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Marketing Strategy Essay

663 words - 3 pages

Brand Awareness by Consumer Segment
Brand Firm Explorers Shoppers Professionals Highs Earners Savers
MOVE Maestro 71% 57% 75% 78%
49%
Roll Root 75%
Solo Singular 70%
Tops Tank5 77%
Purchase Intentions by Consumer Segment
Brand Firm Explorers Shoppers Professionals Highs Earners Savers
MOVE Maestro 5% 4% 20% 21% 0%
Roll Root 41%
Solo Singular 14%
Tops Tank5 13%
Market Shares by Consumer Segment (%Unit)
Brand Firm Explorers Shoppers Professionals Highs Earners Savers
MOVE Maestro 8% 5% 24% 27% 0%
Roll Root 31%
Solo Singular 19%
Tops Tank5 15%

♣♣ Part I ♣♣
Brand Market Share analysis ___________________________________________________________________________
For The 3 A’s Analysis of the brand, and the MOVE of Alpha, M team, we need to look at market share of the product, the MOVE, then, we get the following results.

(1) Brand awareness 78%, so that we can assume that no more promotion is needed for MOVE. ...view middle of the document...


The recommended action plan for MOVE is two-fold. One is to strengthen attractiveness and the second is to increase availability in the market.
♣♣ Part II ♣♣
Segment Attractiveness Analysis
For the segment attractiveness analysis, the sonite market is chosen to evaluate segment attractiveness. There are five criteria that we will consider to make a decision about which targets we should focus on: 1. Size, 2. Growth Potential, 3. Profitability, 4. Competition, 5. Company Situation. Here, we will evaluate four of these five criteria except company situation.

1. * Market Size broken down by Consumer Segment (in thousands of units)

When we look into the market size broken down by consumer segments, we are able to figure out those savers and shoppers are those who seem to be the best target
1. Consumer Segment Growth Rates (in % units)

Further, when we look into consumer segment growth rates, shoppers and savers are the best potential targets for our firm compared to the other segments.
2. * Segment Profitability Analysis: Leading Brand Unit Margin

(0.65) x (Retail Price) – (Base cost) =Unit Margin
In order to test segment profitability, we figure out which brand dominates which target segment first, then we calculate unit margin. Based on the Unit margin, which is not average unit margin, we cannot say that our profitability is fine.

4. Competition

When it comes to competition in the market among segments within sonite products, we need to take into account perceptual map(from consumer survey channel), band map(from semantic scales), and conjoint, when we look at the perceptual map above and MOST have advantages for savers.

**A Recommendation For Period 4 to 6 **
Brand perceptions
Brand Features Design Battery Display Power Price
MODE 5.12 5.66 5.12 3.49 4.55 2.91
Ideal Values
Shoppers 1.98 5.18 2.96 4.5 4.49 2.63

Brand perceptions
MOST 6.3 1.5 5.43 4.61 1.5 2.25
Ideal Values
Savers 2.61 3.86 1.79 2.96 2.42 2.16

Based upon the analysis of these four criteria, we can make a recommendation for the our firm’s target market from Period 4 to 6 that our firm should focus on savers and shoppers rather than other target segments. When it comes to the target markets savers and shoppers, our marketing strategies is to improve the feature of sonite, MODE and MOST.

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