BRANDPRO DIARY GROUP – 11 11 (TinTin) Year 1:
Product: MOJO Target Group: Savvy Users Target Group Characteristics:
Competitors in Target Group:
We can conclude that the major competitors in this segment are TOKI and ROCX. Features of Competitors Products:
Modifications proposed in in-house product: Keeping in mind the competitor’s products, the following changes were made in MOJO.
Present Positioning of Product:
Hence, the targeted positioning of the product for this year will be: Perceived Economy: +10
Perceived Performance: -11
Perceived Convenience: -10
Product: MOON Target Group: Pros and Trendy Users Target Group Characteristics:
PROS
TRENDY
PROS
TRENDY
Competitors in Target Group:
PROS
TRENDY We can conclude that the major competitors in this segment are TOGA and TOIZ. Features of Competitors’ Products:
Since the product MOJO is redesigned this year, no modifications in MOON can be carried out in this year. Present Positioning of Product:
Hence, the targeted positioning of the product for this year will be: Perceived Economy: -11
Perceived Performance: +7
Perceived Convenience: +4
Marketing Expenses of all brands in the previous year:
Targeting Strategy:
Pricing Strategy:
Results: At the end of the first year, the company profile is as follows:
The SPI increased from 100 to 121. The total revenue generated increased from $ 37 million to $ 54 million, a jump of 46% YoY, whereas the earnings increased from $ 13 million to $ 15 million, a growth of 15.38% YoY.
The market share for the different segments are as follows: 1. Savvy Users:
2. Pros Users:
3. Trendy Users:
We had captured the majority of the Savvy users ’ markets, but were yet to make our presence felt in both the Pros and Trendy users ’ market.
Year 2:
In Year 2, we modified the features of MOON. The modified specifications are as follows:
The prices of both the products were changed, as follows:
We targeted MOJO for the Savvy users and MOON for both Pros and Trendy users. Hence, the marketing budget are as follows:
Positioning and targeting of the two products were done accordingly. The results of Year 2 are as follows:
The SPI increased to 144, a jump of 19% YoY. The revenues increased to $ 66 million, an increase of 22.2% YoY, and the earnings increased from $ 15 million to $ 24 million, a jump of 60% YoY.
The market share for the different segments are as follows: 1. Savvy Users:
2. Pros Users:
3. Trendy Users:
We increased our market share in Savvy users ’ market even more, and became the market leader in that segment. The market shares in both Pros and Trendy segments were decreasing, but we were going to come up with a new product in the third year. Year 3:
We made minor modifications in MOJO to cater to the needs of the Savvy users. The modified product specifications are as follows:
We kept the price of MOJO fixed at $ 245, but increased the price of MOON from 510 to 610, an increase of 19.6%. We targeted MOJO for the Savvy users and MOON for both Pros and Trendy users. Hence, the marketing budget are as follows:
Positioning and targeting of the two products were done accordingly. The results of Year 3 are as follows:
The SPI increased to 205, a jump of 42% YoY. The revenues increased to $ 96 million, an increase of 45.5% YoY, and the earnings increased from $ 24 million to $ 37 million, a jump of 54% YoY.
The market share for the different segments are as follows: 1. Savvy Users:
2. Pros Users:
3. Trendy Users:
We maintained our market share in Savvy users ’ market. We made headway into the Pros and Trendy users’ market too.
Year 4:
This year, we made minor changes to MOON so that the convenience is increased and the performance is decreased. This is mainly to cater to the Pros users. We marketed a new product of MOJO this year, with improved features, to attract the Savvy users. The modified features of MOON are as follows:
We decreased the price of MOJO as the Savvy users are very price – sensitive.
The results of Year 4 are as follows: The SPI decreased from 205 to 196, mainly due to the loss of market share in the trendy segment. However, in Savvy market, we became the dominant player of all. The market share in each of the segments is as follows: 1. Savvy users:
2. Pros users:
3. Trendy users:
