BrandPro – Slide 1

SWOT for M based on Year 0 data

The SWOT should address the areas

of Targeting, Product, Price and
Communication for both products
SWOT for M
Mojo Moon

Strength Performance/ Performance/

convenience is higher convenience is suitable
than the competitors’ for Pros and Trendy
targeting Savvy
Weakness Price was high for Price was high
target segment compared to
competitors
Opportunity To target Savvy and To target Pros, Trendy
focus on it
Threat From competitors, From competitors,
ROCX and TOKI TOGA and ROSE
 BrandPro – Slide 2
Year 1 decision – Targeting

What were the options considered?

What decision did you finally make?
How did you arrive at the decision
you made?
Targeting- Year 1
Options: Reposition Mojo to Savvy
Reposition moon to trendy
Reposition moon to professional

Decision: Reposition Mojo to Savvy, because there was a lot of untapped

market around it
 BrandPro – Slide 3
Year 1 decision – Product

What were the options considered?

What decision did you finally make?
How did you arrive at the decision
you made?
 Product, Pricing, Communication- Year 1
Options:
Spend money on targeting Savvy for Mojo and Prof/trend for Moon
Prices could reduce
Convenience and performance could have been reduced

Decisions: Decrease performance and convenience for Mojo

Spend on Targeting Savvy for Mojo
Spend Targeting Pof/Tren for Moon
Decreased prices for both
 BrandPro – Slide 6
Year 1 Results

How do you think you performed?

What went wrong? What went right?
What was your learning?
 Year 1 Results

Share price index- 102

We should have targeted savvy more aggressively by making

major changes in features

We targeted the right segment but we were not aggressive enough

We should have made major changes in 1st year it self

 BrandPro – Year 2

Moon- Target Professionals aggresively

Increase economy, Increase performance, decrease
convivence

Mojo- Spend more on Savvy

 BrandPro – Year 3
Moon: Increase economy

Mojo: Target Savvy aggressively

Increase economy, Increase convenience
 BrandPro – Year 4

Moon: Target professionals

Increase performance, Increase convenience

Mojo: Increase economy

 BrandPro – Year- 5

Mojo: Target Savvy aggressively

Increase economy, Increase performance, Increase
convenience

Moon: Decrease economy

 BrandPro – Turning point

In year 4 SPI decreased from 126 to 105 because

according to our decision we did not make enough
changes in the features of the product
 BrandPro – Slide 11 - 15

How do you think you performed?

(illustrate with data/ graphs)
Were there any ‘turning points’?
What would you do different?
What were your key learnings?