The marketing strategy of increased aggressiveness is a response to an increase in competition, or the threat thereof. It is also a means of protecting market share. The goal is to outsell, or at least match, the competition in terms of marketing mix (price, product, promotion, and place/distribution). There are three basic approaches to this marketing strategy:
1. The first is to go on the offensive, by starting a price war or engaging in other marketing activities designed to lure customers away from the competition.
2. The second approach is to defend one’s market share, by holding firm on prices and marketing mix elements and communicating the message that one’s company is the best choice for customers.
3. The third approach is to take a more aggressive stance in marketing mix elements such as promotion and product development, while still maintaining reasonable prices. This can be seen as a “bundling” strategy, where companies offer more value than the competition by offering a combination of products and services at a lower price.
The choice of marketing strategy will depend on the specific industry and market conditions, as well as the company’s goals and resources. In general, however, the more aggressive approach is often seen as the most effective way to respond to increased competition.