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Now that you know how to find supplies, manufacture, and sell products, it's time to look at advertising your products.
Your corporation will be competing against other corporations selling the same product types, so you will require a good advertising campaign if you want to prosper.
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You have enough cash to open a factory and begin manufacturing.
The seaports are importing a wide range of raw materials for manufacturing apparel supplies.
Your objective in this tutorial is to dominate the apparel goods market while achieving an annual profit of $30 million and an annual revenue of $60 million
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Before you begin you need to understand the concepts of brand strategy.
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When consumers buy a product, they consider the price, quality, and brand rating of the product.
You are already familiar with how quality is determined (remember that each product's rating is calculated by combining the quality of raw materials used and the current production technology of the manufacturing process).
Price is simply set at whatever the corporation wishes.
Brand is more
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A brand is a distinguishing name and/or symbol intended to identify and differentiate a seller's products from competitor's products.
For some consumers a recognized brand name is all that matters when choosing between rival products (think jeans and cola).
Other products do not rely so heavily on brand.
Consumers choosing frozen meat,for instance, are more likely to be concerned with q
·ë²Ì¤È¤·¤Æ¡¢Capitalism2¤ÎÃæ¤ÎÀ½Éʤˤϡ¢Necessity Index¿ôÃͤ¬¤¢¤ê¤Þ¤¹¡£
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As a consequence, the products in Capitalism 2 have a Necessity Index figure.
Let's look at this figure.
Open the Information Center screen.
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Now left click "Product Detail" Report and use the Next button to browse the products until you see the Camera product.
À½ÉÊ¥¤¥á¡¼¥¸¤Î±¦¤Ç¤Ï¡¢¤¢¤Ê¤¿¤¬¥«¥á¥é¤Î¤¿¤á¤ËNecessity¥¤¥ó¥Ç¥Ã¥¯¥¹¿Þ¤ò»²¾È¤¹¤ë¤³¤È¤¬¤Ç¤¤Þ
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Bath Lotion¤Î¤¿¤á¤ËNecessity Index¤ò¥Á¥é¥Ã¤È¸«¤Æ¤¯¤À¤µ¤¤(Previous¥Ü¥¿¥ó¤ò¥¯¥ê¥Ã¥¯¤·¤Æ¡¢Bath Lotion¤Î¾ì½ê¤ò¸«¤Ä¤±¤Æ¤¯¤À¤µ¤¤)¡£
On the right of the product image you can see the Necessity index figure for a camera.
It's 30% - not a particularly high rating.
Consumers do not buy cameras very often and they will not suffer if they do not own one.
Take a quick look at the Necessity Index for Bath Lotion (click the Previous button to locate Bath Lotion).
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Notice how the Necessity Index is 80%?
You'd expect consumers to have a greater need for Bath Lotion (otherwise they'd all be dry and flaky wouldn't they?) and therefore its 80% Necessity Index is realistic.
Now go to Camera again by using the Next button.
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Look to the right of the report towards the product's rating section in this you'll see ratings for Price, Quality, Brand, and the Overall rating.
They are split into two columns.
"Local" displays the ratings for local competitors - these are retailers that do not appear in the city view, whilst "Average" combines the ratings of local and corporate competitors.
To the extreme right you
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Cameras¤Ë´Ø¤·¤Æ¤Ï¡¢´Ø¿´¤Ï°Ê²¼¤ÎÄ̤ê¤Ç¤¹¡£ 32%¡¢¾å¼Á¤Î42%¡¢¤ª¤è¤Ó¥Ö¥é¥ó¥É26%¤ò
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When purchasing a Camera a consumer weighs each concern against the others.
For Cameras the concerns are: Prise 32%, Quality 42%, and Brand 26%.
The concerns are fairly equal but price is the foremost concern.
But what does this mean in practice?
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We'll, if two corporations are selling Cameras of equal quality and brand rating, the corporation with the lowest price should capture more of the market.
Of course, if the rival corporation matchaed the sale price they may be able to regain the lost market share.
But if one corporation was to advertise the product they would raise brand awareness, and familiarity with a brand of ten leads
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Now let's build a factory to manufacture apparel products.
Apparel products include Jeans,Leather Jackets, and Sweaters.
Each will require different raw materials.
Before you decide which apparel product to manufacture, you must look at what raw material supplies are available from the seaports and study the Manufacturer's Guide to see what products you can manufacture from the availabl
¸æ¼Ò¹©¾ì¤¬ApparelÀ½ÉʤòÀ¸»º¤·»Ï¤á¤ë¤È¤¡¢¤³¤Î¥Á¥å¡¼¥È¥ê¥¢¥ë¤Ï³¤¯¤Ç¤·¤ç¤¦¡¢Ç¤°Õ¤ÊÅÀ¤Ç¤Ï¡¢¤¢¤Ê¤¿¤¬Ì»ҤˤʤäƤ¤¤Æ¡¢¤¢¤Ê¤¿¤¬¥Á¥å¡¼¥È¥ê¥¢¥ë¤òºÆ³«¤·¤¿¤¬¤Ã¤Æ¤¤¤Æ¡¢¤¢¤Ê¤¿¤¬ESC¤Î¼çÍפÇÁª¤ó¤À¡ÖºÆ³«¥Á¥å¡¼¥È¥ê¥¢¥ë¡×¤ò²¡¤¹¤³¤È¤¬¤Ç¤¤ë¤Ê¤é¡£
This tutorial will continue when your factory starts to produce Apparel products, if at any point you are lost and you want to restart the tutorial, you can press the ESC key and select "Restart Tutorial."
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Good work with your factory!
Now we will start dealing with branding and advertising.
Youre corporation may operate one of three brand strategies.
If you wish to have a single brand coering every product that you sell then choose a "Corporate" strategy.
The advantage to this approach is that it limits the costs involved in promoting new products.
On reaching the market place they will si
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The second strategy, "Range" brand is similar to corporate branding but is limited to product classes.
For example Leather Bags and Leather Briefcases fall into the Leather Goods product class, if you decided to sell Leather Briefcases and Bath Lotion to accompany the Leather Bags you already sell, you Leather Briefcases would immediately inherit the brand rating of your Leather Bags (sa
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The default strategy is "Unique" in which every product has a unique brand.
It may cost more to promote each individual product but existing products will not be harmed by introducing new but low quality products.
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You must now set your brand strategy.
For the purpose of this tutorial you will operate a range brand.
Open the Information Center.
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Select Corporate Detail Report from the left hand menu.
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Select Brand from the menu list and then select Range.
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It is important to decide upon your brand strategy at the start of a game as switching brand strategy resets all existing brand ratings to zero.
Now that you have determined the brand strategy, you must begin to sell them.
Build a department store and order it to buy products from your factory.
This tutorial will continue when you have done so.
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You must now add a new unit: the Advertising unit, and link it to your sales unit.
It is often a good idea to place the advertising unit in the center square of your layout so that it may link to any sales units.
Double click the center square and select "Advertising Unit".
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Select the Link Media button and all available media firms in the city will be displayed.
Notice that each has a figure for Rating Points and Advertising Cost.
The higher the rating points, the greater the audience share.
The advertising cost is simply the cost for your advertisement to be seen a thousand times by potential customers.
Find a firm with a high rating points score to maxim
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Establish a link between your advertising unit and your sales unit by clicking the linkage line between them
Now the unit detail section of your advertising unit displays the media firm you have just selected.
You may adjust the Monthly Spending Per Product silder, but for now leave it set at $100,000.
Make sure the advertising unit is linked to your sales unit.
Click your sales unit and look at the product detail section.
Your current brand rating is zero but with the advertising, it should be
Range BrandÀïά¤Îadvantege¤ò³Ú¤·¤à¤¿¤á¤Ë¡¢¤¢¤Ê¤¿¤Ï¡¢¤¢¤Ê¤¿¤¬´û¤ËÈÎÇ䤷¤Æ¤¤¤ëÉʼï¤Î1¤Ä¤«¤éÊ̤ÎÀ½Éʤò²Ã¤¨¤ëɬÍפ¬¤¢¤ê¤Þ¤¹¡£
Ê̤ι©¾ì¤ò·úÀߤ¹¤ë¡¢À¸»ºÊª¤Î°Û¤Ê¤Ã¤¿ApparelÀ½ÉÊ(¥Ò¥ó¥È: ´û¤ËÀ½Â¤¤Ç¤¢¤ê¡¢¥¸¡¼¥ó¥º¤òÈÎÇ䤷¤Æ¤¤¤ë¤Ê¤é¡¢³×¤Î¥¸¥ã¥±¥Ã¥È¤òÁª¤ó¤Ç¤¯¤À¤µ¤¤)¡£
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To enjoy the advantege of the Range Brand strategy, you need to add another product from one of the product classes you are already selling.
Build another factory to produce a different Apparel product.(Hint: If you are already manufacturing and selling jeans, choose leather jacket).
This tutorial will continue when you successfully produce and sell a new Apparel product in your departm
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This time you do not need to link the new producet to the advertising unit as it has inherited the brand rating of its product class partner.
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You will have to wait a while for your brand ratings to increase significantly.
While that is happening you should enter the Corporate Detail Report via the Information Center.
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alos¡Ö°ÌÃÖ¡×¥é¥ó¥¥ó¥°¤ËÃí°Õ¤·¤Æ¤¯¤À¤µ¤¤¡£
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Select the Dominance list option to see how your corporation is fairing against your rivals.
The report displays dominance by product class and specific product type, while detailing the actual market share the product commands.
Notice alos the "position" ranking.
When this reads 1 your corporation has achieved market dominance for that particular product.
Brand¥ê¥¹¥È¥ª¥×¥·¥ç¥ó¤òSlecting¤·¤Æ¡¢¤¢¤Ê¤¿¤Ï¡¢µ®¼Ò¤ÎÀ½Éʤ¬´û¤Ë¥Ö¥é¥ó¥É³ÊÉÕ¤±¤òɽ¼¨¤¹¤ë¤Î¤¬¤ï¤«¤ë¤³¤È¤¬¤Ç¤¤Þ¤¹¡£
¥Ö¥é¥ó¥É³ÊÉÕ¤±¤¬Brand Awareness¤ÈBrand Loyalty³ÊÉÕ¤±¤«¤éÆÀ¤é¤ì¤ë¤Î¤ËÃí°Õ¤·¤Æ¤¯¤À¤µ¤¤¡£
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Slecting the Brand list option you may find that your products already display a brand rating.
Notice that the brand rating is derived from the Brand Awareness and Brand Loyalty ratings.
Brand awareness is simply a measure of the consumers knowledge of the brand.
This increases automatically over time, if the brand is widely distributed and if the brand has been advertised.
Brand loyal
¹¹ð¤ò½Ð¤¹ÊýË¡¤òÃΤäƤ¤¤ë¤Î¤Ç¡¢¤¢¤Ê¤¿¤Ï¡¢¤è¤ê±ó¤¯¤Ë¤³¤ÎÅԻԤȼ¡¤Ç¤¢¤Ê¤¿¤Î¾®Çä¤Î¸ºß¤ò¹¤²¤ë¤³¤È¤Ë¤è¤Ã¤Æ¥Ö¥é¥ó¥É³ÊÉÕ¤±¤òÁý²Ã¤µ¤»¤Ê¤±¤ì¤Ð¤Ê¤ê¤Þ¤»¤ó¡£
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Now that you know how to advertise, you must increase the brand rating further by expanding your retail presence in this city and the next.
Concentrate on the products you are already manufacturing, build new department stores, and dominate the market.
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˺¤ì¤º¤ËMini Map¤ò»ÈÍѤ·¤Æ¡¢ÅÔ»Ô¤òÀڤ괹¤¨¤Æ¤¯¤À¤µ¤¤¡£
You may expand your business into other cities.
Remember to use the Mini Map to switch between cities.
Apparel»Ô¾ì¤ò»ÙÇÛ¤¹¤ë¤È¤¡¢¤¢¤Ê¤¿¤Ï3000Ëü¥É¥ë¤Îǯ¼ý¤È6000Ëü¥É¥ë¤ÎºÐÆþ¤òãÀ®¤¹¤ì¤Ð¡¢¤³¤Î¥Á¥å¡¼¥È¥ê¥¢¥ë¤ò´°Î»¤·¤Þ¤¹¡£
¹¬±¿¤òµ§¤ê¤Þ¤¹!
You will complete this tutorial when you dominate the Apparel market, while achieving an annual profit of $30 million and an annual revenue of $60 million.
Good luck!
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