![]() Unless you have no competitors on a segment (meaning you can charge higher prices or not deliver a perfect product and still get sales), you want each of your brands to stay as close to its target segment’s ideal point as possible. This is showing you what each segment wants and how well they perceive each brand at delivering it. You will also see where each brand on the market lands on this map. In your Semantic Scales market research report, you will see each target segment’s “ideal point” on positioning maps laid out by price and each other physical attribute. This is probably the most basic but important Markstrat tip. The fight for market share should be pretty much over by these periods, and the new focus is maximizing your net margin if increasing advertising or commercial team spend is going to decrease your net margins, don’t do it, let it carry over. If you’re doing well, you may find that you have more budget in a single period than you need for advertising and commercial team (you can see this in the Experiments market research reports, which show expected change in contribution had you increased your ad/commercial team spend). In the later periods your budget will be determined by your performance in the previous round, and budget surpluses will carry over into the next period. Your focus in the beginning should also be to gain as much market share as possible this is not the time to begin cutting down margins. Because the budget is fixed to a set amount each period, any leftover budget will not carry over to the next period. This ensures that the game is as fair as possible, as some teams will start off in better positions than others. In the beginning periods, it is common to see all teams receive a fixed and equal budget.
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