3. Time Size of C. Ad. Build Up Benefit Period Erosion Moves calculated to yield a competitive advantage
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6. Types of Strategic Offensive 1. Match / exceed competitive strengths 2. Capitalise on Weaknesses 3. Simultaneous initiatives on many fronts 4. End-run offensives 5. Guerilla offensives 6. Preemptive strikes
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27. Colgate Toothpaste Product Line Colgate Dental Cream Colgate Total 12 Colgate Sensitive Colgate Max Fresh Colgate Kids ToothPaste Colgate Fresh Energy Gel Colgate Herbal Colgate Cibaca Family Protection Colgate Advanced Whitening Colgate Active Salt Pepsodent Toothpaste Product Line Pepsodent Complete + Gum Care Complete 12 Pepsodent Herbal Pepsodent Milk Teeth Orange Pepsodent Milk Teeth Strawberry Pepsodent Sensitive Pepsodent Whitening
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53. Timing of Strategic Moves Advantages / disadvantages of First Mover + if pioneering helps build brand image + if early contracts with suppliers etc advantageous + first time customer loyalty + makes imitation harder - expense - rapid change may lead to obsoletion - weak customer loyalty - easily imitated
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