Markstrat Presentation
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Transcript of Markstrat Presentation
Aristocrats - Markstrat Story
Team Organization . 1
Line of Attack . 2
Product Life Cycle. 3
Strength n Weakness. 4
Consumer Satisfaction Criteria. 5
Four P’s Implementation. 6
Mistakes n Lesson’s learnt. 7
Future of the firm. 8
Agenda
Team Organization
Final Decision
Prod
uctio
nR&D , A
dvertisi
ng Perc
eption, Price
Advertising Budget, Sales
Targeting Specific Segments
Early Entry to Vodite market
Line Of Attack
Massacre of Low Performers
Shift of Focus from R&D to Marketing and Sales
Line Of Attack
Period =1
SAKE SAFE
-Hiearners-Pros-Buffs
-Buffs
Product Lifecycle
Period =3
SAKE
-Hiearners-Pros-Buffs
Product Lifecycle
Period =4
SAKE
-Hiearners-Buffs
VAVA
-Innovators-Adopters
SAGE
-Singles
Product Lifecycle
Period =7
SAKE
-Hiearners-Buffs
VAVA
-Innovators-Adopters
SAGE
-Singles
VAFT
-Followers
Product Lifecycle
Strengths
Product Engineers
- Ideal Products
SAGE - Singles SAKE - HiEarners
VAFT - Followers
Strengths
Sales Team
-Maximum Sales
Valu
e in
M$
Strengths
Media Team
- Right Perceptions
Performance
Performance
Con
veni
ence
Con
veni
ence
Weakness
Pricing Strategy Product Price
VAFT $580
VOOM $610
VUDU $661
VUYU $700
Eco
nom
y
Economy
Competitor - Strengths
‘E’ and ‘O’ - access to High Budgets
‘O’ teamFirst Mover Advantage
Competitor - Strengths
‘E’ playing Twister in Sonites
‘U’ robbing from Vodite consumers
VUDU = $661 - 30% Market Share in 8thVUYU = $700 - LaunchedRevenue = $107,419Costs of Goods Sold = $40,494
Competitor - Weakness
0
37.5
75
112.5
150
A E I O U Y
Contributiuon After Marketing Across Markets
Sonite Vodite
Valu
e in
M$
Lack Of BalanceAcross Markets
Competitor - Weakness
Aggressive Production Planning
0
3500
7000
10500
14000
A E I O U Y
Inventory Holding Cost + Disposal Cost
Competitor - Weakness
Weaker Sales Force
Competitor - Weakness
Media Team - Missed Consumer’s Ideal Perceptions
Sonites
Vodites
Consumer’s Satisfaction Criteria - All 4Ps
Hiearners SinglesInnovators Followers
- Brand Awareness- Product Performance- Product convenience- Distribution Coverage- Price
- Cheap Product- Higher Power- Distribution Coverage
- Price- Higher Frequency- Distribution Coverage
- Cheap Price- Distribution Coverage
Comprehensive Distribution Coverage Excellent Adspend + Precise Positioning
Left Money on TableRight Product met Consumer’s Needs
4Ps- Implementation
(emphasis )
Tradeoff :conservative production Vs Inventory Costs
Accidental Mistakes
Huge bets on Product Development
(VAVA + Upgrade)(Missed MDS report)
Slippage of Perceptual Objective Values
Few Stock Outs
Late in Reducing base cost of VAFT
Lessons Learnt
“He did not marry her because he loved her”
“A good plan today is better than a perfect plan tomorrow”
Art Vs Science
Engineer Marketeer
Future of the Firm - Don’t Mess Up!!!
• Strengths
• Balanced Focus - Sonites / Vodites
• Flexibility to change strategy as market demands
• Strong Sales Force / Apt Advertising
• Weakness
• Emphasis on Pricing Strategies
Questions???