the marketing game nmims blr event

8/13/2019 The Marketing Game NMIMS BLR Event

1/15


2/15


3/15

Strategy, Understanding &Improvements The original strategy had been to target and achieve

dominance in Price Sensitive customers starting

with Students.

Target Strategy was to gain dominance in all sectorsand targeting on High End Customers.

From the second year onwards toWiden scope toStudents, Home Users, Parents and over the yearsgain position in all sectors and be the marketLeaders.


4/15

Initial Market & CompetitionAssessment Initially we targeted the student segment as it

was showing highest growth in terms of users.

Students required Less Customer Service, Lowspecification therefore Low R&D Cost and itcontributed to Market Share of 40.5%.

We expected majority of our competitors tosubsequently move towards high endsegment of the market.


5/15

Subsequent Market & CompetitionAssessment From 2ndyear onwards, we expandedto reach

Students, Home Users and Parents and gained

dominance in each sector. In 3rdyear, we focused onCompetitive Prices.

In 4thyear, we focused on Brand Buildingconsolidating our market share in Product 1 acrosssegments- Students, Creators and Assistants.

In the 5th year we consolidated our position inproduct 1 and were the leaders for the productacross all segments.


6/15

Response To Results (Yr. 1)MEASURE RESULT STRATEGY/LEARN

INGSMARKET SHARE(Units)(Sales)

29.0% (Third)27.4% (Third)

What Went Right? Earned highest

dealer satisfactionthrough Channel -2.

Gained dominance

in Studentssegments.

Positioned our selfwell in Channel-2market share.

What Went Wrong? Channel 2 sales

representative werehigh on workloadwhich resulted inInventory reserves.

Customer group

rating was

MARKET SHARE

(Students)(Home Users)(Parents)

40.5% (First)27.6%(Second)26.6% (Second)

BRAND AWARENESS 0.664 (Second)

PRICING(Channel 1)(Channel 2)

$103$103

NET PROFITS $256,488


7/15

Response To Results (Yr. 2)MEASURE RESULT STRATEGY/LEARN

INGSMARKET SHARE(Units)(Sales)

29.6% (Third)26% (Third)

What Went Right ? Moved from 1

segment to othersegments and gaineddominance.

Highest BrandAwareness

What Went Wrong? Pricing was low

which led tosubstantial losses.

Left with inventory. Sales

Representativeswere overloaded.

MARKET SHARE

(Students)(Home Users)(Parents)

39.9% (First)30.3%(Second)29.4% (Second)

ADVERTISING $250,000(First)

BRAND AWARENESS 0.668 (First)


$105$105

NET PROFITS -($38,724)


8/15

Response To Results (Yr. 3)

MEASURE RESULT STRATEGY/

LEARNINGS

MARKET SHARE(Units)(Sales)

18.0% (Fourth)16.2% (Fourth)

Strategy:Focus on pricing ofthe product tocompensate losses of

the previous year.

What went wrong: Prices were not

competitive. Spent less on

advertisementresulting to reducedbrand awareness.

MARKET SHARE

(Students)(Home Users)(Creators)(Managers)(Creators)

26.1%(Second)19.7% (Fourth)14.5% (Fourth)12.9%(Fourth)14.5%(Fourth)

ADVERTISING $150,000 (Third)BRANDAWARENESS

0.569 (Third)


$128$110

NET PROFITS -$260424


9/15


10/15

RESPONSE TO RESULTS (YR. 5)MEASURE RESULT STRATEGY/LEAR

NINGSMARKET SHARE(Units)(Sales)

43.2% (First)43.3% (First) What went right?

Dominance inproduct 1 marketGot dominance in all

6 segments

What went wrong? Lost on Market

due to Lowproduction.

MARKET SHARE(Managers)(Assistants)(Creators)(Home Users)(Students)(Parents)

51.2% (First)45.0% (First)44.2%(First)40.2%(First)37.1%(First)36.1%(First)

ADVERTISING $250,000 (First)


$269.26$190.80

NET PROFITS $330,982


11/15

40.5 39.9

26.1

36.4 37.1

0

10

20

30

40

50

1 2 3 4 5

S

h

a

r

e

Year

Students

Series1

26 26.1

14.5

36.9

44.2

0

10

20

30

40

50

1 2 3 4 5

S

h

a

r

e

Year

Creators

Series1

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

Sh

a

r

e

Year

Home Users

Series1

25.5 24.3

12.9

33.1

51.2

0

10

20

30

40

50

60

1 2 3 4 5

S

h

ar

e

Year

Managers

Series1

Market Share by segments


12/15

24.5 26.1

15.2

32.2

45

0

10

20

30

40

50

1 2 3 4 5

S

h

a

r

e

Year

Assistants

Series1

26.629.4

18.3

31.4

36.1

0

5

10

1520

25

30

35

40

1 2 3 4 5

S

h

ar

e

Year

Parents

Series1

Market Share by segments (contd..)


13/15

-300000

-200000

-100000

0

100000

200000

300000

400000

1 2 3 4 5

P

RO

F

I

T

/

L

O

S

S

YEAR

Profit/Loss

Series1

27.40 26

16.2

32.4

43.3

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

50.00

1 2 3 4 5

M

A

R

K

E

T

S

H

A

R

E

(

SA

L

E

S)

YEAR

Market Share ( Sales)

Series1

29 29.6

18

33.7

43.2

0

51015202530

354045

50

1 2 3 4 5

M

a

r

ke

t

s

h

a

r

e

YEAR

Market share (units)


14/15

Learning To analyze each market segment according to their needs.

Focus on right distribution channel based on customer preference.

Innovating the product based on customers preference.

Deciding on the 4Ps based on companies vision and market

condition. Price:Optimum and Competitive.

Promotion:Sufficient advertisement,commisions,promotions.

Place:Appropriate channel and density.

Product: Features as per target segment.

Importance of Brand Awareness and reinforcing the brand image incustomers & Dealers mind.

Managing human resource by providing appropriate remuneration.


15/15

Thank You

Thought:Markets change and evolve so shouldyou.

the marketing game nmims blr event

Documents