1. 1
Low
High
Low
DegreeofPerceivedAwardStatus
Optimization Factor
(Degree of Levers expected)
* Each of the shuffle in the matrix indicates 10% increase of the KPI . It is just an example.
Transformational
 H&W supplements
 Workout/SPA services
 Books, music, CD etc.
Commodity
 Consumer durables
 Consumer non-durables
 Fast-food
Standard
 Utility ,Telcom, TV subscriptions etc.
 Basic household mechanized svcs.
 Mortgage/Ins/Healthcare svcs.
Value-Add
 Electronic Gadgets
 Smart Phones
 iPads etc.
Blended “Award Status” Value
Award Status Portfolio (ASP) Framework
High
Less likely to reduce SpendingMore likely to reduce Spending Degree of Spending
2
43
1
5
Sub categories within major award status categories are just a suggested sample representation
and not a comprehensive list.
PURPOSE BUNDLES ?
http://strategywithapurpose.blogspot.com/2010/11/yet-another-compelling-case-for-purpose.html
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