Markstrat 2016 athens university of economics & business

MarkStrat

Strategy: Years 1-4

Team Omicron

Athens University of Economics & Business (AUEB)

March 2016

MarkStrat

Year 1

Team Omicron


March 2016

MarkStrat • Team Omicron • Eva Gallou – Kristi Kakomanoli – Andreas Marinis – Vassilis Raftis – Zoi Sfyri – Rodoula Siourtou – Savvas Soranoglou – Panagiota Vlachopoulou

3

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions


4

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions


5

Production per Brand

Marketing

Mix

Forecasted Size (Period 1)

308

247242

171

228

0

100

200

300

400

Buffs Singles Pros

Units *10^3

Others HiEarners

Market Share within Segment (Period 0)

69%

26%

97% 98%

31%

74%

96%

0%

20%

40%

60%

80%

100%

MS (%)

Others HiEarners Buffs Singles Pros

3%

4%

2%

Expensive Sonite Cheap Sonite

Potential Demand Sales (Period 1)

690

506

0

200

400

600

800

Cheap Sonite Expensive Sonite

Projected Demand

Sales (*10^3)

Production Team Omicron (Period 1)

155

108

0

100

200


Production (*10^3)

21.4% 22.4% Projected

MS

86-130 124-186

Year 1


6

Targeting Strategy per Brand – Contribution Evaluation

Marketing

Mix Year 1

Note 2: Manufacturer Selling Price

Desired Retail Price per Segment Desired MSP2 per Segment

238

395

493

289273

0

100

200

300

400

500

Desired Price1

Others Pros Singles Buffs HiEarners

Note 1: Prices are based on Conjoint Analysis of Practice Session; Still not available to our Session

90 99135

75 69

74 74

161

161

74

0

100

200

300296

236

173 164

Desired Price1

Others

143

HiEarners Pros Singles Buffs

Mnf’s Contribution Tranfer Cost3

Note 3: Initial Estimation of production similar to Period 0

Segment Size Evolution (Retail Values) Segment Size Evolution (Mnf’s Contribution)

600

200

400

800

0

*10^3 $

Period 0 Period 5 Period 1

Pros HiEarners Singles Buffs Others

200

100

50

150

250

0

*10^3 $


Pros & Others our

priority segments


7

Targeting Strategy per Brand – Attributes Evaluation

Marketing

Mix Year 1

Desired Attributes per Segment vs. SOLD Desired Attributes per Segment vs. SONO

273289

238225

0

100

200

300

Price

$

SOLD Others Singles Buffs

0

20

40

60

80

100

5-100

Power

34,9

12,0

45,4

88,4

0

2

4

6

8

10

3-10

Design

3,0

6,7

8,1

4,2

0

10

20

30

40

50

Max. Frequency

29,2

19,0

43,5

25,0

5-50

273

493

395

480

0

100

200

300

400

500

Price

$

SONO Buffs HiEarners Pros

0

100

68,8 75,0

5-100

Power

72,1

88,4

0

100

32,5

Max. Frequency

43,5 40,0

5-50

38,8

0

10

Design

8,0

3-10

4,2

8,3 9,1

Relative

Importance

Relative

Importance


8

Targeting Strategy per Brand – Summary

Marketing

Mix Year 1

Brand Awareness per Segment & Brand Purchase Intention per Segment & Brand

0

20

40

60

80

Singles Others Buffs

53,6

%

60,9 62,4

44,0

70,6 71,5

46,0

54,3

43,3

Pros

67,3

HiEarners

0

5

10

15

20

%

Others

0,6

Pros

16,2

Buffs

16,1

11,5 12,3

0,5 0,3

HiEarners

16,4

4,4

Singles

5,2

SONO SOLD

SOLD Others SONO Pros

The largest segment in units (economy of scales)

Customers with similar needs

Looking for cheap, low performance products

Brand Awareness: 62,4% (second highest)

Purchase Intentions: 16,1%(highest one)

Market Share: 16,1%

Actual size this period: Size: 260KU, 25,7%

Forecasted size next period: size: 308KU, 25,8%

Forecasted size in 5 periods: Size: 619KU, 28,2%

Largest segment in terms of profit margin

High quality, high performance & easy 2 use

Price as an indication of quality


Purchase Intentions: 16,2%(second highest)

Market Share: 16,3%





9

Pricing & Advertising per Brand & Segment

Marketing

Mix Year 1

9 10 11 12 13 14 15 16 17 18

0,0

350,0

200,0

100,0

300,0

250,0

150,0

50,0

"Expensive" Sonites

"Cheap" Sonites

Growth vs. Period -1 Sonite Market

Growth

SOLD

Decrease the price >10%; Price will

be significant parameter for the brand

to be preferred

Price will remain at similar level vs.

previous year

Sales in million $ (Period 0)

BCG Matrix1 Retail Price per Brand

SONO

Advertising per Brand

<1/3 of total advertising budget will be allocated to SOLD;

>10% of SOLD advertising budget will be invested on

“research”

>2/3 of total advertising budget will be allocated to SONO;

>10% of SONO advertising budget will be invested on

“research”

SOLD

SONO

Strategic Decisions2

Evaluate whether is worthwhile the

existence in our portfolio of Question marks

& Dogs

Investment in Star Brands in order to move

them to “Cash Cow Segment”

Note 2: Source: http://www.mbatools.co.uk/Marketing/bgcgrowthmatrix.htm & http://www.mbatools.co.uk/Marketing/bgcgrowthmatrix.htm Note 1: Aggregated Results of all “Cheap” & “Expensive” Sonites


10

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions


11

Sonites Journey

Sales

Force Year 1

Team

Omicron

Mass

Merchandisers

Department

Stores

Specialty

Stores

Distributors

Margin 40%

Distributors

Margin 30%

Distributors

Margin 30% -

10% Discounted

retail price

SOLD

SONO

Base Transfer

Cost $74

Base Transfer

Cost $161

Customers

Team

Omicron

R&D


12

Sales Force per Brand & Segment

Sales

Force

Coverage (Period 0)

26

3938

26

4040

0

15

30

45

Specialty stores Depart. stores Mass Merchandis.

Coverage (%) Expensive Sonite Cheap Sonite

10 10 10 10 10 10

FTEs for 100% coverage

39

2626

38

2525

0

15

30

45

Depart. stores Specialty stores Mass Merchandis.

# FTEs Cheap Sonite Expensive Sonite

SOLD Potential

400

0

200

100

300 246

4

Units *10^3

3 23 58

84

Specialty

59

68

Mass

176

119 119

34 7 12

Depart

Others HiEarners Pros Singles Buffs

SONO Potential

0

400

300

200

100

Units *10^3

Mass

133

13 73

47

Depart

192

121

70

Specialty

365

45

117

154

49

20

24

6

15

22

25

0

15

30

# FTEs

Mass Depart Specialty


FTEs Team Omicron (Period 1)

Year 1


13

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions


14

Market Research – Ordered Reports

Market

Research Year 1

Industry Benchmarking

Consumer Survey

Consumer Panel

Distribution Panel

Semantic Scales

Market Forecast

MDS Scaling

Competitive advertising

Competitive SFE

Advertising Experiment

SFE Experiment

Conjoint Analysis

Evaluation of our performance/decisions

Mainly for the re-allocation of FF to Channels

Evaluation of Targeting strategy

Evaluation of Coverage strategy

Contribution to R&D Decisions

Projected Demand Sales define our production & strategy

Contribution mainly to advertising research

All Teams will allocate Budget between Ads & SFE, so…

Understand through Distribution Panel (in Period 1)

Based on the assumption that nothing changes


No significant changes expected in Period 1


15

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions


16

Profit & Loss Account – Base Case Scenario1

P&L

Account Year 1

Note 4: Transfer cost is reduced by about 15% each time the cumulative production of a given product is doubled

Company Performance Contribution by Brand

CONTRIBUTION BY BRAND

(SONITE BRANDS)

Sonite Brands Unit Total SOLD SONO

Base R&D project PSOLD PSONO

Sales

Units sold2 U 272,000 117,000 155,000

Average retail price $ 370 225 480

Average selling price3 $ 237 148 304

Revenues K$ 64,487 17,350 47,137

Production

Units produced U 263,000 108,000 155,000

Current unit transfer cost4 $ - 69 151

Average unit transfer cost $ 116 69 151

Cost of goods sold K$ -31,440 -8,100 -23,339

Units in inventory U 0 0 0

Inventory holding cost K$ 0 0 0

Inventory disposal loss K$ 0 0 0

Contribution before marketing K$ 33,047 9,250 23,798

Marketing

Advertising expenditures K$ -3,838 - 1,075 - 2,763

Advertising research

expenditures K$ -491 - 138 - 353

Sales force K$ -2,493 - 1,113 - 1,380

Contribution after marketing K$ 26,225 6,924 19,302

Note 3: Based on the projected allocation of brands per channel (Result: Margin for SOLD=61.0% & for SONO = 60.6% Note 2: Includes also 9k units current inventory Note 1: Base Case Scenario is based on the assumption that we sell exactly the produced amount of units

COMPANY PERFORMANCE

Unit Total Sonite

market

Vodite

market

Sales

Units sold U 272,000 272,000 0


Average selling price $ 237 237 0

Revenues K$ 64,487 64,487 0

Production

Units produced U 263,000 263,000 0

Cost of goods sold K$ -31,440 -31,440 0



Contribution before marketing K$ 33,047 33,047 0

Marketing

Advertising expenditures K$ -3,838 -3,838 0

Advertising research expenditures K$ -491 -491 0

Sales force K$ -2,493 -2,493 0

Contribution after marketing K$ 26,225 26,225 0

Other expenses

Market research studies K$ -326 -

326

-

Research and development K$ 0

-

-

Interest paid K$ 0

Exceptional cost or profit K$ 0

Net contribution K$ 25,899

Next period budget K$ 10,360


17

Profit & Loss Account – “Pessimistic” Scenario1

P&L

Account Year 1




(SONITE BRANDS)



Sales

Units sold2 U 219,000 95,000 124,000



Revenues K$ 51,798 14,088 37,710

Production

Units produced U 210,000 86,000 124,000








Marketing




Sales force K$ -2,493 - 1,113 - 1,380


Note 3: Based on the projected allocation of brands per channel (Result: Margin for SOLD=61.0% & for SONO = 60.6% Note 2: Includes also 9k units current inventory Note 1: Pessimistic Scenario is based on the assumption that we sell 80% of the produced amount of units

COMPANY PERFORMANCE

Unit Total Sonite

market

Vodite

market

Sales

Units sold U 219,000 219,000 0



Revenues K$ 51,798 51,798 0

Production






Marketing



Sales force K$ -2,493 -2,493 0


Other expenses


326

-


-

-

Interest paid K$ 0





18

Profit & Loss Account – “Optimistic” Scenario1

P&L

Account Year 1




(SONITE BRANDS)



Sales

Units sold2 U 325,000 139,000 186,000



Revenues K$ 77,177 20,613 56,564

Production

Units produced U 316,000 130,000 186,000








Marketing




Sales force K$ -2,493 - 1,113 - 1,380


Note 3: Based on the projected allocation of brands per channel (Result: Margin for SOLD=61.0% & for SONO = 60.6% Note 2: Includes also 9k units current inventory Note 1: Optimistic Scenario is based on the assumption that we sell 120% of the produced amount of units

COMPANY PERFORMANCE

Unit Total Sonite

market

Vodite

market

Sales

Units sold U 325,000 325,000 0



Revenues K$ 77,177 77,177 0

Production






Marketing



Sales force K$ -2,493 -2,493 0


Other expenses


326

-


-

-

Interest paid K$ 0





19

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions


20

Next

Actions Year 1

Internal KPIs for evaluation of Decisions

SONO market share >40% in Pros in

Period 1

SOLD market share >30% in Others in

Period 1

Sell all the SONO produced units in

Period 1

>85% coverage of Specialty stores

regarding SONO in Period 1

>80% coverage of Department stores

regarding both Sonites in Period 1

Net contribution >25K$ in Period 1

Leader in Expensive Sonite in Period 1

(regardless Segment)

Confirmation that the 2 targeted segments

deliver the highest contribution for Team O

Highest purchase intention in the 2

targeted Segments

>85% Brand Awareness in the 2 targeted

Segments

Deliver the right message to the right

segments

5Digit Budget (in K$) for Period 2


21

Next

Actions Year 1

Study Benchmarking Studies

Close the knowledge gap by studying

Market Research

Target Growth Segments more precisely

either by …

Advertising and changing the perceived

attributes or by …

Investing on slight differentiation of existing

brands via R&D

Re-evaluate # of SFE

Market Sizing per Segment for next

period(s)

Estimate market share for the requested

production levels

Focus on “rich” segments

Focus on being first in all important KPIs

Achieve the largest available Budget for

next period for…

Launching the “VOTE”!!!!

Actions regarding upcoming Periods

MarkStrat

Year 2

Team Omicron


April 2016


2

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


3

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


4

Brand Portfolio

Brand

Portfolio Year 2

Brands

SOLD

Projects

PSOLD

Target Segment

Others

SONO PSONO Pros

SOLO PSOLD Singles

SONY PSONO HiEarners

VOTE PVOTE Innovators

Existing Brand

Introduced Brand

R&D


5

R&D – Vodite Project

Brand

Portfolio Year 2

Desired Attributes – Innovators

77

15

61

6

56

0

20

40

60

80

Innovators

Scale Diameter Max Freq Autonomy Design Weight

Relative

Importance

Desired Attributes – Early Adopters

68

12

41

8

46

0

20

40

60

80

Scale

Early Adopters

Relative

Importance

Desired Attributes – Followers

55

12

56

8

59

0

20

40

60

80

Scale

Innovators

Relative

Importance

On-Line Queries – Budget for R&D ~ $9,65M

63

13

60

7

60

0

20

40

60

80

Attributes

Scale

On-Line

Query

Output

$9.65M R&D Budget $260 Base Cost


6

Breakeven Point & Payback Period – Vodite Project

Brand

Portfolio Year 2

VODITE TOTAL COSTS - PERIOD

R&D K$ 9.650

Advertising Budget K$ 2.000

Advertising Research K$ 500

Sales Force K$ 1.000

Market Research K$ 300

Total K$ 13.450

Breakeven Point

Base Transfer Cost $ 260

Retail Price $ 900

Mnf’s Selling price $ 540

Mnf’s Contribution $ 280

Breakeven Point Units 48.000

Vodites Market Size (Period 3) Units >100.000

Feasible

Estimated Vodite Dispensed Units Period 3 Units 50.000


Payback Period Months 11.5

Payback Period

0 5 10 15 20 25 30 35 40 45 50 55 60

40.000

20.000

0

10.000

30.000

R&D & Marketing

$

Total Costs

Base Transfer Cost

Mnf’s Revenue

Vodite

Dispensed

Units (*10^3)

Breakeven

Point

0 1 2 3 4 5 6 7 8 9 10 11 12

-15.000

0

-10.000

-5.000

5.000

Net Project Contribution (*10^3 $)

Months

Payback

Period

Months


7

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


8

Production per "Brand Category”

Marketing

Mix


348312318

204219

0

100

200

300

400

Pros Others HiEarners Singles Buffs

Units *10^3


77%

34%

99% 98%

23%

66%

95%

0%

20%

40%

60%

80%

100%

MS (%)

Others HiEarners Pros

5%

2% 1%

Singles Buffs



875

526

0

300

600

900


Projected Demand

Sales (*10^3)

Year 2

8080

202

80

0

100

200

300

SOLO SONY SOLD SONO

Production (*10^3)

16.7% 15.2% Projected

MS

64-96 162-242


9.1% 23.1%

+10 inven.

64-96 64-96


9


Marketing

Mix Year 2



215

466446

288333

0

100

200

300

400

500

Desired Price

Singles Buffs Others HiEarners Pros

71110 138 151

66

129 63

129 129

63

0

100

200

300

129

HiEarners

280

Desired Price

Others Pros

267

Singles Buffs

173 200




200

800

600

400

0

Period 6

*10^3 $

Period 2 Period 1

Others Buffs Pros HiEarners Singles

300

0

100

150

250

200

50

Period 6

*10^3 $

Period 2 Period 1


10

Brand Awareness & Purchase Intention Evolution

Marketing

Mix Year 2


0

20

40

60

80

%

67,3

HiEarners

43,3

54,3

Others

60,9 53,6

Pros Singles

46,0

62,4

70,6

Buffs

44,0

71,5

0

5

10

15

20

25

5,2

Pros Singles HiEarners

4,4

16,4 16,1

0,3

Buffs

16,2

0,5

11,5

0,6

12,3

Others

% SONO SOLD


0

20

40

60

80

%

63,4

HiEarners

42,9

57,1

Others

63,2

51,9

Pros Singles

47,9

63,5

77,0

Buffs

44,4

68,3

0

5

10

15

20

25

4,5

Pros Singles HiEarners

5,1

17,3 17,2

0,4

Buffs

24,1

0,2

12,8

0,8

11,2

Others

%

Period 0

P

eriod 1


11

Segments’ Characteristics – Summary

Marketing

Mix Year 2


The largest segment in units (economy of scales)



Brand Awareness: 63,5% (highest one)

Purchase Intentions: 17,2% (highest one)

Market Share: 19,3%









Market Share: 27,5%




SOLO Singles SONY Hi-Earners

Customers who live alone, quite price-sensitive

Use Sonites for personal purposes




High incomes, purchase motivated by status

Expensive products

Performance, convenience




Average levels of performance & convenience


12


Marketing

Mix Year 2

0 4 8 12 16 20 24 28 32 36 40

300,0

400,0

200,0

100,0

0,0

"Expensive" Sonites

"Cheap" Sonites

Value Growth vs.

Period 0

Sonite Market

Growth

Sales in million $ (Period 1)

BCG Matrix – Product Category1

Note 1: Aggregated Results of all “Cheap” & “Expensive” Sonites

Dispensed Units (Period 1)

BCG Matrix – Segment

-8 -4 0 4 8 12 16 20 24 28 32 36 40

300,0

200,0

100,0

0,0

400,0

Units Growth vs.

Period 0

HiEarners

Singles

Pros

Buffs Others

Sonite Market

Growth


BCG Matrix – Channel

8 12 16 20 24 28 32 36 40

400,0

200,0

600,0

0,0

Specialty

Mass Merch.

Department

Units Growth vs.

Period 0

Sonite Market

Growth

Category

Majority of Advertising expenses & Sales Force for

the “expensive” Sonites. Launch new brand in a

segment already targeted by competitors

Marketing Strategy

Segment

Channel

Primary focus on Pros. Start prioritizing HiEarners &

Singles. Start sacrificing Others. Advertising budget

will be allocated accordingly

Focus on the growth channel of Department Stores,

where margins are also in our favor. Allocate Sales

Force accordingly


13

Pricing per Brand vs. Segment

Marketing

Mix Year 2

Desired Price per Segment – Semantic Scales

333288

446 466

215

0

100

200

300

400

500

$

Price

HiEarners Pros Others Singles Buffs

Relative

Importance

Desired Price per Segment – Regression

325

271

459484

221

0

100

200

300

400

500

$

Price

Relative

Importance

Actual Price per Brand

211

456

239

450

0

100

200

300

400

500

Actual Price

$ SONO SOLD SOLO SONY


14

Advertising Budget & Research per Brand

Marketing

Mix Year 2

Allocated mainly regarding the potential

SOLD 17% of Budget to Research

SONO 17% of Budget to Research

SOLO 21% of Budget to Research

SONY 21% of Budget to Research

Maintain Brand Awareness Levels &

Change Perceived Attributes

Increase Brand Awareness Levels &


Commence the Awareness


Brand Awareness per Segment & Brand – P1

0

20

40

60

80

%

63,4

HiEarners

42,9

57,1

Others

63,2

51,9

Pros Singles

47,9

63,5

77,0

Buffs

44,4

68,3


0

20

40

60

80

%

67,3

HiEarners

43,3

54,3

Others

60,9 53,6

Pros Singles

46,0

62,4

70,6

Buffs

44,0

71,5


15

Perceptual Objectives per Brand

Marketing

Mix Year 2

Desired Economy – MDS

-20

-10

0

10

20

+-20

7,6

Economy

12,2

2,5

-12,3 -10,0

Singles Pros Buffs Others HiEarners Change perceived attributes via MDS

Dimensions

Desired Performance – MDS

-20

-10

0

10

20

13,3

Performance

-10,5

4,4

9,5

0,9

+-20

Desired Convenience – MDS

-20

-10

0

10

20

+-20

-3,6

10,4 9,7

2,8

-6,2

Convenience

Advertising Objective per Brand - Economy

12

-10

8

-12

-20

-10

0

10

20

Economy

+-20 SONO SOLD SONY SOLO

Advertising Objective per Brand - Performance

-10

10

14

-20

-10

0

10

20

Performance

+-20


16

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


17

Sonites Journey

Sales

Force Year 2

Team

Omicron

Mass

Merchandisers

Department

Stores

Specialty

Stores

Distributors

Margin 40%

Distributors

Margin 30%

Distributors

Margin 30% -

10% Discounted

retail price

SOLO

SONY

Customers

Team

Omicron

R&D

SOLD

SONO


18


Sales

Force

SOLD Potential

400

200

100

300

0

Units *10^3

224

3 33 11

Mass

40

10

Specialty

45

66

117 5

Depart

117 55

170

Singles HiEarners Others Pros Buffs

SONO Potential

300

500

200

100

0

400

222

134

126

80

56

Specialty

411

51

156

Units *10^3

122

Mass

71

51

Depart

Year 2

FTEs

13

19

5

10

23

26

5

1110

11

25

9

0

15

30

Specialty stores

# FTEs

Depart. stores Mass Merchandis.

SONO SOLD SOLO SONY


19

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


20

Sonites Market Research – Ordered Reports

Market

Research Year 2


Consumer Survey

Consumer Panel

Distribution Panel

Semantic Scales

Market Forecast

MDS Scaling


Competitive SFE


SFE Experiment

Conjoint Analysis




Evaluation of Coverage strategy



Not used for Decisions of Period 1

All Teams will allocate Budget between Ads & SFE, so…

Understand through Distribution Panel (in Period 1)





21

Vodites Market Research – Ordered Reports

Market

Research Year 2


Consumer Survey

Consumer Panel

Distribution Panel

Semantic Scales

Market Forecast

MDS Scaling


Competitive SFE


SFE Experiment

Conjoint Analysis


Still no marketed brand



Contribution to Advertising messages decisions









22

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


23


P&L

Account Year 2


Contribution by Brand


(SONITE BRANDS)

Sonite Brands Unit Total SOLD SONO SOLO SONY

Base R&D project PSOLD PSONO PSOLD PSONO

Sales

Units sold2 U 452,000 90,000 202,000 80,000 80,000

Average retail price $ 368 211 456 239 450

Average selling price3 $ 236 140 289 158 285

Revenues K$ 106,463 12,557 58,427 12,643 22,835

Production

Units produced U 442,000 80,000 202,000 80,000 80,000

Current unit transfer cost4 $ - 63 129 63 129

Average unit transfer cost $ 104 63 129 63 129

Cost of goods sold K$ -47,088 -5,670 -26,058 -5,040 -10,320

Units in inventory U 0 0 0 0 0

Inventory holding cost K$ 0 0 0 0 0

Inventory disposal loss K$ 0 0 0 0 0

Contribution before marketing K$ 59,375 6,887 32,369 7,603 12,515

Marketing

Advertising expenditures K$ -5,450 - 800 - 2,850 - 900 - 900

Advertising research expenditures K$ -1,230 - 160 - 570 - 250 - 250

Sales force K$ -3,744 - 869 - 1,315 - 557 - 1,003

Contribution after marketing K$ 48,951 5,058 27,634 5,896 10,362

Note 3: Based on the projected allocation of brands per channel Note 2: Includes also 10k units current inventory Note 1: Base Case Scenario is based on the assumption that we sell exactly the produced amount of units


24


P&L

Account Year 2

Note 4: Transfer cost is reduced by about 15% each time the cumulative production of a given product is doubled Note 3: Based on the projected allocation of brands per channel Note 2: Includes also 10k units current inventory Note 1: Pessimistic Scenario is based on the assumption that we sell 80% of the produced amount of units



(SONITE BRANDS)



Sales

Units sold2 U 363,600 74,000 161,600 64,000 64,000



Revenues K$ 85,449 10,325 46,742 10,114 18,268

Production

Units produced U 353,600 64,000 161,600 64,000 64,000








Marketing



Sales force K$ -3,744 - 869 - 1,315 - 557 - 1,003



25


P&L

Account Year 2

Note 4: Transfer cost is reduced by about 15% each time the cumulative production of a given product is doubled Note 3: Based on the projected allocation of brands per channel Note 2: Includes also 10k units current inventory Note 1: Optimistic Scenario is based on the assumption that we sell 120% of the produced amount of units



(SONITE BRANDS)



Sales

Units sold2 U 540,400 106,000 242,400 96,000 96,000



Revenues K$ 127,476 14,789 70,113 15,172 27,402

Production

Units produced U 530,400 96,000 242,400 96,000 96,000








Marketing



Sales force K$ -3,744 - 869 - 1,315 - 557 - 1,003



26

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


27

Next

Actions Year 2

Evaluation of Scorecard – Year 1


Period 1


Period 1


Period 1











targeted Segments


Segments


segments


Achieved

Not Achieved


28

Next

Actions Year 2



Period 2


Period 2

Sell all the SONO & SONY produced units

in Period 2




regarding all Sonites in Period 2




>55% Brand Awareness for SONY among

HiEarners

Highest purchase intention in Pros &

Singles Segments

>85% Brand Awareness for SONO among

Pros


segments

>15K$ Budget for Period 2


29

Next

Actions Year 2



Market Research


either by …




brands via R&D



period(s)


production levels




next period for…



MarkStrat

Year 3

Team Omicron


April 2016


2

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


3

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


4

Brand Portfolio

Brand

Portfolio Year 3

Brands

SOLD

Projects

PSOLD

Target Segment

Others

SONO PSONO Pros

SOLO PSOLD Singles


VOTE PVOTE Innovators

Existing Brand

Introduced Brand

R&D

VOTE PVOTE Early Adopters

Partially Withdraw


5


Brand

Portfolio Year 3


77

15

61

6

56

0

20

40

60

80

Innovators


Relative

Importance


68

12

41

8

46

0

20

40

60

80

Scale

Early Adopters

Relative

Importance


55

12

56

8

59

0

20

40

60

80

Scale

Innovators

Relative

Importance


63

13

60

7

60

0

20

40

60

80

Attributes

Scale

On-Line

Query

Output



6

Breakeven Point & Payback Period – Vodite Project

Brand

Portfolio Year 3

VODITE TOTAL COSTS - PERIOD

R&D K$ 9.650

Advertising Budget K$ 3.567

Advertising Research K$ 711

Sales Force K$ 1.472

Market Research K$ 76

Total K$ 15.476

Breakeven Point

Base Transfer Cost $ 265

Retail Price $ 8101

Mnf’s Selling price $ 486

Mnf’s Contribution $ 219


Vodites Market Size (Period 3) Units ~165.000

Feasible

Estimated Vodite Dispensed Units Period 3 Units 83.000


Payback Period Months 10.1

Payback Period

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85

0

50.000

40.000

30.000

20.000

10.000

$

Total Costs

Base Transfer Cost

Mnf’s Revenue

R&D & Marketing

Vodite

Dispensed

Units (*10^3)

Breakeven

Point

0 1 2 3 4 5 6 7 8 9 10 11 12

5.000

-15.000

0

-5.000

-10.000

-20.000

Net Project Contribution (*10^3 $)

Payback

Period

Months

Note 1: Weight average of VOTE’s & VOLT’s retail price based on estimated demand sales


7

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


8


Marketing

Mix


374378368

243218

0

100

200

300

400


Units *10^3


84%

40%

100% 98%

16%

60%

94%

0%

20%

40%

60%

80%

100%

MS (%)


6%

2% 0%

Singles Buffs



1,044

537

0

400

800

1,200


Projected Demand

Sales (*10^3)

Year 3

841

383

100

0

200

400

600

SOLO SONY SOLD SONO

Production (*10^3)

16.9% 0,2% Projected

MS

80-120 306-460


8,0% 36.7%

+1,4 inven.

67-101 1

+41 inven. +7,4 inven.


9


Marketing

Mix Year 3



205

462444

267

331

0

100

200

300

400

500

Others Buffs HiEarners Singles Pros

Desired Price

88 104156 166

67

111 56

111 111

56

0

100

200

300

Desired Price

Others

123

HiEarners

277

Pros

267

Singles

160

199

Buffs




0

800

400

200

600

*10^3 $

Period 2 Period 1 Period 6 Period 3 Period 7

Pros Buffs Singles HiEarners Others

50

0

250

200

150

100

300


*10^3 $

Period 3 Period 7


10


Marketing

Mix Year 3


0

20

40

60

80

HiEarners

43,3

67,3 62,4 60,9

Others

%

54,3

Buffs

46,0

71,5

44,0

Pros

70,6

Singles

53,6

0

5

10

15

20

25

%

Pros

0,5

Others

0,6

16,1

HiEarners

16,4

0,3

16,2

Singles

12,3

Buffs

5,2

11,5

4,4

0

20

40

60

80

%

Pros

63,2

Others

63,5

HiEarners

68,3

42,9

Singles

51,9 47,9

Buffs

44,4

63,4 57,1

77,0

0

5

10

15

20

25

HiEarners

5,1

17,3

24,1

17,2

Singles

0,4 0,8

%

Pros

0,2

Others

11,2

Buffs

12,8

4,5

Period 0

P

eriod 1

63

4341

5949 49

66

80

5964

899

29

10 10

26

101111

0

20

40

60

80

100

%


17

00

104 1

16

50

7

17

2005

1 0

96

13

0

10

20

30

40

50

%


Period 2

SOLO SOLD

SONO SONY


11

Segments’ Characteristics (Sonite Market) – Summary

Marketing

Mix Year 3


Large segment in units (economy of scales)




Purchase Intentions: 17,2% (second highest)

Market Share: 16,6%








Market Share: 45,9%









Expensive products





Brand Awareness: 29,2% (in one year)

Purchase Intentions: 5,1%

Market Share: 3,1%

Brand Awareness: 26,2% (in one year)


Market Share: 7,5%


12

Segments’ Characteristics (Vodite Market) – Summary

Marketing

Mix Year 3

The largest segment in the early days

The first users of Vodite products

Try new ideas at some risk, Income above average



Larger segment than innovators, Opinion leaders

Adopt Vodites after innovs, but before the majority

Average income level



VOTE Innovators VOLT Adopters


13


Marketing

Mix Year 3

0 4 8 12 16 20 24 28

600,0

800,0

1.000,0

400,0

200,0

0,0

"Cheap" Sonites

"Expensive" Sonites

Value Growth vs.

Period 1

Sonite Market

Growth






-4 0 4 8 12 16 20 24 28 32 36 40

0,0

400,0

300,0

200,0

100,0

Value Growth vs.

Period 1

Buffs

Others

Singles

HiEarners

Pros

Sonite Market

Growth



8 10 12 14 16 18

800,0

600,0

200,0

0,0

400,0

Value Growth vs.

Period 1

Department

Mass Merch.

Specialty

Sonite Market

Growth

Category




Marketing Strategy

Segment

Channel

Primary focus on Pros. Start prioritizing HiEarners.

Start sacrificing Others. Advertising budget will be

allocated accordingly



Force accordingly


14


Marketing

Mix Year 3


331

267

444 462

205

0

100

200

300

400

500

$

Price


Relative

Importance


325

251

459 467

212

0

100

200

300

400

500

$

Price

Relative

Importance


199

452

169

440

0

100

200

300

400

500

Actual Price



15


Marketing

Mix Year 3




SOLO ----






Partially Withdraw



0

20

40

60

80

100

%

59,1

HiEarners

41,1

58,7

Others

63,8

49,1

Pros Singles

48,6

62,7

80,2

Buffs

42,8

65,7


0

20

40

60

80

100

%

63,4

HiEarners

42,9

57,1

Others

63,2

51,9

Pros Singles

47,9

63,5

77,0

Buffs

44,4

68,3


16


Marketing

Mix Year 3

0

1

2

3

4

5

6

7

Price

5,8 5,7

Scale

2,2

3,8

2,7

Singles Buffs Pros Others HiEarners Change perceived attributes via

Semantic Scales

0

1

2

3

4

5

6

7

5,5

Scale

Power

2,4

4,6 4,3

5,8

Advertising Objective per Brand - Price

0

1

2

3

4

5

6

7

2,4

5,8

Economy

5,8

Scale

2,1

SONY SOLO SONO SOLD

Advertising Objective per Brand - Power

0

1

2

3

4

5

6

7

Performance

2,4

4,5

5,6

4,6

Scale

Desired Price Desired Power


17

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


18

Sonites Journey

Sales

Force Year 3

Team

Omicron

Mass

Merchandisers

Department

Stores

Specialty

Stores

Distributors

Margin 40%

Distributors

Margin 30%

Distributors

Margin 30% -

10% Discounted

retail price

SOLO

SONY

Customers

Team

Omicron

R&D

SOLD

SONO


19

Vodites Journey

Sales

Force Year 3

Team

Omicron

Mass

Merchandisers

Department

Stores

Specialty

Stores

Distributors

Margin 40%

Distributors

Margin 30%

Distributors

Margin 30% -

10% Discounted

retail price

VOTE

Customers

Team

Omicron

R&D

VOLT


20


Sales

Force

“Cheap Sonite” Potential

200

0

500

400

100

300

124

Depart Specialty

41 36

215

Units *10^3

6

Mass

72

40

195

132

Pros Singles HiEarners Others Buffs

“Expensive Sonite” Potential

400

300

200

0

500

100 84

Mass

155

152

Depart

71

473

74

69 159

158 96

Units *10^3

292

Specialty

Year 3

FTEs

9

14

3

8

25

31

111

9

28

14

0

15

30

45

# FTEs

Specialty stores Mass Merchandis. Depart. stores

SOLO SONO SOLD SONY


21

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


22


Market

Research Year 3


Consumer Survey

Consumer Panel

Distribution Panel

Semantic Scales

Market Forecast

MDS Scaling


Competitive SFE


SFE Experiment

Conjoint Analysis




Saving Budget




Understand through Industry Benchmarking






23


Market

Research Year 3


Consumer Survey

Consumer Panel

Distribution Panel

Semantic Scales

Market Forecast

MDS Scaling


Competitive SFE


SFE Experiment

Conjoint Analysis


Saving Budget








Will not be used

Saving Budget



24

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


25


P&L

Account Year 3




(SONITE BRANDS)

Sonite Brands Unit Total SOLD SONO SOLO SONY VOTE VOLT

Base R&D project PSOLD PSONO PSOLD PSONO PVOTE PVOTE

Sales

Units sold2 U 720,000 101,000 383,000 5,000 91,000 85,000 55,000

Average retail price $ 481 199 452 169 440 850 733

Average selling price3 $ 289 119 271 101 264 510 440

Revenues K$ 207,999 12,059 103,870 507 24,024 43,350 24,189

Production

Units produced U 720,000 101,000 383,000 5,000 91,000 85,000 55,000

Current unit transfer cost4 $ - 56 111 56 111 265 265

Average unit transfer cost $ 133 56 111 56 111 265 265

Cost of goods sold K$ -95,650 -5,656 -42,513 -280 -10,101 -22,525 -14,575

Units in inventory U 35,000 0 0 37,000 0 0 0

Inventory holding cost K$ -525 0 0 -166 0 0 0

Inventory disposal loss K$ 0 0 0 0 0 0 0

Contribution before marketing K$ 111,824 6,403 61,357 61 13,923 20,825 9,614

Marketing

Advertising expenditures K$ -8,248 -580 -3,100 -1 -1,000 -2,700 -867

Advertising research expenditures K$ -1,801 -119 -680 -1 -290 -556 -155

Sales force K$ -4,586 -534 -1,425 -22 -1,113 -1,024 -468

Contribution after marketing K$ 97,548 5,170 56,152 37 11,520 16,545 8,124

Note 3: Based on the projected allocation of brands per channel Note 2: Includes also 10k units current inventory Note 1: Base Case Scenario is based on the assumption that we sell exactly the produced amount of units


26


P&L

Account Year 3

Note 4: Transfer cost is reduced by about 15% each time the cumulative production of a given product is doubled Note 3: Based on the projected allocation of brands per channel Note 2: Includes also 10k units current inventory Note 1: Pessimistic Scenario is based on the assumption that we sell 80% of the produced amount of units



(SONITE BRANDS)



Sales

Units sold2 U 576,000 80,800 306,400 4,000 72,800 68,000 44,000



Revenues K$ 166,399 9,648 83,096 406 19,219 34,680 19,351

Production

Units produced U 576,000 80,800 306,400 4,000 72,800 68,000 44,000








Marketing



Sales force K$ -4,586 -534 -1,425 -22 -1,113 -1,024 -468

Contribution after marketing K$ 75,074 3,890 43,880 -13 8,735 12,380 6,201


27


P&L

Account Year 3

Note 4: Transfer cost is reduced by about 15% each time the cumulative production of a given product is doubled Note 3: Based on the projected allocation of brands per channel Note 2: Includes also 10k units current inventory Note 1: Optimistic Scenario is based on the assumption that we sell 120% of the produced amount of units



(SONITE BRANDS)



Sales

Units sold2 U 864,000 121,200 459,600 6,000 109,200 102,000 66,000



Revenues K$ 249,599 14,471 124,644 608 28,829 52,020 29,027

Production

Units produced U 864,000 121,200 459,600 6,000 109,200 102,000 66,000








Marketing



Sales force K$ -4,586 -534 -1,425 -22 -1,113 -1,024 -468

Contribution after marketing K$ 120,014 6,451 68,423 78 14,305 20,710 10,047


28

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


29

Next

Actions Year 3



Period 1


Period 1


Period 1











targeted Segments


Segments


segments


Achieved

Not Achieved


30

Next

Actions Year 3



Period 2


Period 2


in Period 2









HiEarners


Singles Segments


Pros


segments


Achieved

Not Achieved


31

Next

Actions Year 3



Period 3

Sell all the VOTE & VOLT produced units

in Period 3


in Period 3









HiEarners


Singles Segments


Pros


segments



32

Next

Actions Year 3



Market Research


either by …




brands via R&D



period(s)


production levels




next period for…



MarkStrat

Year 4

Team Omicron


May 2016


2

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


3

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


4

Partially Withdraw

Brand Portfolio

Brand

Portfolio Year 4

Brands

SOLD

Projects

PSOLD

Target Segment

Others

SONO PSONO Pros / Buffs

SOLO PSOLD Singles


VOTE PVOTE Innovators / Early Adopters

Existing Brand

Introduced Brand

R&D

VOLT PVOTE Early Adopters / Followers

Partially Withdraw

PSONY

PVOLI Next period

assignment


5


Brand

Portfolio Year 4


61

15

51

6

57

0

20

40

60

80

Innovators


Relative

Importance


68

12

42

7

50

0

20

40

60

80

Scale

Early Adopters

Relative

Importance


47

9

59

7

62

0

20

40

60

80

Scale

Innovators

Relative

Importance


70

16

55

7

60

0

20

40

60

80

Attributes

Scale

On-Line

Query

Output



6

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


7


Marketing

Mix


275

357382

296

185

0

100

200

300

400


Units *10^3


67%

18%

96% 94%

33%

82%90%

0%

20%

40%

60%

80%

100%

MS (%)


10%

6% 5%

Singles Buffs



905

590

0

400

800

1,200


Projected Demand

Sales (*10^3)

Year 4

701

250

73

0

200

400

600

SOLO SONY SOLD SONO

Production (*10^3)


+64 inven. +41 inven. +29 inven. +114 inven.


8


Marketing

Mix Year 4



205

462444

267

331

0

100

200

300

400

500

Others Buffs HiEarners Singles Pros

Desired Price

88 104156 166

67

111 56

111 111

56

0

100

200

300

Desired Price

Others

123

HiEarners

277

Pros

267

Singles

160

199

Buffs




0

800

400

200

600

*10^3 $

Period 3 Period 2 Period 7 Period 3 Period 8

Pros Buffs Singles HiEarners Others

50

0

250

200

150

100

300


*10^3 $

Period 3 Period 8


9


Marketing

Mix Year 4

64

4443

63

5248

6877

5763

0

20

40

60

80

%


17

00

11

5

1

17

24

5

13

0

5

10

15

20

25

HiEarners Singles

%

Pros Others Buffs

Period 1

63

4341

5949 49

66

80

5964

899

29

10 10

26

101111

0

20

40

60

80

100

%


17

00

104 1

16

50

7

17

2005

1 0

96

130

10

20

30

40

50

%


Period 3

SOLO SOLD

SONO SONY

59

4038

5445 48

63

79

5862

788

26

914

36

141616

0

20

40

60

80

%


16

0042 1

11

26

3

13

200

21 0

15

113

0

5

10

15

20

25

30

%


Period 4



10


Marketing

Mix Year 4

SOLD Others

Large segment in units (economy of scales)





Market Share: 17,4%









Expensive products







Market Share: 0,2%



Market Share: 14,6%


11


Marketing

Mix Year 4

SONO Buffs 15% SONO Pros 85%

Among the first to use Sonite products

Demand high performance products

Quite price-sensitive, incomes not necessarily high

Brand Awareness: 62,4%


Market Share: 18,5%








Market Share: 31,0%




12


Marketing

Mix Year 4

VOTE Innovators 40% VOTE Adopters 30%

The largest segment in the early days

The first users of Vodite products

Try new ideas at some risk, Income above average














VOTE Followers 30%

The bulk of potential customers

Perceive more risk in buying new products



Income level below average





13


Marketing

Mix Year 4

VOLT Adopters 70% VOLT Followers 30%









The bulk of potential customers

Perceive more risk in buying new products

Income level below average







14


Marketing

Mix Year 4

0 4 8 12 16 20 24 28

600,0

800,0

1.000,0

400,0

200,0

0,0

"Cheap" Sonites

"Expensive" Sonites

Value Growth vs.

Period 1

Sonite Market

Growth






-4 0 4 8 12 16 20 24 28 32 36 40

0,0

400,0

300,0

200,0

100,0

Value Growth vs.

Period 1

Buffs

Others

Singles

HiEarners

Pros

Sonite Market

Growth



8 10 12 14 16 18

800,0

600,0

200,0

0,0

400,0

Value Growth vs.

Period 1

Department

Mass Merch.

Specialty

Sonite Market

Growth

Category




Marketing Strategy

Segment

Channel

Primary focus on Pros. Start prioritizing HiEarners.

Start sacrificing Others. Advertising budget will be

allocated accordingly



Force accordingly


15


Marketing

Mix Year 4


331

267

444 462

205

0

100

200

300

400

500

$

Price


Relative

Importance


325

251

459 467

212

0

100

200

300

400

500

$

Price

Relative

Importance


181

425

140

415

0

100

200

300

400

500

Actual Price



16


Marketing

Mix Year 4




SOLO ----






Partially Withdraw



0

20

40

60

80

100

%

59,1

HiEarners

41,1

58,7

Others

63,8

49,1

Pros Singles

48,6

62,7

80,2

Buffs

42,8

65,7


0

20

40

60

80

100

%

63,4

HiEarners

42,9

57,1

Others

63,2

51,9

Pros Singles

47,9

63,5

77,0

Buffs

44,4

68,3


17


Marketing

Mix Year 4

0

1

2

3

4

5

6

7

Price

5,8 5,7

Scale

2,2

3,8

2,7

Singles Buffs Pros Others HiEarners Change perceived attributes via

Semantic Scales

0

1

2

3

4

5

6

7

5,5

Scale

Power

2,4

4,6 4,3

5,8

Advertising Objective per Brand - Price

0

1

2

3

4

5

6

7

2,4

5,8

Economy

5,8

Scale

2,1

SONY SOLO SONO SOLD

Advertising Objective per Brand - Power

0

1

2

3

4

5

6

7

Performance

2,4

4,5

5,6

4,6

Scale

Desired Price Desired Power


18

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


19

Sonites Journey

Sales

Force Year 4

Team

Omicron

Mass

Merchandisers

Department

Stores

Specialty

Stores

Distributors

Margin 40%

Distributors

Margin 30%

Distributors

Margin 30% -

10% Discounted

retail price

SOLO

SONY

Customers

Team

Omicron

R&D

SOLD

SONO


20

Vodites Journey

Sales

Force Year 4

Team

Omicron

Mass

Merchandisers

Department

Stores

Specialty

Stores

Distributors

Margin 40%

Distributors

Margin 30%

Distributors

Margin 30% -

10% Discounted

retail price

VOTE

Customers

Team

Omicron

R&D

VOLT


21


Sales

Force

“Cheap Sonite” Potential

200

0

500

400

100

300

124

Depart Specialty

41 36

215

Units *10^3

6

Mass

72

40

195

132

Pros Singles HiEarners Others Buffs

“Expensive Sonite” Potential

400

300

200

0

500

100 84

Mass

155

152

Depart

71

473

74

69 159

158 96

Units *10^3

292

Specialty

Year 4

FTEs

2118

9

31

42

78

111

23

44

21

0

15

30

45

60

75

90

# FTEs

Specialty stores Mass Merchandis. Depart. stores

SOLO SONO SOLD SONY


22

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


23


Market

Research Year 4


Consumer Survey

Consumer Panel

Distribution Panel

Semantic Scales

Market Forecast

MDS Scaling


Competitive SFE


SFE Experiment

Conjoint Analysis




Saving Budget










24


Market

Research Year 4


Consumer Survey

Consumer Panel

Distribution Panel

Semantic Scales

Market Forecast

MDS Scaling


Competitive SFE


SFE Experiment

Conjoint Analysis


Saving Budget








Will not be used

Saving Budget



25

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


26

Breakeven Point per Brand – Required dispensed units

P&L

Account Year 4




(SONITE BRANDS)

Sonite Brands Unit SOLD SONO SOLO SONY VOTE VOLT


Sales

Units sold2 U 45,250 60,157 6,460 24,900 25,125 31,964

Average retail price $ 179 419 140 409 725 670

Average selling price3 $ 118 265 95 268 449 415

Revenues K$ 5,332 15,928 615 6,666 11,272 13,255

Production

Units produced U 45,250 60,157 6,460 24,900 25,125 31,964

Current unit transfer cost4 $ 53 100 58 101 250 250

Average unit transfer cost $ 53 100 58 101 250 250

Cost of goods sold K$ -2,398 -6,016 -375 -2,515 -6,281 -7,991

Units in inventory U 77,150 253,843 35,540 60,100 23,875 42,036

Inventory holding cost K$ -1,157 -3,808 -165 -902 -358 -631

Inventory disposal loss K$ 0 0 0 0 0 0

Contribution before marketing K$ 1,776 6,105 76 3,250 4,633 4,633

Marketing

Advertising expenditures K$ -504 -1,999 -1 -900 -1,500 -1,500

Advertising research expenditures K$ -94 -400 -1 -190 -360 -360

Sales force K$ -1,178 -3,706 -74 -2,160 -2,773 -2,773

Contribution after marketing K$ 0 0 0 0 0 0

Comment regarding feasibility Feasible Easy Impossible1 Easy Feasible Difficult

Note 3: Based on the projected allocation of brands per channel Note 2: Required dispensed units Note 1: Withdrawal of brand means now 480K loss; if we sell zero, we lose 270K. Money worth more now (Time Value of Money)


27

Agenda

Marketing Mix

Sales Force

Market Research

P&L Account

Next Actions

Brand Portfolio


28

Next

Actions Year 4



Period 1


Period 1


Period 1











targeted Segments


Segments


segments


Achieved

Not Achieved


29

Next

Actions Year 4



Period 4


Period 4


in Period 4









HiEarners


Singles Segments


Pros


segments


Achieved

Not Achieved


30

Next

Actions Year 4



Period 4


in Period 4


in Period 4









HiEarners


Singles Segments


Pros


segments


Achieved

Not Achieved


31

Next

Actions Year 4



Period 4


in Period 4


in Period 4









HiEarners


Singles Segments


Pros


segments



32

Next

Actions Year 4



Market Research


either by …




brands via R&D



period(s)


production levels




next period for…

Relaunch SONY & VOTE



33

Team Omicron Thank you!

Eva

Gallou

Kristi

Kakomanoli

Andreas

Marinis

Vassilis

Raftis

Zoi

Sfyri

Rodoula

Siourtou

Savvas

Soranoglou

Panagiota

Vlachopoulou

Markstrat 2016 athens university of economics & business

Business

Transcript of Markstrat 2016 athens university of economics & business