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sherylsousa

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  1. 1. Apollo R - RAVE Sheryl Sousa December 9, 2012
  2. 2. Overview of RAVESonites - Electronic Devises:• ROCK – Starting retail price $483 – High end – many features, high performance and cost – Target Markets: Professionals and High Earners• ROLL – Starting retail price $538 – High end – many features, high performance and cost – Target Markets: Explores• ROAR – Starting retail price $299 – Low end – few features and design functions, low cost – Target Markets: Shoppers and Savers Apollo R RAVE prepared by Sheryl Sousa 2
  3. 3. Overall Performance for RAVE25002000 Period 0 Period 11500 Period 2 Period 3 Period 41000 Period 5 Period 6500 Period 7 Period 8 0 SPI Apollo R RAVE prepared by Sheryl Sousa 3
  4. 4. Period 1 DecisionsInitial Considerations:• Brand Evaluation• Segmentation• R&D ProjectBrand (period) Brand Awareness Purchase Market Share IntentionsROCK (Period 0) 49.7% 12% 13%ROCK (Period 1) 54.4% 21% 18%ROLL (Period 0) 44.7% 5% 5%ROLL (Period 1) 40.7% 3% 2% Apollo R RAVE prepared by Sheryl Sousa 4
  5. 5. Period 2 DecisionsPerformance heading into Period 2 Brand Brand Market Share Brand Market Share Awareness (Professionals) Awareness (High (Professionals) (High Earners) Earners) ROCK 71% 73% 33% 76% TONE 18% 69% 55% 77% LOOP 8% 61% 10% 70% Review of Decisions for Period 2: • Removed ROLL from the market • Launched ROAR Apollo R RAVE prepared by Sheryl Sousa 5
  6. 6. ROARR&D Considerations:• Built similar to competitors in Shoppers segment• Low base cost: ROAR ($66), MOVE ($75), SOLO ($99)• PositioningCompeting for the Shoppers Segment: Period 2 Performance:Brand Market % Ss Ds Mm Retail Econ. Perf. Conv. Share Aware Price nessROAR 10% 37% 2.7 2.4 5.4 $299 8.4 -11.9 2.1MOVE 24% 75% 6.4 7.5 9.3 $311 2.4 -8.3 -7.4SOLO 23% 76% 5.7 5.5 6.9 $304 0.9 -6.5 3.0 Apollo R RAVE prepared by Sheryl Sousa 6
  7. 7. Period 3&4 Decisions Market Share Brand (segment) Period 2 Period 3 Period 4ROCK (Professionals) 71% 63% 57%ROCK (High Earners) 33% 39% 40%ROAR (Shoppers) 10% 20% 15% Brand Awareness Brand (segment) Period 2 Period 3 Period 4ROCK (Professionals) 73% 74% 80%ROCK (High Earners) 76% 76% 81%ROAR (Shoppers) 37% 72% 82% Apollo R RAVE prepared by Sheryl Sousa 7
  8. 8. Period 5 Decisions• ROCK – Increased advertising budget from $7K to $7.5K – Commercial team remained at 107• ROAR – Increased advertising budget from $6.7K to $8.4K – Commercial team remained at 119 Apollo R RAVE prepared by Sheryl Sousa 8
  9. 9. Period 6 Decisions• ROCK – Reallocated advertising budget to commercial team • Ad budget decreased from $7.5K to $3.6K • Commercial team increased from 107 to 202• ROAR – Repositioned to target 75% Savers & 25% Shoppers – Reallocated advertising budget to commercial team • Ad budget decreased from $8.4K to $6K • Commercial team increased from 119 to 200 – Lowered price from $299 to $209 Apollo R RAVE prepared by Sheryl Sousa 9
  10. 10. Period 7 DecisionsDecision Area ROCK (P. 6) ROCK (P. 7) ROAR (P. 6) ROAR (P.7)Ad Budget $3,666 $2,352 $6,000 $2,250Commercial 202 150 200 157TeamRetail Price $449 $455 $209 $185Target Segment 50/50 Prof./Hi 100% Prof. 75/25 Shop/Sav 100% SaversResults for Period 7:• Increased SPI from 1888 to 1900• Revenues from 88 to 90• Before tax earning 32 to 40 Apollo R RAVE prepared by Sheryl Sousa 10
  11. 11. Period 8• RAVE finished in a solid second place overall• ROCK – 2nd in market share among Professionals – 2nd in market share among High Earners• ROAR – Led in brand awareness overall – 2nd in market share among Savers – 3rd top selling brand overall Apollo R RAVE prepared by Sheryl Sousa 11
  12. 12. Lessons Learned• Brand Portfolio• Segmentation• Pricing Apollo R RAVE prepared by Sheryl Sousa 12

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