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222 Third Street Cambridge, MA 02142
Tel: (617) 494-8282 Fa: (617) 494-1421
The Mar!"trat Challe#ge $
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Mar!"trat i" a "im%lati de"ig#ed t& '&%"
"trategi mar!eti#g i""%e"
Understanding customer needs
Long-term perspective
Marketing as a profit center
Competitive environment
Marketing strategy is based on segmentation,positioning, and resource allocation... marketing mix
decisions are secondary
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Getting started
Managingyour firm
The MarkstratWorld
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The Mar!"trat &rld: A large territ&r* +ith a highl*
deel&ed e&m*
The Markstrat World
Population: 250 million
Currency: Markstrat Dollar !"
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!
The ba"i "e#ari& begi#" +ith 'irm" "tarti#g i#
the "ame &metitie &"iti
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.ah 'irm a# &mete i# T/ r&d%t mar!et"
Ma#imum: 5 $rands%firms marketed at a time
independent
not substitutes
not complements
VODITESSONITES
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Po&erPo&er 'ase Cost'ase CostMa#( )re*uencyMa#( )re*uency
DesignDesign +olume+olumeWeightWeight
The Site mar!et i" alread* deel&ed, eah
r&d%t hai#g 6 determi#i#g r&d%t
harateri"ti"
,0 - 20
$
. - ,0 20 - ,00
5 - 50 5 - ,00 min( ,0
%g
k&'
(ndex
)
dm.
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'ase Cost'ase CostWeightWeightDesignDesign
DiameterDiameterMa#( )re*uencyMa#( )re*uency/utonomy/utonomy
&dite" +ill li!el* al"& hae 6 mai# h*"ial
harateri"ti", b%t the mar!et i" a" *et %#taed
$
5 -,00 5 -20 ,0 -,00
. -,0 ,0 -,00 min( ,0
m k&' mm
(ndex %g
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$t i" ea"* t& re&g#ie the &rigi# &' the bra#d"
'r&m their #ame"
ProductType:
1onite
+1+odite
Companymarketingthe $rand:
/ 3 4 (((
)reely chosenletters or num$ers
4 ' 4
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Site %"t&mer" hae traditiall* bee#
la""i'ied i#t& "egme#t"33
Si#gle" Si
5igh .ar#er" 5i
%''" 'r&'e""ial" r
/ther" /i
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+herea" i#itial "t%die" '&r &dite" hae &i#ted
t& a di''ere#t "egme#tati "heme
time
sales
)ollo&ers
3arly adopters
4nnoators
Typical segment si6e eolution oer time
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Site &dite %"t&mer" hae the h&ie &'
%rha"i#g thr&%gh di"ti#t di"trib%ti
ha##el"
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S%mmar* &' the Mar!"trat &rld .#irme#t
.&mi .#irme#t.&mi .#irme#t
Mar!etMar!et;r&+th;r&+th
Teh#&l&g*Teh#&l&g*
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Getting started
The MarkstratWorld
Managingyour firm
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Mar!et re"earh "t%die" r&ide mar!et data3
it i" % t& *&% t& ri&ritie, dige"t, a#d i#terretthem Consumer surey
Consumer panel
Distri$ution panel emantic scales
Multi-dimensional scalingMD"
4ndustry $enchmarking
Market forecast
Competitie adertising Competitie sales force
/dertising e#periment
ales force e#periment
Con8oint analysis
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*
/#e *&%r "trateg* i" lear, *&% "h&%ld r&eed t&
ma!e a #%mber &' tatial dei"i" eah *ear
5 6roduction planning
25 (nventory disposal
35 6ricing
5 Mass communication
!5 /ales force distribution
"5 Market researc
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+
.ah 'irm reeie" a mar!eti#g b%dget '&r the
&mi#g eri&d, ba"ed the rei&%" eri&d>"
er'&rma#e
'udge
t =perating cost=perating costiring training costiring training cost
)iring cost)iring cost
ales force
/dertising e#penditures/dertising e#penditures
/dertising researche#penditures
/dertising researche#penditures
/dertising for each$rand
for each$rand
D Deelopment $udgetDeelopment $udget for each
pro8ect
for eachpro8ect
Marketesearch
onite and +oditestudy costs
onite and +oditestudy costs
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ra#d re"%lt"
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C&ma#* er'&rma#e
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The "im%lati "tart" at the e#d &' the i#itial eri&d,the #e+ ma#ageme#t (*&%?) ma!i#g dei"i" '&rthe #et eri&d
STA@T
MP
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The dei"i" '&r the 'ir"t eri&d are limited i#
"&e, "& that *&%r team a# 'amiliarie it"el' +ith
Mar!"trat 7ater information
4o not make any ma8or canges in your firm9s operation
4o not introduce ne0 brands, modify or 0itdra0existing ones
4o not start 4 pro8ects
4o not give perceptual ob8ectives for advertising
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/rga#ie *&%r"ele" a#d ma#age the gr&%
r&e""
Timepressure
Conflictingopinions
4nformationoerload
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2!
The MarkstratWorld
Managingyour firm
Getting started
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2"
he# *&% ret%r# t& *&%r team r&&m,
the Mai# Me#% +ill be *&%r "ree#
Click here to opena session access the
decisions screen
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2#
ithi# the ei"i Sree#, *&% +ill "tart ma!i#g
dei"i" '&r the &mi#g eri&dClick here tomake Production
Price /dertisingdecisions
:edecisionsyou0illmake
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2*
ei"i" r&d%ti, rie a#d aderti"i#g
"h&%ld be e#tered '&r eah bra#d
Eou aremaking
decisions forthe $rand/M/
&itch fromonites to
+odites
&itch fromone $rand to
the other
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2+
The "ale" '&re i" &rga#ied b* ha##el t*e t&
better meet the "ei'i #eed" &' the ha##el"
Click on theassistant to helpyou allocate to
sales forcesautomatically
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%*i#g mar!et re"earh "t%die" +ill hel *&%
ma!e "&%#d dei"i"The cost ofeach studyappears as
you make yourselections
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Bt '&rget t& tra#"'er *&%r dei"i" t& *&%r
i#"tr%t&r b* l&"i#g the "e""i Eou can closeyour session $y
clicking on
4nterface%CloseMarkstratession
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7ood luck;7ood luck;
/# *&%r mar!", get "et, ;/?
Gie a name to your company
espect the deadlines