DAILY CRUNCH

Scenario Analysis

DTC through own

website

Group 3
 Key Focus (Objective)
To increase brand awareness
and enhance brand value
Focal Issue
Will increase in ad spend
improve brand awareness
leading to higher sales from
own website giving more
customer data and increasing
brand value
Driving Forces
1) Advertising Spend – helps reach
wider audience to improve brand
awareness
2) Customer Data – helps in target
marketing to increase sales from
website to enhance brand value
Scenarios
Critical uncertainties
1. High Spend – Low Data
2. Low spend – High Data
Internal Uncertainties:
3. High Spend – High Data
• Effectiveness of marketing
campaigns
• Accuracy and relevance of
Early warning signals
customer data
• Effective resource allocation wrt
advertising spend & operational
1. Drop in own website traffic
needs 2. Increase in competitors sales
External Uncertainties:
• Competitive landscape
• Change in consumer behaviour
• Change in economic conditions
• Inconsistent data
• Acceptance of new products
 Scenario Analysis

Ad Spend
Low Medium High
Customer Data

 Low Brand awareness  Moderate brand awareness v Increased Brand awareness

Low  Weak distribution v Good distribution
 Weak distribution
 Easy to kill  In a competitive state v Competition not form smaller players

 Brand awareness has limited impact  Moderate Brand awareness  Increased Brand awareness
Medium  Customized product options  On a slippery slope, can get  Moderate distribution
 Sustainable with limited growth killed or grow extensively  Compete against new players
 Sustain big players

 Low Brand awareness  Moderate Brand awareness  High Brand awareness

 Weak distribution  Personalised offering for
High  Personalised offering for customers
 Easy to kill customers  Improved Product and positioning
 Retarded growth  In a competitive state  Sustainable Advantage
Scenario Framework AD SPEND
HIGH

CUSTOMER DATA
CUSTOMER DATA AVERAGE CUSTOMER DATA
LOW HIGH

AD SPEND
MEDIUM

AD SPEND
LOW