Group 7

Shrey Palande (2011237)

Bhargavi Karri (2011103)
Sai Jyothi (2011299)
Vineeth Pachava (2011274)
Deeksha Giri (2011063)
 MOJO

STRENGTH WEAKNESS OPPORTUNITY THREAT

● ● Savvy segment is
● Higher on awareness High unit cost ● High priced when
● Not targetting any of the highest in terms of
● Higher on performance compared to ROCX
segment revenues and volumes
when compared to ROCX ● Growth rate of 30% in and TOKI
and TOKI savvy segment

STRENGTH
● Battery life - 67 hours –
between TOGA and TOIZ
● Processing power – 67 Gf-
almost at par with TOGA and
TOIZ
MOON
WEAKNESS OPPORTUNITY THREAT
● Higher price ● Chances for capturing ● High competition
● Lower convenience both PROS and from market leader
● Lower performance TRENDY segments by firm T which is
● When compared to optimizing the prices and offering better
competitors some product features products
 Year 1 decision
What were the options considered?
Target Segment Invest in R&D Marketing & sales

● We had three segments to target with two products

● To consider R&D for any of the products in order to reposition it to market
● Marketing and sales budget allocation (trade off with R&D)

How did you arrive at the decision you made?

Competition Segments Budget

● Competitors relatively positioning their products for particular segments

● Size, requirements, and trend of the segments was taken into account
● Sales & marketing and R&D budget and its effect on expenses
 Year 1 Results
Performance:
We were able to increase revenue, but our earnings went down.
Overall, our market share remind constant at 100.
Increased market share of Mojo to 22% in Savvy segment. Moon lost market share in PRO segment

Right:
Our pricing strategy of Mojo helped us increase unit sales ,offsetting the loss due to price decrease.
Communication strategy to position Mojo targeting savvy customers.
Wrong:
Targeting strategy to focus in between trendy and pro failed.
Decreasing price of Moon had not increased sales, it only decreased our earning

What was your learning?

Pricing effectiveness will depend on the customer behavior/segment
Decisions for Year 2, 3, 4, 5
Observations, surprises,
learning:

Rapid change in consumer behaviour

Competitors were able to do R&D every
year.
Marketing spends affected performance of
our communication strategy
We did not anticipate that competitors will
improve their features drastically.
Performance
Performance
 Performance : Brand Positioning

Year 0 Year 5
 Performance : Brand Positioning

Year 0 Year 5
 Turning points

● Redesigning and repositioning of MOJO to target SAVY in year 1

● Company R repositioning ROCX to target SAVY in year 3
● Redesigning and repositioning of MOON to target PROS in year 3
● Company T repositioning TOGA to target PROS in year 4

Key Learnings

● Performance of a product as a factor of its characteristics, marketing strategy,

positioning, competitors behaviour, and communication
● The cause and effect relationship between all the factors mentioned above
Thank You