Schroer: More on SOV

1
Schroer More on SOV

• To grow market share requires a big jump in
  SOV--think 2X
• in oligopolistic mkts, leaders can essentially
  lock out upstarts
• the middle position is particularly
  dangerous--leaders and niche players are better
  off
• Have to catch leader napping
• short-term financial pressures
• neglect of geographic markets
• power of distinguishing geographic markets (and
  by extension, other sub-markets)
• play to strength, not weakness!

2
Naples Wulfsberg

• Why this study was done
• Lack of evidence specific to BTB ads
• Skepticism of general management and engineering
  about merits of adv vs. selling
• A field experiment using 3 diverse products and
  real sales data over time
• Results were consistent with economic theory and
  consumer goods practice

3
In Class Presentations

• 20 minute maximum (aim for 15-17)
• No need for every team member to speak but all
  must stand/sit in front
• Advise if need a laptop
• Consider what sort of exhibits might be needed to
  give flavor of ads
• Must show sample headlines, plot lines, etc.
• Must justify (link to consumer insight, PO,
  etc.)
• Receive feedback within one week

4
Suggested Outline

• Background (1 slide)
• Probs Opps (1-2)
• Audience Insight (1-6)
• Objectives (?)
• Message (as needed)
• Media (?)
• Budget (1-2)

• Minimize
• Big picture only
• Important!
• Align w/audience
• The most crucial part
• Mention, dont linger
• Little? Lot? Why?