juliet(SMM)PROJECTIONS (1).PDF

Strategic Marketing Management

Project

Objectives & Projections

Group:- JulietGroup Members:-

Adeetya Uberoi(22001)

Chirag Verma(22008)

Harsh aggarwal(22010)

V.Shubendu

Nidhi Bisht(22046)

Preeti (22048)

PERIOD 0-1:-

TARGET SEGMENT- HERMITS

MARKET SHARE:- 38.6 % EXPECTED FEATURES:- 2.25, PORTABILITY:- 2.25

TARGET SEGMENT- PRAGAMATISTS

MARKET SHARE:- 33.4% EXPECTED FEATURES:-4.4 , PORTABILITY:- 4.4

TARGET SEGMENT- BLUEBLOOD

MARKET SHARE:- 12.09% EXPECTED FEATURES:- 7.05, PORTABILITY:- 7.05

TARGET SEGMENT- TECH GEEKS

MARKET SHARE:- 7.5% EXPECTED FEATURES:-7.5 , PORTABILITY:-5.15

TARGET SEGMENT- WANDERERS

MARKET SHARE:- 7.6% EXPECTED FEATURES:-5.15, PORTABILITY:-7.5

PRODUCT NAME JOSH JETT JUMPTARGET SEGMENT HERMITS PRAGMTISTS BLUEBLOODS

DELIVERED FEATURES 3 5.5 8.0

DELIVEREDPORTABLITY

2.5 4.5 6.7

AWARENESS 72.8% 72.8% 75.8%PRICE 41Rs 52rS 84RsUNITS SOLD 1208 1106 840INVENTORY 331 283 0

PERIOD 1-2:-

OVERALL - OBJECTIVES:-

To survive in the market and try to achieve high market share To deliver value according to expectations of the customers. To reduce the cost in inefficient channels of promotion. To increase the awareness level of the brands offered.


PRODUCT POSITIONED OR TARGETED:- JOSH

MARKET SHARE OF THE SEGMENT:- 3.7% EXPECTED FEATURES:- 2.75

PORTABILITY:-2.35


PRODUCT POSITIONED OR TARGETED:- JETT


PORTABILITY:-4.4


PRODUCT POSITIONED OR TARGETED:- JUMP


PORTABILITY:-6.8


PRODUCT POSITIONED OR TARGETED:- NO SPECIFIC PRODUCT POSTIONED (JUMP*)

TARGET SEGMENT- WANDERERSPRODUCT POSITIONED OR TARGETED:- NO SPECIFIC PRODUCTTARGETED TO THIS MARKET.

PRODUCT NAME JOSH JETT JUMPTARGET SEGMENT HERMITS PRAGMTISTS BLUEBLOODS

DELIVERED FEATURES 2.6 5.0 8.5

DELIVEREDPORTABLITY

2.35 4.0 6.8

AWARENESS 71.8 73.8 71.8

PRICE 40 52 84UNITS SOLD 1166 1186 897INVENTORY 665 297 103

PERIOD 2-3

OVERALL OBJECTIVES:-

RETAIN MARKET SHARE AND INCREASE MARKET SHARE CUT INVENTORY COST OPTIMAL UTILISATION OF PROMOTIONAL CHANNELS AND INCREASING AWARENESS OPTIMAL UTILISATION OF DISTRIBUTION CHANNELS INVEST IN R&D FOR LONG TERM GROWTH



MARKET SHARE:- 3.7% EXPECTED FEATURES:- 2.75

PORTABILITY:-2.5


PRODUCT POSITIONED OR TARGETED:- Jett

MARKET SHARE:- 4.5% EXPECTED FEATURES:- 5.0

PORTABILITY:-4.4


PRODUCT POSITIONED OR TARGETED:- NO SPECIFIC TARGET, INVESTED IN R&D FOR THIS SEGMENTIN “J-STAR”


OBJECTIVES/ STRATEGIES:-

TO TARGET JUMP IN THIS SEGMENT. TO IMPROVE THE AWARNESS LEVEL AND PROVIDING RELATIVELY HIGHER BENEFITS IN SIMILAR

PRICE.

PRODUCT POSITIONED OR TARGETED:- JUMP

MARKET SHARE OF SEGMENT:- EXPECTED FEATURES:- PORTABILITY:-

TARGET SEGMENT- WANDERERS

PRODUCT POSITIONED OR TARGETED:- NO SPECIFIC TARGETED PRODUCT YET FOR THIS SEGMENT, J-STAR IN THE R&D would cater in this segment.

MARKET SHARE:- EXPECTED FEATURES:- PORTABILITY:-

PRODUCT NAME JOSH JETT JUMPTARGET SEGMENT HERMITS PRAGMTISTS TECH-GEEKS

DELIVERED FEATURES 2.6 5.0 8.5

DELIVEREDPORTABLITY

2.35 4.4 6.8

AWARENESS 68.1% 69.4% 54%PRICE 40Rs 52Rs 84RsUNITS SOLD 1365 1397 829INVENTORY 0 0 504

PERIOD 3-4

1. TARGET SEGMENT- HERMITS

OBJECTIVES:-

Raise awareness level of the products. Modification in the current offerings according to the expectations of the consumers, slight

increase in price. Optimal utilization of promotional and distributional channels.


MARKET SHARE:- We will try to retain the market share of 12% and will try to increase our market shareto 13%. Although our product in this segment is capable of having higher market share but we areexpecting new products in this segment to be introduced by competitors in this period, thus our mainfocus is on increasing our market share by min. 1 % more than current potential market share.

To be DELIEVERED FEATURES:- 3.30PORTABILITY:-3.20

AWARENESS LEVEL/ PROMOTIONAL CHANNELS:-72% (heavily invest in consumer and trade promotion)

PRICE LEVEL:-RS. 52.5

UNITS to be produced:- 13%(expected market share) of 13500(this year’s actual sales) =1690units(approx.)

2. TARGET SEGMENT- PRAGAMATISTS

OBJECTIVES:-

Raise awareness level of the products. Invest in R&D for new product “J-raftaar” Modification in the current offerings according to the expectations of the consumers, slight


PRODUCT POSITIONED OR TARGETED:- JETT

MARKET SHARE:- We will try to retain the market share of 14% and will try to increase our market shareto 15%. Although our product in this segment is capable of having higher market share but we are

expecting new products in this segment to be introduced by competitors in this period, thus our mainfocus is on increasing our market share by min. 1 % more than current potential market share.

To be DELIEVERED FEATURES:-5.9PORTABILITY:-5.95

AWARENESS LEVEL/ PROMOTIONAL CHANNELS:-70 (heavily invest in consumer and trade promotion)

PRICE LEVEL:-Rs. 53

UNITS to be produced:- 15%(expected market share) of 10750(this year’s actual sales) = 1500units(approx.)

3. TARGET SEGMENT- BLUEBLOOD

OBJECTIVES:-

Raise awareness level of the products. Introducing “J-Star” Modification in the current offerings according to the expectations of the consumers, slight


PRODUCT POSITIONED OR TARGETED:- jstar

MARKET SHARE:- We will try to capture the market share of 10%

DELIEVERED FEATURES:-9.4PORTABILITY:-9.0

AWARENESS LEVEL/ PROMOTIONAL CHANNELS:-we will try to create a awareness rate of 60-70%

PRICE LEVEL:-85Rs

UNITS to be produced:- 10%(expected market share) of 4025(this year’s actual sales) =405units(approx.)

4. TARGET SEGMENT- TECH GEEKS

OBJECTIVES:-


increase in price.

Optimal utilization of promotional and distributional channels.

PRODUCT POSITIONED OR TARGETED:- Jump


FEATURES:-9.7PORTABILITY:-6.8

AWARENESS LEVEL/ PROMOTIONAL CHANNELS:-70%( to be increased)

PRICE LEVEL:-84.5

UNITS to be produced:- 16%(expected market share) of2420 (this year’s actual sales) =387.2units(approx.)

5. TARGET SEGMENT- WANDERERS

PRODUCT POSITIONED OR TARGETED:- No specific product but this segment would be cateredindirectly by Jstar in this period.

MARKET SHARE:- We are not catering this segment directly .(to get a market share of 8%)


AWARENESS LEVEL/ PROMOTIONAL CHANNELS:-70%

PRICE LEVEL:-85Rs

UNITS to be produced:- 6% of the total demand of the segment 2420 =145.2

PERIOD 4-5


OBJECTIVES:-

Raise awareness level of the products. Invest in R&D for new product*. Modification in the current offerings according to the expectations of the consumers, slight


PRODUCT POSITIONED OR TARGETED:- JOSH, Jraftaar(secondary target)


To be DELIEVERED FEATURES:- 3.25PORTABILITY:- 3.25

AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- increase awareness level to 75%

PRICE LEVEL:-Rs. 53

UNITS to be produced:- 15%(expected market share) of 13800 = 2070 units(approx.)


OBJECTIVES:-

Investing heavily in promotion for products, especially consumer and trade promotions. Increasing awareness of the products Modifying the products according to the expectations of the customers Focus on increasing market share. Employing distribution channels for the new product.

PRODUCT POSITIONED OR TARGETED:- JETT, JRAFTAAR

MARKET SHARE:- In this period we would try to increase our market share in this segment to 17%(combined of jett and jraftaar)


AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- increase upto 72%, heavily invest in promotion

PRICE LEVEL:- Rs. 53.5

UNITS TO BE PRODUCED:- 17%(expected combined market share) of 11000(expected min. demand)= 1900 units(combined). However, production for JETT > production for JRAFTAAR, as it is a new productin segment and will take time to fit in the segment .It should also be noted that this production size mayincrease or decrease according the forecasted demand for the period.


OBJECTIVES:-

Raise awareness level of the products. Investing in R&d for new product Modification in the current offerings according to the expectations of the consumers, slight





AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- We will try to create a awareness rate of 75%

PRICE LEVEL:-85.5Rs

UNITS to be produced:- 12%(expected market share) of 4050(estimated) =480 units(approx.)





MARKET SHARE:- We will try to retain the market share of 18-20% and will further try to increase ourmarket share to 22%. Although our product in this segment is capable of having higher market sharebut we are expecting new products in this segment to be introduced by competitors in this period, thusour main focus is on increasing our market share by min. 1-2 % more than current potential marketshare.

FEATURES:-10PORTABILITY:-6.8


PRICE LEVEL:-Rs. 84.75

UNITS to be produced:- 20%(expected market share) of2500 (expected) =470 units(approx.)


PRODUCT POSITIONED OR TARGETED:- Jstar would be shifted here in this segment, in this period.

MARKET SHARE:- We are not catering this segment directly in this period .(to get a market share of 8-9%)



PRICE LEVEL:-85Rs

UNITS to be produced:- 9% of the total demand of the segment 2500 =200 units (approx.)

PERIOD 5-6


OBJECTIVES:-




MARKET SHARE:- We will try to retain the market share of 15% and will try to increase our market shareto 16%(combined). Although our product in this segment is capable of having higher market share butwe are expecting new products in this segment to be introduced by competitors in this period, thus ourmain focus is on increasing our market share by min. 1 % more than current potential market share.


AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- increase awareness level to 77%


UNITS to be produced:- 16%(expected market share) of 14100 = 2250 units(approx.)


OBJECTIVES:-

Investing heavily in promotion for products, especially consumer and trade promotions. Increasing awareness of the products Modifying the products according to the expectations of the customers Focus on increasing market share.

PRODUCT POSITIONED OR TARGETED:- JETT, JRAFTAAR


DELIEVERED FEATURES:- 6.10PORTABILITY:- 6.05

AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- raise to 74%, heavily invest in promotion.

PRICE LEVEL:- Rs. 54

UNITS TO BE PRODUCED:- 19%(expected combined market share) of 11250(expected min. demand)= 2100 units(combined)(approx). However, production for JETT would be slightly more than productionfor JRAFTAAR. It should also be noted that this production size may increase or decrease according theforecasted demand for the period.


OBJECTIVES:-

Raise awareness level of the products. Introducing new product Modification in the current offerings according to the expectations of the consumers, slight






PRICE LEVEL:-86 Rs






MARKET SHARE:- We will try to retain the market share of 20-22% and will further try to increase ourmarket share to 24%. Although our product in this segment is capable of having higher market sharebut we are expecting new products in this segment to be introduced by competitors in this period, thus

our main focus is on increasing our market share by min. 1-2 % more than current potential marketshare.






OBJECTIVES:-



PRODUCT POSITIONED OR TARGETED:- JstaR*

MARKET SHARE:- We will try to get 11-12% of the market share in this period.

TO BE DELIEVERED FEATURES:-9.8PORTABILITY:-9.2


PRICE LEVEL:-85.5Rs


PERIOD 6-7

1. Target segment:- Hermits

OBJECTIVES:-






AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- increase awareness level to 78% (heavy promotions,consumer and trade)


UNITS to be produced:- 17%(expected market share) of 14500(expected) = 2400 units(approx.)


OBJECTIVES:-

Investing heavily in promotion for products, especially consumer and trade promotions. Increasing awareness of the products Modifying the products according to the expectations of the customers Focus on increasing market share. *if needed, invest in R&D for a new product to cater the segment.

PRODUCT POSITIONED OR TARGETED:- JETT, JRAFTAAR, R&d for npd (if needed)



AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- Increase it upto 76%




OBJECTIVES:-

Raise awareness level of the products. Maintain market share of the product. Modification in the current offerings according to the expectations of the consumers, slight


PRODUCT POSITIONED OR TARGETED:- jstar/ new product




PRICE LEVEL:-86.5 Rs






MARKET SHARE:- We will try to retain the market share of 22-24% and will further try to increase ourmarket share to 26%. Although our product in this segment is capable of having higher market share

but we are expecting new products in this segment to be introduced by competitors in this period, thusour main focus is on increasing our market share by min. 1-2 % more than current potential marketshare.






OBJECTIVES:-









PERIOD 7-8


OBJECTIVES:-







PRICE LEVEL:-Rs. 54

UNITS to be produced:- 18%(expected market share) of 14800(estimated) = 2650 units(approx.)


OBJECTIVES:-


PRODUCT POSITIONED OR TARGETED:- JETT, JRAFTAAR, npd* (if needed)

MARKET SHARE:- In this period we would try to increase our market share in this segment to 21%(combined of jett and jraftaar, NPD*)


AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- increase it upto 76%, heavy investment in promotion.

PRICE LEVEL:- Rs.54



OBJECTIVES:-



PRODUCT POSITIONED OR TARGETED:- jstar/ new product







OBJECTIVES:-









5. TARGET SEGMENT:- WANDERS

OBJECTIVES:-






AWARENESS LEVEL/ PROMOTIONAL CHANNELS:-83-84%

PRICE LEVEL:-86 Rs


PERIOD 8-9:-


OBJECTIVES:-







PRICE LEVEL:-Rs. 54

UNITS to be produced:- 20%(expected market share) of 15100(this year’s actual sales) = 3000units(approx.)


OBJECTIVES:-


PRODUCT POSITIONED OR TARGETED:- JETT, JRAFTAAR, npd (if needed)



AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- raise it upto 78%, heavy promotions

PRICE LEVEL:- Rs. 54.5

UNITS TO BE PRODUCED:- 21.5(expected combined market share) of 11750(expected min. demand)= 2520 units(combined)(approx). However, production for JETT would be slightly more than or my beequal to production for JRAFTAAR(depending upon demand). It should also be noted that thisproduction size may increase or decrease according the forecasted demand for the period.


OBJECTIVES:-



PRODUCT POSITIONED OR TARGETED:- new product




PRICE LEVEL:-87 Rs



OBJECTIVES:-










OBJECTIVES:-









PERIOD 9-10


OBJECTIVES:-






AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- increase awareness level to 86-88% (heavypromotions, consumer and trade)

PRICE LEVEL:-Rs. 55

UNITS to be produced:- 23%(expected market share) of 15500(estimated) = 3500 units(approx.)


OBJECTIVES:-


PRODUCT POSITIONED OR TARGETED:- JETT, JRAFTAAR, npd (if needed)



AWARENESS LEVEL/ PROMOTIONAL CHANNELS:- raise it to 80%, heavily invest in promotion.


UNITS TO BE PRODUCED:- 22 %(expected combined market share) of 11900(expected min. demand)= 2620 units(combined)(approx). However, production for JETT would be slightly more than or my beequal to production for JRAFTAAR(depending upon demand). It should also be noted that thisproduction size may increase or decrease according the forecasted demand for the period.


OBJECTIVES:-



PRODUCT POSITIONED OR TARGETED:- new product







OBJECTIVES:-

Raise awareness level of the products, maintain market share. Modification in the current offerings according to the expectations of the consumers, slight





AWARENESS LEVEL/ PROMOTIONAL CHANNELS:-90% ( to be increased)




OBJECTIVES:-









*NOTE:- IT SHOULD BE NOTED THAT UNITS TO BE PRODUCED AND MODIFICATION OF THE PRODUCTWOULD VARY ACCORDING TO FUTURE MARKET NEEDS.

juliet(SMM)PROJECTIONS (1).PDF

Documents

Transcript of juliet(SMM)PROJECTIONS (1).PDF