markstrat presentation
DESCRIPTION
Team A of Markstrat World - Our final Presentation. We came second overall in terms of stock price index.TRANSCRIPT
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Aristocrats - Markstrat Story
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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
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Team Organization
Final Decision
Prod
uctio
nR&D , A
dvertisi
ng Perc
eption, Price
Advertising Budget, Sales
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Targeting Specific Segments
Early Entry to Vodite market
Line Of Attack
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Massacre of Low Performers
Shift of Focus from R&D to Marketing and Sales
Line Of Attack
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Period =1
SAKE SAFE
-Hiearners-Pros-Buffs
-Buffs
Product Lifecycle
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Period =3
SAKE
-Hiearners-Pros-Buffs
Product Lifecycle
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Period =4
SAKE
-Hiearners-Buffs
VAVA
-Innovators-Adopters
SAGE
-Singles
Product Lifecycle
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Period =7
SAKE
-Hiearners-Buffs
VAVA
-Innovators-Adopters
SAGE
-Singles
VAFT
-Followers
Product Lifecycle
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Strengths
Product Engineers
- Ideal Products
SAGE - Singles SAKE - HiEarners
VAFT - Followers
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Strengths
Sales Team
-Maximum Sales
Valu
e in
M$
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Strengths
Media Team
- Right Perceptions
Performance
Performance
Con
veni
ence
Con
veni
ence
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Weakness
Pricing Strategy Product Price
VAFT $580
VOOM $610
VUDU $661
VUYU $700
Eco
nom
y
Economy
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Competitor - Strengths
‘E’ and ‘O’ - access to High Budgets
‘O’ teamFirst Mover Advantage
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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 = $40,494
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Competitor - Weakness
0
37.5
75
112.5
150
A E I O U Y
Contributiuon After Marketing Across Markets
Sonite Vodite
Valu
e in
M$
Lack Of BalanceAcross Markets
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Competitor - Weakness
Aggressive Production Planning
0
3500
7000
10500
14000
A E I O U Y
Inventory Holding Cost + Disposal Cost
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Competitor - Weakness
Weaker Sales Force
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Competitor - Weakness
Media Team - Missed Consumer’s Ideal Perceptions
Sonites
Vodites
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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
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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
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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
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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
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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
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Questions???