FrequentlyUsedTemplateConceptualCONFIDENTIALTemplateJune2002Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.2X2CUBEDTextTextTextTextTextTextTextTextTextTextUnitofmeasure*FootnoteSource:Source2X2TOWERUnitofmeasure*FootnoteSource:Source5PSMARKETINGPlacePriceProductPackagePositioningpromotionProductofferingUnitofmeasure*FootnoteSource:Source7SStrategySkillsSystemsStaffSharedvaluesStructureStyleUnitofmeasure*FootnoteSource:SourceARROW3DUnitofmeasure*FootnoteSource:SourceCUBES13DUnitofmeasure*FootnoteSource:SourceCUBES23