Defending Market Position refers to the defensive strategy that an organization implements to maintain its market share and position. Defending Market Position is a set of actions and tactics used by companies to protect their market position against existing and emerging competitors. Ignoring the Competitor or No Action Ignoring the Competitor or No Action strategy is feasible only if the organization feels that the threat by the rival brand is not sustainable. It will maintain its pricing strategy and not react to any price reductions by the competing brand. Example – 1. Red Bull 2. Gillette 3. LEGO Repositioning the Existing Offer The existing organization can reposition its product by improving the benefits of its offerings or by boosting the product performances. Adding financial incentives will also help in repositioning the existing offer. Example – 1. Netflix Stream Fest was launched in India as a free trial promotional offer on 5th and 6th December 2020. Repositioning to Attract New Customers Repositioning to Attract New Customers is possible by adding fresh products and making a shift in the value proposition. Vertical Repositioning Vertical Repositioning refers to changing the value proposition of an organization’s offering by shifting it to a new price tier in upscale or downscale repositioning. Example - Cadbury Glow Horizontal Repositioning Horizontal Repositioning refers to changing the value proposition by adding benefits without changing the price tier. Example – Old Spice This video is on Defending Market Position and it has the following sub-topics. Time Stamps 0:00 Introduction 00:39 Ignoring the Competitor or No Action 01:06 Repositioning the Existing Offer 01:45 Repositioning the Existing Offer – Netflix Stream Fest 02:20 Repositioning to Attract New Customers 03:05 Repositioning to Attract New Customers – Cadbury Glow 03:54 Repositioning to Attract New Customers - Horizontal Repositioning 04:14 Repositioning to Attract New Customers – Old Spice