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Karan Varma
Karan Varma

Karan Varma

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From Markstrat Tips: Introduction | How to Win Markstrat (2018) by Matthew Fernandez

…er will be a 3.2, you can set your perceptual objective to 3.4 to land directly on the ideal point. As a note, never use perceptual objectives to make a segment perceive your price as higher (some teams made the mistake of doing this); if the ideal point is moving towards higher prices, just raise your actual prices so you can increa…

From Markstrat Tips: Introduction | How to Win Markstrat (2018) by Matthew Fernandez

…ing to your high-performing brands. Look at which brands are generating the most unit sales and the highest per unit contribution margins. Brands with high unit sales have a good opportunity to become the market leaders in their segments,…

From Markstrat Tips: Introduction | How to Win Markstrat (2018) by Matthew Fernandez

…ve each brand at delivering it. Unless you have no competitors on a segment (meaning you can charge higher prices or not deliver a perfect product and still get sales), you want each of your brands to stay …

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