On Shaping Multi Criteria Marketing Strategy of a Pension Fund
In the paper the case study concerning multi criteria optimization of promotion campaign in a pension fund is considered. The significance of the problem is implied by the decisive role of marketing activities of firm which attempts to effectively compete in market environment. The impressive costs of TV campaign forces to focus on optimization of promotion. The specificity of pension fund is reflected in natural definition of the target group, in the structure of options and criteria and in evaluation procedures. Without loss of generality these procedures are simplified (the number of variables and criteria was left enough numerous to show multi criteria nature of the problem but restricted in order to clarify the presentation). The set of assumptions on a procedure supporting decision-makers was identified based on experience. It appears that the problem has a natural mathematical description which allows to formulate strictly the problem and to determine the set of solutions. The review of the set of solutions requires additional information. A procedure was presented which allows to collect the information needed. In order to collect this information the user is not forced to use any technical terminology but natural language. Collected data can be used to control the process of learning and elicitation of preferences. Randomly generated data illustrate this methodology which can be used for the real data as well.
The procedure can be further expanded firstly including neglected factors (e.g. length of a campaign and its variability) and then use benchmarking information to support the process of evaluation of trial solutions. For example, one can recommend the equalization strategy which, by definition, assumes that decisions are targeted on improving levels of these criteria which are below the average in the group of competitors. Another, satisfactory, strategy is defined by the requirement of exceeding a pre-defined threshold — reservation outcome. The software allows to use also other strategies focused on strengths or weaknesses or copying strategies of other competitors.
KeywordsPension Fund Ideal Point Decision Space Trial Solution Multi Criterion
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