STRATEGIC MARKETING

MANAGEMENT
CHARLIE 3
ENTREPRISED BY :
ABHISHEK PRAKASH(25/002)
SWAPNIL BHATIA(25/056)
KAJOL(25/085)
MADHUR BHARADWAJ(25/144)
RASHI KHARE(25/161)
PRODUCTS OFFERED & SEGMENTS
• CELL : PRAGMATISTS
• CANO : HERMITS
• COMP : TECH-GEEKS

NEW PRODUCTS LAUNCHED:

• CASA : BLUEBLOODS
• CAMP : WANDERERS
• CATT : BLUEBLOODS
SEGMENT ANALYSIS
 HERMITS
• Very highly price sensitive
• Large segment for sale
• Low features, style and portability

PRODUCT:
• Product serving this segment was CANO.
• With market share of 7%, this product was
the least profitable as the net margin was
Rs. -4,460
 PRAGMATISTS
• Willingness to spend more than Hermits
• Large segment for sale
• Average features, style and portability

PRODUCT:
• Product serving this segment was CELL.
• CELL met the customer expectations and
was stocked out most of the time.
 BLUEBLOODS
• High willingness to pay
• Require very high features, style and portability
• Expect latest product offering

PRODUCT:
• Products serving this segment were CASA &
CATT.
• CASA met the customer expectations so it was
stocked out .
• New product launched for this segment, i.e. CATT
 TECH-GEEKS
• Willing to pay higher price than Pragmatics
• Desire high features and average portability
• Relatively smaller market than Hermits and
Pragmatics

PRODUCT:
• Product serving this segment was COMP.
• COMP has the highest awareness in its segment
also has the highest service quality with the
largest market share in all the periods.
 WANDERERS
• Willing to pay price higher than Tech-geeks
• Desire high style and Age of the product

PRODUCT:
• Product serving this segment was CAMP.
• It has the best portability in its sement
 Objectives
 To accurately meet customer expectations.
 Increase our Market share
 Investing according to the demand & supply.
 Positioning new products with accurate forecast and perceptual
mapping
 Focus more on features and portability of products to capture
different types of market.
 Emphasized more on productivity.

 To become the market leader in all the products we offer.

 To have competitive advantage over others.

 To increase the sales and the profits of our company.

 Objectives
 Keeping a track of the changes in the industry.
 To create demand and high customer satisfaction (need and
preference).
 To serve and focus on all segments with specialized products,
as per needs of consumers in target segment.
 Creating product and service improvement through Research
and Development.
 To increase the salary/wages so as to increase motivation and
reduce employee turnover.
 Strategies
• Understanding the customer demands & analyzing the
segments.
• Analyzing the target segment & effectively position our
product.
• Analyzing our competitor strategies by tracking their
performance.
• Building our product portfolio which has greater
portability, feature & style than the competitors.
• Creating demand of our product by increasing its
accessibility , awareness & service quality
• Focusing more on production & inventory.
 Strategies
• Evaluating & benchmarking profitability, revenues & cash
flows.
• Forecasted the market using perceptual map positioning the
new product in such a way that it is accepted by the target
audience.
• We forecasted our productions in such a manner so that we
could finish off our inventory or reduce it to the lowest.
• We had tried to increase our market share & retain our
position in the market.
• Managing SG&A expenses according to sales.
Period Wise Results
 PERIOD - 1
CELL CANO COMP
Expected
Features 5.1 2.75 8.6
Portability 5.25 2.725 5.875
Style 53 40 60
Price 55 43 73

Our Offerings
Features 5.75 3 8.25
Portability 4.75 2.5 6.7
Price 56 43 90
Market Share(%) 3.6 2.4 4.8
 Results Period 1
• Rank – 5th
• Score - 66
• Good’s:
– Stock performance was excellent
– Stable market share
– Good customer accessibility
– Employee turnover within desired limits
– Employee productivity within desired limits
– More scope to tap new markets with new products
• Bad’s:
– Inadequate promotion budget
– Not enough products to meet demand
– Gross margins could be improved
– Very low investment in R&D. Not a good indicator for future
growth
 PERIOD - 2
CELL CANO COMP
Expected
Features 5.75 3.225 9.6
Portability 5.9 3.15 6.65
Style 53 40 60
Price 54 41 70
Our Offerings
Features 5.75 3 8.5
Portability 5 2.5 6.5
Price 57 43 77
Market Share(%) 4.1 6.1 7
 Results Period 2
• Rank – 1st
• Score – 74
• Good’s
– Stock performance excellent
– Strong revenues
– Healthy margins
– Adequate investments in R&D
– GRAN became the best selling product serving 3 segments:
– Bluebloods, wanderers and tech-geeks
• Bad’s:
– Inadequate promotion budget
– Improve production - not enough products
– Poor Awareness
– Advertisement expenditure is too low .
 PERIOD - 3
CELL CANO COMP CASA

Expected Newly
launched
Features 6.375 3.65 10.55
Portability 6.65 3.65 7.35
Style 53 40 60
Price 53 40 73
Our Offerings
Features 6.1 3.35 9.78 9.8
Portability 5.75 2.88 6.8 6.67
Price
Market Share(%) 3.6 5.7 5.5 0.8
 Results Period 3
• Rank – 1st
• Score – 76
• Good’s
– Stock performance excellent
– Strong revenues
– Healthy margins
– Very good market share
– Adequate Investments in R&D.
– New product was launched (CASA for Bluebloods segment)
• Bad’s:
– Poor awareness – advertisement expenditure low
– Excess Inventory.
– Sales is too low compared to production or distribution is
improper.
 PERIOD - 4
CELL CANO COMP CASA

Expected
Features 7.705
4.1 11.6 10.5
Portability 7.365
4.225 7.975 10.9
Style 53
40 60 75
Price 55
41 73 88
Our Offerings
Features 6.1 3.35 10.9 9.8
Portability 5.75 2.88 7.4 10
Price 59 40 79 92
Market Share(%) 4.9 6.7 4.9 1.3
 Results Period 4
• Rank – 1st
• Score – 76
• Good’s
– Stock performance excellent
– Strong revenues
– Healthy margins
– Adequate investments in R&D
– Employee Productivity is within desired levels
• Bad’s:
– Need for new products to tap market
– Inadequate promotion budget
– Product penetration very low
– Excess inventory
– Turnover very high
 PERIOD - 5
CELL CANO COMP CASA

Expected
Features 7.85 4.1 12.7 11.45
Portability 8.11 4.225 8.65 11.925
Style 53 40 60 75
Price 55 41 77 91
Our Offerings
Features 7.2 3.35 12.5 11.27
Portability 6.1 2.88 8.5 11.5
Price 59 39 79 93
Market Share(%) 4.6 6.4 3.5 1.8
 Results Period 5
• Rank – 1st
• Score – 79
• Good’s
– Stock performance excellent
– Distribution is adequately meeting consumer demand
– SG&A expense are at optimal level
– Adequate investments in R&D
– Employee Productivity is within desired levels
• Bad’s:
– Need for new products to tap market
– Poor Awareness
– Product penetration very low
– Excess inventory
– Turnover very high
 PERIOD - 6
CELL CANO COMP CASA CAMP

Expected
Features 8.6 5.2 13.65 12.4 9.05
Portability 8.89 5.15 9.365 12.85 14.35
Style 53 40 60 75 80
Price 55 39 80 95 78
Our Offerings
Features 8.07 3.85 13.9 12.4 9.2
Portability 7.6 3.1 9.4 13 14.6
Price 58 39 79 93 80
Market Share(%) 5.5 6.2 3.9 1.8 1.7
 Results Period 6
• Rank – 1st
• Score – 76
• Good’s
– Stock performance excellent
– Distribution is adequately meeting consumer demand
– Well planned and well executed strategy
– Adequate investments in R&D
– Employee Productivity is within desired levels
• Bad’s:
– Not enough products to meet the demand. Improve production or
distribution.
– Poor Awareness
– Product penetration very low
– Some more scope exists for the company to tap the markets with newer
products
 PERIOD - 7
CELL CANO COMP CASA CAMP

Expected
Features 9.3 5.7 14.5 13.3 9.75
Portability 9.64 5.675 10.08 13.725 15.575
Style 53 40 60 75 80
Price 56 40 83 99 81
Our Offerings
Features 8.07 3.85 14.8 13.4 9.9
Portability 7.6 3.1 10.2 14 15.7
Price 58 38 80 95 80
Market Share(%) 6.4 4.7 3.5 1.5 2.1
 Results Period 7
• Rank – 1st
• Score – 75
• Good’s
– Stock performance excellent
– Gross Margins are in the desired range
– Well planned and well executed strategy
– Adequate investments in R&D
– Employee Productivity is within desired levels
• Bad’s:
– Excess Inventory. Sales is too low compared to production or
distribution is improper.
– Not enough products to meet the demand. Improve production or
distribution.
– Distribution reach may be increased to capture the lost potential sales
 PERIOD - 8
CELL CANO COMP CASA CAMP CATT

Expected
Features 9.99 9.99 15.55 14.15 10.425 14.15
Portability 10.34 10.34 10.78 14.6 16.7 14.6
Style 53 53 60 75 80 75
Price 57 57 79 98 84 98
Our Offerings
Features 9.28 3.85 16 15 11 16
Portability 8.74 3.1 11.4 15.1 17.3 16
Price 96 36 79 96 82 100
Market Share(%) 7.2 2 3.2 1.5 2.2 1.7
 Results Period 8
• Rank – 1st
• Score – 74
• Good’s
– Stock performance excellent
– Gross Margins are in the desired range
– Well planned and well executed strategy
– Adequate investments in R&D
– Employee Productivity is within desired levels
• Bad’s:
– Excess Inventory. Sales is too low compared to production or distribution
is improper.
– Not enough products to meet the demand. Improve production or
distribution.
– Turnover is very high. Salary/Wage may be considerably lower
than industry standards.
Analysis
 CELL

Pricing
CANO

COMP
CASA

CAMP

CATT
SALES FORCE SUMMARY
 Key Results - Achievements
• Ranked 1st for consecutive 7 periods

• Achieved the objective of profit maximisation with

Highest cumulative profits from period 1 up to period 8 .

• Highest cash available throughout the 8 periods .

Period I II III IV V VI VII VIII
Rank 5th 1st 1st 1st 1st 1st 1st 1st

Score 66 74 76 76 79 76 75 74
Opening 201,187 205,715 253,666 283,03 341,482 373,732 417,150 452,397
Cash 7

Closing 205,715 253,66 283,037 341,48 373,732 417,150 452,397 459,121

Cash 6 2

Net 23984 38398 31774 38435 31636 36506 45897 41197

Profit

Sales 156477 197652 180792 203739 197023 245247 266652 297292

 Learning's
• Analysed past performance of the company and the competitors to make
the strategies for the next period.

• Budget allocation for various departments: Production, R&D, Marketing

and Sales, Human Resource and training.

 Prices need to be revised for every category of products according to the

importance given to the certain parameters of the product.
• Importance of choosing the right distribution and promotion mix.

• Forecasted the optimum inventory levels for each period depending upon
target sales.

• Focus should be more on promotional activities to boost the sale of our

product in the different market segments.

• Keeping an eye on the competitors strategy for different products and

segments.
 Error Analysis
We should have launched some more products in the 3rdor 4th
period in order to increase our market share in every segment.

Lack in understanding the Competitive & Benefit proposition.

Desired production capacity was not fully utilized.

Lack in inventory management.