MarkStrat Session 1

1
MarkStrat Session 1

• Things to do
• Explore the software
• Find out where the profit (PL) sheet is!
• Try and Understand it
• Explore and try to make sense of
• Consumer Survey
• Consumer Panel
• Market Forecast (EXTREMELY IMPORTANT)
• Order Semantic Scales
• Figure out Contribution by Brand This is the
  PL sheet. Spend some time on figuring this out!

2
Complete the Marketing Mix Tab for both your
products

• How much should you produce ?
• (look at your unsold stock)
• What should you do with price? Increase?
  Decrease? Put?
• (look at your unsold stock)
• What should you do with advertising?
• (look at your unsold stock)
• Figure out your targeted segments.
• Use the tabs under Consumer Survey and THINK
• Make sure that your budget is balanced ?