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Specific attack strategies of Challengers

- Price discount – Big Bazaar

- Low Price Goods – Ruf and Tuf Jeans

- Value Priced goods – Nirma, Subhiksha

- Prestige goods – Challenger can offer higher quality product at higher price –

Apartment market in Bangalore, better amenity flats are coming up

- Product proliferation – Baskin-Robbins offered more flavors to beat competition

- Product Innovation – 3M enters new markets with an innovation

- Improved services – Avis vs Hertz

- Distribution Innovation – Avon vs leading cosmetic firms

- Intensive advertising promotion – HLL in toothpastes vs Colgate

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