S

Matr a
Team E
r t
keegic
t ing -
Ma r k str a t Analysis

Members :

Anjali Mishra 2020PGP041

Harsh Jain 2020PGP178
Hrishikesh Kashyap 2017IPM052
Komal Bhudolia 2020PGP212
Poorvi Goyal 2020PGP302
Rama Krushna Mahapatra 2020PGP332
Swastika Dash 2020PGP446
 PART 1 Initial(Period 0 )

Cont ent
Analysis
PART 2 Long Term Strategy

s of t he PART 3 Course Correction / Amendments

Presenta PART 4 What could have been better

tion PART 5 Learning

s
PART 6 Future Scope of Firm E

S tr a t egic Ma r ke t ing | G r o u p E
 Second in the SONITE ma r ke t
MARKET (Market Capitalization $ 2 1 3 , 2 0 7 K ,
Initial P O S I TI O N Highest Overall Ma r ke t Share 2 5 . 4 % )

Sit u at iona SEMI- Highest Hit Rate in Pros( 53.1% )

l Analysis BRAND
P E R F O R M AN C E
Retail Sale Market Share 1 4 . 5 %
8 5 % share in overall contribution
SELF- Highest Hit Rate in Buffs( 21.8% )
Fi r m E had been a str ong company Retail sale Market Share 4 . 9 %
Period 0 in many aspects. in I t Low overall contribution
second largest company in t erwmass
Capit alizat ion of t he
had
and , w hich
Mar ket SEMI had a high str ong
br and
abwra
and
reness in one of t he mo st p r ofi t able Highest ROI among compe t it o rs of 2 . 6 1
FINANCIAL
consu mer segments, Pr ofessional s. The Highest To t al Retail sales ($ 7 9 , 6 7 6 K )
situ at ion tur ned advant ageous for t he P E R F O R M AN C E
team as t he mar ket ing gave
High Base cost, thus lo w e r
early invest ment positive r et ail con tr ib ut ion s
sales resu lts in helpedt e r minc
w hich ofse
s rea t he S A L E S AND Highest sales in Specialty Stores
,con tr ib ut ion , ma r ke t share and Ma r ke t
DI S TR I B U TI O N Low pe r fo r mance in t e rm s of volume of
Capit alization. The o t he r br and, SELF,
however was no t doing well in sales and goods sold (Total 1 5 8 , 2 3 6 u nit s )
had high inv ent ory .
01
 CONSOLIDATE We were in a comparatively better position in the

Long OUR POSITION IN

THE SONITE
Sonite Market and also the uncertainties related
to the unexplored Vodite market .

Ter m MARKET

S tr a t eg y TARGETED S E M I
TO PROS
SEMI was very nearly placed in the Pros Market

TARGETING S E L F Initially incurred losses on SELF, but instead of

FO R B U F F S withdrawing it , we invested in R&D and
positioned it close to Buffs where no other
product was placed.

MO VE D TO Market size for Singles was forecasted to be the

SINGLES & largest . Hence introduced SESI to target
INTRODUCED A the same.
N E W PRODUCT

S tr a t egic Ma r ke t ing | G r o u p E
02
Long
ENTRY INTO THE Gradually realised that we would want presence in
HIG H E A R N E R S most of the major segments and therefor we
SEGMENT released the product SEHE targeting High Earners.

Ter m
S tr a t eg y
BASE Lastly invested in R&D for modifying our existing
COST products to reduce their base cost to improve our
RE DUC TION contribution .

Af t e r consolidating o ur position in the Sonite

ENTRY INTO THE
ma r ke t, we next decided t o invest in R&D t o en t e r
VODITE
in t o t he Vodite ma r ke t af t e r getting sufficient
MARKET
info r ma t ion on the c ust ome r segments and the
compe t i t o rs t here .

IN V E STM E N T IN We didn ’ t just think of the short term goals, we

R&D also further invested heavily in R&D for Vodite as
well as Sonite products in the last period as well.

S tr a t egic Ma r ke t ing | G r o u p E
03
 POOR PRODUCT IN VODITE
Cor r ect iv
e St ep s
New product needs to be developed for
the Vodite market as the last product
fell short of customer needs. $ 7657K
invested did not yield much returns .
I M P R O V E P E R C EP T U AL M AP P I NG
Continuous efforts are required to be
close to the target segments in MDS,
specifically for Professionals (SEMI) and
High Earners (SEHE) for economy
cross performance dimensions
S tr a t egic Ma r ke t ing | G r o u p E
INEFFECTIVE ADVERTISEMENT
Message quality for all the products
has been " Poor " consistently over the
quarters . Better communication of the
dimensions is required .
DISTRIBUTION CHAN NEL
Efforts are required to manage the
current distribution force as this step
was deferred to avoid hiring / firing cost
to increase investment in R&D in the
Vodite market
04
 EARLY ENTRY INTO VODITE
MARKET
Wha t could
O ur goal was t o in tr od u ce t he Vodi t e p r od u c t b y Period 5
and consolida te o ur po si t ion t he r e . However, b u dget a ry

have been
constr ic t ion s pushed us t o launch t he p r od u c t a t t he end
of Period 6, and b y then, 3 fi r m s w e re already playing in
t he ma r ke t , making compe t i t ion mo r e t o u gh

be tt e r for
us ?
BETTER ADVERTISING IN SONITE
If we go t the chance t o play the
Ma r kS tr a t simu lation again, O ur advertisements in Sonite ma r ke t w e re consistently
we co u ld have paid mo r e r anked poo r across all periods. The main p r oblem t ha t we
a tt en t ion on the follo w ing fel t was t ha t focused t oo m u ch on communica t ing t he
aspects accur ate dimensions in Pe rfo r mance and Economy, and
less on o t he r dimensions like Convenience and Power. O ur
compe t i t o rs focused on those ea r lie r t han us, and t ha t
affec t ed o ur ove r all commu nica t ion and compe t i t i v e
advertising. Given a chance, we w o u ld foc us on o t he r
S tr a t egic Ma r ke t ing | G r o u p E
dimensions ea r lie r t han we did
05
 B E T T E R F O R E C A S T OF
PRODUCTION UNITS
Wha t could We have faced st ock o uts in all pe riods fo r atleast one of

have been
o ur brands. Because of this, we w e re no t able t o f u lfill
ma r ke t demand and this s omewhat cost us in n u mbe r of

be tt e r for
po t en t ial sales and consolidating a good ma r ke t share in
Sonite. Given a chance, we w o u ld lear n f r om o ur mistakes
and imp r o v e o ur forecast ing me thods .

us ? B E T T E R PLANNING TO
INTRODUCE PRODUCTS IN
If we go t the chance t o play the
Ma r kS tr a t simu lation again, SONITE
we co u ld have paid mo r e
a tt en t ion on the follo w ing We did well in t he Pros segment and t he B u ff s segment. B ut
aspects we w e re slow t o div e rs ify in t o o t he r segments. SESI fo r
Singles, which had t he highest ma r ke t g r o wt h for eca st was
available onl y in t he 5t h pe r iod u nlike o ur plan. We co u ldn ' t
launch a p r od u c t in Others, which had a huge po t en t ial .
Be tt e r p r od u c t launch planning in diffe r en t segments co u ld
S tr a t egic Ma r ke t ing | G r o u p E have helped us become ma r ke t leaders a t least in Sonite.
06
 LONG T ER M STRA TEGY M A R K E T ANALYSIS

Lear ning Every action taken has long term effects,

s from
Analysis of the market based on the
hence decisions need to be taken by
requirements of different consumers ,
keeping in mind long term goals

t he
accordingly deciding the target
Accordingly , investment .
consumer segment for the products
or
divestment / modification needs to be made

game
P E R C EP TI O N M A N A G E M E N T PRODUCT M A N A G E M E N T

Advertising makes a huge difference in Learnt to do product planning by

the perception of people. We learnt to analysing the predictable and
manage and influence the perception unpredictable markets and
of people through advertising. taking
calculative risks to maximize profits

07
S tr a t egic Ma r ke t ing | G r o u p E
 W e entered the Vodite market in Q6 , after
VODITE ENTRY &
prolonged R&D over Q4 and Q5, with an initial aim

Looking at
R&D
to target one of the 3 segments. Initiated another
R&D project to target the market better .

t he f utur e SONITE
C US TOM E R
Towards the end of period 6 we are present in 4
out of 5 customer segments and in period 7 we will
launch a product in the fifth customer segment

E n d of Period 6 SEGMENTS thereby targetting all of the segments

Based on Q 5 results, and o ur c urr en t decisions,

Q 6 SA LE S
we can p r edic t t o make significant sales in 3
segments Singles , B u ffs & Professionals . Sales
in t he High Earners cat egory and t he t ar ge t
p r od u c t w ill remain low, as in v en t o ry was unsold
in Q 5 .
At the end of Q6 , we would be leading in Pros &
M A R K E T SH A RE
B u ffs , and would either lead in Singles or
AND POSITION
maintain the current second position like in
HiEarners (3rd)
In Vodite, we anticipate fewer sales, but
competitive advantage & fewer production might
lead to the product being sold out , although
S tr a t egic Ma r ke t ing | G r o u p E doubtful as we are new entrants . The next Vodite
offering by Team E would be future - proof . 08
Perceptual Evolution

Period 1 Period 5
Economy vs Convenience
 Thank Yo u

S tr a t egic Ma r ke t ing | G r o u p E