Page 100 - Livro_Inglês

José Paulo – Ideal Decision
You have several strategies to reach the market and I brought, as
an example, the MADIA matrix, which is remarkably interesting,
because it mentions all the “Ps” in Marketing:
You can see in the first column what we call “Weapons”, which
are the “Ps” to work the market; in the middle column, the “Envi-
ronment”, which is a guideline so you can analyze the ecosystem
you are inserted in; and the last column, “Market”, which will
comprise the competition.
Let us start with the Weapons column. The first term is fo-
cus (Phocus) in defining your objective; after that is the market
Positioning, meaning your differentials and the way you will be
positioning.
Then we have four well known and extremely important “Ps”,
which are: Product, Promotion, Place and Price. In a few words,
100
José Paulo – Ideal Decision
they mean the product you will sell, the promotion strategies you
will apply, the place where you will work and the price you will
practice.
To complement the first column, there is the People you will
try to reach with this business, the suppliers (Providers), the crucial
after sales (Post-Place) and, finally, the legal Protection that will
give safety and legal basis for the development of the business.
Detailing the central column of the map above, we have the
acronym “PEST”, which is about the political, economic, social,
and technological environment. These are the indicators for you
to know if the environment really is favorable for the development
of the business.
Then, we have the third column, which refers to the market
with the term “Percognitiom”, which simply is the feedback of all
evaluations of your product in the market. With the information
from “Percognitiom” you will feed the first column with the initial
“Ps”.
In the bottom of the map we have the word RETENTION be-
cause you must do marketing research. They work like compasses,
antenna, sensors, and competitive intelligence; they are tools to
allow you to “feel” the market and improve your process.
This Matrix is practical and there is a method to apply it, howe-
ver, many people only know the four “Ps” (product, promotion,
price, and place). But as you can see, there are other factors invol-
ved in a market positioning analysis.
The communication vehicles used to be limited to TV channels
and radio, which I call one-way street vehicles, because the public
cannot interact with the senders of the message, they can only
receive the information. The problem with these vehicles is that
your advertisement may not be displayed in the right moment
101