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BY ZAC H FR E Y, SH AN N ON M C Q UIL L AN , N IC K
P E T RUZZI, AN D PAT RIC K SC H M E L ZL E
OVERVIEW
5 Cs
SWOT
Objectives
STP
Implementation Plan
Budget
Big Idea
Company
Team Management
Refresh
Management
CEO: Zach Frey
CFO: Nick Petruzzi
Competition Analyst: Patrick Schmelzle
Research Analyst: Shannon McQuillan
Product Line
RULE
Brand Characteristics
Brand Awareness
Current Position
Collaborators
Merchandising
RICH Merchandising
Medium
Income
Low
Income
Singles
RICH
Mass
44%
Merch.
Specialized 34%
Mass
59%
29%
44%
29%
49%
31%
Dept.
Stores
Beauty
Portals
45%
5%
11%
15%
6%
7%
11%
9%
RISE Merchandising
Merchandising
Affluent
Rise
12%
High
Earners
6%
Mass Merch.
Specialized Mass
34%
25%
30%
Dept. Stores
45%
58%
45%
Beauty Portals
10%
12%
10%
15%
Customers
Clinites
Nutrites
Size of Markets
Clinite
s
Nutrite
s
Nutrites
Ideal Points
Clinites
Competitors
SPI
REV
NC
Cum. NC
Refresh
2,378
112
46
92
Myka
1,546
83
19
59
LION
1,261
62
18
59
Talkin
969
45
14
54
Shimmer
919
41
12
51
Brand
Firm
LIKE
LIME
MINT
MISS
RICH
RISE
SILK
SING
TIME
TINY
XIBU
XIFI
XILO
TOTAL
LION
LION
Myka
Myka
Refresh
Refresh
Shimmer
Shimmer
Talkin
Talkin
PLB
PLB
PLB
-
High
Earners
1.4 %
24.9 %
1.1 %
9.6 %
1.5 %
40.2 %
1.4 %
9.5 %
8.9 %
1.2 %
0.2 %
0.0 %
0.2 %
100 %
Affluent
1.4 %
20.3 %
1.1 %
19.0 %
1.4 %
22.9 %
1.4 %
14.6 %
16.2 %
1.1 %
0.2 %
0.0 %
0.2 %
100 %
Med.
Income
13.6 %
6.8 %
9.6 %
7.0 %
15.3 %
6.5 %
11.6 %
6.4 %
11.3 %
9.0 %
1.4 %
0.2 %
1.3 %
100 %
Low
Income
7.5 %
0.3 %
23.5 %
0.3 %
9.4 %
0.2 %
9.8 %
0.3 %
0.4 %
15.4 %
16.1 %
5.0 %
12.0 %
100 %
Singles
15.4 %
0.2 %
11.4 %
0.2 %
53.5 %
0.2 %
9.9 %
0.2 %
0.3 %
8.4 %
0.2 %
0.1 %
0.2 %
100 %
Context
P.E.S.T
Political
The inflation rate is at 2%, the gov. will step in if it gets any higher
Social
NO
Technological
We looked to enhance our product Clinite buyers by running an RND project.
Nutrites
S.W.O.T. Analysis
Strengths
Revenue
Accounting Majors
Understanding the Market Research
Huge Margins
Weaknesses
Loans
Too Many Products Too Early
S.W.O.T. Analysis
Opportunities
New Markets
Lack of Product Modifications
Growth Rates of Increasing Customer Segments
Threats
Copycats
Consumers Preferences Changing
Objectives
Unit Objectives
To sell 13,144,120 units of RICH in Period 4
To sell 5,200,000 units of RISE in Period 4
To sell 1,297,800 units of RULE in Period 4
Revenue Objectives
To earn $78 million in Revenue from RICH in Period 4
To earn $51 million in Revenue from RISE in Period 4.
To earn $32 million in Revenue from RULE in Period 4.
Objectives
Net Contribution
To earn $36 million in Net Contribution after Marketing from RICH in Period 4.
To earn $22 million in Net Contribution after Marketing from RISE in Period 4
To earn $16 million in Net Contribution after Marketing from RULE in Period 4
S.T.P.
Targeting
RICH
Primary: Singles
Secondary: Lower Income, Middle Income
RISE
Primary: High Income
Secondary: Affluent Families
Rule
Primary: Health Conscious
Secondary: Family, Elderly
Positioning
Rationale
Aggressive
Spend $$$ to make $$$
Tactics
Product: RICH
Product: RISE
Price: RICH
Price: RISE
Place: RICH
Place: RISE
Mass
Merch.
12%
Specialized
Mass
34%
Dept.
Stores
45%
Beauty
Portals
10%
High
Earners
6%
25%
58%
12%
RISE
15%
3o%
45%
10%
Affluent
Promotion: RICH
Advertisement
Singles at 60%
Medium Income at 20%
Low Income at 20%
Promotion: RISE
Advertisement
High Earners 60%
Affluent 40%
Implementation Plan
Period 4
Period 5
Period 6
Period 7
Period 8
New
Product
New Nutrite
New Clinite
New Clinite
New Nutrite
New Clinite
New Clinite
R&D
Prep Clinite
Prep Clinite
Prep
Nutrite
Prep
Nutrite
Prep Clinite
Prep Nutrite
Increase
Awareness
Increase
Awareness
Increase
Awareness
Increase
Awareness
Advertising Increase
Awareness
Budget
Authorized Budget
$ 18,300,000
Capital Borrowed
$ 604,000
Budget Change
$0
Available Budget
$ 18,900,000
Advertising
Expenditures
Commercial
Expenditures
Research &
Development
Market Research
Studies
Total Expenditures
($ 7,240,000)
($ 7,606,000)
($ 3,357,000)
($ 701,000)
($ 18,904,000)
Budget
Big Idea
Loans
Research & Development (Period 2)
Research & Development (Period 4)