Brand Facts- QuinCategory: Bluebloods and WanderersHistorical Perspective of Product:PeriodTeamBrandTargent SegmentUnits SoldInventoryPriceMaterial CostLabor CostMarginAutomationCapacityUtilization

5QueenQuinBluebloods210199033.279.4153%540092%

6QueenQuinBluebloods352679034.879.4951%5500100%

7QueenQuinBluebloods411569430.799.1158%550080%

8QueenQuinWanderers481257429.439.3448%5450100%

Brand Quin was introduced in period 5 targeting the Bluebloods segment with focus on features and age. However with the passage of time it was shifted to the Wanderers segment. With the passage of time sales started to increase due to greater awareness and accessibility.Competitor Profile:BrandMarket SharePotential Market ShareUnits SoldFeaturesPortabilityStyle FactorAgePricePromotion BudgetAware nessSales BudgetAccessi bilityService BudgetService Quality

JUMP21%20%7319.815.7951.01752,40065%5,076100%5,30573%

HARP20%19%7159.516921.01751,70060%2,291100%3,51876%

QUIB17%20%59810.316920.98732,85062%2,715100%2,89766%

GHR15%11%5271016.9991.06762,07053%1,06529%2,50155%

Quin13%14%46510.4516.75900.94742,30040%2,57065%2,24855%

Quin was able to acquire only a small part of the Wanderers market due to the highly competitive nature of the market segment. The product had the least style factor and awareness which contributed to low sales. The top brands were JUMP and HARP. However there wasnt a significant difference between the market shares of the product due to the nature of the segment.Advertising:

When Quin was in the Blueblood segment the focus was less on print media. However with the shift to Wanderers print began to assume greater significance. However the awareness has initially increased and then decreased suggesting improper advertising allocation.

Promotions:

The promotions for the product did not differ significantly leading to lower accessibility.

Consumer Attitudes:Bluebloods preferred products with ideal features and age. Wanderers preferred products with high style factor.Future Course:In order to improve sales we must increase advertising expenses and promotion expenses.