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Session+6+student-2 - THE BIG PICTURE Microfridge...

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THE   BIG   PICTURE: Microfridge
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evaluate Microfridge:  Acquisition/ Steal Share marketing objective source of volume business objective place price promotion execute product service position segment target STP entity goal competence retention acquisition steal share demand- stimulation main variable dynamic variable TA description 5-box positioning  statement search experience credence length breadth depth awareness information image behavior value/competitive trial/continuity Microfridge engineering 10,000 units acquisition from  hotplates need for convenience students “more convenient than a hot plate” Search experience short narrow shallow awareness behavior competitive trial Current Big Picture
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Bodies Beliefs/ Behaviors Bucks Acquisition/ Steal Share:  b2b2b X Current entering college students: x x % currently using hotplates Target audience: x potential buyers probability of   conversion: x% X = # of new users: x X price: $300 Rev from  acquisition/ Steal share: $x
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Beyond Revenue: Selling Strategies Push Push through sales Give selling incentives Low revenues Pull Pull in customers   Extensive advertising High costs Disintermediate Sell directly Negotiate all deals himself
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YOUR TURN! Group work:  What do you recommend as the  revised Big Picture for Microfridge? What is the primary benefit of a Microfridge? Which segment is the most promising? Think about the revenue (bodies, behaviors, bucks) Think about selling strategies and their price
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evaluate Microfridge:  Acquisition/ Steal Share marketing
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