Team Mavericks Inc.

Product and Brand Management

Targeting:
1. As per the trend in the previous years we moved MOJO more and more
towards the Savvy category as is manifested by an increase in the
marketing budget
2. For MOON, positioning across two different segments wasnt working out
and hence we decided to position and target this towards PROS. As is
evident, we increased marketing spending for PROS and decreased the
spend in TRENDY.
Our marketing budget is utilized in full and is given as follows,
PROS

TRENDY

SAVVY

TOTAL

MOJO

2900

2900

MOON

2600

500

3100

TOTAL

2600

500

2900

6000

Product Development:
As was the case last year, we did not do any product development. We are going
to focus mostly on targeting, pricing and communication.
This year our product development is complete and we looked to market the new
and improved product from this year.
Pricing:
1. Following the trend from last year, we decreased Mojos price by 10 since
ROCX was also looking to emulate the same. Also considering the less
margin that MOJO realizes, we looked to decrease the price only by 10 (to
gain a slight competitive advantage).
The results were as expected and we almost gained double as compared
to last year, eating into TOIZs market share.

2. For MOON, our decision to market it towards PROS paid off. Besides, we
also decided to cut the price to 425 (retail) since we perceived ROSE being
a threat to us on the price front. Our high margin on MOON also helped to
lessen the load of the Volume-Margin tradeoff on Net Earnings.

Team Mavericks Inc.

Product and Brand Management

This was manifested with an increase in market share to 18.3% (from

10.%) and net sales gain of $ 38.1 mn

We reduced our price from 570 to 540, as you can see above.
The features comparison of both brands MOJO and MOON with respect to its
competitors is as given below stating that MOJO and MOON though priced
competitively provide at par features with respect to its competitors.
Communications

1. MOJO is positioned very close towards the SAVVY customers, compared to

its competitors, a marked improvement from year 2- This augurs well for
the coming years since the difference between its offerings and
perceptions is decreasing.
2. Economy X Performance parameter is chosen to communicate to our
customers as that mattered most to the Savvy Segment.

This year, we decided to focus totally towards PROS (with minor spend on
TRENDY). Consequently, we communicated the same to the PROS customers on
parameters of Economy Performance as is evident from the weightages
given below for PROS .

Team Mavericks Inc.

Product and Brand Management

As is shown in the perceptual map above (Economy X Performance), it seems

that our decision to communicate to PROS on the basis of Economy and
Performance has paid off. It is quite close to desired perceptions though it still
lacks relative to ROSE.

Forecasting
We forecasted increasing market share for MOON product of 25 % in PROS,
reduced to 1-2% in TRENDY. For Mojo, we forecasted increasing market share of
35-40% in SAVVY.

Conclusion
After the simulation, the end results for the two products are as such:
Retail Price
%Retail price

MOJO
260
46.9%

MOON
425
48.2%

Also, with regards the market share, the following is the standing of the three
brands (brand retail sales):

Team Mavericks Inc.

Product and Brand Management

This shows that MOJO and MOON have become market leaders in their respective
segments, leading to overall high brand sales. This is also marked by its steady
increase in EBT and precipitous rise in Revenues as shown by figures below

The above results have thus catapulted Brand Ms SPI to 215 at the end of year 3
Reflections for MOJO:
Our strategy has worked wonders for MOJO. Its current market position has been
characterized by the increase in the sheer numbers of SAVVY segment, MOJOs
highly competitive prices & above average features.
For Mojo as seen below, In the Sales & Market shares, the Volume increased from
280 to 453 and the segment share from 57% to a staggering 70%. The sales
increased from $76 Mn to $118 Mn and the segment share (in %$) increased
from 56% to 68%.
Also purchase intention for MOJO is a staggering 45% above its next best
competitor, along with adequate supply at the stores.

Team Mavericks Inc.

Product and Brand Management

Reflections for MOON:

1. By repositioning MOON towards PROS, we have been able to see an
instant response towards it (Market share by volume increased to 18%
from 10%).

2. This was because of the repositioning that was done towards PROS
customers, the marketing effort that went in and the reduction in prices of
MOON relative to its competitors. Consequently, above average features
with lowest price in the segment helped the rise of market share.
For Moon in the Pros Segment,
The market share by segment share (%U) increased from 22% to 58% and that
of segment share by %$ increased from 25% to 55%. This states that by
decreasing prices we increased the number og units sold but the contribution to
%$ increase was lesser.
Produce Awareness rose to 80% and purchase intentions to 52%, meaning there
was adequate supply of goods at stores.

The figure above says that our positioning of MOON was spot on and it ate into
the market share of ROSE, TOGA and TOIZ.
For Moon in the Trendy Segment,
Despite having targeted marketing spend towards the PROS segment, the
TRENDY sector has also fared well w.r.t MOON.

Team Mavericks Inc.

Product and Brand Management

Purchase intentions went up (29% from 18%) though there was a drop in
awareness (77% to 73%). This we presume will reflect in the 4 th year with
reduced sales in this segment.

For MOON, as seen above the market share by volume (in %U) increased from
16% to 34% and the market share by sales (in %S) increased from 17%% to 30%
%. The sales increased from $23 Mn to $16 Mn and the segment share (in %$)
increased from 30% to 17%. It has in short, eaten into the shares of TOIZ.
However, we perceive this trend as temporary since our marketing effort will be
streamlined mainly towards PROS.