Upload
alejandro-perez
View
289
Download
1
Embed Size (px)
DESCRIPTION
This session is about the epic fight about 2 very different products in the same market space. One was "a product looking for a theme", while the other was "a theme looking for a product". In a UFC (Ultimate Fighting Champion) format, their begins, their struggles, their "Pros and Cons" and their outcomes are good fables for all PMs to reflect on.
Citation preview
Epic Product
Battles of History:
vs.
By 1st Lieutenant Alejandro Perez
Agenda
• Speaker Introduction
• Introduction of the Contenders
• The Fight: 4 Rounds
• Market Results
• Discussion
• Mental Exercise
Personal Intro
• Global MBA
• Major in Finance
• Major in Business Admin
• Minor in Military Science
• 11 Years in the US Army
• Leadership, QM, and Logistics
• 2 Years of Corporate
• BAE Systems, Inc.
• 2 Years in Entrepreneurship
• SPOTS Tracking Systems, Inc.
Introducing the Contenders
• In one corner! • On the Other Corner!
Introducing GI Joe
• The Transformation
• Multi Product Offering
• “Theme looking for Products”
• Marketing Strategy
GI Joe:
The Shorter (more cost effective) American Hero
• The Transformation (12” to 3 ¾”)
1964 to 1984 - 12” Action Figure 1982 to Now – 3 ¾” Action Figure
Reduced Costs
Increase in Quality
GI Joe:
The “2 Sided” American Hero
• Multi-Product Offering:
• Hasbro provides both the “Problems and the Solutions”.
The Nazis:
The Evil “Us vs Them” Mass Product Offering
• Multi-Product Nazi Offering:
• The Nazis provides both the “Problems and the Solutions”.
G.I. Joe:
The “Soul Searching” American Hero
• G.I. Joe is a “Theme looking for a product”.
• Highly one dimensional theme: G.I. Joe vs. Cobra
• Only minor modifications can be done to survive
• (EX: G.I Joe: Retaliation)
• It can grow stale
• What if World Peace is reached? Does the theme die?
GI Joe:
The Real “Marketing” American Hero
Product Offering Campaigns
• A Real American Hero (1982–1994)
• Stars & Stripes Forever – TRU Exclusives (1997–1998)
• A Real American Hero Collection (2000–2002)
• G.I. Joe vs Cobra (2002–2005)
• Direct to Consumer (DTC) (2005–2006)
• 25th Anniversary (2007–2009)
• The Rise of Cobra (2009)
• The Pursuit of Cobra (2010–2011)
• 30th Anniversary (2011–2012)
• Retaliation (2012)
Supplementary Offerings
• Comics
• Cartoon
• Film
• Video games
Summary: GI Joe
• The Transformation
• Multi Product Offering
• “Theme looking for Products”
• Marketing Strategy
Introducing Lego
• Modularity
• The Mutable Product Offering
• “Products Looking for Themes”
• Marketing Strategy
Lego Modular Maniacs!
• Modularity
• Standardization for Configuration
• Do it yourself
• IKEA style
Standardization reduced Costs
No Assembly reduces Costs
Lego Mutant Maniacs!
• The Mutant Value Proposition
• Modularity can lead to:
• Self Explorative Value Position
• Customer Define Value Position
Standardization leads to Modularity
Modularity increases Value Position
Lego Rip-off Maniacs!
• “Products Looking for Themes”.
• It does not compete on Quality, but the replication of their
modularity on different themes.
Lego Marketing Maniacs!
• Licensed themes
• Robotics sets
• Video games
• Official website
• Business consultancy
• Theme parks
• Retail stores
• Children's clothes
• Board games
• Films and television
• Books and magazines
Summary: Lego
• Modularity
• The Mutable Product Offering
• “Products Looking for Themes”
• Marketing Strategy
Round 1! Fight!!
• Ding, Ding, Ding!
Transformation vs. Modularization
• G.I. Joe wins the 1st Round
• Quality and Cost Reduction.
• Modularity is Clunky and can
be Problematic.
Round 2! Fight!!
• Ding, Ding, Ding!
Multi Product vs. Mutable Product Offering
• Lego wins the 2nd Round
• G.I. Joe cannot mutate its VP.
• Modularity allows multiple
variations in the Value
Proposition
Round 3! Fight!!
• Ding, Ding, Ding!
Theme to Product vs. Product to Theme
• Lego wins the 3rd Round
• G.I. Joe has a very constant themes and thus a limited audience.
• Modularity allows for theme changes and explore new markets.
Round 4! Fight!!
• Ding, Ding, Ding!
Marketing vs. Marketing
• Lego wins the 4th Round
• Close call, however:
• Lego has more market presence
due to its efforts.
What do the Judges say?
$2.5 Billion $18.7 Billion
Lego Wins!
Discussion
• Lessons Learned
• Opinions
• Thoughts
Mental Exercise
vs.