Team Gameplan

Strategy Paper 3
By
Germany L (LEGOLAS)

Current Status for Period -6

Sonite
LOOP
LOCK
LONG
Vodite
LEVO
LEVOF

Brand
contribut Brand
Retail
ion
revenue Sales

36%

57
93
21.60%
14
42
9.40%
0
23
5.20%

34%

4
24
24.00%
-2
10
9.60%
SPI
Revenue
Profit

Price

Cost

470
200
302

773
176
123
164

750
650
2555
192
71

Total Market Share

36%

Total market size

536

Units
Sold
317
336
120
75

314
250

51
24

Current Status for Period -6

Contd..

Marketing strategy period 7 & 8

Product Sonite

Objective :

Focus on product- Sonite market

penetration and increase market share up to 55%
Product
Target
(Sonite)
Segment
Long
Shoppers
Sonite products target segment---->
Lock
Savers
Loop and is
High
Earning
Loop is marketed as premium product
expected

Plan

contribute with high margin

Lock is high volumetric product and is expected to
contribute our Revenue target
Current
Product
Target
(Sonite)

Segment

Long

Shoppers

Market
Share
25%
43%
70%

to

Target
Market
Share (7&8)
50%
60%
80%

No R&D Investment
Lock
Savers
High
Invest in Online Channels Loop
Earning
Continue Investment in marketing advertisement to
increase market penetration of Long

Marketing strategy period 7 & 8

Product Vodite

Objective :
Plan

Increase market share of Vodite product up to 45%

Target
Segment
Adopters,
Innovators
Target both adopters and Innovators with single product LEVO and
keep tap on
LEVOF
Followers

Vodite product target segment are

Product
(Vodite)
LEVO

followers market segment by positioning another product LEVOF t for this

segment
Increase market share in Followers segment up-to 50% and became leader in
this segment by positioning LEVOF product
No R&D investment
Focus on Specialty stores & Online channel development for next 2 period
Invest in market advertisement to increase awareness of Vodite products

Note : We have observed changes in consumer habit for followers

segment , thus above strategy are expected to be modified based on that
for both short term and long term

Marketing Objective

Short Term
Increasing sales and brand awareness of LEVOF
Increasing sales of LEVO
Meeting the demand with least deviation(Reduce inventory
cost)
Improving market share in LEVOF
Long Term
Investing more in Online distribution as it is growing in each
stage
Going to assign one brand to each segment and will be
making top in that particular segment
To tap maximum market share for Vodite and Sonite
products
Increase brand awareness up to 90% for Sonite products

FINANCIAL Objective

Short Term
To increase SPI value by 20% by period 7
To cross revenue mark of 250 million
Improve contribution margin
To increase EBIT by 15%
To be in top 2 positions by market revenue in Vodite category
Long Term
To maintain LOOP as leading brand in market by optimizing
investment in feature advancement and research
advertisement and increase Retail sales revenue for product
loop up to $150 Million
To make LOCK among the top leading brand in market by
increasing the sales volume to its target customer and increase
retail sale revenue up to $100 Million
To be leader in Vodite Market for followers

How team plan to achieve

objectives?
Investment in advertising is major factor currently as our
product features are in proper fir with the requirement of target
segments. Increasing brand awareness and purchase
intensions will help us to gain good market share
We always update our products as the need of customers
change and try to overlap product features with the customer
segment requirements
We also plan to tap other customer segments after we gain
market leading position in our current customer segments
Our main part of strategy is positioning and R&D as and when
required

Contingency Plan
We will try to find the gap due to which this situation can arise
and work out to modify our product to better match customer
requirements
Even then if our product fails then we will focus on our key
products that is loop and lock to maintain the leading position
for these products
We will improve our key products and match with the customer
requirements to gain major market share and dry up market
share of other competitors in the market

Thank you