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Sonite & Vodite Market

Sonite & Vodite Market. Andrew Dymond Danny DeSabatino Jason Macias Jeremy Kim Mark Trinidad. Marketing. Round 1 Advertising budget: $3,840 SOLD: $1,800 SONO: $2,040 Round 2 Advertising budget: $4,196 SOLD: $2,027 SONO: $2,169. Targeted Segments. SOLD High earners Professionals

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Sonite & Vodite Market

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  1. Sonite & Vodite Market Andrew Dymond Danny DeSabatino Jason Macias Jeremy Kim Mark Trinidad

  2. Marketing • Round 1 • Advertising budget: $3,840 • SOLD: $1,800 • SONO: $2,040 • Round 2 • Advertising budget: $4,196 • SOLD: $2,027 • SONO: $2,169

  3. Targeted Segments • SOLD • High earners • Professionals • SONO • Buffs • Professionals

  4. Sales Force Coverage • SOLD • Round 1 • Specialty Stores: 38% • Department Stores: 41% • Mass Merchandisers: 29.8% • Round 2 • Specialty Stores: 40.8% • Department Stores: 40% • Mass Merchandisers: 31.4%

  5. Sales Force Coverage (cont.) • SONO • Round 1 • Specialty Stores: 49.6% • Department Stores: 30.5% • Mass Merchandisers: 21.8% • Round 2 • Specialty Stores: 46.8% • Department Stores: 30.4% • Mass Merchandisers: 24.4%

  6. Beginning of SOHO • The decision was made to produce a new product • What segment should be targeted? • What should the attributes be? • Should we replace an existing product?

  7. Period 3 • “O” Stock in 4th Place • SOLD continues steady sales • SONO suffers low sales • New Sonite Product Introduced: SOHO

  8. Period 3 - SOLD • Continued steady growth and sales (small percentage increase in sales) • Units produced met demand in sales (only 24 units in inventory) • SOLD continued to be our cash cow

  9. Period 3 - SONO • Suffered huge loss in sales • Produced less to compensate for Period 2 inventory • 19,429 were left in inventory, therefore incurred inventory holding costs • SONO sales mainly by Buffs

  10. Period 3 - SOHO • Good first period sales • However incurred inventory holding costs (7,293 unsold out of 80,000 produced) • SOHO to target Singles • SOHO sales mainly by Buffs (same as SONO • Product canabilization

  11. Period 4 • “O” Stock in 3rd place • SOLD, SOHO, SONO continued same patterns • Highlights • SONO production reduced, but did not meet demand • SOHO continued sales mainly by Buffs (product canablization

  12. Marketing • Round 5 • Advertising budget: $861 • SOLD: $250 • SONO: $170 • SOHO: $441 • Round 6 • Advertising budget: $4,401 • SOLD: $1,200 • SONO: $1,600 • SOHO: $1,601

  13. Targeted Segments • Round 5 • SOLD: Professionals; High earners • SONO: High earners; Professionals • SOHO: Others; Buffs • Round 6 • SOLD: Professionals; Buffs • SONO: Buffs; Professionals • SOHO: Singles; Others

  14. Sales Force Coverage • SOLD • Round 5 • Specialty Stores: 25% • Department Stores: 40% • Mass Merchandisers: 40% • Round 6 • Specialty Stores: 10% • Department Stores: 35% • Mass Merchandisers: 40%

  15. Sales Force Coverage • SONO • Round 5 • Specialty Stores: 35% • Department Stores: 30% • Mass Merchandisers: 30% • Round 6 • Specialty Stores: 25% • Department Stores: 25% • Mass Merchandisers: 25%

  16. Sales Force Coverage • SOHO • Round 5 • Specialty Stores: 40% • Department Stores: 30% • Mass Merchandisers: 30% • Round 6 • Specialty Stores: 30% • Department Stores: 20% • Mass Merchandisers: 25%

  17. Period 5: Introduction of PVOGE • PVOGE • Expenditures: $11,400 • Product Characteristics • Autonomy: 75M • Max Freq: 19KHz • Diameter: 80Mm • Design Index: 7 • Weight: 75g • Base Cost: $250

  18. Period 6: Performance of VOGE • VOGE • Advertising Budget: $8,500 • Target Segment: Early Adopters; Innovators • Sales Force • Specialty Stores: 35% • Department Stores: 20% • Mass Merchandise: 10%

  19. Questions?

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