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Brand Facts Book

Brand Facts Book

Ratings: (0)|Views: 17|Likes:
Published by Loveesh Jaiswal
Brand
Brand

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Categories:Types, Comics
Published by: Loveesh Jaiswal on Feb 25, 2013
Copyright:Attribution Non-commercial

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04/20/2014

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 APLE
Period 0:
 
Brand is created as a high feature high technology product to serve the target segment of Bluebloods.
 
Features: 8, Portability: 6.25
 
Target Segment Requirement: Features: 7.05, Portability: 7.05.
 
Market Share: 6.8%
 
Price: Rs. 80,000/-
 
Production: 800 units
 
Sales: 749 Units
 
Inventory: 91 units
 
Advertising Expense:
o
 
Trade Shows: Rs. 300,000/-
o
 
Internet: Rs. 300,000/-
o
 
Television: Rs. 300,000/-
o
 
Radio: Rs.300,000/-
o
 
Print: Rs. 300,000/-
 
Awareness: 75.8
 
Promotions:
o
 
Consumer Promotion: Rs. 100,000/-
o
 
Trade Promotions: Rs. 50,000/-
 
Competitors: Competitors in the segment included (along with market share):
o
 
ENDO (ECHO): 6.8%
o
 
COMP (CHARLIE): 6.8%
o
 
BERY (BRAVO): 6.8%
o
 
FERY (FOXTROT): 6.8%
o
 
DEPO (DELTA): 6.8%
 
Year 1:
 
Brand continues to serve the target segment of Bluebloods.
 
Features: 7.5, Portability: 7.15
 
Features were increased as per growing consumer preferrences.
 
Target Segment Requirement: Features: 7.95, Portability: 7.95.
 
Market Share : 0.9%
 
Price: Rs. 90,000/-
 
Production: 900 units
 
Sales: 176 Units
 
Inventory: 815 units
 
Stock out was a concern. Product had capability to gather more market share. Due toinexperience in the market the company was unable to forecast demand.
 
Advertising Expense: Specific media was used for the concerned target segment. Tradeshowsand Internet promotion budget was reduced to a third of last year and budget for televisionpromotion was increased by a third of last year. This was done keeping in mind the impact of the specific media on the target segment. Also overall cost was cut to help in cutting the price of the product.
o
 
Trade Shows: Rs. 400,000/-
o
 
Internet: Rs. 450,000/-
o
 
Television: Rs. 400,000/-
o
 
Radio: Rs.100,000/-
o
 
Print: Rs. 300,000/-
 
Awareness: 75.8
 
Promotions:
o
 
Consumer Promotion: Rs. 150,000/-
o
 
Trade Promotions: Rs. 100,000/-
 
Competitors: Competitors in the segment included (along with market share):
o
 
ENDO (ECHO): 4.6%
o
 
COMP (CHARLIE): 3.2%
o
 
BERY (BRAVO): 3.7%
o
 
FERY (FOXTROT): 3%
o
 
DEPO (DELTA): 4.1%
 
Year 2:
 
Brand focus was shifted to serve the target segment of Wanderers.
 
Features: 8, Portability: 8.3
 
Features and portability were increased to meet the growing demands of the segment.
 
Target Segment Requirement: Features: 8.85, Portability: 8.85.
 
Market Share: 4.9%
 
Price: Rs. 75,000/-
 
Production: 185 Units
 
Sales: 185 Units
 
Inventory: 0 units
 
Advertising Expense:
o
 
Trade Shows: Rs. 400,000/-
o
 
Internet: Rs. 600,000/-
o
 
Television: Rs. 500,000/-
o
 
Radio: Rs.100,000/-
o
 
Print: Rs. 100,000/-
 
Awareness: 61.6
 
Promotions:
o
 
Consumer Promotion: Rs. 250,000/-
o
 
Trade Promotions: Rs. 100,000/-
 
Competitors: Competitors in the segment included (along with market share):
o
 
ENDO (ECHO): 5.6%
o
 
COMP (CHARLIE): 4.8%
o
 
BERY (BRAVO): 0.8%
o
 
FERY (FOXTROT): 1.5%
o
 
DEPO (DELTA): 3.6

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