This session is about the epic fight about 2 very different products in the same market space. One was "a product looking for a theme", while the other was "a theme looking for a product". In a UFC (Ultimate Fighting Champion) format, their begins, their struggles, their "Pros and Cons" and their outcomes are good fables for all PMs to reflect on.

1. Epic Product
Battles of History:
vs.
By 1st Lieutenant Alejandro Perez

2. • Speaker Introduction
• Introduction of the Contenders
• The Fight: 4 Rounds
• Market Results
• Discussion
• Mental Exercise
Agenda

3. • Global MBA
• Major in Finance
• Major in Business Admin
• Minor in Military Science
• 11 Years in the US Army
• Leadership, QM, and Logistics
• 2 Years of Corporate
• BAE Systems, Inc.
• 2 Years in Entrepreneurship
• SPOTS Tracking Systems, Inc.
Personal Intro

5. • In one corner! • On the Other Corner!
Introducing the Contenders

6. • The Transformation
• Multi Product Offering
• “Theme looking for Products”
• Marketing Strategy
Introducing GI Joe

7. • The Transformation (12” to 3 ¾”)
1964 to 1984 - 12” Action Figure 1982 to Now – 3 ¾” Action Figure
Reduced Costs
Increase in Quality
GI Joe:
The Shorter (more cost effective) American Hero

8. • Multi-Product Offering:
• Hasbro provides both the “Problems and the Solutions”.
GI Joe:
The “2 Sided” American Hero

9. • Multi-Product Nazi Offering:
• The Nazis provides both the “Problems and the Solutions”.
The Nazis:
The Evil “Us vs Them” Mass Product Offering

10. • G.I. Joe is a “Theme looking for a product”.
• Highly one dimensional theme: G.I. Joe vs. Cobra
• Only minor modifications can be done to survive
• (EX: G.I Joe: Retaliation)
• It can grow stale
• What if World Peace is reached? Does the theme die?
G.I. Joe:
The “Soul Searching” American Hero

11. Product Offering Campaigns Supplementary Offerings
• A Real American Hero (1982–1994)
• Stars & Stripes Forever – TRU Exclusives (1997–1998)
• A Real American Hero Collection (2000–2002)
• Comics
• G.I. Joe vs Cobra (2002–2005)
• Cartoon
• Direct to Consumer (DTC) (2005–2006) • Film
• 25th Anniversary (2007–2009) • Video games
• The Rise of Cobra (2009)
• The Pursuit of Cobra (2010–2011)
• 30th Anniversary (2011–2012)
• Retaliation (2012)
GI Joe:
The Real “Marketing” American Hero

12. • The Transformation
• Multi Product Offering
• “Theme looking for Products”
• Marketing Strategy
Summary: GI Joe

13. • Modularity
• The Mutable Product Offering
• “Products Looking for Themes”
• Marketing Strategy
Introducing Lego

14. • Modularity
• Standardization for Configuration
• Do it yourself
• IKEA style
Standardization reduced Costs
No Assembly reduces Costs
Lego Modular Maniacs!

15. • The Mutant Value Proposition
• Modularity can lead to:
• Self Explorative Value Position
• Customer Define Value Position
Standardization leads to Modularity
Modularity increases Value Position
Lego Mutant Maniacs!

16. • “Products Looking for Themes”.
• It does not compete on Quality, but the replication of their
modularity on different themes.
Lego Rip-off Maniacs!

17. • Licensed themes
• Robotics sets
• Video games
• Official website
• Business consultancy
• Theme parks
• Retail stores
• Children's clothes
• Board games
• Films and television
• Books and magazines
Lego Marketing Maniacs!

18. • Modularity
• The Mutable Product Offering
• “Products Looking for Themes”
• Marketing Strategy
Summary: Lego

19. • Ding, Ding, Ding!
Round 1! Fight!!

20. • G.I. Joe wins the 1st Round
• Quality and Cost Reduction.
• Modularity is Clunky and can
be Problematic.
Transformation vs. Modularization

21. • Ding, Ding, Ding!
Round 2! Fight!!

22. • Lego wins the 2nd Round
• G.I. Joe cannot mutate its VP.
• Modularity allows multiple
variations in the Value
Proposition
Multi Product vs. Mutable Product Offering

23. • Ding, Ding, Ding!
Round 3! Fight!!

24. • Lego wins the 3rd Round
• G.I. Joe has a very constant
themes and thus a limited
audience.
• Modularity allows for theme
changes and explore new markets.
Theme to Product vs. Product to Theme

25. • Ding, Ding, Ding!
Round 4! Fight!!

26. • Lego wins the 4th Round
• Close call, however:
• Lego has more market presence
due to its efforts.
Marketing vs. Marketing

27. $2.5 Billion $18.7 Billion
What do the Judges say?

28. Lego Wins!

29. • Lessons Learned
• Opinions
• Thoughts
Discussion

30. vs.
Mental Exercise