Professional Documents
Culture Documents
Decision 3
Brands MOST | MOVE | MODE
TEAM : MALAMUTE
Sonite market is a well established market and will continue to grow over the
next three years
All growth estimates for next period and 5 year period averages are more or
less accurate
Various research studies are more or less accurate with their statistics
SWOT
Weakness
We were short on price due to constant lost sales on product MOVE
Not focussed on one particular segment, and the interested target segment
for MOVE, the PROFFESSIONALS did not enough amount of product after
having enough purchase intentions.
Strength
New brand specific for SHOPPERS, matching the ideal chatacteristics of the
target segment.
b) Price
Target segment is Savers who are price sensitive as well look for average performance
and convenience
Price of competitors such as SOFT,LOCK and TONE are having a lower price strategy
Hence, reduced price to $224 per unit.
c) Advertising
Increased -
Budget of $3000 on media to improve brand awareness and purchase intention
after analysing the competitors advertising strategies
Budget of $250 on research to 8% of total advertising to improve the message
communication quality.
d) Segmentation
100% to Savers. Single brand, single segment strategy.
e) Multidimensional Scaling
Economy : 10
Convenience : -5
Taking Reference from perceptual map, ideal value characteristics of the segments and
its evolution.
MOVE -
a) Production Calculation :
Similarly, 511*.2% + 351*3% + 304*17.6% + 191*11.6% +
217*14.4% = 118461 units, hence approx., 120,000 units.
b) Price :
)We dont want to fluctuate the price and confuse the target
customer - Professionals
)Hence we are sticking to the same price of $530 which is
comparable to competition price
c) Advertising :
Increased
Advertising media of $3500 to improve the brand awareness and while considering the strategy
of the market leader LOOP
Advertising research budget of $250 to improve the brand communication and message quality.
d) Segmentation :
100 % Professionals. Single Brand, single segment strategy!
Distribution channels
we chose to distribute mainly through specialty stores and mass merchandisers for SHOPPERS as well as
SAVERS as they want price comparisons but average convenience and performance for MODE and MOST brands.
For MOVE we focus more on speciality stores.
Research studies
Research studies chosen were consumer survey, consumer panel, distribution panel, market forecast,
competitive advertising and competitive commercial team. These were chosen for the fact that we needed
consumer insights, brand awareness and purchase intention. we purchased competitive advertising and
competitive commercial team as we needed to know the strategy of our competitors in comparison to us and help
us make future strategies. Semantic studies was not purchased as we were to do product analysis at a later stage.