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.
Trade Shows: Rs. 400,000/-
Internet: Rs. 450,000/-
Television: Rs. 400,000/-
Print: Rs. 300,000/-
Consumer Promotion: Rs. 150,000/-
Trade Promotions: Rs. 100,000/-
Competitors: Competitors in the segment included (along with market share):
ENDO (ECHO): 4.6%
COMP (CHARLIE): 3.2%
BERY (BRAVO): 3.7%
FERY (FOXTROT): 3%
DEPO (DELTA): 4.1%