This document contains information about Group B10's performance over 8 periods in a simulated market. It lists the members of Group B10 and provides data on the group's total market share, revenue, expenses, and brand portfolio over time. It also outlines the strategies Group B10 employed in each period, and summarizes the outcomes and lessons learned. The group worked to modify existing products, launch new products to target different segments, and expand into the Vodite market while maintaining their Sonite market share.

1. Group B10
Roll Number Names
2012120 Sushovan Saha
2012121 Swayambhar Majumder
2012122 Tulika Mahapatra
2012123 Vaishali Sharma
2012124 Vanessa Alba Barros Valadares
2012125 Varun Thakar
2012126 Vishakha Bhambri

2. TOTAL MARKET SHARE
0
5
10
15
20
25
30
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8
Total Market Share
Volume market share Value Market Share

3. Share Price Index
0
200
400
600
800
1000
1200
1400
1600
1800
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8
SPI

4. Share Price Index Evolution
0
10
20
30
40
50
60
70
80
90
100
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8
SPI INDEX evolution
Revenue EBT

5. NET CONTRIBUTION

6. TOTAL MARKET SHARE

7. BRAND PORTFOLIO
BRAND TARGET SEGMENT MARKET SHARE PERIOD SOLD
LOCK Savers 1 to 7
LOOP High Earners 1 to 8
LOCUS Explorers 4 to 8
LORD Savers Only 8
LEGION Adopters 7 & 8
LEGATO Innovators Only 8
Till the end of period 8, 14 Sonites and 9 Vodites were marketed by all the five
companies in the industry

8. Period 1
STRATEGY
•Increase the market share based on the existing product
OUTCOME
•Market share increased from 20 to 21%
LEARNING
•Need of modification in the existing product for
targeting a particular segment
•Need for R&D

9. Period 2
STRATEGY
• R&D Project for modifying LOCK to target SAVERS
• R&D Project for modifying LOOP to target HIGH EARNERS
OUTCOME
• Net contribution reduced from the previous period
• Market share decreased from 21 to 15
• LOOP did not sell, as expected
LEARNING
• Targeting a particular segment with advertising
• Need to be more price competitive as we increased the price from previous
period

10. Period 3
STRATEGY
• Targeting a particular segment through advertising
OUTCOME
• Market share increase from 15.00% to 20.90% (value)
LEARNING
• Modifying the product and targeting a particular segment
helped to gain the market share

11. Period 4
STRATEGY
• Launched a new product LOCUS for EXPLORERS, expecting a single player in
that segment
• Launched this product based on, “Period 0” LOOP project.
• Conducted a feasibility study to make a new product for SHOPPERS
OUTCOME
• Increased market share 20.90% to 25.00%
• Market leader for this period
• LOOP was the second most selling brand (value)
• LOCK was the most selling brand (volume)
LEARNING
• Competitive pricing

12. Period 5
STRATEGY
• To sustain as the market leader
• To Gain the maximum contribution to be able to do the Vodite R&D
• Initiate 2 feasibility studies for Vodite markets targeting adopters
OUTCOME
• Loop continued as one of the top selling brand
• Market share remained as 25% (Market Leader) in value
• Volume sold for Lock was not as expected
LEARNING
• Constant modification is necessary to map the product better as
segment requirement is changing

13. Period 6
STRATEGY
• Launched a R&D project Pegasus for Adopters
• Heavy reduction in Price was done to gain the overall cost
leadership as no modification was done for the product
OUTCOME
• Net Contribution reduced heavily
• Market share reduced to 13% (value)
• Fall in SPI
LEARNING
• One of the Competitor’s got first movers advantage in Vodite Market
• R&D project should have been done by planning it in more than 1
period

14. Period 7
STRATEGY
• R&D Project to Modify Lock
• R&D project for Modify Loop
• Initiating R&D project for Innovators
OUTCOME
• Increase in Market share from 13% to 20%
• 29% Market share in Vodite Market
LEARNING
• Loosing Market share in Sonite market due to shift of focus to
Vodite Market

15. Period 8
STRATEGY
• Launch of New product for SAVERS with higher price than LOCK
OUTCOME
• Retained the Market Share in VODITE market
LEARNING
• Conservative about the new product LORD as planned production
was less
• Due to the shift of concentration on VODITE market by most of
the companies one company got advantage of concentrating in
SONITE market