Industry – Berlin

Team - L
MarkStrat Simulation
Strategies adopted in the Journey

Submitted By
Hiteshi Patel | Mansi Agarwal | Nidhi Agrawal | Ritu Singh | Shreyans Jain
Agenda
01 Brand Portfolio

02 Product Overview

03 Period wise strategy

04 Conclusion and recommendation

 Brand Portfolio
Sonite Vodite
Lead

Lock
• Target Segment
Savers and Shoppers
• Price sensitive product
• Non loyal customer
Loop
• Initially targeted
innovators
• Later on for followers and
adopters
Leap
• Target innovators
• Priced at $1600
• Not Price sensitive

• Target Segment
Professional and High earners
Levo
• Not Price sensitive product
• Quality driven • Targets innovators and
adopters.
• Affordable product
Industry Team Period Product Total Revenue Expenditure Revenue/Expenditre Market Share Type
Berlin L 7 Lead 21840 12,227 1.786220546 13% VODITES
Berlin L 6 Lead 180030 45435 3.962363816 100% VODITES
Berlin L 5 Lead 74140 27653 2.681083427 100% VODITES

Industry Team Period Product Total Revenue Expenditure Revenue/Expenditre Market Share Type
Berlin L 7 Leap 26344 15,121 1.742247023 16.10% VODITES

Industry Team Period Product Total Revenue Expenditure Revenue/Expenditre Market Share Type
Berlin L 7 Lock 7659 11,208 0.683354661 1.50% SONITES
Berlin L 6 Lock 7010 11429 0.613351999 1.40% SONITES
Berlin L 5 Lock 7314 9108 0.803030303 1.60% SONITES
Berlin L 4 Lock 8781 11447 0.76710055 2% SONITES
Berlin L 3 Lock 13396 8100 1.65382716 3.50% SONITES
Berlin L 2 Lock 11804 6494 1.817677856 3.70% SONITES
Berlin L 1 Lock 13011 7283 1.786489084 4.80% SONITES

Industry Team Period Product Total Revenue Expenditure Revenue/Expenditre Market Share Type
Berlin L 7 Loop 22757 14,652 1.553168459 4.70% SONITES
Berlin L 6 Loop 19727 15523 1.270823939 4.10% SONITES
Berlin L 5 Loop 27194 15821 1.718854687 6% SONITES
Berlin L 4 Loop 35920 20404 1.76043913 8.60% SONITES
Berlin L 3 Loop 29663 17502 1.694834876 8% SONITES
Berlin L 2 Loop 18413 11630 1.583233018 5.90% SONITES
Berlin L 1 Loop 22642 14035 Period 1 and 2
1.613252583 8.70% SONITES
Period 1
• Kept a balance on targeting all market
segments instead of creating a niche
product
• Invested in advertising of both Sonite
Brands, LOCK and LOOP
• The commercial team was equally
allocated on all the customer touch points

Period 2
The decisions for this period were kept
same as of period 1

Period 1 and 2
Period 3
• To better suit the customer needs,
invested in R&D
• Increased the production of LOCK
• Changed the market segment for the
Sonite Brands
• Debt of $10 Million to be paid at 5%
annually

Period 4
• Further increased R&D to invest in Vodite
• Focus shifted to one segment for LOCK
and LOOP
• Increased production for LOOP
• Changed commercial team size

Period 3 and 4
Period 5
• Entered Vodite market with LEAD
• Focus shifted from 2 segments to one
segment for both Sonite Products
• Golden Period

Period 5
 Period 6

 Sonites
o Spent high on Loop and Lock advertising in order to revive the
sales
o Lock was majorly focused on savers and hence commercial
team was adjusted based on the reports
o Loop was focused primarily on professionals but also on High
earners because of the huge market size
o Worked on the poor perception of the products based on the
percepton of each product
 Vodite
o Increased the production of the Lead based on the forecasts
and past performance
o Increased the retail price because of monopoly
o Targeted innovators majorly but also adopters

Period 6
 Period 7

 Sonite
o Due to excessive inventory in Lock we did not produce this
time
o Changed the perceptual objectives of both the products to
match the customer needs
o Adjusted the commercial team based on customer purchase
preferences.
• Vodite
o Invested in R&D in Vodites
o Launched new product LEAP for Innovators majorly and
Adopters
o Adjusted the perceptual objectives based on consumer
requirements
o Changed the commercial team allotment based on purchase
preferences

Period 7
 Period 6

 Sonites
o Spent high on Loop and Lock advertising in order to revive the
sales
o Lock was majorly focused on savers and hence commercial
team was adjusted based on the reports
o Loop was focused primarily on professionals but also on High
earners because of the huge market size
o Worked on the poor perception of the products based on the
percepton of each product
 Vodite
o Increased the production of the Lead based on the forecasts
and past performance
o Increased the retail price because of monopoly
o Targeted innovators majorly but also adopters

Period 6
Thank you