Follower marketing strategies

"Followers" refers to companies that use the strategy and tactics of the leader's marketing strategy.

The main goal of the "follower" is to retain existing customers.

Follower strategies are:

compilation strategy,

imitation strategy,

adaptation strategy.

Compilation strategy - the use of the marketing strategy of the market leader in full (in terms of commodity, price, marketing and advertising activities).

Imitation strategy - based on the use of individual elements of the market leader with the introduction of certain differences in the brand, advertising, pricing policy.

Adaptation strategy - improvement of some elements of the market leader's marketing mix or adaptation of its strategy to certain markets.

Compared to the leader, challenger, and nicher, the follower has the greatest competitive vulnerability.