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

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
THE   BIG   PICTURE: Microfridge
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
evaluate Microfridge:  Acquisition/ Steal Share marketing objective source of volume business objective place price promotion execute product 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
Background image of page 2
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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 4
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
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
evaluate Microfridge:  Acquisition/ Steal Share marketing
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 15

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

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online