In the last post, we talked about three possible timing options, holding certain conditions constant (click here to recall Part I). Without these assumptions, it would be difficult to zero-in our focus on “counter attack”. Before choosing one of the three timing options, you need to collect three pieces of business intelligence about your attacking competitor(s).
First one, what is the ultimate objective of their sales promotion? Since seasonality, repositioning, and inventory clearance have been ruled out, the most important reason remains is to harass you and take your market share. We will focus on counter attack based on this objective of the competitor. Second, what is their perceptual position (strong opponent or weak opponent) in the market where they are launching their attack from? Because different market strengths will yield different results of similar programs (click here to know why). Third, how long is it expected that they will continue with this type of promotion (short run or extended campaign)? After having these three pieces of information on your radar screen, you can now plan for timing of your counter attack. (to be continued. . .)