1. Sadao Jinno, Aron Steward, and Thinh Tran

2.  Profile
 Summary: Early Growth Stage; Marketing two electronic
products.
 Objective: Secure increasing market share and revenue over
time by accurately satisfying the needs of each target
population with products TONE and TOPS.
 TONE
 Description: High End
 Target Market: Professionals, High Earners
 TOPS
 Description: Medium to High End
 Target Market: Explorers
TRIUMPH Company 2

3.  Overall
 $455M revenue, $104M net contribution
 SPI – 507 (end of period 8)
 TONE
 Segments
▪ Brand awareness – 72% (Professionals), 76% (HE)
▪ Purchase intention – 9% (Professionals), 19% (HE)
 Market shares – 8% (Professionals), 20% (HE)
 TOPS
 Segments
▪ Brand awareness – 79% (Explorers),
▪ Purchase intention – 12% (Explorers), 14% (Shoppers)
 Market shares – 12% (Explorers), 11% (Shoppers)
TRIUMPH Company 3

4.  TONE:
 Distribution: Specialty Stores/Mass Merchandise stores.
 Production: 150,000 units.
 Advertising: $2,429k for advertising media and $100K for research.
 TOPS:
 Distribution: Specialty Stores
 Production: 50,000 units
 Advertising: $2,711k for advertising media and $100K for research.
TRIUMPH Company 4

5.  TONE:
 Distribution: Specialty Stores/Mass Merchandise stores/Online
stores.
 Production: 150,000 units.
 Advertising: $2,329K for advertising media and $100K for research.
 TOPS:
 Price: Reduced price
 Production: 50,000 units.
 Advertising: $2,611K for advertising media and $100K for research.
 Distribution: Specialty Stores
TRIUMPH Company 5

6.  TONE:
 R & D: Targeting High Earners.
 Price: Reduced price
 Distribution: Specialty Stores / Mass Merchandise stores
 Production: 60,000 units.
 Advertising: $2,700K for advertising media and $100K for research.
 TOPS:
 Distribution: Increased salespeople Specialty Stores/Online Stores.
 Production: 90,000 units.
 Advertising: $2,800K for advertising media and $100K for research.
TRIUMPH Company 6

7.  TONE:
 Price: Reduced price
 Distribution: Specialty Stores / Mass Merchandise stores
 Production: Increased production
 Advertising: $2,800K for advertising media and $100K for research.
 TOPS:
 Distribution: Specialty Stores/Online Stores.
 Production: Increased production
 Advertising: $2,800K for advertising media and $100K for research.
TRIUMPH Company 7

8.  TONE:
 R & D: Applied R&D project developed in period 3 for TONE
 Distribution: Specialty Stores for High Earners.
 Production: 85K units .
 Advertising: $2,400K for advertising media and $100K for research.
 TOPS:
 R&D: Applied previously developed R&D project for TOPS.
 Production: 140K units
 Advertising: $2,971K and $100K for advertising and research
 Distribution: Maintained the same distribution channels for
Explorers.
TRIUMPH Company 8

9.  TONE:
 Price: Decreased our price slightly
 Distribution: Specialty Stores for both High Earners and
Professionals.
 Production: 85K units.
 Advertising: Increased advertising budget toward target segments.
 TOPS
 Production: 140K units .
 Advertising: Increased our budget for advertising toward the
Shoppers segment.
 Distribution: Maintained the same distribution channels for
Explorers.
TRIUMPH Company 9

10.  TONE:
 Price: Decreased our price slightly
 Distribution: Specialty Stores for both High Earners and
Professionals.
 Production: Reduced production
 Advertising: Decreased advertising budget
 TOPS
 Production: Requested reduced production.
 Price: Maintained same price.
 Advertising: Maintained the same budget
 Distribution: Maintained the same distribution channels for
Explorers.
TRIUMPH Company 10

11.  Key to success
 Targeted product R&D
 Management of distribution channels
 Adjustments
 Target both Shoppers and Explorers
 More effective market forecasting
 R&D additional products targeting Savers
TRIUMPH Company 11