The report outlines LouieINC's marketing strategy over 8 periods, focusing on core products in the Clinite and Nutrite markets while expanding their product assortment. It discusses segmenting, targeting, and positioning customers, managing their internal and external marketing environments, and strategically creating and managing products, services, and brands. Key tactics included balancing their marketing mix, conducting market research, benchmarking competitors, and adapting to consumer trends and preferences over time

1. Course: A56418
Industry: Albatross
Team: LouieINC
BU642 – Marketing Strategy
Wilfrid Laurier University – Toronto MBA
Vito DeFillippis | Aaron Lee | Louis Morin | Derek Suen
Professor: Professor: Dr. David L. Blenkhorn
markstrat
December 4, 2015

2. Marketing Strategy Overview
TACTIC MARKETING STRATEGY
•Focus on core products that generate both
revenue/ profit over 5 periods
Segmenting, Targeting, and
Positioning
•Balance marketing mix of advertising and
distribution in proportion to market
•R&D every other period
Internal Marketing Environment /
(COGS Management)
•Budget commercial/ merchandising and
benchmark to competitors External Marketing Environment
(Competitor Intelligence)•Invest 100% in market research studies to forecast
and manage inventory
•Operate in both Clinite and Nutrite market to
balance portfolio Strategically Creating and Managing
Products, Services, and Brands•Expand product assortment to capture all
consumers along the consumer perceptual map

3. Results

4. Marketing Strategy

5. Segmenting, Targeting & Positioning
• Clinite Market – All products target each consumer segment, and positioned to
their key purchase decision factor – price and efficacy

6. • Nutrite Market – Two products target three consumer segments, and
positioned to their key purchase decision factor – price and clinical
Segmenting, Targeting & Positioning

7. Internal Marketing Environment
• Balanced product assortment to manage COGS, marketing expenses, and
inventory holding costs to ensure each brand contributed to the bottom line

8. Internal Marketing Environment

9. Internal Marketing Environment
• Cost evolution – Gross Margin rate held consistently over time averaging
between 36% to 41%
• Advertising expenditure in proportion to revenue
• Other Expenses (Research and R&D) controlled period over period

10. External Marketing Environment
• Competitive Intelligence –
benchmark against
competitors marketing
expenses by competing
product
• LIKE – top advertising
investment ahead of MINT,
NICE, SILK, SILK 2.0
• LIME – in line with MISS,
SING and ahead of RISE

11. External Marketing Environment
• Market Research Studies gave us insight and data on who was profitable, expenditures,
and R&D projects
• RockStar – highest profit in Nutrite in P6  benchmark to their standards for next round
• NESS/ Sabre – developing new product to enter market  ensure our product position to
prevent new entrants and maintain share

12. Strategically Creating and Managing
Products, Services, and Brands
• Balanced products in both markets contributed strong revenue and margin to allow
up to $25M budget to invest into new opportunities

13. Strategically Creating and Managing
Products, Services, and Brands
• Bubble Chart shows representation of each consumer segment – targeting each
consumer captures additional customers – GOOD/ BETTER/ BEST

14. Period by Period Analysis

15. Rounds 1-2
• Focus on core products LIKE/ LIME (existing assortment) and target to
SINGLES and HIGH EARNERS
• Increase advertising expenditures to increase brand awareness and
influence consumer purchase intentions

16. • Developed a Nutrite Product (LU-ELD) to enter into the market to create
brand awareness – first mover advantage
• Launch secondary products to target Low Income and Affluent to capture
unserved markets
Rounds 3-4

17. • Benchmark and cost manage Nutrite against leader. Developed two
products to target Elders and Families/Health Conscious segments.
• Develop Clinite product to target Medium customers to steal market
share
Round 5-6

18. • Refine (R&D) all products to consumer’s preferences
• Invest heavily in Elders market to capture large spike and take loan out
to advertise
Round 7-8

19. • Have a Marketing Driven mindset towards this business challenge
• Strategically create (R&D), manage products (Clinite/Nutrite) and
services (merchandising/ commercial/distribution) and brands
(advertising).
• Evaluate your internal marketing and external marketing environment
• Cost management, advertising in proportion to product line and competitors
• Understand consumer market, trends, and preferences
• Always evaluate your business to be competitive and adapt to the market
Conclusion

20. BU642 – Marketing Strategy
Wilfrid Laurier University – Toronto MBA
Vito DeFillippis | Aaron Lee | Louis Morin | Derek Suen
Professor: Professor: Dr. David L. Blenkhorn
thank you
December 4, 2015