The document analyzes the financial and market performance of a company over 6 periods, including metrics like net contribution, ROI, stock price, market share, and marketing investments. It shows fluctuations in sales revenue, expenses, and profits impacting other KPIs. Different brands are launched and their prices, awareness, and purchase intentions are tracked over time.

1. SUBMITTED TO Dr. anita basalingappa
January, 2012
Firm E- Marketing Plan 1

2. FINANCIAL IMPACT
 Net contribution
32000
1284
28000 3957
24000
20000
1581
16000 SEXY
27983
2848 25735 SEM1
12000
1355 SEBI
8000 16209 1572
SELF
11287
4000 1,944 SEMI
7313
2239 5,173
0 1,064
-3127 -1205
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 period 6
-4000 -4,346 -5090
-4,035
-3046 -2,184
-8000
-3,657
-12000
In period 0 aggregate net contribution was $14134.Period 1- It started increasing due
to increase in sales revenue. Other expenditures remained slightly high. Period 2- sales
revenue reached $69370. This further increased net contribution, expenses remained almost
same. Period 3- sales revenue increased slightly but cost of goods sold increased and other
expenses also increased. Because of this Net contribution decreased and came to $
28610.Period 4- Advertising expenditures and ad research exp. Increased but sales revenue
decreased drastically. Eventually net contribution decreased drastically and reached to
$25258. Period 5- A little increase in sales revenue along with advertising and sales force
expenditures resulted in a little increase in net contribution. Period 6- sales revenue, cost of
goods sold and other expenditures all decreased which resulted in the level of net contribution
to $10074.
Firm E- Marketing Plan 2

3.  ROI
ROI
5
4.3
4
3 2.54 2.73
2.67
2
ROI
1
0.75
0.5
0 -0.57
Period Period
-1 Period Period
0 1 Period Period
2 3 period
4 5 6
As it is clear from the graph that the trend of ROI is slightly similar to Net
contribution. In period 2 the sales revenue was high at $69370. Due to this high sales revenue
the ROI is highest in this period (despite Cost of goods sold and other expenses being higher
then period 1). After period 2 it started decreasing due to sudden increase in total
expenditures. After this another point to notice is Period 4. In this period ROI was negative
@ -0.57 which was due to drastic decrease in sales revenue and increase in advertising and
research expenses. In period 6 it came to positive @ 0.5.
 Stock price index
stock price index
1400
1200 1224
1137
1061
1000 1000 970 938
800
721
600 stock price index
400
200
0
Period Period Period Period Period Period period
0 1 2 3 4 5 6
Firm E- Marketing Plan 3

4. Stock price is highest @ $1224 in period 2. The reasons for this can be many. In
period 2 sales revenue increased. Expenses were slightly higher than previous periods. But
ROI and Net contribution is highest in period 2, which resulted in highest stock price.
The stock price was lowest @ $721 in period 4. This was due to direct relationship
between Stock price, Net contribution and ROI. The net contribution and ROI are lowest in
this period. This poor performance of company leads to lower stock price. In period 6 stock
price came to $938.
 Market Share
100% Market Share
0.60%
1.80%
90% 2.70%
4.40%
5.80% 2.60%
80% 4.50%
3.30% 3.50%
70%
0.80% VEET
60%
1.90% 1.10% SEXY
50%
1.10% 3.20% SEM1
40% 12.50% SEBI
10.60%
10.70% 2.10% 0.70% SELF
30% 10.30%
0.90%
SEMI
20%
5.40%
10%
2.20% 4.50%
0%
Period 0 Period 1
Period 2 Period 3
Period 4 Period 5
period 6
In period 0 there were two brands SEMI & SELF in Sonite and their market share
were 10.6% and 4.4% respectively. Team A’s SAMA brand market share was highest @
12.2% in this period. In period 1 both brand’s market share increased slightly. But in period 2
SEMI’s market share increased but SELF’s market share started decreasing. In period 3 SEBI
was launched. And its market share remained at 1.8%. In period 4 and period 5 SEM1 and
SEXY brands were launched respectively. In this period SEMI’s market share was lowest @
2.2 % this was due to Team U’s better market strategy for brand SULI. SULI was at highest
@ 21.1% in this period. SELF and SEBI’s market share remained lowest in period 6. While
Firm E- Marketing Plan 4

5. SEM1 started with 2.6% market share in period 4 and came to 3.5% and 3.2% in period 5 & 6
respectively with its better marketing strategy, advertising and R&D. SEXY started with
0.6% market share in period 5 and came to 0.8% in period 6.
VODITE’s VEET brand was launched in period 6 with 4.5% market share.
 Profit
Net Profit
35000
30000
28610
25000 25258
20000
17295 17260
15000 15182
13890
10000 10074
5000
0
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 period 6
Firm E- Marketing Plan 5

6. MARKET IMPACT
 BRAND AWARENESS
100%
90%
80%
70%
60% Others
50% HiEarners
Pros
40%
Singles
30%
Buffs
20%
10%
0%
SEMI 3
SEMI 0
SELF 1
SEMI 1
SEMI 2
SEXY 5
SEMI 5
SEXY 6
SEMI 6
SELF 0
SELF 2
SEBI 3
SELF 3
SEBI 4
SELF 4
SEMI4
SEBI 5
SELF 5
SEBI 6
SELF 6
SEM1 4
SEM1 5
SEM1 6
SONITE
Brand awareness is almost same throughout all period. So, in next periods we
may not purchase this report further and save money.
VEET- Brand Awareness by segment
40.00% 35.10%
35.00%
30.00%
25.00% 23.60%
23.10%
20.00%
15.00% VEET
10.00%
5.00%
0.00%
Innovs VEET
Adopters
Followers
VODITE
Firm E- Marketing Plan 6

7.  PURCHASE INTENTION
100%
90%
80%
70%
60% Others
50% HiEarners
40% Pros
30% Singles
Buffs
20%
10%
0%
SELF 1
SEMI 3
SEXY 5
SEXY 6
SELF 0
SEMI 0
SEMI 1
SELF 2
SEMI 2
SEBI 3
SELF 3
SEBI 4
SELF 4
SEBI 5
SELF 5
SEMI 5
SEBI 6
SELF 6
SEMI 6
SEM1 4
SEMI4
SEM1 5
SEM1 6
SONITE
Purchase intention is really fluctuating a lot with period. We can clearly see
that Buffs and professionals are the major target market segment for our firm E.
VEET- Purchase intentions
10.00%
8.20%
8.00%
6.40%
6.00%
4.00% VEET
2.00% 1.70%
0.00%
Innovs VEET
Adopters
Followers
VODITE
Firm E- Marketing Plan 7

8.  SHOPPING HABITS
120.00%
100.00%
80.00%
60.00%
Mass Merchandis.
40.00% Depart. stores
Specialty stores
20.00%
0.00%
Others 0
Others 2
Others 4
Others 6
Singles 1
Singles 3
Singles 5
Buffs 0
High earners 1
Buffs 2
High earners 3
Buffs 4
High earners 5
Buffs 6
Professionals 0
Professionals 2
Professionals 4
Professionals 6
SONITE
Purchase intention is also fluctuating a lot with period. We will be requiring
this report in all period as it help a lot in distributing our inventory according to
requirement of the customers.
80.00% 73.70%
70.00%
60.00% 56.40%
50.00%
40.00% 38.20% Innovators
35.50%
30.00% 26.40% Early Adopters
24.50%
20.00% 16.80% Followers
19.10%
10.00% 9.50%
0.00%
Specialty stores
Depart. stores
Mass
Merchandis.
VODITE
Firm E- Marketing Plan 8

9. MARKETING INVESTMENT
 Sonite - Market Investment
Marketing Expenditure(A+AR+SF)
Product Investment(MR+R&D)
17100
16100 16246
15100 15312
14100
13100
12100 12466
11100
10100
9100
8100 8148
7100
6100 5831 5994
5100 5224
4100
3100
2100 2539
1100 1242
100 245 442 604 457 475
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
 Vodite - Market Investment
Marketing Expenditure(A+AR+SF)
Product Investment(MR+R&D)
13000
12000
11534
11000
10000
9000
8000
7000
6000 6105
5000
4000 3947
3000
2000
1000
0 0 21
0 21
0 32
0 0 35 444
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
A=Advertising Expenditure
AR=Advertising Research Expenditure
SF=Sales Force Expenditure
MR=Marketing Research expenditure
R&D=R&D Expenditure
Firm E- Marketing Plan 9

10.  Price and Expenditure trend (Brand wise)
SELF - Price & Exp. Trend
3500
3000 3128 Average retail price
2500 2488 2483 2548
Average selling price
2000 2112 1989
1500 Adv+Sale Force Exp.
1151
1000
500 546 446 494 493 493 491 490
348 285 318 319 317 318 318
0
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
SEMI - Price & Exp Trend
4500
4000 Average retail price
3343 3761 3807 3854
3500 3511
3351
3000 3112 Average selling price
2500
2000
Adv+Sale Force Exp.
1500
1000 513
513 513 444 394
500 514 395
332 331 331 332
0 284 253 251
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
Firm E- Marketing Plan 10

11. SEBI Price & Exp. Trend
3500
3000 2909
2500
Average retail price
2000 1907
1840 1874
1500 Average selling price
1000
Adv+Sale Force Exp.
500
0
Period 3 Period 4 Period 5 Period 6
SEMI1 Price & Exp. Trend
6000
5000 4850
4795
4000
3447 Average retail price
3000
Average selling price
2000 Adv+Sale Force Exp.
1000 541
384 270
0 346 173
245
Period 4 Period 5 Period 6
Firm E- Marketing Plan 11

12. SEXY Price & Exp. Trend
4000
3500
3000
2500
Average retail price
2000
Average selling price
1500 Adv+Sale Force Exp.
1000
500
0
Period 5 Period 6
Adv. includes advertising & advertising research expenditure.
Firm E- Marketing Plan 12

13. B) Explain your company's SPI to your shareholders
Period
0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
Stock Price 1000 1061 1224 1137 721 970 938
Budget avl. at end 7150 7300 11450 10100 7900 8200 8500
14000
11450
12000
10000 10100 8200
7150
8000 8500
7300 7900
Budget avl. at end
6000 Stock Price
4000
2000 1000 1224
1061 1137 721 970 938
0
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
1. We would like to thank all our shareholders for keeping faith in our company at the
time when company was not performing as per expectations.
2. Currently the cash position of the company is good and we don’t have much deficits
though our profits have come down.
3. We want to give you assurance that company has taken some strategic decisions that
will help to improve the company performance.
4. We will discontinue our loss making brands and will focus on our strength (SEMI).
5. We are also going to change our marketing strategy for Vodite market.
Firm E- Marketing Plan 13

14. C) You are now leaving the company. What is your advice to the new team taking over
your company? (SWOT and learning’s from success and mistakes)
Strengths
 Our R&D department has continued to improve. We have built such a solid
foundation that our new brand introductions and modifications have done extremely
well upon entry into the market. We are confident that our R&D group has gained
adequate experience to successfully guide us into a new market in the near future.
 Our Brand awareness continues to increase, as we devote ample amounts of capital to
our advertising.
Weaknesses
 Throughout our management, we have had difficulty predicting the initial production
levels of our new brands, as well as those of some of our declining brands. We must
request productions levels more efficiently in order to meet sales requirements and
minimize inventory holding costs.
 The changing preferences of the consumers continue to challenge our firm. We are
forced to continually monitor and adjust the Perceptual Objectives to reposition our
brands in an attempt to gain additional market share.
 We would like to expand into the Vodite market. However, we do not have the
necessary capital to proceed at this time. We must substantially increase our revenues
in the next period in order to enter this new market and still remain competitive in the
Sonite market.
Opportunities
 We have now gained extensive market experience. This has afforded us the
opportunity to successfully reposition our brands at poorly targeted segments. As we
continue to draw on this advantage, we will achieve a greater market share and higher
revenues.
 In Period 6, we completed a project Feasibility Study for the Vodite market. If our
revenues remain stable in the coming periods, we will have the opportunity to
complete this R&D project and introduce a brand into the untapped Vodite market.
Firm E- Marketing Plan 14

15.  We are able to purchase additional Vodite market studies to better position our brands
according to the preferences of our targeted markets. This will provide us with
opportunities to further increase our market share.
Threats
 Our brand positioning is frequently threatened by the unstable Purchase Intentions of
consumers in the Sonite Market. No apparent trends have been identified to date.
 Competition in the Sonite market remains constant and the ability of our competitors
to better project some Ideal Values remains a constant threat to our market share.
 Three of the five segments that our firm is targeting are declining in size. In addition,
the growth rates are projected to decrease in all segments but one. This threat requires
us to operate under more scrutinized production levels.
Firm E- Marketing Plan 15

16. Past Performance Learning’s
 Since Period 5, our low-end brand, SEMI, has performed way above our expectations.
It has been our most successful brand throughout our management. Sales have
increased by as much as 164%. We have now begun to better estimate adequate
production levels for this successful brand.
 Our most successful brand is SEMI. Since Period 5, this brand has grown as much as
164%. We recently made modifications to reposition SEMI closer to the shifting
preferences of the Buffs. Until Period 6, we had expected this brand to continue its
successful sales pattern. However, it has seen unexpected drops in sales. We attribute
this drop to the decline of the Professionals base, as well as the current limited growth
of the Sonite market itself.
 Our SEXY brand has also experienced tremendous sales growth levels. Its primary
target is the Professionals segment, and since its introduction in Period 5, this brand
has grown as much as 40%. As sales levels continue to decline for our competitors
who are targeting the Professionals, we expect our SEXY sales to increase even
further.
 Our newest brand, SEXY, has made a respectable entrance into the Sonite market.
Since its introduction in Period 5, it has grown by 40% in period 6 to almost 8,859
units. At first we kept advertising levels and sale efforts low to determine its
positioning on the Multidimensional Scaling map. Once it was determined that this
brand was successfully positioned, we decided to place a greater emphasis on this
brand. We expect this brand’s sales to continue to grow and provide us with the
largest unit shares of the Professionals market.
 Since Period 2, we have experienced tremendous drops in sales in our SELF brand
(from 28,896 to 18,237 units). In response to this, we will modify this brand in Period
7. We had previously decided to let this brand simply disappear, but now feel that this
would be a mistake. We believe our new modifications aimed at the Buffs and
Professionals should return this brand to its previous levels of success.
Firm E- Marketing Plan 16

17. D) What were the most important learning’s from your competitors’ success and
mistakes?
These are the learning’s
1. For taking better decisions analyse the past data for many years rather than
analysing just previous year’s data.
2. Make the projections for 2-3 years in future. Rather than making strategy for just 1
year. This helps in refining the mistakes for coming years and help making long term profits
and sustainable growth.
3. The available resources like funds should be used in an optimal way. This reduces
the cost and increases profit. For e.g. If we see the estimated overall performance of all the
teams Team A as an exceptional cost of $630. Had this not been occurred the profit would
have increased by $630.
4. First see the need of an expense. Then think about the outcome of that expense. If
the outcome covers that expense only then expense should be made. Or the other way is if we
see the long term growth and profits by spending today, only then it should be made.
Otherwise we should avoid the unnecessary expenses. For e.g. If we compare Period 3 and
period 6 the sales revenue are almost same. But the advertising expenses are more than
double.
5. Innovation is the key to stay in the top. Keep innovating if you want to keep your
market share and profits higher than the others. For e.g. In period 4 SEMI’s market share was
lowest @ 2.2 % this was due to Team U’s better and innovative market strategy for brand
SULI. SULI was at highest @ 21.1% in this period.
6. To become a market leader we need to stick to point 1 and 2. This means we should
always keep into consideration the long term perspective. Our focus should be more on long
term goals. Long term strategy always leads to sustainable growth and profits in the long run.
Firm E- Marketing Plan 17

18. E) Comparison of our brands similar to Sonites or Vodites product market with other
companies
Sonite
The characteristics of our company’s brands are chosen as unique and match no other
company’s brands. However, there is a similarity with respect to some characteristics with
some other brands such as SONI and SEXY.
The main drawback regarding the characteristics of our brands with respect to other
brands has been that our newly introduced brands were too similar to our existing brands.
This led to an intra-brand competition within the company, and hence no clear distinction
meant confusion and conflict within our brands. This is to be rectified in the coming years,
with a concise brand distinction and targeting.
Vodite
As already stated, our company is still in the establishment phase of this market. We
have invested in various Research and Development programmes for product development
and manufacturing in this market. We will soon launch more products in this market based on
the R&D studies we have already invested in and waiting for their results.
Talking of the similarity, strikingly, no other product can be identified as similar. This
has provided our sole brand in this market, called VEET, a competitive edge. This brand has
a premium pricing @ 3100, which is marginally above any other brand. Optimistically, this
brand has been able to fetch high revenues for its unique features and the given premium
pricing.
Firm E- Marketing Plan 18