡i|
2. Dj¤^ ¯Íi we‡klÁ (Vertical Level Specialist): Drcv`b I eÈb wkK‡ji †h †Kv‡bv ev GKvwaK ¯Í‡i
cÖwZôvb we‡klÁZv AR©b Ki‡Z cv‡i|
3. ‡µZv AvqZb we‡klÁ (Customer Size Specialist): eo cÖwZ‡hvMx‡`i wbKU ZZUv ¸iæZ¡ cvq bv Ggb
†QvU AvqZ‡bi †µZv‡`i †KvUvwi †mev cÖ`vb Ki‡Z cv‡i|
4. wbw`©ó †µZv we‡klÁ (Specific Customer Specialist): †KvUvwi Zvi mKj cY¨ GKwU ev K‡qKwU
cÖwZôv‡bi wbKU weµq Ki‡Z cv‡i|
5. †fŠ‡MvwjK we‡klÁ (Geographic Specialist): wbw`©ó GKwU ev K‡qKwU AÂj, GjvKv ev ¯’v‡b cÖwZôvb
Zvi cY¨ weµq Ki‡Z cv‡i|
6. cY¨ ev cY¨ mvwi we‡klÁ (Product or Product line Specialist): cÖwZôvb GKwU we‡kl cY¨ mvwi ev
cY¨ weµq ev Drcv`b Ki‡Z cv‡i|
7. cY¨ ‰ewkó¨ we‡klÁ (Product Feature specialist): wbw`©ó ai‡bi cY¨ ev cY¨ ˆewkó¨ Drcv`‡b
cÖwZôvb `¶Zv AR©b Ki‡Z cv‡i|
8. Re-ke we‡klÁ (Job-shop Specialist): cÖwZôvb cÖ‡Z¨K †µZvi Rb¨ †µZvi Pvwn`v Dc‡hvMx cY¨
‰Zwi Ki‡Z cv‡i| †hgb- GKRb ¯^Y© †`vKv‡b †µZvi c”Q›` Abyhvqx MnYvi wWRvBb K‡i weµq Kiv
nq|
9. gvb-g~j¨ we‡klÁ (Quality Specialist): cÖwZôvb D”Pgv‡bi cY¨ D”Pg~‡j¨ weµq Ki‡Z cv‡i ev wbgœ
gv‡bi cY¨ wbgœ g~‡j¨ weµq Ki‡Z cv‡i| A_©vr, D”P hv wbgœ †h †Kv‡bv ch©v‡q †mev w`‡Z cv‡i|
10. ‡mev we‡klÁ (Service Specialist): †Kv‡bv we‡kl ai‡bi †mev cÖ`v‡bi †¶‡Î cÖwZôvb we‡klÁ n‡Z
cv‡i| hv Ab¨ cÖwZôvb¸‡jv w`‡”Q bv|
11. cÖYvwj we‡klÁ (Channel Specialist): GKwU gvÎ eÈb cÖYvwj e¨envi K‡i †mev †`qvi †¶‡Î cÖwZôvb
we‡klÁZv AR©b Ki‡Z cv‡i|

mvims‡ÿc:

‡hme cÖwZôvb evRvi †bZvi mv‡_ cÖwZ‡hvwMZv bv K‡i, wb‡R‡K Avjv`vfv‡e Dc¯’vcb K‡i evRvi †kqvi a‡i
iv‡L I evRvi †bZv‡K AbymiY K‡i Zv‡`i‡K evRvi Abymvwi e‡j| evRvi Abymvwii †KŠkj‡K Pvi fv‡M fvM
Kiv hvq| h_v- bKjKvix, AbyRxex, AbyKiYKvix I Awf‡hvRb| ‡Kv‡bv evRv‡ii †hme cÖwZôvb mgMÖ evRvi
Ask wb‡q wPšÍv bv K‡i GKwU we‡kl As‡ki Dci cy‡ivcywi g‡bv‡hvM w`‡q Afxó †µZv‡K mš‘ó Ki‡Z m‡P÷
_v‡K Zv‡`i‡K evRvi wbkvi e‡j| †KvUvwii †KŠkj¸‡jv n‡jv- P~ovšÍ e¨enviKvix we‡klÁ, Dj¤^ ¯Íi we‡klÁ,
‡µZv AvqZb we‡klÁ, wbw`©ó †µZv we‡klÁ, †fŠ‡MvwjK we‡klÁ, cY¨ ev cY¨ mvwi we‡klÁ, cY¨ ‰ewkó¨
we‡klÁ, Re-ke we‡klÁ, gvb-g~j¨ we‡klÁ, ‡mev we‡klÁ I cÖYvwj we‡klÁ|

BDwbU AvU c„ôvÑ 109

 weweG †cÖvMÖvg

BDwbU DËi g~j¨vqb

1. cÖwZôv‡bi µgweKvk †KŠkj Kx e¨vL¨v Kiæb|

2. cÖwZ‡hvMx we‡kølY Kx? cÖwZ‡hvMx we‡køl‡Yi avcmg~n Av‡jvPbv Kiæb|
3. ‡Kvb †Kvb welq †Lqvj †i‡L cÖwZ‡hvMx we‡kølY Kiv nq? eY©bv Kiæb|
4. evRvi †bZv †K? evRvi †bZvi †KŠkjmg~n e¨vL¨v Kiæb|
5. evRvi †bZvi cÖwZiÿv †KŠkj Av‡jvPbv Kiæb|
6. evRvi †bZvi evRvi †kqvi m¤úªmviY †KŠkj eY©bv Kiæb|
7. evRvi cÖwZØ›Øx †K? evRvi cÖwZØ›Øxi †KŠkjmg~n eY©bv Kiæb|
8. evRvi cÖwZØ›Øxi AvµgY †KŠkjmg~n Av‡jvPbv Kiæb|
9. evRvi Abymvwi †K I evRvi Abymvixi †KŠkj eY©bv Kiæb|
10. evRvi wbkvi †K I evRvi wbkvi-Gi †KŠkj Av‡jvPbv Kiæb|

†idv‡iÝ eBmg~n

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16 ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15e ed.). Pearson Education.

Ramaswamy, N. (2009). Marketing Management – Global Perspective, Indian Context (4e ed.).
Macmillan Publishers India.

McCarthy, E. J., Shapiro, S. J., & Perreault, W. D. (1979). Basic marketing. Irwin-Dorsey.

cv‡gjv, K.k. I Av³vi, d. (2021), wecYb bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.

cv‡gjv, K.k. I gvndyR, g.Av. (2019), wecYb e¨e¯’vcbv. evsjv‡`k Dš§y³ wek¦we`¨vjq.

†iRv, g.m. I cvi‡fR, g.g. (2008) evRviRvZKiY bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.

BDwbU AvU c„ôvÑ110