A Case study on Mobonik

Presented By:
Mohit garg
PGP08228
 INTRODUCTION
• Mr. RS Joshi, Zonal head of Mobonik India working on different ways to
improve company’s sales
• The company launched premium phone Mobi K5 at Rs 23,320 and L2
priced at Rs 11,780
• Company has different types of dealer category
• Came up with new planogram for May-June period for better visibility of
new launches
• MDP- To increase sales of new launches
• MRP- Display strategy, dealer composition
Important questions
■ Continuation of new launches

• Sales of L1 fell by >82% in June and numbers are

tremendous for L2
• Not just in the new planogram month, L2’s sale
grew in subsequent months while L1 continue to
degrade
• Hence, L2 seems to be better upgrade and should
continue

• In June, sales of K4 reduce just by 12% and later

grew by >60%. It however fell later but not
drastically
• While, K5 grew by >500%. It may be because o
new planogram because its numbers are falling in
subsequent months
• Hence, K5 might not be that successful launch
Questions Contd.
■ Dealer composition
 Since Chinese competitors are about to come, they will have upper hand in 1 star club
due to price factor
 The company need to diverse them in upper star club
 3 star
 2 Star
 1 Star
 Volume contribution of 3 and 2 star clubs is not so ordinary against 1 star.
 Hence, company could tie up with more dealers in these clubs
Thank You