markstrat 2015 - team kamikaze

26
MARKSTRAT 2015 A.Y. 2014/2015 | 20206 – Strategic Marketing & Marketing Plan 2 | Class 10.1 25 TEAM A: THE KAMIKAZE

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Page 1: Markstrat 2015 - Team Kamikaze

MARKSTRAT 2015

A.Y. 2014/2015 | 20206 – Strategic Marketing & Marketing Plan 2 | Class 10.1  

25  

TEAM A: THE KAMIKAZE

Page 2: Markstrat 2015 - Team Kamikaze

26  

OUR TEAM

Maria Elena Abate

Akira Aoyama

Silvia Arditi di Castelvetere

Paola Aulisa

Georges Ayoub

Tudor Baja

Elettra Benzi

Isabella Bernardi

Patrick Beyer

Anastasia Borisovkaya

Page 3: Markstrat 2015 - Team Kamikaze

27  

AGENDA

TEAM GOALS

TEAM STRATEGY

TARGETS

PRODUCTS

PRICE

ADVERTISING

PERFORMANCE

EXPECTATIONS

Page 4: Markstrat 2015 - Team Kamikaze

28  

“Risk more than others think is safe. Dream more than others think is practical.”

Howard Schultz, CEO of Starbucks.

BE THE FIRSTINNOVATOR IN VODITE

BE THE LEADER IN VODITE

EXPLOIT NEW MARKET

OPPORTUNITIES

TEAM GOALS

Page 5: Markstrat 2015 - Team Kamikaze

29  

MARKET GROWTH STRATEGY

“WINNING WITHOUT FIGHTING”

L-T ORIENTATIONMARKET CREATION

TEAM STRATEGY

Page 6: Markstrat 2015 - Team Kamikaze

30  

 Highest level of Brand Awareness: 64,8 % Highest Forecasted size in 5 periods: 30,2 %

 Not targeted by our competitors at the beginning

“MORE SAMA for SINGLES”

“ but also…ONE SAMA FOR AN OTHERS”

SONITE – SAMA

TARGETSMISTAKE #1: We realised that in MDS we were closer to Others in terms of Performance and Economy

1 2 3

456

Page 7: Markstrat 2015 - Team Kamikaze

31  

 Highest brand awareness: respectively 76% and 71,1 % in Period 0 They both fit better with the features of original SALT

“LET’S HANG OUT W/ HIGH EARNERS AND PROFESSIONALS”

1 2 3

5 46

SONITE – SALT

 All of us agreed to not improve it, since our intentions were to invest only in the most profitable market, VODITE

MISTAKE #2: We were not able to be consistent with just one target.

TARGETS

Page 8: Markstrat 2015 - Team Kamikaze

32  

VODITE – VALT

THE CHASM

INNOVATORS EARLY ADOPTERS FOLLOWERSP 3 80 % 20% - P 4 45 % 45% 10% P 5 30 % 35% 35% P 6 18 % 34% 48%

Fig. 1: ROGERS’S MODEL

TARGETS

Page 9: Markstrat 2015 - Team Kamikaze

33  

VODITE – VALT

TARGETS

80%  

45%  

30%  

18%  

20%  

45%  

35%   34%  

6%  

0  

10%  

48%  

88%  

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

P  3   P  4   P  5   P  6   P11  

Targets in %

INNOVATORS EARLY ADOPTERS FOLLOWERS

Page 10: Markstrat 2015 - Team Kamikaze

34  

VODITE – VALT

TARGETS

12   32  111  

286  

1348  

0

200

400

600

800

1000

1200

1400

1600

P  3   P  4   P  5   P  6   P11  

Targets in Numbers

INNOVATORS EARLY ADOPTERS FOLLOWERS

Page 11: Markstrat 2015 - Team Kamikaze

35  

SONITE – SAMA & SALT

PRODUCT

Fig. 2: SAMA

SAMA: DISINVEST Once we sold all the remaining inventory, we decided to withdraw it, since it was the least profitable product we had in portfolio: low quality and low prices in the market did not guarantee sufficient margins.

•  Weight:  18  

•  Design:  3  

•  Volume:  75  

•  Max  Freq:  25  

•  Power:  12  

Fig. 3: SALT

•  Weight:  13  

•  Design:  8  

•  Volume:  40  

•  Max  Freq:  40  

•  Power:  75  

Our investment were mainly focused on SALT, because of:•  Higher margins•  Higher ROI: 3,5 times higher than SAMA.

Page 12: Markstrat 2015 - Team Kamikaze

36  

SONITE – SALT

PRODUCT

…WHAT ABOUT SAL2?Weight: 13

Design: 9

Power: 64

Max Freq: 32

Volume: 40

MISTAKE #4: It was never launched: we realised we did not have a great share which could support our investment in terms of advertisement.

Fig. 4: SAL2

Page 13: Markstrat 2015 - Team Kamikaze

37  

VODITE – VALT

PRODUCT

Autonomy: 20

Diameter: 65

Design: 3

Weight: 75

Max Freq.: 6

Since we are Kamikaze group, we invested 7550 K$ to create VALT all in one period (period 2).

Given the fact we did not have any Research Study helping us to define the characteristics of the

product, we made some queries in order to come up with a suitable cost.

Main Result: KAMIKAZE’S MARKET SHARE in VODITE: 100%

Product Positioning Statement:“Look like the innocent

flower… but be the serpent under't” (Macbeth )

Fig. 5: VALT

Page 14: Markstrat 2015 - Team Kamikaze

38  

VODITE – VAL2

Autonomy20:

Diameter: 65

Design: 3

Weight: 75

Max Freq.: 6

In period 3, we spent 2620 K$ in improving the overall characteristics of our VALT, still

without focusing on the preferences of any particular segment, in the attempt to “catch’em

all!” and given the fact that Research Studies about Vodite were not available yet. We took

this decision to check up with the product life cycle, even if we had no competition.

Fig. 6: VAL2

“A,B,C… LET’S SPEND

MONEY ON R&D”

PRODUCT

Page 15: Markstrat 2015 - Team Kamikaze

39  

SONITE – SAMA & SALT

PRICEMISTAKE #5: We decreased the price of Salt because of product obsolescence, but relatively late we realised that we could sell the same even with higher price

250

200 179 178

500 509

460

418 414 410 410

50

100

150

200

250

300

350

400

450

500

550

600

Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6

SAMA SALT

Page 16: Markstrat 2015 - Team Kamikaze

40  

VODITE – VALT & VAL2

PRICE

MISTAKE #6: We did not exploit our Monopoly Position as much as we could, by not setting an excessively high price. Furthermore, we slightly decreased because of a little uncertainty about new potential entrants in market. In retrospect, we might have committed a pricing mistake since we should have set a higher price in the beginning and reduced it with time to speed up adoption by followers. In period 6, we simply wanted to get as much margins as possible out of the product keeping in mind the inverse effect of price on quantity demanded.

500

525

550

575

600

Period 3 Period 4 Period 5 Period 6

VALT  

VALT

ENTRY  DETERRANCE  STRATEGY    

  To deter competitor from entering the Vodite market, we launched the product with a relatively low price. We wanted for them not to be profitable to enter the market (stealing competitive positions from us by setting a lower price.)

Page 17: Markstrat 2015 - Team Kamikaze

41  

SONITE – SAMA & SALT

ADVERTISING

1440

1855

8585 100

0 0

2400

3200

150

400237

800

500

0

500

1000

1500

2000

2500

3000

3500

Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6

SAMA SALT

Fig. 7: ADVERTISING EXPENDITURE K$

Page 18: Markstrat 2015 - Team Kamikaze

42  

VODITE

ADVERTISING

3000

6000

7000

6000

2500

3500

4500

5500

6500

7500

Period 3 Period 4 Period 5 Period 6

VALT

Fig. 8: ADVERTISING EXPENDITURE K$

Page 19: Markstrat 2015 - Team Kamikaze

43  PERFORMANCE

19,2779,367 25,741

38,89746,143

13,982

33,26042,626

68,368

107,265

153,408

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

Period 0 Period 1 Period 2 Period 3 Period 4 Period 5

NMC (K$) CUMULATIVE NMC (K$)

Net Marketing Contribution

Page 20: Markstrat 2015 - Team Kamikaze

44  

Return On Investment

2.562.69

1.01

2.70

3.80

4.44

2.63 1.94

2.17

2.57

2.95

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

Period 0 Period 1 Period 2 Period 3 Period 4 Period 5

ROI Cumulative ROI

PERFORMANCE

Page 21: Markstrat 2015 - Team Kamikaze

45  

Stock Price Index

1,000

1,110

860

1,214

1,638

1,785

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

P0 P1 P2 P3 P4 P5

A

PERFORMANCE

Page 22: Markstrat 2015 - Team Kamikaze

46  

Stock Price Index

-

250

500

750

1,000

1,250

1,500

1,750

2,000

2,250

P0 P1 P2 P3 P4 P5

A E I O U

2nd

PERFORMANCE

Page 23: Markstrat 2015 - Team Kamikaze

47  

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

P0 P1 P2 P3 P4 P5

A E I O U

Net Marketing Contribution

4th

PERFORMANCE

Page 24: Markstrat 2015 - Team Kamikaze

48  

1.70

1.90

2.10

2.30

2.50

2.70

2.90

3.10

3.30

3.50

P0 P1 P2 P3 P4 P5

A E I O U

Return On Investment

3rd

PERFORMANCE

Page 25: Markstrat 2015 - Team Kamikaze

$70,620,000

+86%

8.26

+25%

3.69 $224,000,000

+52%

+46%cNMC6

NMC6

ROI6

cROI6

EXPECTATIONS 49  

Page 26: Markstrat 2015 - Team Kamikaze

THANK YOU !

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