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Epic Product
Battles of History:
        vs.
By 1st Lieutenant Alejandro Perez
•   Speaker Introduction
•   Introduction of the Contenders
•   The Fight: 4 Rounds
•   Market Results
•   Discussion
•   Mental Exercise




Agenda
•   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
• In one corner!   • On the Other Corner!




Introducing the Contenders
•   The Transformation
•   Multi Product Offering
•   “Theme looking for Products”
•   Marketing Strategy




Introducing GI Joe
• 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
• Multi-Product Offering:
  • Hasbro provides both the “Problems and the Solutions”.




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




The Nazis:
The Evil “Us vs Them” Mass Product Offering
• 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
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
•   The Transformation
•   Multi Product Offering
•   “Theme looking for Products”
•   Marketing Strategy




Summary: GI Joe
•   Modularity
•   The Mutable Product Offering
•   “Products Looking for Themes”
•   Marketing Strategy




Introducing Lego
• Modularity
  • Standardization for Configuration
• Do it yourself
  • IKEA style




                                        Standardization reduced Costs
                                         No Assembly reduces Costs


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




Lego Rip-off Maniacs!
•   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!
•   Modularity
•   The Mutable Product Offering
•   “Products Looking for Themes”
•   Marketing Strategy




Summary: Lego
• Ding, Ding, Ding!




Round 1! Fight!!
• G.I. Joe wins the 1st Round




                    • Quality and Cost Reduction.
                    • Modularity is Clunky and can
                      be Problematic.




Transformation vs. Modularization
• Ding, Ding, Ding!




Round 2! Fight!!
• 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
• Ding, Ding, Ding!




Round 3! Fight!!
• 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
• Ding, Ding, Ding!




Round 4! Fight!!
• Lego wins the 4th Round




                   • Close call, however:
                   • Lego has more market presence
                     due to its efforts.



Marketing vs. Marketing
$2.5 Billion          $18.7 Billion



What do the Judges say?
Lego Wins!
• Lessons Learned
• Opinions
• Thoughts




Discussion
vs.

Mental Exercise

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Epic Battle: GI Joe vs Lego

  • 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
  • 4.
  • 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?
  • 29. • Lessons Learned • Opinions • Thoughts Discussion