markstrat introduction

7/24/2019 Markstrat Introduction

1/33

222 Third Street Cambridge, MA 02142

Tel: (617) 494-8282 Fa: (617) 494-1421

The Mar!"trat Challe#ge $


2/33

2

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


3/33

3

Getting started

Managingyour firm

The MarkstratWorld


4/33

The Mar!"trat &rld: A large territ&r* +ith a highl*

deel&ed e&m*

The Markstrat World

Population: 250 million

Currency: Markstrat Dollar !"


5/33

!

The ba"i "e#ari& begi#" +ith 'irm" "tarti#g i#

the "ame &metitie &"iti


6/33

"

.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


7/33#

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.


8/33*

'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


9/33+

$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


10/33

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


11/33

+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


12/332

Site &dite %"t&mer" hae the h&ie &'

%rha"i#g thr&%gh di"ti#t di"trib%ti

ha##el"


13/333

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*


14/33

Getting started

The MarkstratWorld

Managingyour firm


15/33!


16/33"


17/33

#

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


18/33

*

/#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


19/33

+

.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


20/33

2

ra#d re"%lt"


21/33

2

C&ma#* er'&rma#e


22/33

22

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


23/33

23

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


24/33

2

/rga#ie *&%r"ele" a#d ma#age the gr&%

r&e""

Timepressure

Conflictingopinions

4nformationoerload


25/33

2!

The MarkstratWorld

Managingyour firm

Getting started


26/33

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


27/33

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


28/33

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


29/33

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


30/33

3

%*i#g mar!et re"earh "t%die" +ill hel *&%

ma!e "&%#d dei"i"The cost ofeach studyappears as

you make yourselections


31/33

3


32/33

32

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


33/33

7ood luck;7ood luck;

/# *&%r mar!", get "et, ;/?

Gie a name to your company

espect the deadlines

markstrat introduction

Documents