CONFIDENTIALFrequentlyUsedTemplateConceptualTemplateJune2010Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.**TextTextTextTextTextTextTextTextTextText2X2CUBEDUnitofmeasure*FootnoteSource:Source**2X2TOWERUnitofmeasure*FootnoteSource:Source**5PSMARKETINGPlacePriceProductPackagePositioningpromotionProductofferingUnitofmeasure*FootnoteSource:Source**StrategySkillsSystemsStaffSharedvaluesStructureStyle7SUnitofmeasure*FootnoteSource:Source**ARROW3DUnitofmeasure*FootnoteSource:Source**CUBES13DUnitofmeasure*FootnoteSource