Starz

CLEAN EDGE RAZOR:SPLITTING HAIRS IN PRODUCT POSITIONING GROUP 14

THE GENERAL FRAMEWORK OF OUR BUSINESS CASE DETERMINING PROBLEMS: 1.WE HAVE 2 SCENARIOS:MAINSTREAM POSITIONING & NICHE POSITIONING 2.CHOOSE THE MOST RELEVANT BRAND NAME 3.PREDICT BUDGET ALLOCATION & PRIVATE MARKET SHARE

ELIMINATION OF THE 2 ND SCENARIO ,[object Object],MAINSTREAM NICHE YEAR 1 YEAR 2 YEAR 1 YEAR 2 SUGGESTED PRICE 123 242 53 130 MANUFACTURED PRICE 84 164 37 79 PRODUCT COST 35 64 13 25 GROSS PROFIT 7 61 9 38 OVERALL GROSS PROFIT 44 98 69 101

COMPARE THE SUGGESTED PRICE (IN MAINSTREAM POSITIONING) WITH COMPETITORS

SDS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RESULT: WE PREFERED “NICHE POSITIONING” ,[object Object],[object Object]

WE CHOSE 2 SEGMENTS: SOCIAL-EMOTIONAL &AESTHETIC SHAVERS—OUR TARGETED SEGMENT IS 67% ,[object Object],Market leader since 1950s, 224 mln $ revenue, 45 mln $ operating profit Brend: Vitric, 23,2 % of market share Brend: Naiv, 2,6 % of market share Brend: Tempest 5,7 % of market share 23 % of market share

PRIVATE SHARES FOR YEAR1 & YEAR2 (WITH $(%))

BREND CONSTRUCTION ,[object Object]

THE FOLLOWINGS HAVE TO BE TAKEN INTO ACCOUNT IN CHOOSING BREND NAME

WE HAVE 3 ALTERNATIVES OF THE BREND NAME

ADVERTISING & PROMOTION ,[object Object]

SOME BASIC HIGHLIGHTS ABOUT A&PROMOTIONS ,[object Object],[object Object],[object Object]

A&P EXPENDITURES FOR PARAMOUNT ULTRA ҉ THIN 5 IT CAN BE MUCH MORE BENEFICIAL TO SPEND HALF OF THE MONEY ON MEDIA, AND SUBSTRACT THE REST HALF-HALF FOR CONSUMER PROMOTION AND TRADE PROMOTION

Starz

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Starz

Similar to Starz (20)

Recently uploaded

Recently uploaded (20)

Starz