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José Paulo – Ideal Decision José Paulo – Ideal Decision

You have several strategies to reach the market and I brought, as they mean the product you will sell, the promotion strategies you
an example, the MADIA matrix, which is remarkably interesting, will apply, the place where you will work and the price you will
because it mentions all the “Ps” in Marketing: 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-

You can see in the first column what we call “Weapons”, which cause you must do marketing research. They work like compasses,
are the “Ps” to work the market; in the middle column, the “Envi- antenna, sensors, and competitive intelligence; they are tools to
ronment”, which is a guideline so you can analyze the ecosystem allow you to “feel” the market and improve your process.
you are inserted in; and the last column, “Market”, which will This Matrix is practical and there is a method to apply it, howe-
comprise the competition. ver, many people only know the four “Ps” (product, promotion,

Let us start with the Weapons column. The first term is fo- price, and place). But as you can see, there are other factors invol-
cus (Phocus) in defining your objective; after that is the market ved in a market positioning analysis.
Positioning, meaning your differentials and the way you will be The communication vehicles used to be limited to TV channels
positioning. and radio, which I call one-way street vehicles, because the public

Then we have four well known and extremely important “Ps”, cannot interact with the senders of the message, they can only
which are: Product, Promotion, Place and Price. In a few words, receive the information. The problem with these vehicles is that
your advertisement may not be displayed in the right moment

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