Mahindra & Mahindra

3306 words 14 pages
MARKETING ENGINEERING FOR EXCEL



CASE



VERSION 2.0.2

Case

Positioning the ConneCtor 2001
By Gary L. Lilien and Katrin Starke
1. Before beginning any case, students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our OfficeStar examples which are located in the My Marketing Engineering directory, usually installed in My Documents during software installation. The data required for this case is located in the My Marketing Engineering directory (usually located within My Documents):
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Thus random phone interviews were conducted to screen individuals for target market fit. Eventually, 50 people were paid to participate in the study. In addition, a lottery outcome decided which ten study participants would be awarded with the PDA that received their respective highest evaluation. Since Netlink did not anticipate all prospective customers to be sufficiently knowledgeable about the eight different products of the study (including the prototype-status only Connector), all participants were exposed to the all the handhelds and the advertising for them during the study.

POSITIONING THE CONNECTOR 2001 CASE

2/9

EXERCISES
1. Using the data in Exhibit 1 and the associated perceptual mapping software, describe the two (or, if applicable, three) dimensions underlying the perceptual maps that you generated. Based on these maps, how do people in the market perceive the Connector 10L compared with its competitors? Netlink intends to promote the Connector as a sleek handheld device for people always on the go, which is a better valued alternative to other wireless PDAs in the market, as it supposedly also relieves its owner of the need for an additional cellular phone. Is this a credible claim to the people who participated in the study? Rerun the analysis in question 1, this time including the customer preference data from Exhibit 2. From the resulting

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