FIRST Marketing Plan Project (MKTG 475)

FIRST Marketing Plan Project (MKTG 475) - FIRM A: Marketing...

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November 1, 2011 FIRM A: Marketing Plan
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Our Brands SABY Others Sonite Vodite VAAV Followers SAKE Hi-Earners SAFE Buffs
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How We’ve Been Doing Sonite Market Company Performance P0 P1 P2 P3 P4 Sales Units Sold 217452 249715 212832 268375 441804 Average retail price 471 471 468 414 386 Average selling price 305 307 304 271 251 Revenues K$ 66267 76650 64806 72662 111025 Production Units Produced 237000 230200 234400 268000 460900 Cost of goods sold K$ -37211 -37646 -29725 -38863 -64963 Inventory holding cost K$ -305 -222 -228 -621 Inventory disposal loss K$ Contribution before marketing K$ 28751 39004 34859 33571 45441 Marketing Advertising expenditures K$ -3840 -3920 -3920 -6950 -14000 Advertising research expenditures K$ -160 -190 -190 -300 -800 Sales force K$ -1224 -1248 -1420 -2300 -2818 Contribution after marketing K$ 23527 33645 29329 24021 27823 Other expenses Market research studies K$ -245 -494 -287 -888 -923 Research and development K$ -10771 Interest paid K$ -52 -319 Exceptional cost or profit K$ Net contribution K$ 23282 33151 18271 23082 26581 Return on Investment (ROI) 11650 16600 9150 11550 13300
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Problems Brands Budget Optimization
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Channel Review
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Coverage with our New Brands
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Competitive Review E I O U Market Share 20.2% 29.3% (60.1)V 9.2% 20.1% Brands SECT, SELL, SEAT SIDE, SIGH,SING, SIMP (VICK) SODA,SOLO,SOCO SURF, SUNO Strengths Brand Awareness Purchase intentions with SELL for Singles. Market Share among singles with SELL. Sales and purchase intentions (SIDE) Two new brands. Brand awareness (SIGH) Purchase intentions (SELL) Brand awareness (SOLO & SODA). SOLO Brand Awareness among singles. Specialization Brand awareness (SURF). Market share with Hi- Earners among SURF. Weaknesses Purchase intentions among others with all brands. SECT and SEAT both have very low market share. Purchase intentions among Buffs (>14% total). SIDE has very low market share. Purchases intentions Brand awareness SOCO among all markets. Losing Advantage. Missing opportunities. Purchase intentions of SUNO. and Buffs, Singles and Others.
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Competitive Review by Firm Firm E Currently with three brands 20.2% market share.
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This note was uploaded on 01/29/2012 for the course MKTG 475 taught by Professor Russmerz during the Fall '11 term at Eastern Michigan University.

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FIRST Marketing Plan Project (MKTG 475) - FIRM A: Marketing...

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