4. Share Price Index Evolution
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Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8
SPI INDEX evolution
Revenue EBT
7. BRAND PORTFOLIO
BRAND TARGET SEGMENT MARKET SHARE PERIOD SOLD
LOCK Savers 1 to 7
LOOP High Earners 1 to 8
LOCUS Explorers 4 to 8
LORD Savers Only 8
LEGION Adopters 7 & 8
LEGATO Innovators Only 8
Till the end of period 8, 14 Sonites and 9 Vodites were marketed by all the five
companies in the industry
8. Period 1
Strategy
Increase the market share based on the existing
product
Outcome
Market share increased from 20 to 21%
Learning
Need of modification in the existing product for targeting a particular
segment
Need for R&D
9. Period 2
Strategy
R&D Project for modifying LOCK to target SAVERS
R&D Project for modifying LOOP to target HIGH EARNERS
Outcome
Net contribution reduced from the previous period
Market share decreased from 21 to 15
LOOP did not sell, as expected
Learning
Targeting a particular segment with advertising
Need to be more price competitive as we increased the price from previous period
10. Period 3
Strategy
Targeting a particular segment through advertising
Outcome
Market share increase from 15.00% to 20.90% (value)
Learning
Modifying the product and targeting a particular
segment helped to gain the market share
11. Period 4
Strategy
Launched a new product LOCUS for EXPLORERS, expecting a single player in that
segment
Launched this product based on, “Period 0” LOOP project.
Conducted a feasibility study to make a new product for SHOPPERS
Outcome
Increased market share 20.90% to 25.00%
Market leader for this period
LOOP was the second most selling brand (value)
LOCK was the most selling brand (volume)
Learning
Competitive pricing
12. Period 5
Strategy
To sustain as the market leader
To Gain the maximum contribution to be able to do the Vodite R&D
Initiate 2 feasibility studies for Vodite markets targeting adopters
Outcome
Loop continued as one of the top selling brand
Market share remained as 25% (Market Leader) in value
Volume sold for Lock was not as expected
Learning
Constant modification is necessary to map the product
better as segment requirement is changing
13. Period 6
Strategy
Launched a R&D project Pegasus for Adopters
Heavy reduction in Price was done to gain the overall cost leadership as no modification
was done for the product
Outcome
Net Contribution reduced heavily
Market share reduced to 13% (value)
Fall in SPI
Learning
One of the Competitor’s got first movers advantage in Vodite Market
R&D project should have been done by planning it in more than 1 period
14. Period 7
Strategy
R&D Project to Modify Lock
R&D project for Modify Loop
Initiating R&D project for Innovators
Outcome
Increase in Market share from 13% to 20%
29% Market share in Vodite Market
Learning
Loosing Market share in Sonite market due to shift of
focus to Vodite Market
15. Period 8
Strategy
Launch of New product for SAVERS with higher price
than LOCK
Outcome
Retained the Market Share in VODITE market
Learning
Conservative about the new product LORD as planned production
was less
Due to the shift of concentration on VODITE market by most of the
companies one company got advantage of concentrating in SONITE
market
Notas del editor
In period 2, we lost our sales as we increased the priceIn period 6, we lost market share as we made huge investment in Vodite R&D
