bmapsi - Introduction to BRANDMAPS MAR 4803 1 BRANDMAPS is...

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1 Introduction to BRANDMAPS MAR 4803 January 12, 1999 2 BRANDMAPS is a simulation designed to focus on strategic marketing issues Understanding customer needs Long-term perspective Marketing as profit center Competitive environment Marketing strategy is based on segmentation, positioning, and resource allocation... marketing mix decisions are secondary 3 Advice from past students: “Treat this as ‘real’” (BRANDMAPS, page 5)
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4 Getting started Managing your firm The BRANDMAPS World 5 The " BRANDMAPS World" Four currently active regions: U.S., United Kingdom, W. Europe, Latin America (Japan may be open for entry later on) Currency: BRANDMAPS Dollars ($s) 6 The competing firms start in same positions
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7 Current conditions : Each firm can sell various brands of vaporware Each firm has two brands Four regions – One brand is sold in all four regions – Other brand is sold only in U.S. 8 Fralange Mfr’s. Price Trimicro Plumbo Glomp Syntech The vaporware market is already developed, each product having five main physical characteristics 1 - 99% (of 3 lbs.) $ 1 - 99% (of 3 lbs.) Fixed @ 5% $100 - $9,999 Lb Lb Lb Lb Lb 1 - 99% (of 3 lbs.) 1 - 99% (of 3 lbs.) 9 Advantages of Fictitious Product and Attributes No preconceived notions of what is “right” for this product. Like a Martian coming to earth to learn how to market this product Everyone starts off equal (no “insider knowledge”). Need to do research to learn about market is obvious.
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10 Two additional vaporware characteristics Compatibility (1- 9 rating) – 1 (little or no compatibility with other existing vaporware) – 9 (highly or perfectly compatible) Warranty (1 - 9 months) 11 Types of Vaporware Light vaporware: – Weight less than 3 pounds Standard vaporware: – Weight = 3 pounds Heavy vaporware: – Weight greater than 3 pounds 12 Describing vaporware Indicated by formulation/composition of all seven characteristics (all but price) Example: Product 1 = 30/30/30/5/5/1/1 30% each for Syntech, Plumbo, and Glomp 5% each for Trimicro and Fralange Low compatibility (a “1” on the 1 to 9 scale)) Short warranty (1 month) Since the total of the first five %s add to 100%, product 1 falls into the “Standard Vaporware ” category
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13 Example: Product 2 Product 2 = 10/40/10/20/5/8/8 10% each for Syntech and Glomp 40% for Plumbo 20% for Trimicro and 5% for Fralange High compatibility (an “8” on the 1 to 9 scale) Long warranty (8 months) Since the total of the first five %s add to 85%, product 2 also falls into the “Light Vaporware ” category 14 Initial Starting Positions: All Firms, for Qtr. 1 Product 1 Product 2 Products 3 & 4 Distribution All four regions Region 1 only Not now active Price Low High R&D $ Low High Adv. $ Low High Media Content 1 (Price) 10 (Price & Product Avail.) 15 Summary of BRANDMAPS World environment: Market growth Technology Economic environment
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16 Getting started The BRANDMAPS World Managing your firm 17 To do that, you will have to optimize: Return on investment Market share and share growth
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