DECEMBER 05, 2019

COMPANY
STRATEGY
Team Rocket ©
PRESENTATION
Firm's Objectives
Initial Planning Session
Detailed Decision Making
SUMMARY Performance against Plan
Marketing Strategy
TOPICS COVERED TODAY Unexpected Events
Lessons Learned
Recommendations

Team Rocket | December 2019

OUR OBJECTIVES
INITIAL PLAN

Maximise market share across all segments

Invest in R&D early on to modify existing

products or launch new products
INITIAL PLANNING SESSION

Brand awareness across all segments Launch a new SONITE product

vs vs
Brand awareness in segments with higher Modify an existing product aligning with ideal
purchase intentions customer values.

Team Rocket | December 2019

DETAILED DECISION MAKING
AND HOW DO WE MAKE THE BEST OUT OF IT?
 PERIOD 0
ROCK ROLL Savers
10%
Explorers
Explorers 20%
20%
Savers
30%

High Earners Shopper

Segmenation 30% 10%

Segmenation
Strategy
Strategy
High Earners Shoppers
10% 30%

Professionals
Professionals 30%
10%

SS - 10
SS - 10
Commercial MM - 10
Production Price Advertising Production Price Advertising Commercial MM - 10
Team
100,000 $250 $1,500,000 OS - 10 Team
100,000 $500 $2,500,000 OS - 10

Marketing Objective - Increasing Brand Awareness

Marketing Objective - Increasing Brand Awareness
OVERALL COMPANY PERFORMANCES - PERIOD 1

Team Rocket | December 2019

BRAND AWARENESS AND MARKET SHARE - PERIOD 1

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 1

Team Rocket | December 2019

 PERIOD 1
ROCK ROLL Savers Shoppers
5% 5%
Explorers
10%

Professio
35%
Savers Shoppers
Segmenation 50% 30%
Segmenation
Strategy
Strategy High Earners
55%

Professionals
High Earners 5%
5%

SS - 10
SS - 27
Commercial MM - 20
Production Price Advertising Production Price Advertising Commercial MM - 2
Team
115,000 $240 $2,000,600 OS - 5 Team
91,300 $520 $3,300,000 OS - 4

Marketing Objective - Increasing Brand Awareness

Marketing Objective - Increasing Brand Awareness
OVERALL COMPANY PERFORMANCES - PERIOD 2

Team Rocket | December 2019

BRAND AWARENESS AND MARKET SHARE - PERIOD 2

McDowell Tech | March 2020

BRAND PERCEPTUAL MAP - PERIOD 2

McDowell Tech | March 2020

R & D PROJECT (ROLL) - PERIOD 2
 PERIOD 2
ROCK Explorers
ROLL Shoppers
5%
5%
Professionals
15%
Shoppers
20%

Segmenation
Segmenation
Strategy
Strategy
Savers High Earners
75% 80%

SS - 12
SS - 20
Commercial MM - 18
Production Price Advertising Production Price Advertising Commercial MM - 9
Team
136,850 $215 $2,000,000 OS - 5 Team
112,500 $520 $3,300,000 OS - 4

Perceptual Objectives - Price & Power

Perceptual Objectives - Price & Power
OVERALL COMPANY PERFORMANCES - PERIOD 3

Team Rocket | December 2019

BRAND AWARENESS AND MARKET SHARE - PERIOD 3
BRAND PERCEPTUAL MAP - PERIOD 3

Team Rocket | December 2019

 PERIOD 3
ROCK ROLL
Professionals
Shoppers 20%
20%

Segmenation
Segmenation
Strategy
Strategy

High Earners
Savers 80%
80%

SS - 5
SS - 15
Commercial MM - 13
Production Price Advertising Production Price Advertising Commercial MM - 4
Team
162,000 $210 $1,000,000 OS - 0 Team
133,312 $470 $2,090,000 OS - 0

Marketing Objective - Brand Awareness

Perceptual Objectives - Price & Power
OVERALL COMPANY PERFORMANCES - PERIOD 4

Team Rocket | December 2019

BRAND AWARENESS AND MARKET SHARE - PERIOD 4
BRAND AWARENESS AND MARKET SHARE - PERIOD 4

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 4

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 4

Team Rocket | December 2019

 PERIOD 4
ROCK ROLL
Professionals
Shoppers 20%
20%

Segmenation
Segmenation
Strategy
Strategy

High Earners
Savers 80%
80%

SS - 5
SS - 19
Commercial MM - 13
Production Price Advertising Production Price Advertising Commercial MM - 9
Team
145,590 $195 $1,132,000 OS - 0 Team
137,775 $470 $2,698,000 OS - 0

Marketing Objective - Brand Awareness

Perceptual Objectives - Price & Power
 PERIOD 4
REVA
Adopters
28%

Segmenation
Strategy

Innovators
72%

SS - 19

Commercial MM - 0
Production Price Advertising Team
90,000 $999 $5,451,000 OS - 2

Marketing Objective - Brand Awareness

OVERALL COMPANY PERFORMANCES - PERIOD 5

Team Rocket | December 2019

BRAND AWARENESS AND MARKET SHARE - PERIOD 5
BRAND AWARENESS AND MARKET SHARE - PERIOD 5

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 5

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 5

Team Rocket | December 2019

 PERIOD 5
ROCK ROLL
Professionals
25%

Shoppers
40%

Segmenation
Segmenation
Strategy Savers
60% Strategy
High Earners
75%

SS - 6
SS - 17
Commercial MM - 16
Production Price Advertising Production Price Advertising Commercial MM - 10
Team
116,000 $200 $1,356,000 OS - 4 Team
165,000 $470 $2,698,000 OS - 9

Marketing Objective - Brand Awareness

Perceptual Objectives - Price & Power
 PERIOD 5
REVA
Adopters
28%

Segmenation
Strategy

Innovators
72%

SS - 25

Commercial MM - 4
Production Price Advertising Team
0 $1050 $3,521,000 OS - 5

Perceptual Objectives - Price & Connectivity

OVERALL COMPANY PERFORMANCES - PERIOD 6

Team Rocket | December 2019

BRAND AWARENESS AND MARKET SHARE - PERIOD 6
BRAND AWARENESS AND MARKET SHARE - PERIOD 6

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 6

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 6

Team Rocket | December 2019

R & D - PERIOD 6

Team Rocket | December 2019

 PERIOD 6
ROCK ROLL
Professionals
25%

Shoppers
35%

Segmenation
Segmenation
Strategy
Savers
Strategy
65%
High Earners
75%

SS - 9
SS - 19
Commercial MM - 25
Production Price Advertising Production Price Advertising Commercial MM - 12
Team
170,000 $200 $2,000,000 OS -7 Team
175,000 $460 $3,438,000 OS - 11

Marketing Objective - Brand Awareness

Perceptual Objectives - Price & Power
 PERIOD 6
REVA
Followers
20%

Segmenation Adopters

Strategy 15%

Innovators
65%

SS - 23

Commercial MM - 7
Production Price Advertising Team
43,000 $1020 $4,561,000 OS - 5

Perceptual Objectives - Price & Connectivity

OVERALL COMPANY PERFORMANCES - PERIOD 7

Team Rocket | December 2019

BRAND AWARENESS AND MARKET SHARE - PERIOD 7
BRAND AWARENESS AND MARKET SHARE - PERIOD 6
BRAND PERCEPTUAL MAP - PERIOD 6

Team Rocket | December 2019

BRAND PERCEPTUAL MAP - PERIOD 6

Team Rocket | December 2019

 125

100

PERFORMANCE 75

AGAINST PLAN 50

25

0
Period 1 Period 3 Period 5 Period 7
Team Rocket | December 2019
Team Rocket | December 2019
Team Rocket | December 2019
Team Rocket | December 2019
Team Rocket | December 2019
 MARKETING STRATEGIES
INITIAL STRATEGY (PERIOD 0-2)  AMENDED STRATEGY (PERIOD 3+) BUDGETING STRATEGY

Attempting to Directly and Allocate sizable budget

appeal to multiple specifically target in period associated
target customers one customer with launch of new
and believing segment with each brand. In the following
segments would of the brand. ROCK- period, reallocate
align with the Savers, ROLL-High proportinately from
characteristics of Earners, ROAR- the launched brand
the brand. Explorers across the portfolio

Team Rocket | December 2019

UNEXPECTED
Find out what the customers want and give them
exactly what they want.

Do not develop and launch a brand offering that

MARKSTRAT EVENTS you think will encourage customer segments to
eventually adhere to what you think they'd want.

Team Rocket | December 2019

Key Market Research

INDUSTRY CONSUMER SEMANTIC MARKET

BENCHMARKING PANEL & SURVEY SCALES FORECAST

The same data Gave information about Understand market size

Helped us understand
provided in a common brand awareness, purch and potential growth
the brand perception,
format for all ase rate for our target
ideal values evolution
companies in such a intentions and shoppin segments.
and brand maps helped
way that would allow g habit data for each
us identify avenues for
you to compare consumer segment in
new products.
competitive the market. Also gave
performance. us insight into market
share and industry
sales.

Team Rocket | December 2019

Betting Big
Late investment in R&D
Heavy Marketing Spend
Low budget allocation for commercial
team
Improper commercial team allocation
Disperse Segmentation strategy
Going by the book
Early Vodite Entry
Modifying existing products based on ideal values
Commercial team allocation based on shopping habits
Direct Segmentation strategy
New Sonite product launch after identifying gaps
among competitor offerings
Team Rocket | December 2019
 Lessons Learned
MORE PRODUCTS
Should've launched more number of
products early on rather than replying
on just the existing two,
EARLY LOANS
Should've invested our loan amount
in R&D rather than spending it on
marketing products that were far
from ideal
ANALYSIS EARLY R&D
Should've ordered more reports Early investment in R&D to modify
and based our decisions off products based on ideal values
extensive analysis of market rather than spend more than
research required on marketing.
ASSUMPTIONS ROI
We were more focused on the
More reliance on market forecast
higher end products that we
and market research data would've
neglected the volume game which
given us better reliance rather than
could've gotten us more revenue in
making assumptions.
the long run.
Team Rocket | December 2019
 VODITE MARKET

FUTURE
Although we currently have a decent standing in
the Vodite market, we need to flood the market and gain

RECOMMENDATIONS a larger market share amongst the followers market.

FOCUS ON SAVERS
Bet on ROCK and make sure that it gets a maximum
share in the SAVERS market. Invest in R&D whenever
necessary to make sure that ROCK is meeting customer
expectations.

DEEPER ANALYSIS
Need to spend more time understanding market research
rather than relying on trial and error approach. Also, avoid
trying a 'Single product' for all approach when it comes to
expanding customer base to other segments.

Team Rocket | December 2019

 KRATI GUPTA

THE TEAM SAGARIKA DASH

THE PEOPLE BEHIND THIS

RAJDEEP DEKA

CHANDRA
CHITTINENI
 LET THIS INSPIRE US:

A big business
starts small.
RICHARD BRANSON