BANK OF MUNTENIA

Iñigo Gallo
 Casper Sleep (mattresses)
Intro BSH Coffeemakers (coffee machines)

Segmentation, Chase Sapphire (bank)

targeting, and The Captor opportunity (chemicals)
Red Lobster (dining)
positioning
Rappi: Growth dilemma (delivery)
Competing with Peak Sealing Technologies (packaging)
products & services Orbed Private Label (beverages)
Dodot: Intro of a basic line (diapers)

Curled Metal (protection for drilling)

Angie’s List (home services)
Pricing CNS Worlwide (cloud services)
La Fageda (yogurt)

Benati Suncare (sunscreen lotions)

Market orientation Bank of Muntenia (customer feedback)
Aqualisa (showers)

AeroTec (space tourism)

Closing Closing Lecture (mountains of wisdom)
BANK OF MUNTENIA
Iñigo Gallo
 big data - big hopes

86
13%
30%

87%
70%
%
yes yes

big data drives higher big data automatically managers believe they
marketing conversion improves marketing have to gather as much
rates? effectiveness? info as possible from their
customers
Source: Dimensional Research
data analysis decisions
(that I need) (that would help me) (to be made)
a good place to start…
a good place to start…
 most common mistakes

data comes from data is normally

different sources unstructured

tough to find and

difficult to keep people with
establish causality necessary skills

Source: Lambrecht & Tucker, HBR, 2016

BANK OF MUNTENIA
Iñigo Gallo
 PRICE SIMULATION – Key take-aways

- Maximizing market share may not be the right answer and can be a trap
(what level of m share can i most profitably achieve?)

- Don’t asume the pricing strategy of the competitor is rational

(when reacting,… think before you act!)

- Changes in Price disrupt status quo for all players

- Costs are central considerations in the pricing decision
- Recognize the importance of segmented pricing
- Be skeptical of historical pricing practices
- Need to align pricing strategy to operational strategy
Market COMPE- COLLABO-
analysis
COMPANY CLIENTS CONTEXT
TITORS RATORS

Segmentation Targeting Positioning

Designing
Product Promotion Go to
the offer market
Price P-Distribution

Customer Customer Customer

acquisition growth retention

sustainable PROFITS serving everyone involved