What Is Defensive Marketing? Strategy To Maintain Customer Loyalty So As Not To Turn To Other Brands

Illustration of customer loyalty (Freepic)

YOGYAKARTA - The key to the success of product sales in a business does not stop at getting consumers. A business is also required to be able to maintain customers or customer retention. To be able to maintain a repeat order from customers, you need to implement defensive marketing. What is defensive marketing?

Have you ever bought a product from one brand continuously or not changing to another brand? That means you've become a loyal customer of the brand. Having loyal customers is an important achievement for a business. By having a customer retention, the business can survive in the market in the midst of many competitors.

But it's not easy to be able to make consumer repeat orders or become customers every time. To be able to increase customer attention, you need to understand what defensive marketing is and the strategies that need to be prepared.

Defensive marketing is a marketing method that aims to maintain or maintain profits, market targets, and brand positions from competitors. By implementing this marketing strategy, consumers will repeat orders or become loyal customers of the business.

Bisnis atau brand perlu menjalankan strategi pemasaran agar tidak kehilangan konsumennya. Mengingat persaingan di pasar sangat ketat dan banyaknya kompetitor yang menjual produk sama dengan Anda. Tingnya persaingan tersebut bisa menjadi ancaman yang dapat memajak atau mengambil konsumen Anda.

This marketing strategy will also affect market share recognition and brand positioning in the market. Defensive marketing is different from other types of strategies in marketing. This strategy is not aimed at attacking or defeating competitors, but focuses on maintaining or maintaining customer loyalty.

There are still many businessmen who do not know how to apply defensive marketing. Here are tips for running defensive marketing.

Self Attack is seeing or realizing its own weaknesses. Doing self attack does look risky and goes against business goals. But self attack is also a strategy that is effective enough to keep your customers.

Self attack is often applied by big companies such as Apple and Google. Self attack is done by developing and launching product innovations to be better than the previous product. By presenting new services or products, it will increase consumer interest and customer retention.

Another way to apply defensive marketing is to improve product quality. Every business is required to be able to compete and excel from competitors. You need to see trends and needs in the market as evaluation material to increase product value. In this way, you can master the market and bind consumers to become loyal customers.

Pricing strategy or pricing prices also need to be done in carrying out defensive marketing. There are four ways to adjust product prices to market conditions, namely: lower product prices to the ones offered by competitors, increase prices according to the quality of the products that are improved, maintain prices but add value to the product, offer new price options.

Defensive marketing can also be done using customer insight. You can take advantage of customer insights to see interests, behavior, needs, and consumer demand for your products. These informations can be your provision to design an appropriate and effective defensive marketing strategy.

The next step you can do is take advantage of advertising. This method is a classic method in defensive marketing. So you have to show your product excess through advertising. By using ad media, you can reach the audience more broadly and help build a positive image on your brand.

Demikianlah reviewasi mengenai apa itu defensive marketing dan strategi yang perlu diterapkan. Defensive marketing merupakan strategi pemasaran yang wajib dihamahami dan dikuasai oleh pelanggaran. Kunci sukses sebuah penjualan tidak sekadar pada berhasil menggaket konsumen, namun wajib bisa menjaga ketituan pelanggan.

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