Markstrat Rubicon Bravo Presentation

MARKSTRAT Industry: BRAVO Team: R (RUBICON)

Submitted Submitted to: Prof Jayesh Jayesh Aagja / Prof Sanjay Sanjay Jain Presented By: Debadatta Ratha Harshit Arun -

151222 151229

MARKSTRAT INDUSTRY ECONOMIC VARIABLES

INDUSTRY ECONOMIC VARIABLES GNP Growth Rate Inflation Rate Inventory holding cost per annum Loss incurred for inventory disposal Commercial people operating cost Commercial people hiring and training cost Commercial people firing cost

R1 % 3% % 2% 2% % Transfer 8% Cost % Transfer 2 0% Cost

R2 3% 2%

R3 3% 2%

R4 4% 4%

R5 4% 4%

R6 2% 4%

R7 2% 2%

R8 2% 2%

R9 2% 2%

R10 2% 2%

8%

8%

8%

8%

8%

8%

8%

8%

8%

2 0%

20%

2 0%

20%

20%

2 0%

20%

2 0%

20%

$ 20,80 20,808 8 21224 21224 21,649 21,649 22,95 22,956 6 23,874 23,874 24,82 24,829 9 24,83 24,839 9 25,336 25,336 25,84 25,842 2 26,359 26,359 $ 3,121 31.84 3,247 3,443 3,581 3,724 3,726 3,800 3,876 3,954 $ 5,202 53.06 5,412 5,739 5,969 6,207 6,210 6,334 6,461 6,590

RUBICON Marketing Strategy •

Best Cost Strategy for both the Sonites and the Vodites Market.

•

Targeting individual segments for individual brand.

•

Continuous R&D for product update & brand expansion.

•

Continuous increase in the sales and distribution network.

RUBICON At the end of Round 10 SPI 6000

4837

5000

4000

2963

3000 2540

2120

2092

2000

1000

1632 1000

1169

1292

1256

996

0 Round 0

Round 1

Round 2

Round 3

Round 4

Round 5

SPI

Round 6

Round 7

Round 8

Round 9 Round 10

RUBICON Brand Evolution R O L L 2

6000

5000

3000

2000

R O C K

4837

R E A L 1

4000

R O L L

SPI

R O F L E X

R O C K 2

2963 2540

R E L R E E D V 1 I A 2120

R E U R V E

R E L A X

2092 1632

1000

1000

1169

1292

1256

996

0 Round 0

Round 1

Round 2

Round 3

Round 4

Round 5

SPI

Round 6

Round 7

Round 8

Round 9 Round 10

V O D I T

S O N I T

RUBICON Performance

Period

Firm

Share Price Index

Revenues

1 2 3 4 5 6 7 8 9 10

R R R R R R R R R R

1,169 996 2,540 4,837 2,963 2,120 2,092 1,632 1,292 1,256

49,555 34,647 94,238 157,430 99,148 69,407 72,674 40,184 29,075 26,378

Net Market share Market share Retail sales Volume sold contribution - Value - Unit 11,211 5,769 58,359 88,504 16,118 10,365 5,620 -2,615 -7,806 -6,472

18.1% 11.7% 23.6% 32.4% 19.0% 11.2% 9.7% 4.0% 2.5% 2.1%

78,308 55,239 149,755 244,397 150,247 103,724 108,931 59,431 42,585 38,468

14.0% 8.7% 14.4% 26.8% 21.7% 15.0% 12.0% 6.1% 3.3% 2.3%

157 108 227 497 448 363 339 220 135 100

RUBICON SONITE Brands •

ROCK

•

ROLL

•

ROLL 2

•

ROFLEX

•

ROCK 2

SONITE

RUBICON SONITE Market Forecast

Market Size (in thousands of units)

Market Growth rates (in %)

RUBICON SONITE Brand Features MARKET : Launched in SONITES Period

No. of Features

Design Index Battery Life Display Size

Processing Power

Rec. retail price

Base Cost

ROCK

0

14

7

42

36

76

400

242

ROCK2

5

20

8

90

20

95

399

193

ROFLEX

5

15

7

90

15

60

299

139

ROLL

0

13

4

60

36

91

335

263

ROLL2

4

6

8

60

10

30

275

89

RUBICON SONITE Marketing Strategy ROCKTarget Segment: High Earners / Professionals Distribution Channel: Specialty Stores / Online Retailer Price: High

ROLL  – Target Segment: Shoppers Distribution Channel: Mass Merchandisers / Online Retailer Price: Moderate

RUBICON SONITE Marketing Strategy ROCK 2- To replace ROCK Target Segment: High Earners / Professionals Distribution Channel: Specialty Stores / Online Retailer Price: High

ROLL 2 – To replace ROLL Target Segment: Shoppers/ Savers Distribution Channel: Mass Merchandisers / Online Retailer Price: Moderate/Low

RUBICON SONITE Marketing Strategy ROFLEXTarget Segment: Shoppers Distribution Channel: Mass Merchandiser / Online Retailer Price: Low

RUBICON VODITE Brands •

REAL1*

•

RELED1

•

REVIA

•

REURVE

•

RELAX

* First Mover in the Segment

VODITE

RUBICON VODITE Market Forecast

Market Size (in thousands of units)

Market Growth rates (in %)

RUBICON VODITE Brand Features

MARKET : Launched in Carbon Rec. retail Resolution Energy Efficiency Connectivity No. of Apps VODITES Period Footprint price

Base Cost

REAL1

3

25

10

50

3

10

599

82

RELED1

5

40

30

35

6

40

700

186

RELAX

9

55

45

40

8

70

580

279

REURVE

7

70

65

30

9

90

650

348

REVIA

6

55

45

40

8

70

440

269

RUBICON VODITE Marketing Strategy REAL 1* Target Segment: Early Adopters / Innovators Distribution Channel: Specialty Stores / Online Retailer Price: High (Market Skimming)

RELED 1 – Target Segment: Innovators Distribution Channel: Specialty Stores/ Online Retailer Price: High

RUBICON VODITE Marketing Strategy REVIATarget Segment: Followers Distribution Channel: Mass Merchandisers / Online Retailer Price: Low

REURVE  – Target Segment: Followers Distribution Channel: Mass Merchandisers / Online Retailer Price: Moderate-High

RUBICON VODITE Marketing Strategy RELAX Target Segment: Followers Distribution Channel: Mass Merchandisers / Online Retailer Price: Moderate - Low

RUBICON Market Research Tools

Multi Dimensional Scaling

Semantics Scales

Perceptual Positioning on 3 s cales Performance, Economy & Convenience

Scaling of the individual attributes of the products. Resolution, Power, Proc Power, Carbon footprint, connectivity etc

RUBICON Reactive Strategies Adopted •

First Mover Advantage •

•

Market Skimming •

•

5 Products in sonites & vodites for all consumer segments

Low Margins (Price War) •

•

Products in pipeline

Flanking Attack •

•

Very High Launch Price (600%)

Continuous R&D •

•

REAL1 Vodite

Avg Retail Price Vs Avg Selling Price

Defensive Strategies •

Vodite market high entry barrier

RUBICON Learnings •

Brute Force doesn’t always works.

•

Balancing the budget for R&D Vs Marketing and Commercials.

•

Analysis of reports, Conjoint Analysis for finer details, P&L, MDS & Semantics.

•

Single segment target.

•

Pricing decisions (Avg Retail Price , Avg Selling price & Margin)

•

Long term planning for R&D and brand expansion.

•

First mover advantage, dictates the market price & specification.

•

Prioritization. (Not everything at one go)

•

Production Planning (Under/Over/Selling off)

RUBICON Learnings The Must for a Marketing Manager

•

Flexibility –

Adjusting Strategy to the changing scenario

•

Courage –

Making tough decisions and following it up.

•

Knowing the fact-

Creating strategy from the ground up.

•

Knowing the rules  – Markstrat is simulation, out there is the real world

•

Lucky –

Sometimes it is more than helpful.

Marketing takes a day to learn but a lifetime to master Philip Kotler

THANK YOU