Markstrat Ceo Debrief
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Transcript of Markstrat Ceo Debrief
1
TEAM I: VULCAN INDUSTRYCEO DEBRIEF
2
AGENDA
Industry Analysis: Sonite Market Shares Industry Sales Industry Growth Rates
Internal Analysis External Analysis Industry Analysis: Vodite
3
INDUSTRY ANALYSIS: SONITE
4
STOCK PRICE INDEX (BASE 1,000)
Year 0 Year 1 Year 2 Year 3 Year 4 Year 5700
900
1,100
1,300
1,500
1,700
1,900
2,100
2,300
2,500
Team ATeam ETeam ITeam O
5
CURRENT RETURN ON INVESTMENT
Year 0 Year 1 Year 2 Year 3 Year 4 Year 50.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
Team ATeam ETeam ITeam O
6
MARKET SHARES
7
TOTAL SONITE MARKET SHARE
28%
19%34%
19%
Period 0
Team A
Team E
Team I
Team O
8
TOTAL SONITE MARKET SHARE
28%
20%36%
17%
Period 1
Team A
Team E
Team I
Team O
9
TOTAL SONITE MARKET SHARE
27%
18%41%
14%
Period 2
Team A
Team E
Team I
Team O
10
TOTAL SONITE MARKET SHARE
20%
18%
46%
16%
Period 3
Team A
Team E
Team I
Team O
11
TOTAL SONITE MARKET SHARE
Period 4
17%
30%42%
11%
Team ATeam ETeam ITeam O
12
TOTAL SONITE MARKET SHARE
11%
33%
45%
11%
Period 5
Team A
Team E
Team I
Team O
13
INDUSTRY SALES
14
SONITE SALES
Year 0 Year 1 Year 2 Year 3 Year 4 Year 50
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Sonite Sales ($) Team ASonite Sales ($) Team ESonite Sales ($) Team ISonite Sales ($) Team O
15
INDUSTRY CUMULATIVE SALES ($)
Year 0 Year 1 Year 2 Year 3 Year 4 Year 50
100000
200000
300000
400000
500000
600000
Team ATeam ETeam ITeam OTotal Industry Sales
16
CUMULATIVE SONITE SALES ($)
Year 0 Year 1 Year 2 Year 3 Year 4 Year 50
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Team ATeam ETeam ITeam O
17
INDUSTRY GROWTH RATES
18
MARKET SEGMENT GROWTH(FORECASTS NOT TO SCALE)
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Forcasts Period 6
Forecasts Period 10
0
100
200
300
400
500
600
700
800
900
BuffsSinglesProsHi EarnersOthers
KU
19
INTERNAL ANALYSISFirm I
20
UNITS SOLD BY YEAR
Year 0 Year 1 Year 2 Year 3 Year 4 Year 50
50000
100000
150000
200000
250000
300000
350000
400000
450000
SIDESIGHSISISIPR
21
CUMULATIVE BRAND SALES ($)
Year 0 Year 1 Year 2 Year 3 Year 4 Year 50
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
SIDESIGHSISISIPR
22
CUMULATIVE COSTS
85%
1%8%
2% 1%3%
Cumulative Costs through period 5 ($K)
Costs of Good Sold Inventory Holding and Disposal CostsAdvertising ExpendituresSales Force Operating CostsMarket ResearchResearch and Development
23
CONTRIBUTION AFTER MARKETING BY BRAND
Year 0
Year 1
Year 2
Year 3
Year 4
Year 5
-10,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
Contibution after Marketing by Brand SIDE
Contibution after Marketing by Brand SIGH
Contibution after Marketing by Brand SISI
Contibution after Marketing by Brand SIPR
Year 0 Year 1 Year 2 Year 3 Year 4 Year 50
10,00020,00030,00040,00050,00060,00070,00080,000
Total
24
GROWTH SHARE MATRIX: SONITE
25
EXTERNAL ANALYSISCOMPETING FIRMS
26
COMPETITION: YEAR 5 DATASegments with competing brands
27
COMPETITIVE ADVERTISING: SONITE
SIGH SAFE SEED SIDE SAKE SIPR SELL SIDE SAKE SISI SOAP SELL SOLD SECT SODABuffs Hi Earners Pros Singles Others
Competitive Advertising
0
500
1000
1500
2000
2500
3000
3500
28
COMPETITIVE SALES FORCE: SPECIALTY STORES
SIGH SAFE SEED SIDE SAKE SIPR SELL SIDE SAKE SISI SOAP SELL SOLD SECT SODABuffs Hi Earners Professionals Singles Others
Competitive Sales Force in Specialty Stores
0
2
4
6
8
10
12
14
16
29
COMPETITIVE SALES FORCE: DEPARTMENT STORES
SIGH SAFE SEED SIDE SAKE SIPR SELL SIDE SAKE SISI SOAP SELL SOLD SECT SODABuffs Hi Earners Professionals Singles Others
Competitive Sales Force in Department Stores
0
5
10
15
20
25
30
COMPETITIVE SALES FORCE: MASS MERCHANDISERS
SIGH SAFE SEED SIDE SAKE SIPR SELL SIDE SAKE SISI SOAP SELL SOLD SECT SODABuffs Hi Earners Professionals Singles Others
Competitive Sales Force in Mass Merchandisers
0
2
4
6
8
10
12
14
31
Evolution of Retail Sales for Sonite Market
32
COMPETITORS BY SEGMENT
33
BUFFS: SIGH, SAFE, SEED
56%
4%
40%
Market Share
SIGHSAFESEED
bran
d aw
aren
ess
purc
hase
inte
ntio
ns
Segm
ent M
arke
t Sha
re b
ased
on
Unit S
ales
0%20%40%60%80%
SIGH
SAFE
SEED
SIGHSAFESEED
34
HIGH EARNERS: SIDE, SAKE
74%
26%
Market Share
SIDESAKE
bran
d aw
aren
ess
purc
hase
inte
ntio
ns
Segm
ent M
arke
t Sha
re b
ased
on
Unit S
ales
0.00%20.00%40.00%60.00%80.00%
SIDESAKE
35
PROFESSIONALS: SIPR, SELL, SIDE, SAKE
51%
22%
14%
13%
Market Share
SIPRSELLSIDESAKE
bran
d aw
aren
ess
purc
hase
inte
ntio
ns
Segm
ent M
arke
t Sha
re b
ased
on
Unit S
ales
0.00%
20.00%
40.00%
60.00%
80.00%
SIPR
SELL
SIDE
SAKE
SIPRSELLSIDESAKE
36
SINGLES: SIS, SOAP, SELL
32%
12%
56%
Market Share
SISISOAPSELL
bran
d aw
aren
ess
purc
hase
inte
ntio
ns
Segm
ent M
arke
t Sha
re b
ased
on
Unit S
ales
0.00%
20.00%
40.00%
60.00%
SISI
SOAP
SELL
SISISOAPSELL
37
OTHERS: SECT, SOLD, SODA, SELL
10%
70%
10% 10%
Market Share
SOLDSECTSODASELL
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
SOLD
SECT
SODA
SELL
SOLDSECTSODASELL
38
INDUSTRY ANALYSIS: VODITE
39
TOTAL VODITE MARKET SHARE(RETAIL SALES)
15%
66%
19%
Year 5
Team OTeam ITeam A
40
VODITE SALES
Team A Team I Team O0
20000
40000
60000
80000
100000
120000
Period 5
Period 5
41
MARKET SEGMENT GROWTH(FORECASTS NOT TO SCALE)
Period 4 Period 5 Forecasts Period 6
Forecasts Period 10
0
100
200
300
400
500
600
700
InnovatorsAdoptersFollowers
42
INTERNAL ANALYSIS
43
COSTS
87%
1% 8%
1% 2%1%
Vodite Costs
Costs of goods soldInventory holding costsadvertising expendituresadvertising research expendituressales forcemarket research studies
44
GROWTH SHARE MATRIX: VODITE
45
VINO, YEAR 5
Retail Sales (K$) : 49094 Contribution after marketing (K$): -878
46
EXTERNAL ANALYSIS
47
VODITE SALES FORCE
VANS VINO VOLOCompetitive Sales Force in Specialty Stores
0
5
10
15
20
25
VANS VINO VOLOCompetitive Sales Force in Department Stores
0
2
4
6
8
10
12
14
16
VANS VINO VOLOCompetitive Sales Force in Mass Merchandisers
0
1
2
3
4
5
6
7
8
9
48
COMPETITIVE ADVERTISING: VODITE
VINO VOLO VANSCompetitive Advertising-Vodite
0
500
1000
1500
2000
2500
3000
3500
49
Evolution of Retail Sales for Vodite Market
50
VODITE: INNOVATORS
Innovators Market Share
VINOVOLOVANS 0.00%
40.00%80.00%
Innovators
VANSVINOVOLO
51
EARLY ADOPTERS
Early Adopters Market Share
VINOVOLOVANS
0.00%30.00%60.00%
Early Adopters
VANSVINOVOLO
52
FOLLOWERS
Followers Market Share
VINOVOLOVANS
0.00%25.00%
Followers
VANSVINOVOLO
53
VODITE INDUSTRY
Total Industry Market Share
VINOVOLOVANS
brand awareness purchase
intentions Market Share
based on Unit Sales
0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%
Total Vodite Industry
VINOVOLOVANS
54
VODITE DISTRIBUTION COVERAGE
Specialty Stores Department Stores Mass Merchandisers0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
VINOVOLOVANS