What are the guiding principles of a defensive marketing?

Answer 1

In certain situations, an industry leader such as was Coca-Cola, can be successful by using defensive marketing operations. One way to find out a leader's best defense is to plan a mock attack on itself. Not in the real world of course, but by "brainstorming". Once it's established that there is minimal threats from a potential product seeking more market share, or, large problems are found, then they must be addressed. Then any and all methods should be used to block any market penetration by the rival company seeking a larger market share. Over time, it has been shown that market leading products tend to remain so.As an aside, the "brainstorming" feature previously mentioned can actually be put into play in the real world. The leading company can attack itself, meaning attack its products by introducing improvements to its existing line of products. The focus here is not to overestimate the competition, but to actually ignore them in a sense and produce new products that make the older ones obsolete.

This places the competitor in the position of trying to play catch up to a moving target. This causes them to spend more advertising dollars in the hope, a hope, that they may succeed.