Documente Academic
Documente Profesional
Documente Cultură
Charlotte Lie Rajat Shuvra Pramanik Rakesh Ks Roshan Prabhakar Saveria Guelfucci Subash M
SONO
Market growth of 21% as per forecast Production level growth of 21% from current levels of 97 6 units of inventory from period 0 Production level: 120 units
SONO Target Market Period 0 Period 1 Buffs (50%) 116.5 114
SOLD
Market growth of 18% as per forecast Production level growth of 18% from current levels of 71 8680 units of inventory from period 0 Production level: 75 units (after adjusting for inventory)
SOLD Target Market Period 0 Period 1 Buffs (20%) 46.6 45.6 Singles (100%) 138 171 Others (100%) 260 308 Total 444.6 524.6
SONO
Key market segments of pros and hi-earners together expected to grow by 28%. Advertising expenditures increased accordingly Targeted awareness of close to 80% for pros and hi-earners Remaining spent on buffs
SONO Period 1 Buffs 18% Pros 41% HiEarners 41% Total spend 2880
SOLD
Key market segments of singles and others together expected to grow by 18%. Advertising expenditures increased accordingly Targeted awareness of close to 80% for singles and others. Remaining spent on buffs SOLD Period 1 Buffs 5% Si 45% Others 50% Total spend 1700
SOLD Estimated target size Specialty Stores Departmental Stores Mass Merchandisers
Learnings
Relationship between strategic and tactical decisions and their dependence Game Theory: What you know, what your competitor knows, what your competitor knows you know. Differentiating doesnt require all the Psone is enough to cause a difference A perfect product is not perfect unless the consumers feel so