Team 3 Ivan Ordonez Jane Alicia Laura Tobi Sherif.
Transcript of Team 3 Ivan Ordonez Jane Alicia Laura Tobi Sherif.
Team 3
Ivan Ordonez
Jane
Alicia
Laura
Tobi
Sherif
SKU and Overview
Headquarter and distribution center in Corona, California
2nd largest seller in US
Distributed in 50+ countries
6 product categories
Energy drink category - 92% of total revenue
SKU selected
Monster Energy Drink, 16oz
Market Share and Sales
Red Bull; 43%
Monster; 39%
Rockstar; 10%
Others, 8%
2011 2012 2013 $500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
Red Bull Monster Rockstar
Mill
ions
United States Top Selling Energy Brands
Market Research
Walgreens 67 Eleven 5CVS 4Safeway 2RJs 1Rincon Market 1Google Shopping 1Food Court 1Clouds Smoke Shop 1Bristol Farms 1Amazon 1
24 stores – Most in District Area
What did we measure?
Facing & Branding Pricing Promotion Branding
Where did we go?
This is what we found
Facing
Lower than eye-line shelf display
Flavor variety strategy with average 15 SKU
Branding
Few “Monster fridges” and in-store branding
Promotion
2 x 4
3 x 5
14
1
There is a consistency
in the promotional
strategy of the brand
given that 14/22 offline
stores we visited had
the same 2 cans x $4
promotion.
HIGHLIGHT
Type of promotion
29%
63%
8%
NoYes
Any promotion?
Pricing
STORES Min MaxMax. Price
after promotion
Safeway $ 2.29 2 x 4 $ 0.58Walgreens $ 2.49 2 x 4 $ 1.38CVS $ 2.49 2 x 4 $ 1.387 Eleven $ 2.69 2 x 4 $ 1.38RJs $ 2.49 - $ 2.49Clouds Smoke Shop $ 2.50 - $ 2.50Rincon Market $ 2.69 $ 2.69Bristol Farms $ 2.99 - $ 2.99
Amazon$ 1.70 - $ 1.70
Google Shopping $1.75 - $ 1.75
Food Court $ 1.89 3 x 5 $ 0.67
OFF
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IL Strong impact of promotion on prices
HIGHLIGHT
Conclusion
Costco Clubs Branding
Pricing
STORES Min MaxMax. Price
after promotion
Safeway $ 2.29 - $ 0.58Walgreens $ 2.49 $ 2.69 $ 1.38CVS $ 2.49 $ 2.69 $ 1.387 Eleven $ 2.69 - $ 1.38RJs $ 2.49 - $ 2.49Clouds Smoke Shop $ 2.50 - $ 2.50Rincon Market $ 2.69 $ 2.69Bristol Farms $ 2.99 - $ 2.99
Amazon$ 1.70 - $ 1.70
Google Shopping $1.75 - $ 1.75
Food Court $ 1.89 - $ 0.67
OFF
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Price variation inside chains
Location crossed out
Traffic hypothesis
HIGHLIGHT
PRODUCT RESEARCHSUNGLASSES
TEAM 11
DOLORES PARK
Ivan O.
Mariya
Rao
Mayuri
Ioanna
Markus
THE CONSUMPTION EXPERIENCE
23%
59%
10%9%
Can't go out without sunglasses
Take them when it's sunny
Have them, but everytime forget at home
Don't care about them
• Young Adults from (17) to Seniors (55+) • Men and women of all income levels• 86% of the people in U.S. uses sunglasses
Who uses it?
• Sunglasses are bought by U.S. customers every 2.5 years (Average)How often is the product used or
consumed?
• This product is consumed mostly during summer season• Survey shows that an average of 160.000 sunglasses were sold in S.F. from
May to early September
When are they used?
• Outdoor (As eye protection) • Indoor since 1970’s (Fashion trends)
Where are they used?
• Fashionistas: they feel “trendy” and “stylish”
• “Protected”: Not showing their mood
• “Status”: Depending on brand and style
What feelings and opinions surround the consumption
experience? • Customer relationship with • sunglasses (survey based on
responses• from Hult students 22-35 years
old)
What type of relationship does
the customer have with the product
• 16% use it for healthy reasons
THE PURCHASE EXPERIENCE
Fashion change
s
Special occasio
n
Broken sunglas
ses
Gift
? Social
PressureFashion Pressure
What factors influence the purchase? Internal? External?
• Find the style they want• Good price• Sufficient help from the
salesperson• Satisfactory guarantee if
broken
Satisfaction
• Ignored by salesperson to find what they want/suits them
• No guarantee• Low customer service
Dissatisfaction
What are examples of satisfaction or dissatisfaction in the purchasing experience?
Is the customer (purchaser) also the consumer (user)?
80% is the consumer (user)
20% is not the consumer – bought as gift
Average price paid
$29US23% of U.S customers wears prime
sunglassesOver $50US
Only 3%use prescription
sunglasses
THE SELLING EXPERIENCE How is this product sold?
1. Seller looks at the features of the customer
2. Asks price range they are looking for
3. Shows new arrivals
4. Describes functionality - i.e. polarized
How is the product positioned by the sales person?
1. High-end style
2. Comfort
3. Suitability: classic, sporty, stylish, funky
When customers do ask for help, how long is the typical sales discussion?
1. Ranging from 2 minutes – 10 minutes
2. Affected by customer leaving the store satisfied
Team member.
2% 2%
8%
23%
18%
47%
Channel Sales
Independent Op-tical Store
Retail Optical Chain
Department Store
Sunglass Specialty Store
Pharmacy / Drugstore
Mass Merchandiser
NEWSLETTERS PRESS CUSTOMER SERVICE ABOUT
COLLECTIONS MENS WOMENS DIGITAL MKT. CAMPAIGN SMART LUXURY STORES
PROJECT MANAGERS
• IVAN O.• MEMBER 2• MEMBER 3• MEMBER 4• MEMBER 5
TEAM 4
IN ASSOCIATION WITH