Professional Documents
Culture Documents
INDEPENDENT
NOT SUBSTITUTES
NOT COMPLEMENTARY
SONITES VODITES
NUMBER OF
DESIGN BATTERY LIFE
FEATURES
INDEX 3 – 10 24 – 96 HOURS (H)
10 – 20
PROCESSING POWER
DISPLAY SIZE BASE COST
5-100 GIGAFLOPS
4 – 40 INCHES (”) (GFLOPS) MINIMUM $10
T O NIC
M E LODY
Product
Company Category: Freely chosen
marketing letters or numbers
the brand: O=
Sonite
L, M, N,
R, S, T E=
Vodite
Introduction to the Markstrat Challenge - Part I 10
SONITE CONSUMERS
EXPLORERS (Ex) PROFESSIONALS (Pr) SHOPPERS (Sh)
Highly interested in Sonite Personal and professional usage Good product knowledge
product Look for high quality, high- through extensive product
Demand high performance performance and easy-to-use comparison.
products products Demand high quality–price ratio
Quite price sensitive Can afford expensive products Quite price-sensitive.
EARLY
ADOPTERS
INNOVATORS
• 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%
MARKETING MIX
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
“Order-book”
Industry
MARKETING MIX
MARKETING MIX
COMMERCIAL TEAM
Expenses generated by
your decisions
CONFLICTING
OPINIONS INFORMATIO
N
OVERLOAD
TIME
PRESSU
RE
Click here
to check
your
budget
Click here
to check
your
messages
ON YOUR
MARKS,
GET SET, GO! 36