The document provides an introduction to the Markstrat simulation challenge. It discusses key aspects of understanding and mastering Markstrat including marketing strategy, data access, and screen navigation. It describes the simulated Markstrat world which includes 6 competitor firms, 2 product categories, and initial brand attributes. Consumers are segmented and purchase through different distribution channels. The objective is to maximize share price index by optimizing various factors. Market research studies are available to inform strategic and tactical decisions around marketing mix, commercial team, and further market studies.
Team E achieved a cumulative ROI of 6.4%, generated $1.276 billion in revenues through sales of 3029 units, and increased their market share to 19.3%, resulting in a $728 thousand contribution after marketing and a stock price index of 3623. Their strong financial performance was driven by growing market share and revenues while maintaining high returns on investment.
Taco Bell has traditionally positioned itself as a fast, inexpensive Mexican-inspired restaurant brand catering to young customers. However, recent food quality scandals have damaged its brand perception. Additionally, consumer trends show increasing demand for higher quality, natural ingredients and more customization. To survive, Taco Bell needs to refine its positioning to address changing customer priorities around healthiness, customization, and authenticity.
This document provides a situational analysis and marketing strategy reflection for a simulation involving four companies competing in the Buffalo industry. It summarizes the company's performance, challenges faced, and strategies used over 8 periods of the simulation. The company initially led the Sonite market but faced attacks, so it reacted by improving existing products and launching new ones. It also gained an early advantage in the new Vodite market by investing in research. While managing competitive pressures in both markets, the company was able to grow its market share and sustain rising share prices through the period.
Toyota is a Japanese automotive manufacturer founded in 1937 by Kiichiro Toyoda. Their social media strategy includes producing short branded videos, monitoring social media, and using Pinterest to improve their brand appeal. Their market planning focuses on being green, promoting safety, and providing low operating costs, as they work to lead the future of mobility globally.
Mark strat simulation( firm presentation)Evelyne Otto
Firm M initially targeted high income earners and savers with two brands, MOST and MOVE. Over 10 periods, the company engaged in R&D to develop new brands targeting different segments, eventually focusing on professionals and followers with the MORE and MEGA brands. While revenue increased from $33,313 to $51,035 over this time, earnings fluctuated due to issues with brand performance, pricing, and competition in the market. Lessons learned included the importance of segmentation, targeting, positioning, and accounting for costs in pricing strategies.
This document contains information about Group B10's performance over 8 periods in a simulated market. It lists the members of Group B10 and provides data on the group's total market share, revenue, expenses, and brand portfolio over time. It also outlines the strategies Group B10 employed in each period, and summarizes the outcomes and lessons learned. The group worked to modify existing products, launch new products to target different segments, and expand into the Vodite market while maintaining their Sonite market share.
This document analyzes Nike's competitiveness using various models and frameworks. It provides an overview of Nike as the leading sportswear company. Porter's Five Forces and Generic Strategies are used to analyze Nike's competitiveness. External factors like social, technological and environmental that may impact Nike over five years are also examined. Specifically, changing consumer trends towards certain sports and the activewear fashion trend are identified as social factors that will affect Nike's competitiveness by requiring innovative products that catch emerging trends.
My group and I researched Spotify, who is currently dominating the online streaming industry. In our project we were able to find Spotify's value proposition and target market. Using this information, we were able to discuss and evaluate their current digital marketing strategies and how they could improve. We also provided a competitive analysis against their two main competitors, Apple Music and Pandora.
Team E achieved a cumulative ROI of 6.4%, generated $1.276 billion in revenues through sales of 3029 units, and increased their market share to 19.3%, resulting in a $728 thousand contribution after marketing and a stock price index of 3623. Their strong financial performance was driven by growing market share and revenues while maintaining high returns on investment.
Taco Bell has traditionally positioned itself as a fast, inexpensive Mexican-inspired restaurant brand catering to young customers. However, recent food quality scandals have damaged its brand perception. Additionally, consumer trends show increasing demand for higher quality, natural ingredients and more customization. To survive, Taco Bell needs to refine its positioning to address changing customer priorities around healthiness, customization, and authenticity.
This document provides a situational analysis and marketing strategy reflection for a simulation involving four companies competing in the Buffalo industry. It summarizes the company's performance, challenges faced, and strategies used over 8 periods of the simulation. The company initially led the Sonite market but faced attacks, so it reacted by improving existing products and launching new ones. It also gained an early advantage in the new Vodite market by investing in research. While managing competitive pressures in both markets, the company was able to grow its market share and sustain rising share prices through the period.
Toyota is a Japanese automotive manufacturer founded in 1937 by Kiichiro Toyoda. Their social media strategy includes producing short branded videos, monitoring social media, and using Pinterest to improve their brand appeal. Their market planning focuses on being green, promoting safety, and providing low operating costs, as they work to lead the future of mobility globally.
Mark strat simulation( firm presentation)Evelyne Otto
Firm M initially targeted high income earners and savers with two brands, MOST and MOVE. Over 10 periods, the company engaged in R&D to develop new brands targeting different segments, eventually focusing on professionals and followers with the MORE and MEGA brands. While revenue increased from $33,313 to $51,035 over this time, earnings fluctuated due to issues with brand performance, pricing, and competition in the market. Lessons learned included the importance of segmentation, targeting, positioning, and accounting for costs in pricing strategies.
This document contains information about Group B10's performance over 8 periods in a simulated market. It lists the members of Group B10 and provides data on the group's total market share, revenue, expenses, and brand portfolio over time. It also outlines the strategies Group B10 employed in each period, and summarizes the outcomes and lessons learned. The group worked to modify existing products, launch new products to target different segments, and expand into the Vodite market while maintaining their Sonite market share.
This document analyzes Nike's competitiveness using various models and frameworks. It provides an overview of Nike as the leading sportswear company. Porter's Five Forces and Generic Strategies are used to analyze Nike's competitiveness. External factors like social, technological and environmental that may impact Nike over five years are also examined. Specifically, changing consumer trends towards certain sports and the activewear fashion trend are identified as social factors that will affect Nike's competitiveness by requiring innovative products that catch emerging trends.
My group and I researched Spotify, who is currently dominating the online streaming industry. In our project we were able to find Spotify's value proposition and target market. Using this information, we were able to discuss and evaluate their current digital marketing strategies and how they could improve. We also provided a competitive analysis against their two main competitors, Apple Music and Pandora.
The document appears to be a presentation covering various topics related to brand performance and financial analysis for a company. It includes sections on brand overview, share price index, total market share, financial analysis, and brand breakdown by period. Specific brands discussed include Most, Mold, and Move. Charts are presented on share price index and total market share. Lessons learned focus on recapturing market share, remaining viable, missed opportunities in the Vodite market, more closely monitoring competition, and the commercial team.
The document provides an overview of the Indian chocolate industry and Cadbury's operations in India. It discusses the industry's size, key players, challenges like high temperatures, and growth opportunities from India's untapped rural market with low per capita consumption. It also examines Cadbury's strategies, products, and history in India, including dealing with a worm controversy. Finally, it analyzes the failure of Cadbury's Picnic product in India and proposes a marketing strategy to relaunch the product.
A presentation on the creative brief for Maggi India by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.
The presentation talks about a creative brief for the potential next campaign for Maggi India.
Titan Watches provides a marketing plan for its watch and jewelry brands. It aims to be a world-class, innovative organization and build India's most desirable brands. Titan has the largest market share in India's watch and jewelry industry. It segments customers by demographics like age and income, and psychographics like lifestyle and personality. Titan markets multiple brands like Titan, Fastrack, Sonata, and Tanishq to different customer segments. It employs advertising, promotions, and specialized retail stores to market its products.
- The document analyzes the Sonite and Vodite industries that Firm I competed in over 10 years. It discusses market segments, costs, products, distribution, and competitors.
- In Sonite, Firm I's most successful product was SISI, which targeted the growing Singles segment. In Vodite, their product VIFA found success among Followers.
- Across both industries, advertising expenditures comprised the largest portion of Firm I's costs. R&D costs were also substantial for entering the new Vodite market.
This document provides an analysis of the marketing mix used in the e-marketing of Outlook magazines. It discusses the primary and secondary objectives, which include understanding Outlook's digital marketing platform and how it helps with sales, profits and popularity. It also covers an industry overview, Outlook magazine's profile and market share, brand development, pricing, distribution channels, the 7Ps of marketing, segmentation, targeting and positioning. It analyzes Outlook's strengths, weaknesses, opportunities and threats. It also describes the process of converting marketing leads into sales through a funnel approach using e-marketing.
SMM Project 1 - Shake Shack Social Media Strategy Ashley Powers
This document outlines Shake Shack's social media strategy for October 2017. The objectives are to create deeper connections with customers and increase revenues through brand loyalty. Strategies include increasing social interactions and promoting CSR initiatives using hashtags. A social media audit assessed current performance on networks like Facebook and Instagram. Roles and responsibilities, policies, and response plans are defined to guide social media activities. Progress will be measured using quantitative KPIs like follower counts and interactions as well as qualitative indicators like sentiment analysis.
M&M's is known for its colorful candy shells and the tagline "Melts in your mouth, not in your hand." The document discusses M&M's marketing history including joint campaigns to build the brand. It highlights a 2014 Super Bowl ad that introduced a new character which brought confusion, and provides links to videos of the teaser and full ad. The document also discusses M&M's social media marketing strategies on sites like Twitter, including using the hashtag #RedForHire to promote humor around the Super Bowl spot. Graphs are included showing M&M's Twitter engagement.
The document outlines Chevrolet's 2014 "Purple Your Profile" marketing campaign for the American Cancer Society during the Super Bowl. The campaign goals were to highlight Chevrolet's corporate social responsibility and support cancer survivors. It utilized traditional Super Bowl advertising and non-traditional social media channels. Key metrics included over 400 million impressions reached at a cost-per-thousand of $26.55, lower than the Super Bowl average, indicating the campaign was a success. The case study demonstrates how frameworks for goal-setting, strategy, and measurement can help ensure marketing campaign effectiveness.
The document discusses strategies for maximizing marketing communications budgets. It recommends:
1. Balancing "non-working" production dollars that account for 10-20% of the budget with "working" media dollars to generate the most return.
2. Flexing the "investment muscle" to focus spending in a way that has the highest impact, such as combining TV and print production or producing multiple ad lengths from one shoot.
3. Using 15-second ad spots paired with 30-second spots and aired between 1,000-2,000 GRPs as a cost-effective way to continue driving messaging once ideas are established.
Launching Krispy Natural: Cracking the Product Management CodeSyed Zaid Ali
This document provides information about Candler Enterprises, a multinational company looking to launch Krispy Natural crackers nationally. Candler has various food and beverage divisions including Pemberton snacks. Pemberton seeks to leverage its marketing, sales and direct store delivery systems to expand into the salty snacks category with Krispy Natural. Product tests of Krispy Natural crackers showed positive purchase intent and taste preferences. However, there are uncertainties around effectively marketing Krispy Natural nationally and competing against established brands as the cracker market becomes more crowded.
The Oscar Mayer Company is an American meat and cold cut production company owned by Kraft Heinz that is known for its hot dogs, bologna, bacon, ham and Lunchable products. It faces challenges from increasing demand for healthier products with less fat and salt and competition from more consolidated meat companies. Opportunities include developing new products to tap new markets and markets. Strategic options discussed include diversifying product lines through mergers and acquisitions, increasing production through economies of scale, and developing new products through research and development.
The document provides an overview of market performance for companies Sonite and Vodite in a simulation game. Over 8 periods, the total market increased 5 times and Sonite held 12% market share while Vodite dramatically grew to 1000% market share. For the next periods, the total market is projected to increase 103% while Sonite is expected to decrease 7% and Vodite increase 159%. The document also outlines strategies, mistakes made, and recommendations for each company to improve performance.
Ann Banks is tasked with launching a new Italian sausage brand for Saxonville Sausage Company to meet profit objectives. She conducts market research through focus groups which reveal customers see Italian sausage as a quick meal solution. Two potential positioning concepts are identified: "Family Connection" and "Clever Cooking". Additional quantitative research shows "Clever Cooking" has higher purchase intent. Banks decides to position the new brand as "Saxonville Italian Sausage" using the "Clever Cooking" territory to appeal to time-strapped mothers. The brand will leverage Saxonville's reputation for quality and emphasize fresh, easy-to-cook attributes.
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
Nike is an American multinational company that manufactures footwear and apparel. It has a unwavering commitment to advertising and uses high-profile athletic endorsements as a key marketing initiative. Nike's brand portfolio includes the Nike, Cole Haan, Converse, Hurley, Nike Golf, and Umbro brands. Its advertisements focus on individuals and their determination rather than just products. Nike remains committed to using high-profile athletes to represent passion and overcoming adversity despite rising costs. This successful marketing strategy has translated to unprecedented revenue growth from $0.946 million in 1985 to over $19 billion in 2010.
Classic knitwear and Guardian: A Perfect Fit?ArielJimenez36
This document discusses a decision facing Classic Knitwear about whether to partner with Guardian to launch a new line of insect repellent knitwear. Classic Knitwear specializes in manufacturing unbranded casual knitwear, while Guardian is a brand of insect repellent popular with outdoor enthusiasts. The partnership could help Classic differentiate its products and improve its low gross margins of 18%. However, there are risks around whether the new product line would sell well and whether it aligns with Classic's strategy. The document analyzes different options for the partnership and their pros and cons.
The document outlines Cadbury's brand profile, including its physical appearance, personality, relationships, culture, and how it appeals to consumers. It notes Cadbury's purple, white, and brown colors and slim packaging. The brand personality is described as friendly, caring, and loyal. Cadbury creates chocolate for all ages and continues to innovate flavors. It aims campaigns at people of all age groups.
Forecasting the future for profit - SCIP presentationmilnerltd
At EE’s London office in May 2016, Milner’s Head of Market Analysis, Jonathan Davenport, gave a presentation at a Strategic and Competitive Intelligence Professionals (SCIP) event on how to support market and revenue growth with a market forecast. The event was attended by Fin Tech (including Sage), Telecoms (including BT), Energy (including Schneider Electric) and Bio-tech (including Smith Medical) companies and his presentation received excellent feedback.
The document provides an overview of an entrepreneurial group presentation on market research. It discusses quick group presentations on current projects, how to estimate the market, different types of market research including primary and secondary methods, customer segmentation and positioning, and working on projects with group supervision. Key topics covered include market estimation, different market research tools, how to segment customers, target specific segments, and position products and services. The document aims to educate entrepreneurs on conducting effective market research.
The document appears to be a presentation covering various topics related to brand performance and financial analysis for a company. It includes sections on brand overview, share price index, total market share, financial analysis, and brand breakdown by period. Specific brands discussed include Most, Mold, and Move. Charts are presented on share price index and total market share. Lessons learned focus on recapturing market share, remaining viable, missed opportunities in the Vodite market, more closely monitoring competition, and the commercial team.
The document provides an overview of the Indian chocolate industry and Cadbury's operations in India. It discusses the industry's size, key players, challenges like high temperatures, and growth opportunities from India's untapped rural market with low per capita consumption. It also examines Cadbury's strategies, products, and history in India, including dealing with a worm controversy. Finally, it analyzes the failure of Cadbury's Picnic product in India and proposes a marketing strategy to relaunch the product.
A presentation on the creative brief for Maggi India by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.
The presentation talks about a creative brief for the potential next campaign for Maggi India.
Titan Watches provides a marketing plan for its watch and jewelry brands. It aims to be a world-class, innovative organization and build India's most desirable brands. Titan has the largest market share in India's watch and jewelry industry. It segments customers by demographics like age and income, and psychographics like lifestyle and personality. Titan markets multiple brands like Titan, Fastrack, Sonata, and Tanishq to different customer segments. It employs advertising, promotions, and specialized retail stores to market its products.
- The document analyzes the Sonite and Vodite industries that Firm I competed in over 10 years. It discusses market segments, costs, products, distribution, and competitors.
- In Sonite, Firm I's most successful product was SISI, which targeted the growing Singles segment. In Vodite, their product VIFA found success among Followers.
- Across both industries, advertising expenditures comprised the largest portion of Firm I's costs. R&D costs were also substantial for entering the new Vodite market.
This document provides an analysis of the marketing mix used in the e-marketing of Outlook magazines. It discusses the primary and secondary objectives, which include understanding Outlook's digital marketing platform and how it helps with sales, profits and popularity. It also covers an industry overview, Outlook magazine's profile and market share, brand development, pricing, distribution channels, the 7Ps of marketing, segmentation, targeting and positioning. It analyzes Outlook's strengths, weaknesses, opportunities and threats. It also describes the process of converting marketing leads into sales through a funnel approach using e-marketing.
SMM Project 1 - Shake Shack Social Media Strategy Ashley Powers
This document outlines Shake Shack's social media strategy for October 2017. The objectives are to create deeper connections with customers and increase revenues through brand loyalty. Strategies include increasing social interactions and promoting CSR initiatives using hashtags. A social media audit assessed current performance on networks like Facebook and Instagram. Roles and responsibilities, policies, and response plans are defined to guide social media activities. Progress will be measured using quantitative KPIs like follower counts and interactions as well as qualitative indicators like sentiment analysis.
M&M's is known for its colorful candy shells and the tagline "Melts in your mouth, not in your hand." The document discusses M&M's marketing history including joint campaigns to build the brand. It highlights a 2014 Super Bowl ad that introduced a new character which brought confusion, and provides links to videos of the teaser and full ad. The document also discusses M&M's social media marketing strategies on sites like Twitter, including using the hashtag #RedForHire to promote humor around the Super Bowl spot. Graphs are included showing M&M's Twitter engagement.
The document outlines Chevrolet's 2014 "Purple Your Profile" marketing campaign for the American Cancer Society during the Super Bowl. The campaign goals were to highlight Chevrolet's corporate social responsibility and support cancer survivors. It utilized traditional Super Bowl advertising and non-traditional social media channels. Key metrics included over 400 million impressions reached at a cost-per-thousand of $26.55, lower than the Super Bowl average, indicating the campaign was a success. The case study demonstrates how frameworks for goal-setting, strategy, and measurement can help ensure marketing campaign effectiveness.
The document discusses strategies for maximizing marketing communications budgets. It recommends:
1. Balancing "non-working" production dollars that account for 10-20% of the budget with "working" media dollars to generate the most return.
2. Flexing the "investment muscle" to focus spending in a way that has the highest impact, such as combining TV and print production or producing multiple ad lengths from one shoot.
3. Using 15-second ad spots paired with 30-second spots and aired between 1,000-2,000 GRPs as a cost-effective way to continue driving messaging once ideas are established.
Launching Krispy Natural: Cracking the Product Management CodeSyed Zaid Ali
This document provides information about Candler Enterprises, a multinational company looking to launch Krispy Natural crackers nationally. Candler has various food and beverage divisions including Pemberton snacks. Pemberton seeks to leverage its marketing, sales and direct store delivery systems to expand into the salty snacks category with Krispy Natural. Product tests of Krispy Natural crackers showed positive purchase intent and taste preferences. However, there are uncertainties around effectively marketing Krispy Natural nationally and competing against established brands as the cracker market becomes more crowded.
The Oscar Mayer Company is an American meat and cold cut production company owned by Kraft Heinz that is known for its hot dogs, bologna, bacon, ham and Lunchable products. It faces challenges from increasing demand for healthier products with less fat and salt and competition from more consolidated meat companies. Opportunities include developing new products to tap new markets and markets. Strategic options discussed include diversifying product lines through mergers and acquisitions, increasing production through economies of scale, and developing new products through research and development.
The document provides an overview of market performance for companies Sonite and Vodite in a simulation game. Over 8 periods, the total market increased 5 times and Sonite held 12% market share while Vodite dramatically grew to 1000% market share. For the next periods, the total market is projected to increase 103% while Sonite is expected to decrease 7% and Vodite increase 159%. The document also outlines strategies, mistakes made, and recommendations for each company to improve performance.
Ann Banks is tasked with launching a new Italian sausage brand for Saxonville Sausage Company to meet profit objectives. She conducts market research through focus groups which reveal customers see Italian sausage as a quick meal solution. Two potential positioning concepts are identified: "Family Connection" and "Clever Cooking". Additional quantitative research shows "Clever Cooking" has higher purchase intent. Banks decides to position the new brand as "Saxonville Italian Sausage" using the "Clever Cooking" territory to appeal to time-strapped mothers. The brand will leverage Saxonville's reputation for quality and emphasize fresh, easy-to-cook attributes.
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
Nike is an American multinational company that manufactures footwear and apparel. It has a unwavering commitment to advertising and uses high-profile athletic endorsements as a key marketing initiative. Nike's brand portfolio includes the Nike, Cole Haan, Converse, Hurley, Nike Golf, and Umbro brands. Its advertisements focus on individuals and their determination rather than just products. Nike remains committed to using high-profile athletes to represent passion and overcoming adversity despite rising costs. This successful marketing strategy has translated to unprecedented revenue growth from $0.946 million in 1985 to over $19 billion in 2010.
Classic knitwear and Guardian: A Perfect Fit?ArielJimenez36
This document discusses a decision facing Classic Knitwear about whether to partner with Guardian to launch a new line of insect repellent knitwear. Classic Knitwear specializes in manufacturing unbranded casual knitwear, while Guardian is a brand of insect repellent popular with outdoor enthusiasts. The partnership could help Classic differentiate its products and improve its low gross margins of 18%. However, there are risks around whether the new product line would sell well and whether it aligns with Classic's strategy. The document analyzes different options for the partnership and their pros and cons.
The document outlines Cadbury's brand profile, including its physical appearance, personality, relationships, culture, and how it appeals to consumers. It notes Cadbury's purple, white, and brown colors and slim packaging. The brand personality is described as friendly, caring, and loyal. Cadbury creates chocolate for all ages and continues to innovate flavors. It aims campaigns at people of all age groups.
Forecasting the future for profit - SCIP presentationmilnerltd
At EE’s London office in May 2016, Milner’s Head of Market Analysis, Jonathan Davenport, gave a presentation at a Strategic and Competitive Intelligence Professionals (SCIP) event on how to support market and revenue growth with a market forecast. The event was attended by Fin Tech (including Sage), Telecoms (including BT), Energy (including Schneider Electric) and Bio-tech (including Smith Medical) companies and his presentation received excellent feedback.
The document provides an overview of an entrepreneurial group presentation on market research. It discusses quick group presentations on current projects, how to estimate the market, different types of market research including primary and secondary methods, customer segmentation and positioning, and working on projects with group supervision. Key topics covered include market estimation, different market research tools, how to segment customers, target specific segments, and position products and services. The document aims to educate entrepreneurs on conducting effective market research.
[123 Pages Report] MarketsandMarkets expects the global Real-time Bidding Market to grow from USD 6.6 billion in 2019 to USD 27.2 billion by 2024, at a Compound Annual Growth Rate (CAGR) of 32.9%
[143 Pages Report] Customer success platforms market size, analysis, trends, & forecasts. The global market for customer success platforms categorized by application, solutions, services, deployment model, industry vertical, and region.
[143 Pages Report] Customer success platforms market size, analysis, trends, & forecasts. The global market for customer success platforms categorized by application, solutions, services, deployment model, industry vertical, and region.
The market for email encryption is expected grow from USD 2.3 billion in 2018 to USD 5.8 billion by 2023, at a Compound Annual Growth Rate (CAGR) of 20.0% during the forecast period.
[144 Pages Report] Email encryption market size, analysis, trends, & forecasts. The global market for email encryption categorized by solution, service, deployment mode, organization size, industry vertical, and region.
Segmenting the Market to Find Areas of OpportunityCompTIA
In a webinar presented by Marty Gilbert, president, Growth Initiatives LLC, and Bob Sherlock, president, Marketwerks, hear about one of the most effective paths to accelerating a company’s revenue growth. Target your sales and marketing efforts to very specific audiences. Insightfully segmenting of the potential market can provide the launching pad for a successful sales plan.
[136 Pages Report] 3D mapping and modeling market size, analysis, trends, & forecasts. The global market for 3D mapping and modeling categorized by 3D mapping, 3D modeling, application, vertical & region.
Product life cycle (PLC) & Boston Consultancy Group (BCG) MBA pptPratik Thakkar
The ppt gives details info about BCG Matrix as well as Product Life Cycle.
The ppt project is on study of Automobile industry, done during my MBA (M.U).
[114 Pages Report] Digital vault market size, analysis, trends, & forecasts. The global market for digital vault categorized by solutions, services, organization size, industry, and region.
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Customer success platforms market is projected to register a moderate 25.5% c...DheerajPawar4
[143 Pages Report] Customer success platforms market size, analysis, trends, & forecasts. The global market for customer success platforms categorized by application, solutions, services, deployment model, industry vertical, and by region.
This document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with distinct needs and characteristics. Markets can be segmented geographically, demographically, psychographically, and behaviorally. The key benefits of segmentation are meeting customer needs better and allowing companies to avoid direct competition. After segmentation, companies evaluate segments to select target markets based on segment size, growth, attractiveness, and fit with company objectives. Positioning develops a statement that expresses a brand's competitive advantage in the target market. Communicating and delivering the chosen position requires aligning all aspects of the marketing mix.
Content intelligence market vendors by share & growth strategies 2024 ...DheerajPawar4
[97 Pages Report] The global market for content intelligence categorized by solutions, services, deployment type, organization size, vertical & by region.
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Marketing automation market report by marketsand marketsDheerajPawar4
Marketing Automation Market by Component (Software, Services), Organization Size, Applications (Lead Nurturing & Lead Scoring, Email Marketing, Social Media Marketing, Analytics & Reporting, Campaign Management), Industry & Region - Global Forecast to 2024
Similar to MARKSTRAT - VER 7.0 - 1st PPT.pptx (20)
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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2. VERY IMPORTANT NOTE
There are 3 aspects to understanding and mastering Markstrat
Core Skill What all does it entail Faculty’s role
Marketing
Strategy
• Understanding competitive markets
• Targeting and Product development for a given target
• Demand Forecasting
• Pricing, Price Dynamics
• Prorated investments in P3 [Place] and P4 [Promotions]
• Understanding the power of trade offs
• What is the appropriate type of data to be used here
Data
Access
• Where is the data available
• Which data takes priority over which other form of data
• Am I using the right scale
• Where does the handout give all these info?
• Where does the Markstrat page give the relevant info
• Which hand out gives which info [larger one gives all info]
Screen
Navigation
• What are the various screens
• Which is a read only screen
• Which is the write screen
• Who should be writing
• When should data entry be done
• How to avoid data entry errors
3. Your role for the next 8 Years [8 Rounds]
Work in a highly competitive market
Target consumer segments and position your
products
Interface with R&D to design & develop new
products, launch them and improve existing ones
Interface with the production department
Make marketing mix decisions: pricing, advertising, …
Decide on the size and priorities of your commercial
team
Order market research studies to get up-to-date
information for decision making.
Your business results – overall sales, market share,
profitability, margins, contribution, R&D Focus
– are all combined in Share Price Index (SPI)
3
EA
STP
NPD
SCM
P2,P4
P3
MR
SM
5. The Markstrat World
A large territory with a highly developed economy
A population of 80 million inhabitants, 40% Urban (in the top five cities), 25% in
smaller urban areas and 35% rural
Inflation and GNP growth are fairly stable
No major political, social or economic event is anticipated in the near future
Currency: Markstrat Dollar ($)
Markstrat
City
02/06/2023 5
Introduction to the Markstrat Challenge - Part I
6. 6 competitors fight in this market
There are 6 competing firms (teams) in each industry [We have 2 parallel industries]
Each team here (M,R,S,T,L,N) represent one of these competitors within that industry
AQUA & BLACK are 2 separate ecosystems. Each of them compete within their own
MRSTLN teams. What happens in Industry 1 no way affects industry 2.
All firms start in the same situation in terms of:
• Product specification, target consumers, brand awareness levels, market share, distribution coverage,
profitability, R&D expertise, ...
Your subsequent marketing strategy reflects your capability to grow and adapt from this
situation
All competitors operate under similar budget constraints, with annual budget granted as
a percentage of past period profits (EBT).
02/06/2023 6
Introduction to the Markstrat Challenge - Part I
Team M Team R Team S Team T Team L Team N
7. Each firm will compete in
two product categories
You can market up to 5 brands in each category at a given time
• Independent
• Not substitute
• Not complement
SONITES VODITES
02/06/2023 7
Introduction to the Markstrat Challenge - Part I
Can you come up with Independent,
Non-Complementary Product pairs in
Real life Consumer Durables Markets?
Washing Machines & Air Conditioners
Refrigerators & Cooking Range
Microwave Ovens & Television Sets
8. Sonite brands are already marketed,
Each characterized by 6 main attributes
02/06/2023 8
Introduction to the Markstrat Challenge - Part I
Stick to the number range given during Product Design
NUMBER OF
FEATURES
5 – 20
DESIGN
INDEX 3 – 10
BATTERY LIFE
24 – 96 HOURS (H)
DISPLAY SIZE
4 – 40 INCHES (”)
PROCESSING POWER
5-100 GIGAFLOPS
(GFLOPS)
BASE COST
MINIMUM $10
9. No Vodites exist yet.
Experts believe that they will be characterized by
02/06/2023 9
Introduction to the Markstrat Challenge - Part I
Stick to the number range given during Product Design
RESOLUTION
20 – 100 LINES/MM
ENERGY EFFICIENCY
10–100 BIO
COMPUTATIONS/WH
CARBON
FOOTPRINT
5 – 50 KG
CONNECTIVITY
INDEX 3 – 10
NUMBER OF APPS
5 – 100
BASE COST
MINIMUM $10
10. It is easy to recognize the origin of the brands from
their names
Product
Category:
O = Sonite
E = Vodite
Company
marketing
the brand:
L, M, N,
R, S, T
Freely chosen
letters or numbers
T O NIC
M E LODY
02/06/2023 10
Introduction to the Markstrat Challenge - Part I
Preferably stick to 4 characters
The name has no bearing in your success
(Unlike real markets)
11. Sonite consumers have traditionally been classified into 5
segments
• Highly interested in Sonite product
• Demand high performance products
• Quite price sensitive
EXPLORERS
(Ex)
• Personal and professional usage
• Look for high quality, high-performance and easy-to-use products
• Can afford expensive products
PROFESSIONALS
(Pr)
• Good product knowledge through extensive product comparison.
• Demand high quality–price ratio
• Quite price-sensitive.
SHOPPERS
(Sh)
• High income level
• Demand performance and convenience
• Purchase expensive products
HIGH EARNERS
(Hi)
• Cautious in the way they spend their money
• Demand cheap, low-performance, average convenience products
• Future growth rate could exceed forecasts.
SAVERS
(Sa)
02/06/2023 11
Introduction to the Markstrat Challenge - Part I
Classic
STP
To whom
do you
sell?
Try to make your own team-wise excel sheets of H-M-L behaviors across multiple parameters
12. Sonite & Vodite customers purchase through three
distinct distribution channels
• Small stores not necessarily organized in chains
• Located close to their customers and providing a high level of
service and technical support
• Broad product line including high-end products.
Specialty
Stores
• Operate on a low-price, high-volume basis
• Lower level of service than in Specialty stores
• Depth of product lines usually restricted to a few units
• Distribute the cheaper, low-performance products
Mass
Merchandisers
• Includes web-only merchants and retailers’ websites
• Low but significant percentage of sales are done on the web
• High convenience as consumers shop from home
• Almost unlimited choice and easy comparison
• Likely to become more important in the next 5 to 10 years.
Online Stores
02/06/2023 12
Introduction to the Markstrat Challenge - Part I
Where
do you
sell?
Continue your multiple parameter mapping on where each segment buys
Similar to
real markets
13. Initial studies have pointed to a different segmentation scheme for
Vodites
Followers
Early
Adopters
Innovators
Sales
Time
Typical segment size evolution over time
02/06/2023 Introduction to the Markstrat Challenge - Part I 13
15. Your objective
Maximize your Share Price Index
You will have to optimize:
• Market share
• Sales growth
• Net contribution
• Cumulative net contribution
• R & D investments
02/06/2023 Introduction to the Markstrat Challenge - Part I 15
Y
x1, x2, x3, x4 …
Can you think of Tradeoffs?
Market Share Vs. Margin driven Contribution
With Price as the Defining Variable
It is a classic Regression Game in which we know the variables
but NOT the Beta Functions !!!
16. Winning MarksTraT is possible …
Only by Learning; not by Gaming
As far as Learning goes, this is
ANADHIMADHYANTHA
No specific beginning, middle or end …
17. From Data to Strategy
You will need some analysis before setting a strategic direction for your firm
Data Information Strategy
18. Research studies provide market data. Your task is to prioritize,
digest & interpret them
Consumer survey & consumer panel
Distribution panel
Semantic scales
Multi-dimensional scaling (MDS)
Market forecast
Industry benchmarking
Competitive advertising & commercial team
Advertising and commercial team experiment
Conjoint analysis
02/06/2023 18
Introduction to the Markstrat Challenge - Part I
SUM UP OF THE ANNUAL REPORT
OF ALL COMPETITORS
MR OUTPUTS OF SURVEYS
AS RELIABLE AS ANY MR SURVEY
MARKET MOVEMENT INFO
FROM POS
MARKET PERCEPTION OF YOUR
PRODUCT ATTRIBUTES
PERCEPTUAL MAPS
ESTIMATES OF P3 AND P4
R&D FOR THE ABOVE
SALES & GROWTH FORECAST
PART WORTH ANALYSIS
UTILITY CHARTS
HOW TO DESIGN
– THE PRE GAME
HOW TO POSTION
– THE POST GAME
19. Once your strategy is clear, you should make a number of tactical
decisions each year
Marketing Mix
• Production planning
• Pricing
• Advertising & segmentation strategy
Commercial Team
• Size of commercial team
• Allocation across distribution channels
• Allocation across marketed brands
Market Research
• Ordering industry-wide market studies
• Ordering market-specific market studies
02/06/2023 19
Introduction to the Markstrat Challenge - Part I
P1
P2
P4
P3
20. STRATEGIC TACTICAL
NON-CYCLICAL CYCLICAL
• New Product Introduction
• New Market Entry [Vodite]
• Product Attribute Planning
• Research and Development
• Budgeting
• Loans
• Production Planning [P1]
• Pricing Planning [P2]
• Distribution Planning [P3]
• Communication Planning [P4]
• Inventory Management
• Creation / Commn Alignment
Critical
SLIDE
21. Making Production Planning Decisions
A production plan must be submitted each period for each brand, taking into
account:
• The potential sales for the brand
• The existing inventory at the beginning of the period
• The flexibility of the Production department
From one period to the next, production plans may be increased or decreased
without any penalty
Actual production levels are automatically adjusted in response to actual demand by
plus or minus 20%
02/06/2023 21
Introduction to the Markstrat Challenge - Part I
Will be
explained in
next slide
22. 02/06/2023 Introduction to the Markstrat Challenge - Part I 22
Sample Production Planning Decisions
Inventory
Production
Plan
(your decision)
Potential
Sales
(market
demand)
Actual
Production
(reduced)
154,000
150,000
30,000
124,000
Lost Sales = 0
&
Ending Inventory = 0
IDEAL
Your
Estimated
Sales
180,000
Inventory
Production
Plan
(your decision)
Actual
Production
(Increased)
80,000
30,000
96,000
Ending Inventory = 0
Lost Sales
28,000
Potential
Sales
(market
demand)
154,000
PESSIMISTIC
Your
Estimated
Sales
110,000
Inventory
Production
Plan
(your
decision)
Actual
Production
(reduced)
200,000
30,000
160,000
Potential
Sales
(market
demand)
154,000
Lost Sales = 0
Ending Inventory
36,000
OPTIMISTIC
Your
Estimated
Sales
230,000
What you
THINK
What you
TYPE
23. Estimating lost sales
Comparing purchase intentions with market shares at the end of the period can give
you a feel for how many sales you have lost
Purchase
Intentions
Market
Shares
Sales Lost
to
Competitors
02/06/2023 23
Introduction to the Markstrat Challenge - Part I
Optimism ending in Inventory Carriage is easily measurable
Pessimism ending in Lost Sales is not so easily measurable
Thankfully, we have a proxy ….
24. Brand prices must be set once a year
You set the Recommended Retail Price in $
To decide on a price, you should take into account
• The margin of the distributors
• The discounts made by some channels
• Consumers’ expectations
• Competitive prices
02/06/2023 24
Introduction to the Markstrat Challenge - Part I
In this context, every team is
advised to have either :
Brand Owners
(3600 ownership of a brand)
OR
Function Owners
(3600 ownership of a function)
PRICING IS ALWAYS A
TRICHOTOMOUS DECISION
25. Sample prices and contributions
Assuming a price of $400 and a transfer cost of $125
Specialty
Stores
Mass
Merchandisers
Online
Stores
Average Discount None 10% − $40 5% − $20
Actual retail price $400 $360 $380
Distribution margin 40% − $160 30% − $108 30% − $114
Selling price $240 $252 $266
Transfer cost [SAME] $125 $125 $125
Unit gross contribution $115 $127 $141
02/06/2023 25
Introduction to the Markstrat Challenge - Part I
Important
Slide
DECISION 01 IN YOUR
HAND - PRICE
DECISION 02 IN YOUR
HAND - COST
26. 02/06/2023 Introduction to the Markstrat Challenge - Part I 26
Advertising decisions must be made each period for each of your
marketed brands
To build brand awareness
To make consumer familiar with product
characteristics and price
To develop demand for the whole market
To influence the decision of distributors to
carry or not your products
To create a barrier to entry to your
competitors
Media budget : to purchase
media space and time
Research budget : to improve
the quality / persuasive power
of your message
Segmentation Strategy:
Indicate which consumers
should be targeted
POWER PERCEPTION PRORATED POSITIONING
You will get a
sliding bar for this
27. 02/06/2023 Introduction to the Markstrat Challenge - Part I 27
Commercial Team Decisions
You decide the size of your commercial team for
each channel and brand
Your commercial team is responsible for
obtaining and entering orders, and for
supporting distributors
• visit stores, distributors and wholesalers
• Enroll customers in trade programs
• Help stores organize and conduct promotions
• Take orders and handle out of stock situations
• Participate to trade shows
Its cost is proportional to the number of
allocated people
28. Each firm receives a marketing budget for the coming period
The budget amount is based on the previous period’s performance
02/06/2023 28
Introduction to the Markstrat Challenge - Part I
40% of previous year EBT,
with a minimum of $7m and
a maximum of $20m
Loan and budget
increase/decrease granted
by instructor
Total available budget
Deviation from budget.
Should always be positive or
equal to 0
Expenses generated by your
decisions
Y N
Unlike in real markets,
this amount will lapse
in not used
30. Understanding your Company P&L
02/06/2023 30
Introduction to the Markstrat Challenge - Part I
Read &
Understand
[ENOUGH SUCH INFO]
31. The simulation starts at the end of the initial period
.
. The new
management (you!)
make decisions for
the next period
02/06/2023 31
Introduction to the Markstrat Challenge - Part I
32. The decisions for the first period are limited in scope
You will not be authorized to :
• Introduce new products, modify or withdraw existing ones
• Start R&D projects
• Specify perceptual objectives for communication
Get familiar with Markstrat and with your teammates
• Gather information
• Do not make any major changes in your firm's operation
02/06/2023 32
Introduction to the Markstrat Challenge - Part I
33. Organize yourselves and manage the group
process
Time
pressure
Conflicting
opinions
Information
overload
02/06/2023 33
Introduction to the Markstrat Challenge - Part I
35. Starting a working session – Option 1
1. Sign in
www.stratxsimulations.com
using your Participant
Activation Key (PAK)
2. Click the Markstrat
Logo
02/06/2023 Introduction to the Markstrat Challenge - Part I 35
3. Enter the
information given by
your Instructor
Go to www.stratxsimulations.com
36. 02/06/2023 Introduction to the Markstrat Challenge - Part I 36
Starting a working session – Option 2
Enter the information given by your
Instructor
Go to http://login.markstrat.com
37. Browse the ANALYZE menu to review
the available reports and studies
Click here
02/06/2023 37
Introduction to the Markstrat Challenge - Part I
Click one image
to open the
corresponding
report or study
38. You can access all decisions on the
DECIDE Home
02/06/2023 38
Introduction to the Markstrat Challenge - Part I
Click here
39. Choose a name for your firm
It must start with the
initial of your firm and
be 8 character long
maximum
02/06/2023 39
Introduction to the Markstrat Challenge - Part I
IGNORE THIS; DON’T DO IT
40. Marketing Mix decisions should be entered for
each brand
02/06/2023 40
Introduction to the Markstrat Challenge - Part I
Your
marketed
brands
41. 02/06/2023 41
The commercial team is allocated across distribution channels and
brands
Introduction to the Markstrat Challenge - Part I
42. Buying market research studies will help you make information-
based decisions
The cost of each
study is given here
02/06/2023 42
Introduction to the Markstrat Challenge - Part I
IMPORTANT
43. Check your budget at regular intervals
02/06/2023 43
Introduction to the Markstrat Challenge - Part I
Click here to check
your budget
44. 02/06/2023 Introduction to the Markstrat Challenge - Part I 44
Check your errors & warnings
at regular intervals
Click here to check
your messages
45. ON YOUR MARKS, GET SET, GO!
Respect the deadlines
02/06/2023 Introduction to the Markstrat Challenge - Part I 45