What's New - Editor's Note
Each quarter the Blueprints Newsletter will bring you the latest new and exciting information, presented in a clear, easy-to-understand style. Above all, we want to deliver insightful information in just one short reading.
 A Message from Javier Flaim,
CEO of Markitecture
Thank you for taking the time to read our Spring edition of Marketing Blueprints. In this issue, we offer you a “deep dive” into an extremely valuable marketing research technique: Conjoint Analysis. Frequently misused, underutilized or just plainly not well understood, we try to shed some light on this topic and advise you on how and when to best use this technique. Used correctly, this tool can help you optimize your product or service features set, determine the optimal pricing, forecast the potential product adoption and, ultimately, maximize the profitability of the product or service being launched.
Separately, we also highlight an interesting survey that we conducted on a recent (yet to be launched) new product introduction: the iPhone from Apple. The much-hyped, frequently discussed launch got us thinking: Will it be a success? Who will switch carriers to adopt the phone? Is the price too lofty? Our initial consumer survey highlights some interesting answers…and begs the question: Could utilizing a conjoint research technique increase the chances of successful launch of the iPhone?
As always, we hope you enjoy this newsletter and we welcome your feedback. We look forward to our continued open dialogue.
 New Product Spotlight
Apple iPhone - The Apple iPhone is a multimedia/Internet-enabled phone first announced by Apple CEO Steve Jobs during the keynote address at the Macworld Conference & Expo on January 9, 2007. The iPhone has a scheduled U.S. release date of June 2007, (later outside the U.S.) and will be available from the Apple Store and from Cingular Wireless (now AT&T). iPhone has a planned launch price of US $499 for the 4 GB model and $599 for the 8 GB model, based on a two-year service contract with one service provider (AT&T). To some, the iPhone is a revolutionary concept that effortlessly fuses several existing technologies into a product of unparalleled beauty. To others, it is just another smart phone, perhaps a bit nicer looking.
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 Technically Speaking
What is Conjoint Analysis?
Conjoint analysis is one of the terms used to describe a broad range of techniques for estimating the value people place on the attributes or features that define a product and service.
Conjoint Analysis is perfect for answering these types of questions:
- What is the optimal feature set for my product?
- What price level maximizes its profitability?
- What services are consumers willing to pay more for in the product?
- Which of these changes will increase our market share?
- What impact will this have on my current suite of products/cannibalization?
read more
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 Ponder This
Only Nine Percent Average Recall for Brand and Advertiser in Super Bowl Commercials
Every year companies pay millions of dollars for 30 or 60 seconds of airtime during the Super Bowl. Many look forward to these commercials as much as the game itself. Are the commercials themselves becoming more famous than their sponsors? One might be lead to believe that most people watching the Super Bowl generally do not remember the ads, and even if they do, will have difficulty matching these commercials to the brands they represent. Are Super Bowl ads a waste of money or a fantastic investment? This topic represents a wildly polarizing discussion between those that watch the commercials and those that create them.
read more
Announcements
Glance from end to end …the brand new Markitecture Internet site continues to improve! www.markitecture.com
Highlights include:
- Informational News – White Papers, Fact Sheets
- In the News – Press Releases, Articles
- Markitecture’s New Mission Statement
Markitecture New Mission Statement
A BrandNew™ approach to marketing consulting. Delivering organic growth through Insight, Innovation, and Implementation.
Informational News
Markitecture strives to provide clients with an unmatched balance of marketing expertise, focusing on technical analysis, insight skill, strategy, creativity, and implementation services. Innovation Insights will bring you informational news on the many methodologies defined and used by Markitecture.
Current white papers include:
The Apple iPhone
6% of cell phone owners will purchase the iPhone in the next year - market leader or below expectations?
Why Online Research is Perfectly Legitimate
Many corporations have turned to the Internet as a tool to gather and measure consumer and business attitudes, perceptions, and intentions.
Developing New Products and Services with Qualitative Marketing Research
Nine Applications You Can Use to Support Quantitative Surveys
Super Bowl Commercial Recall When Viewers Remember the Ads
A week after the game, is $2.6MM for 30 seconds really worth it?
The Value of Concept Testing
A great tool to launch new products.
In The News
Highlights Markitecture’s Press Releases and articles of informational news, recent releases include:
A BrandNew™ Approach to Marketing Consulting
A Message from Javier Flaim, New CEO of Markitecture
Released February 12, 2007
Only Nine Percent Average Recall for Brand and Advertiser in Super Bowl Commercials
Released February 26, 2007
Contact Markitecture
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Norwalk, CT 06855.
info@markitecture.com
Copyright © 2007 Markitecture, All rights reserved.
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