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MARKSTRAT FIRM U

MARKSTRAT FIRM U. A.J. Baker Laura Fitzgerald Maria Kerner JoyAnn Santamaria. Strategies. Production Pricing Advertising Sales Force R&D. Perceptual Map. Identify & Reach Target Markets Perceptual Objectives for Repositioning Helped Shape What We Did With: - R&D - Advertising

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MARKSTRAT FIRM U

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  1. MARKSTRAT FIRM U A.J. Baker Laura Fitzgerald Maria Kerner JoyAnn Santamaria

  2. Strategies • Production • Pricing • Advertising • Sales Force • R&D

  3. Perceptual Map • Identify & Reach Target Markets • Perceptual Objectives for Repositioning • Helped Shape What We Did With: - R&D - Advertising - Price - Amount Produced - Attributes of new products

  4. Budgeting Strategies • Reports • R&D • Advertising • Sales Force • Balance

  5. STRATEGIES Did not ignore segments Distributed money over periods PROJECTS SURE SUS2 VUDU R & D Strategies

  6. Sales Force • “Middle Man” • Proportional to Number of Products • Increased • Distribution Panel

  7. Production Strategies • Production Department’s 20% Adjustment • Last Period’s Sales • Status of Products

  8. Pricing Strategies • Inflation Rate • Competitor’s Price • Perceptual Map

  9. Advertising Strategies • Well Above Competition • Identify and Reach Target Markets • Perceptual Objectives for Repositioning • Media  How much • Research  How accurate

  10. 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

  11. What Did We Do Wrong? • Neglected SUSI & SULI when SURE arrived • Did not spend enough on advertising, etc. • Did not over allocate R&D for VUDU

  12. What Did We Do Right? • WE BEAT FIRM Y! • Highest stock price in the class finishing at: $4,206!

  13. What We Learned • “What the Hell Market Oriented IS” • Did not know our product • Helped us to be more customer driven

  14. Thank you!

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