MARKSTRAT FIRM U

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MARKSTRAT FIRM U

• A.J. Baker
• Laura Fitzgerald
• Maria Kerner
• JoyAnn Santamaria

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Strategies

• Production
• Pricing
• Advertising
• Sales Force
• RD

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Perceptual Map

• Identify Reach Target Markets
• Perceptual Objectives for Repositioning
• Helped Shape What We Did With
• - RD
• - Advertising
• - Price
• - Amount Produced
• - Attributes of new products

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Budgeting Strategies

• Reports
• RD
• Advertising
• Sales Force
• Balance

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R D Strategies

• STRATEGIES
• Did not ignore segments
• Distributed money over periods

• PROJECTS
• SURE
• SUS2
• VUDU

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Sales Force

• Middle Man
• Proportional to Number of Products
• Increased
• Distribution Panel

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Production Strategies

• Production Departments 20 Adjustment
• Last Periods Sales
• Status of Products

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Pricing Strategies

• Inflation Rate
• Competitors Price
• Perceptual Map

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Advertising Strategies

• Well Above Competition
• Identify and Reach Target Markets
• Perceptual Objectives for Repositioning
• Media ? How much
• Research ? How accurate

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What Did We Do Wrong?

• Did not produce enough of two products
• SUSI Thought it was being phased out
• SURE New product, did not project high sales
• Mistargeted SURE
• Aimed at Singles
• Hi Earners and Pros actually became buyers

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What Did We Do Wrong?

• Neglected SUSI SULI when SURE arrived
• Did not spend enough on advertising, etc.
• Did not over allocate RD for VUDU

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What Did We Do Right?

• WE BEAT FIRM Y!
• Highest stock price in the class finishing at
• 4,206!

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What We Learned

• What the Hell Market Oriented IS
• Did not know our product
• Helped us to be more customer driven

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Thank you!