PARTICIPANT HANDBOOK
STRATEGIC MARKETING – DURABLE CONSUMER GOODS

Jean-Claude Larréché
The Alfred H. Heineken Chaired Professor of Marketing

INSEAD

Hubert Gatignon
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing

INSEAD

Rémi Triolet
Simulation Expert

How you can save paper.
Please refer to page 2 before printing this document.

Copyright © StratX

2015-02-03

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TABLE OF CONTENT
I.

Introduction to the Markstrat Challenge ________________________________________________ 1
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2.
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6.

II.

Understand your role ________________________________________________________________________________ 1
Your objective ______________________________________________________________________________________ 1
Your team _________________________________________________________________________________________ 1
Getting prepared ___________________________________________________________________________________ 2
How to print the PDF version of this handbook ___________________________________________________________ 2
Questions & Technical Support _______________________________________________________________________ 2

Overview of the Markstrat World ______________________________________________________ 4
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2.
3.
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5.
6.
7.

Sonite Products _____________________________________________________________________________________ 4
Vodite Products ____________________________________________________________________________________ 5
Naming Conventions ________________________________________________________________________________ 6
Sonite Customers ___________________________________________________________________________________ 6
Vodite Customers ___________________________________________________________________________________ 7
Distribution Channels