Team Riskless. Kelsey Kitchen, Kara Schulman, Kaiqi Zhang, Simon Webb

Transcription

1 Team Riskless Kelsey Kitchen, Kara Schulman, Kaiqi Zhang, Simon Webb

2 Strategy after Management Meeting 1 Sonite market: Target each growing segment with a differentiated product Projected product features with regression-based charts tool Heavy spending on advertising and better allocation commercial team Vodite market: Focus on getting products right in Sonite market before allocating resources here Delayed entry and used semantic scale tools to target only Followers Took out necessary loans for first R&D and continuously improved REVOLT 2

3 Situation: which market is most poorly served? RONDO Targeting Savers Low price leader ROCK Targeting High Earners Market share leader ROLL Targeting Shoppers Emphasis on price and convenience 3

4 Forecast: High Earners > Professionals 4

5 Improvement of Commercial Team 5

6 Period 5 Decisions ROCK ROLL RONDO Production Planning 220, , ,000 Price $470 $300 $215 Advertising Media $4,000 $4,000 $5,000 Advertising Research $500 $1,000 $100 Segmentation Strategy 80% High Earners, 20% Professionals 100% Shoppers 100% Savers Communication Objectives Performance 1 Convenience 9 Price 3.2 Design 5.1 Price 2.1 Design 3.9 Commercial Team Size ROCK ROLL RONDO Specialty Mass Online

7 Period 5 Results 7

8 Period 5 Conversion Rates ROCK High Earners 94.18% ROLL Shoppers 66.67% RONDO Savers 86.29% 8

9 Features 9

10 Design 10

11 Battery 11

12 Display 12

13 Processing Power 13

14 Period 6 Decisions ROCK ROLL RONDO Production Planning 330, , ,000 Price $470 $300 $215 Advertising Media $3,000 $3,500 $3,500 Advertising Research $100 $100 $100 Segmentation Strategy 100% High Earners 100% Shoppers 100% Savers Communication Objectives (importance of characteristics) Price 5.4 PPower 4.2 Price 3.1 PPower 4.4 Price 2 PPower 2.4 Commercial Team Size ROCK ROLL RONDO Specialty Mass Online

15 Vodite R&D Resolution Energy Carbon Footprint Connectivity Apps Price $691 Utilized the product development tool based on semantic scales Estimated using regression-based semantic charts to project ideal values 2 periods in advance 15

16 Period 6 Results 16

17 Period 6 Conversion Rates ROCK High Earners 91.9% ROLL Shoppers 44.5% RONDO Savers 28.3% 17

18 Features 18

19 Design 19

20 Battery 20

21 Display 21

22 Processing Power 22

23 Period 7 Decisions ROCK ROLL RONDO REVOLT Production Planning 315, , ,000 Price $470 $300 $215 $400 Advertising Media $3,500 $3,500 $3,500 $3,500 Advertising Research $100 $100 $100 $100 Segmentation Strategy 100% High Earners 100% Shoppers 100% Savers 100% Followers Communication Objectives Price 5.4 PPower 4.1 Price 3 PPower 4.7 Economy 13 Convenience (3) Price 4.4 Connectivity 3.3 Commercial Team Size ROCK ROLL RONDO REVOLT Specialty Mass Online

24 Period 7 Results 24

25 Period 7 Conversion Rates ROCK ROLL RONDO REVOLT High Earners 89.63% Shoppers 44.77% Savers 18.54% Followers 91% 25

26 SONITE Semantic Scales Period 7

27 Features 27

28 Design 28

29 Battery 29

30 Display 30

31 Processing Power 31

32 VODITE Semantic Scales Period 7

33 Resolution 33

34 Energy 34

35 Carbon Footprint 35

36 Apps 36

37 Price 37

38 Period 8 Decisions ROCK ROLL RONDO REVOLT Production Planning 330, , , ,000 Price $470 $280 $205 $400 Advertising Media $3,100 $3,200 $3,500 $3,200 Advertising Research $500 $500 $500 $500 Segmentation Strategy 100% High Earners 100% Shoppers 100% Savers 100% Followers Communication Objectives Price 5.4 PPower 3.9 Price 2.9 PPower 4.8 Price 2 PPower 2.7 Price 3.8 Connectivity 2.6 Commercial Team Size ROCK ROLL RONDO REVOLT Specialty Mass Online

39 Period 8 Results 39

40 Period 8 Conversion Rates ROCK ROLL RONDO REVOLT High Earners 92.7% Shoppers 45.4% Savers 55.0% Followers 77.28% 40

41 SONITE Semantic Scales Period 8

42 Features 42

43 Design 43

44 Battery 44

45 Display 45

46 Power 46

47 VODITE Semantic Scales Period 8

48 Resolution 48

49 Energy Efficiency 49

50 Carbon Footprint 50

51 Apps 51

52 Price 52

53 Period 9 Decisions ROCK ROLL RONDO REVOLT Production Planning 380, , , ,000 Price $452 $269 $210 $412 Advertising Media $4,100 $4,100 $4,150 $4,500 Advertising Research $600 $600 $600 $600 Segmentation Strategy 100% High Earners 100% Shoppers 100% Savers 100% Followers Communication Objectives Price 5.3 PPower 3.8 Price 2.8 PPower 4.8 Price 2 PPower 2.9 Price 4.4 Connectivity 3.4 Commercial Team Size ROCK ROLL RONDO REVOLT Specialty Mass Online

54 Period 9 Results 54

55 Period 9 Results 55

56 What we might have done differently Better estimates of production Each brand was estimated +/- 20% and compared to competitors Opportunity to have another Vodite brand Relied less on the tools for physical characteristics projections 56

57 Industry Development Targeted only growing consumer segments Strategic with our budget and loans compared to other teams who ran out of money early 57

58 Tools and Techniques Regression-based tools and charts R&D projections and Marketing Mix Perceptual Objectives Semantic Scales Industry Benchmarking Estimate Advertising Create competitive commercial team Calculate conversion rates for each target segment Consumer Surveys 58

59 Initial objectives for increasing wealth for our shareholders 1) Providing superior value to our customers by creating brands to target their ideal values, in turn increasing Riskless revenue growth 2) Creating future R&D projects that will provide optimal returns on the investments of our stakeholders 3) Constantly representing our brand image by remaining ahead of the competition in each consumer segment 59

60 Successfully provided value to our shareholders 60

61 Team Riskless Overall Strategy 1) Accurately updated brands through R&D 2) Highest possible Advertising spending each period 3) Increased commercial team when necessary to maximize unit sales 4) Purchased market research to benchmark against competitors 5) Strategically took out loans in order to produce the best products for consumers 61

62 Questions? Team Riskless: Simon Webb, Kaiqi Zhang, Kara Schulman, Kelsey Kitchen 62

63 Appendix A: Forecast 63

64 Appendix B: Period 5 Conversion Rates 64

65 Appendix C: Period 6 Conversion Rates 65

66 Appendix D: Period 7 Conversion Rates 66

67 Appendix E: Period 8 Conversion Rates 67