TEAM – NEO

Industry - Albatross

Abhishek Dudi
Hashif MH
Manish Kumar
Nikhil Maheshwari
Sakshi Rajpoot
Industry Analysis
Markstrat world is a industrialised country of 80 million inhabitants. There are a handful of competing companies that
manufacture and market consumer durable goods.
These goods are comparable to electronic products such as digital cameras, GPS systems, mobile phones or computers, as well
as office equipment, cars, books etc.
Nevertheless, no firm has a relative advantage over the others and initially many characteristics are common to all firms. For
instance, the initial brand portfolio of all companies is comprised of two brands.

The two products are Sonite and Vodite

Sonite is a complex piece of equipment made up of several components. Sonite products
have existed for several years and the market has grown quite consistently since the
introduction of the first Sonite brand. It is now a well-established market, with several
strong brands at different price points covering a wide range of needs.
Sonite brands are differentiated in terms of 5 physicals characteristics.

Vodite products will satisfy entirely different needs from that of

Sonite products so that demand for the two products will be
completely independent. They will not be complementary in any
way and there will not be any substitution from one to the other.
Vodite products will primarily be differentiated in terms of the five
most important physical characteristics.
Customer Portfolio
SONITE VODITE
• Explorers (Ex) – High level of interest on Sonite products. Demand • Innovators (In) – These consumers will be the first users of
high performance products but are price sensitive . Vodite products. People in this segment tend to be
• Shoppers (Sh) – Have good knowledge of marketed brands and do adventurous and are willing to try new ideas with some risk.
extensive product comparison. Look for products with high level of Their income levels are above average.
performance and convenience. • Early adopters (Ad) – Consumers in this segment will not
• Professionals (Pr) – Looking for high performance. Can afford adopt Vodite products as quickly as innovators but will
expensive products. certainly do so before a majority of people have accepted the
• High Earners (Hi) – Purchase is motivated by social status. Tend to new technology. They have an average income level.
use their sonites less than average customer and demands high • Followers (Fo) - These individuals represent the bulk of
performance. potential consumers. Innovators and early adopters
• Savers (Sa) – Here the customers are cautious in the way they particularly influence followers. Their income level is usually
spend their money. Looks for cheap, low performance and average below average.
convenience products.
Distribution Channel
• Specialty Stores – These stores are usually small and may not necessarily belong to organized chains. They are geographically close to their customers and can
provide a high level of service and technical support. As they do not distribute many different product categories, Sonite products account for a large proportion
of their sales.
• Mass Merchandisers – These stores operate on a low-price, high-volume basis and try to minimize overhead. Consequently, the level of service they offer is
lower than that of the two other channels. While mass merchandisers carry many different product categories, the depth of each product line they carry is usually
restricted to a few units.
• Online stores – This category of stores includes the web-only merchants (such as amazon.com and newegg.com) as well as the e-commerce websites of
traditional retailers (BestBuy.com, Walmart.com, etc.). Although only a small percentage of consumer electronic sales are done on the web, this percentage is
much higher for Sonites products, especially for highly connected consumers such as Shoppers. Convenience is the key advantage of online stores as consumers
may shop from their home at the time of their choice.
Company Information
Strategy
We were not able to fulfill all the
orders for NOVA in period 2. As a
consequence, some potential
sales of NOVA have been lost

Focus is on keeping the prices low and increase advertising

expenditure to capture market share.

As a result, our product NOVA is having second highest market share

(by Value) of 12.4% and third highest market share (by Unit) of 9.6%
Strategy

Based on Brand Awareness and Purchase intentions we have chosen consumer

segments for NOVA and NOON

Used Semantic Scales to position products closer to the Target group

Based on the consumer segment selected we have analyzed the shopping habits
data to select the right Channel for every product

Developing new product on the basis of data analysed from Semantic Scales report
and Market Forecast
Thank You