Participant Handbook Executive MSW SM B2C DG 
EXECUTIVE MANUAL
STRATEGIC MARKETING – DURABLE CONSUMER GOODS
Jean-Claude Larréché
The Alfred H. Heineken Chaired Professor of Marketing
INSEAD
Hubert Gatignon
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing
INSEAD
Rémi Triolet
Simulation Expert
Copyright © StratX
2015-02-16
1
TABLE OF CONTENT
I.
Introduction to Markstrat ____________________________________________________________ 3
II.
the Markstrat World ________________________________________________________________ 3
1.
2.
3.
4.
5.
6.
7.
Sonite Products _____________________________________________________________________________________ 3
Vodite Products ____________________________________________________________________________________ 4
Naming Conventions ________________________________________________________________________________ 4
Sonite Customers ___________________________________________________________________________________ 4
Vodite Customers ___________________________________________________________________________________ 5
Distribution Channels ________________________________________________________________________________ 5
Economic Environment ______________________________________________________________________________ 6
III. Managing Your Firm _________________________________________________________________ 7
1. Decision Rounds versus Periods _______________________________________________________________________ 7
2. Product, Brand and Base Project _______________________________________________________________________ 7
3. Production _________________________________________________________________________________________ 7
4. Pricing ____________________________________________________________________________________________ 7
5. Advertising ________________________________________________________________________________________ 8
6. Commercial Team
STRATEGIC MARKETING – DURABLE CONSUMER GOODS
Jean-Claude Larréché
The Alfred H. Heineken Chaired Professor of Marketing
INSEAD
Hubert Gatignon
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing
INSEAD
Rémi Triolet
Simulation Expert
Copyright © StratX
2015-02-16
1
TABLE OF CONTENT
I.
Introduction to Markstrat ____________________________________________________________ 3
II.
the Markstrat World ________________________________________________________________ 3
1.
2.
3.
4.
5.
6.
7.
Sonite Products _____________________________________________________________________________________ 3
Vodite Products ____________________________________________________________________________________ 4
Naming Conventions ________________________________________________________________________________ 4
Sonite Customers ___________________________________________________________________________________ 4
Vodite Customers ___________________________________________________________________________________ 5
Distribution Channels ________________________________________________________________________________ 5
Economic Environment ______________________________________________________________________________ 6
III. Managing Your Firm _________________________________________________________________ 7
1. Decision Rounds versus Periods _______________________________________________________________________ 7
2. Product, Brand and Base Project _______________________________________________________________________ 7
3. Production _________________________________________________________________________________________ 7
4. Pricing ____________________________________________________________________________________________ 7
5. Advertising ________________________________________________________________________________________ 8
6. Commercial Team