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Group B10
Roll Number Names
2012120 Sushovan Saha
2012121 Swayambhar Majumder
2012122 Tulika Mahapatra
2012123 Vaishali Sh...
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
Tot...
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 ...
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 ...
NET CONTRIBUTION
TOTAL MARKET SHARE
BRAND PORTFOLIO
BRAND TARGET SEGMENT MARKET SHARE PERIOD SOLD
LOCK Savers 1 to 7
LOOP High Earners 1 to 8
LOCUS Explorers ...
Period 1
STRATEGY
•Increase the market share based on the existing product
OUTCOME
•Market share increased from 20 to 21%
...
Period 2
STRATEGY
• R&D Project for modifying LOCK to target SAVERS
• R&D Project for modifying LOOP to target HIGH EARNER...
Period 3
STRATEGY
• Targeting a particular segment through advertising
OUTCOME
• Market share increase from 15.00% to 20.9...
Period 4
STRATEGY
• Launched a new product LOCUS for EXPLORERS, expecting a single player in
that segment
• Launched this ...
Period 5
STRATEGY
• To sustain as the market leader
• To Gain the maximum contribution to be able to do the Vodite R&D
• I...
Period 6
STRATEGY
• Launched a R&D project Pegasus for Adopters
• Heavy reduction in Price was done to gain the overall co...
Period 7
STRATEGY
• R&D Project to Modify Lock
• R&D project for Modify Loop
• Initiating R&D project for Innovators
OUTCO...
Period 8
STRATEGY
• Launch of New product for SAVERS with higher price than LOCK
OUTCOME
• Retained the Market Share in VO...
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Markstrat ppt

  1. 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. 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. 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. 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. 5. NET CONTRIBUTION
  6. 6. TOTAL MARKET SHARE
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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

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