3. • Sacrificed first two periods
• Was comfortably 1st by Period 3
• Took a loan in Period 3
• Had maximum budget by Period 4
• Dumped Move
• MOSH became first in terms of market
share value
• Took a risk with the price of firstVodite
• Became by far the most profitable
product
• Weaken competing firms by fighting in each
segment
• Targeted professionals and high earners
• Always plan ahead
• Positioned brands by using historical data to
forecast demands of customers
• Used Market data to identify most feasible
opportunities to invest in advertising
• Introduced a new product to target Explorers,
a small and contracting but profitable
industry
• FirmT was making progress inVodites
research
Entrepreneurial
RiskTaking
Strategic
Planning
Use of
Market Data
Ruthlessness
Absolute
Hegemony
4.
5.
6.
7.
8. Big
Adjustments
Mistakes
Sonites Big Decisions and Mistakes
Period 1 2 3 4 5 6 7
MOSH: for shoppers
Dump MOVE and
develop a new brand
MOSH for shoppers
MOPRO: for professionals
Keep setting price lower
than their expectation for
professionals
MOPRO:
Not allocating enough
advertising budget for the
new product.
MOHE: for high earners
The production plan we set was
too low ( 100k units). 120K units
were produced. It is estimated
that 31K units of potential sales
have been lost.
MOEX: for explorers
We decided to make the
most of the market by
adding MOEX into our
brand portfolio.
9. Brand Firm Features Design Battery Display Power Price
MOVE Miracles 4.3 1.6 5.9 3.1 2.5 4.2
Shoppers Ideal 1.9 5.1 2.9 4.4 4.3 3.1
Specialty
Stores
Mass Merch.
Online
Stores
Total
MOVE 1 1 1 3
Contribution after marketing: -156K
10. Big
Adjustments
Mistakes
Sonites Big Decisions and Mistakes
Period 1 2 3 4 5 6 7
MOSH: for shoppers
Dump MOVE and
develop a new brand
MOSH for shoppers
MOPRO: for professionals
Keep setting price lower
than their expectation for
professionals
MOPRO:
Not allocating enough
advertising budget for the
new product.
MOHE: for high earners
The production plan we set was
too low ( 100k units). 120K units
were produced. It is estimated
that 31K units of potential sales
have been lost.
MOEX: for explorers
We decided to make the
most of the market by
adding MOEX into our
brand portfolio.
12. Big
Adjustments
Mistakes
Sonites Big Decisions and Mistakes
Period 1 2 3 4 5 6 7
MOSH: for shoppers
Dump MOVE and
develop a new brand
MOSH for shoppers
MOPRO: for professionals
Keep setting price lower
than their expectation for
professionals
MOPRO:
Not allocating enough
advertising budget for the
new product.
MOHE: for high earners
The production plan we set was
too low ( 100k units). 120K units
were produced. It is estimated
that 31K units of potential sales
have been lost.
MOEX: for explorers
We decided to make the
most of the market by
adding MOEX into our
brand portfolio.
14. Big
Adjustments
Mistakes
Sonites Big Decisions and Mistakes
Period 1 2 3 4 5 6 7
MOSH: for shoppers
Dump MOVE and
develop a new brand
MOSH for shoppers
MOPRO: for professionals
Keep setting price lower
than their expectation for
professionals
MOPRO:
Not allocating enough
advertising budget for the
new product.
MOHE: for high earners
The production plan we set was
too low ( 100k units). 120K units
were produced. It is estimated
that 31K units of potential sales
have been lost.
MOEX: for explorers
We decided to make the
most of the market by
adding MOEX into our
brand portfolio.
15. Period 7 Period 8 Period 9 Period 10
Revenues 9,744 10,030 10,504 11,617
Cost of goods sold -8,911 -8,114 -7,749 -7,693
Inventory holding cost -175 -46 0 0
Inventory disposal loss 0 0 0 0
Contribution before marketing 658 1,870 2,755 3,924
Advertising media -1,800 -800 -800 -840
Advertising research -300 -160 -160 -160
Commercial costs -672 -645 -660 -669
Contribution after marketing -2,113 265 1,135 2,255
,000
Total
$1,542
16. Period 6 Period 7 Period 8 Period 10Period 9
Meking:
Innovators
Meany:
Adopters
Meking:
Innovators
Mewin:
Followers
Meking:
Innovators
Meany:
Adopters
Meking:
Innovators
Meany:
Adopters
Mewin:
Followers
Meking:
Innovators
Meany:
Adopters
17.
18. Period 6 7 8 9 10
Big Adjustments
Mistakes
First leaning towards
modest margins but then
shifted to premium
pricing, to increase profit
Sacrificed on advertising
expenses on sonites to set
benchmarking prices for
vodites ($1,400)
Commercial team not aligned.
Too many in mass merchandise
and not speciality stores.
Strategy to capture all
the segments (followers
& adopters) before the
competitors
Meany production plan
too low (81k), 8k units
sales lost
Forecast mistake,
overproduced Mewin and
under produced Meany.
Lost sales
Vodites Big Decisions and Mistakes