Brand Management

BrandPro Simulation Report

Section B

Group 8
Jay Talati 2011094
Bharath Teja 2011148
Mohammed Thoufeek 2011310
Nitin Prabhakar 2011312
Rahul Thakur 2011315
 Year 0 SWOT Analysis

MOJO MOON

Opportunities High growth rate for Savvy High Growth rate for Pro

Threats Similar products in ROCX Similar products in ROLT,

and TOKI ROSE, TOGA, TOIZ

Strengths Higher on Performance High Synergy with pros,

trendy

Weaknesses Lower on Convenience High Price

 Year 1 Decision – Options , Inputs & Targeting

Options:
1. Maintain status quo or Position Moon to Pro or Trendy
2. Maintain status quo or Position Mojo to Savvy

Inputs for Decision

High Growth rate for Pro and Savvy
Low Growth rate for Trendy
Low competition for small display sizes but larger market

Target:
Position Moon to Pro and Trendy for now and to move towards Pro later
Position Mojo to Savvy from second year by product development
 Year 1 Decision – Product & Price

Year 0 Year 1

No change in Brand Characteristics from Year 0 to 1

 Year 1 Decision - Communication

Year 0 Year 1
Year 1 Decision - Results
 Year 1 Decision - Results

What went wrong –

Didn’t factor in Competitors’ active strategy
Customer perception changes were not factored in

What went right –

Slight increase in market share for Mojo

Learnings -
Savvy is the target market for MOJO
Factor in the changes of competitors’ and consumers
 Year 2 - 5 Decisions

Major product development and price changes for MOJO to align with Savvy customers
Minor product development and price changes to MOON to align with Pro customers primarily
MOJO became the market leader in Savvy
MOON underperformed in the Pro segment
TOKI aggressively captured pro market by lowering price and providing better specifications
This lead to underperformance of MOON in pro market
 Simulation Summary

Performance
Company – Overall, average performance

Products
• Right strategy for MOJO and led to excellent performance in the market. Market leader in 2 years
• Focussing on multiple target customer for MOON backfired. Losing out the market share to competitors.
Difficult to regain the market share in the last couple of years

Turning Point
Revamped MOJO becoming the market leader in Savvy

Key learnings
• Focus of a particular set of customers. Master of one instead of Jack of All
• For a holistic growth of the company give importance to the performance of both the products
• Higher resource allocation to MOJO led to MOON losing out to competitors