Post on 14-Apr-2018
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SMM PRESENTATION
MARKET 1
TEAM 1
PRESENTED BY:
ABHISHEK PERIWAL
ANKIT SAXENA
AYUSHI AGARWAL
CHERAG RANA
VARUN MALHOTRA
VIKAS SAINI
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INDEX
Product
Price
Place (Distribution)
Promotion
BSC Balance Score Card
Finance
Key Learning
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PRODUCT STRATEGY
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CUSTOMER ANALYSIS VIA PRODUCT STRATEG
Who buys the Product ?
What Customers buy?
Where customers buy?
When Customers buy?
How Customers choose?
Why they prefer a Product?
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The decisions regarding these were taken keeping in mind
Customer Needs
Usage Pattern
Price Willing To Pay
Market Size
R&D facilities available
*The data was available through the Market research purchased in quarter 1
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PRODUCT OFFERING
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PRODUCT POSITIONING CRITERIA
Business Objectives
Demand in the particular segment
Characteristics of the particular product
Target market selection
Competitor Intelligence
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PRICING STRATEGY
The products for Cost cutter segment is priced low as they were of low quality. It
economical pricing.
The products for Workhorse is priced little higher. As the quality for product is better, thset to penetrate into the market.
LOW QUALITY HIGH QUALITY
LOW
PRICE
HIGH
PRICE
VAVA
GenericVAVA
For All
VAVA
Bold
VAVA
Plus+
VAVA
Ultimate
VAVASuper+
VAVA
Super
VAVA
Plus
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BRANDS 5TH QUARTER REBATE 6TH QUARTER REBATE 7TH QUARTER REBATE 8TH QUARTER RE
VAVA Generic 1,999 100 1,999 110 1,999 110 1,899 1
VAVA For All N/A N/A 1,999 100 1,949 1
VAVA Plus 2,849 150 2,849 150 2,849 150 2,849 1
VAVA Plus+ N/A N/A 2,949 100 2,949 1
VAVA Bold 3,449 250 3,389 150 3,389 200 3,389 1
VAVA Super 3,749 150 3,579 150 3,549 100 3,499 1
VAVA Super+ N/A N/A N/A 3,549
VAVA Ultimage N/A N/A 4,779 0 4,699
The product for Traveler segment is priced high. The quality of the product is modera
they had specific requirement (portability) and are ready to pay high for that.
The products for Innovators is also highly priced. They are ready to pay more for t
performance. So premium pricing is charged from them.
The product for Mercedes segment is priced highest. They also prefer high performanover price. So premium pricing is charged from them.
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PRICEDETERMINATION
Geographic Pricing
Cost Plus Pricing
Competitors Price
Price Discounts
Odd Pricing
Prices were different for different geographic regions. The places where people were willing to p
high and vice versa.
The price determination include the cost of good sold for the individual products.
Competitors pricing was also taken into consideration while determining the price of the produ
When the products were introduced in new markets, promotional pricing was used. The produc
with due time the prices were increased.
High discounts was given to cost cutter and workhorse segment.
The psychological pricing is also followed i.e. odd pricing is followed from the start.
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Q3 - We introduced new products (VAVA-BASIC & VAVA-PRO) and created new advertisemcustomer need and use pattern.
Q4 - We added a new product (VAVA-BOLD) and modified the earlier brands to (VAVA-SUPEmodified the advertisements for the modified products and created a new advertisement forcustomer need and use pattern.
We also made a advertisement placement in Canada & Europe market.
PROMOTION STRATEGY
Q5 - We added a new product (VAVA-GENERIC) and modified the earlier brands to (VAV1 & VAVA-BOLD 1 ). We modified the advertisements for the modified products and creat
advertisement for new brand seeing the customer need and use pattern. We also made the local advertisement placement in US, Canada & Europe market.
We have done the regional Add placement for better penetration.
Q6 - We have only modified a product (VAVA-PLUS) and modified the advertisement for (VAdone seeing the customer need and use pattern.
We also made the local advertisement placement in US, Canada & Europe market.
We have done the regional Add placement for better penetration.
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Q7 - We added 3 new product (VAVA-ULTIMATE, VAVA-PLUS & VAVA-4ALL). We modified thethe products (VAVA-SUPER) and created a new advertisement for all the 3 brands seeing the cu
pattern.
We also made the local advertisement placement in US, Canada, Brazil & Europe market.
We have done the regional Add placement for better penetration.
To motivate our sales force we have used the special sales force program and sales force promo
For the sales force promotions we have given cash bonus for the top third sales staff. This will m
work harder and increase sales.
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Q8 - We added a new product (VAVA-SUPER +) and modified the earlier products (VAVA-PLUSULTIMATE & VAVA-BOLD). We modified the advertisements for all the modified products seeing
and use pattern.
We also made the local advertisement placement in US, Canada, Brazil & Europe market.
We have done the regional Add placement for better penetration.
To motivate our sales force we have used the special sales force program and sales force promo
For the sales force promotions we have increased the cash bonus and free gifts for the top thir
the final quarter we have increased these promotions so as to motivate them to work harder a
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DISTRIBUTION STRATEGY
Geographic Markets & Sales Force Size Were Chosen On:
Market Potential/Size Profit Margin per Unit
Setup Cost
Sales Force Cost
Geographic Market Which Are In Middle Of The Cost/Size Continuum
Willingness To Pay
Detailed Competitor Analysis
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DISTRIBUTION STRATEGY(QUARTER 3 TO QUARTER 6)
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DISTRIBUTION STRATEGY(QUARTER 7 & QUARTER 8)
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BALANCED SCORE CARD
PARAMETERS OF BALANCED SCORECARD
Financial Performance
Market Performance
Marketing Effectiveness
Investments in the Firm's Future
Creation of Wealth
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FINANCIAL REPORT
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FINANCIALS RATIOS ON THE BASIS OF REVENUE
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RETURN ON INVESTMENT:
MAJOR FIXED COST:
REVENUE:
INVESTMENT FROM HQ:
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NET PROFIT/LOSS FROM OPERATION
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KEY LEARNINGS
Understanding the "big picture":The game integrates all functional areas of business.
Critical Thinking:We discover, and are forced to consider, many tradeoffs inherent in every decision.
Better decision making: By managing sales outlets, marketing, production, human and financial resources
Use of MR data: Competitive signals and accordingly adjust the strategic plan.
Strategic thinking and competitiveness: The game requires strategic thinking and team dynamics while u
strategic business instruction, compelling market challenges, and a true-to-life simulation.
Experiential Learning: Through the experiential learning approach, game enables us to develop hands-
management, finance, accounting, and manufacturing.
Accountability and Forward Thinking: We live within a business world of own making. Today's decis
yesterday's decisions, and tomorrow's decisions will be shaped by today's.
Customer Driven: Financial success can only be attained by fulfilling the needs of the customer. Custome
guarantee financial success, but financial success is not possible without customer satisfaction.
Teamwork, Interpersonal Skills, Leadership:The complexity of the simulation requires a division of the t
among the team members.
Meaningful Context: Business terms, principles, practices, and ways of thinking are employed within t
starting up and running a business.
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THANKYOU