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MARKSTRAT

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by

Monika Macur

on 20 November 2012

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Transcript of MARKSTRAT

HOW I TEAM RESULTS FINAL RESULTS FINAL RESULTS “Single actions are worth pennies, a good plan more than a million dollar"

“Marketing is the whole business seen from the customers point of view” LESSON LEARNT HOW WE START? · We are: risk-averse TEAM I

· Starting-point: like everybody else:
- 20% market share
- retail sale 59.718 K$
- net contribution of 19.451 K$

· two products on SONITE market:
-SIBI
-SIRO THE UNKNOWN Brand portfolio: two SONITE products; the introduction of the VIDI
Targeted segments:
- SIRO: SINGLES
- SIBI: HIGH EARNERS
- VIDI: EARLY ADOPTERS
Price: too low price (800$) of VIDI
Production: overestimation in VODITE market (high inventory costs)
R&D: introduction of PSIB1 based on SIBI NEW TIMES Precise positioning of SIRO and SIBI (economy, convenience and performance)
R&D: new project PSIR1 based on SIRO
VODITE: loan acceptance, R&D of VODITE project VIDI HARD TIMES Brand portfolio: two products SIBO and SIRI

Targeted segments: two segments for one product:
- SIBO for HIGH EARNERS and PROFESSIONALS
- SIRI for OTHERS and SINGLES

Price: unnecessary raise of price of SIRO product (targeted to price-sensitive consumers)

Production: overestimation, high inventory costs

R&D: Introduction and shelve of R&D project named SIRI (based on SIRO) BEGINNING BRAND: 2 brands for SONITE, 2 brands for VODITE market

MARKET: full market coverage- one product for each segment

R&D: be innovative, improve the products to meet customers needs, work on VODITE product

TIMING: early entrance into VODITE market AGENDA 1. HOW WE START?
2. OUR PERFORMANCE:
- HARD TIMES (periods 1-3)
- NEW TIMES (periods 4-7)
- UNKNOWN TIMES (periods 8-10)
3. OUR RESULTS
4. WHAT DID WORK OUT?
5. WHAT DID NOT WORK OUT?
6. FUTURE
7. LESSON LEARNED CUMULATIVE NET CONTRIBUTION: 172 M$
TOTAL MARKET SHARE: 10,5%
MARKET SHARE IN SONITE: 16,1%
MARKET SHARE IN VODITE: 5,3% FUTURE R&D project for SIRO
Introduction of 2nd VODITE product
Stick to the niche strategy
Attention to the fastest-growing group in the market: FOLLOWERS
Consider SONITE products at the mature stage WHAT DID NOT WORK OUT? In three first periods lack of:
- common vision
- strategy
- goals
Failure in three major challenges:
- information overflow
- managing the limited resources
- team organization

Targeting more than one segment with one product
Overestimation of production in the first 3 periods (high inventory costs)
Always late with R&D
Late introduction of VODITE product WHAT DID WORK OUT? Niche strategy starting from 4th period: products for un-served segments SINGLES and HIGH-EARNERS
Targeting product suitable ONLY for ONE segment
Matching the shopping habits with channels
Decision of production level depend on purchase intention study MARKSTRAT MANUAL - is not a waste of time
focus your decisions on STRATEGY and be sure that you have one
make use of perceptual objectives – ALWAYS
focus on single-segment concentration: 1 segment=1 product
not be afraid of R&D
remember: your competitors are out there
be critical to you, your ideas and decisions NOT TO PLAY THE NEW TIMES HARD TIMES RESULTS STRATEGY:
- niche strategy
- future investment in VODITE market
Brand portfolio: two products SIBO and SIRI
Targeted segments:
- SIRO: 100% SINGLES
- SIBI : 100% HIGH EARNERS
Price: adjusted according to the market and consumers expectations
Production: at the proper level, no overestimation
Full transcript