Professional Documents
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Learnings
Submitted By:
Karansingh Gunjal
Kartik Singh
Maurya
Pethakamsetty
Mohammed Nijil
Nevin Francis
Initially in the first two period we were second and started of with 2 brands
SOLD and SONO based on the specifications we targeted SOLD between
HiEarners and Professionals and SONO for the Buffs markets.
In the third period we focused our attention with SOLD on Hi Earners as it was
the highest growing market. We reduced our budgets on SONO in the BUFFS
segment. We started R&D for a product targeted at the SINGLES segment as it
was forecasted to be the growing market.
We launched SOFT but the specifications and pricing wasnt good and that
reduced our sales and deteriorated our SPI.
We launched R&D for Vodite and wanted to be the first movers in the market
since that was only way we could get the lost market capitalization.
Prime focus towards end was have less brands and focus profitable segment
and target only those.
HITS:
Always invest in advertising for a brand for your targeted segment and try to be
market leaders in that. Segmentation, Positioning and Targeting are key.
Market research reports are essential in learning about competitors strategy and
customer preference.
Study what other brands are doing and position them more efficiently than them by
adjusting the marketing mix and the sales force.
Plan before you invest Looking at your long & short term goals, closely watch
competitor movements.
Use brand map and perpetual maps to realize gap between your perceptions about
the brand and how consumers perceive it.