Post on 30-May-2018
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BA PresentationU5553 StrategicMarketing
- :Course Co ordinator Mr Russell Williams
ECOUTE
Submitted byGROUP 5: Firm 3
Kumar ShermeenKonduru Madhusudhan
MankarAaratiPrajwal Mithun
Warrier Aravind
Batch : Jan 2010-11
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Introduction
Product : Voice Recognition Data Software.
Competitors: 1. Interpreto
2. Voice-Tech 3. Crystal.
Market Segments1. Modern Students : (20)2. Home Producer : (15)
3. Harried Assistants : (25)4. Commercial Artists : (10 )5. High-Tech Managers : (22)6. Concerned Parents : (8)
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Present scenario
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Dependencies between different variables
PricingProductFeatures
Targetedmarket
segment
MarketShare
Spl Commands 8Error Pr 3Ease of Learning 3
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Market Segments and Market share in last 3 years.
Market segmentation isdemographic .
Current Market Segments:
1. Modern Students
2. Home Producer3. Harried Assistants4. Commercial Artists5. High-Tech Managers6. Concerned Parents
Common key elements oftargeted market
Market share of all customer segments
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Period 1 : Decisions
R & D Investment
Calculation of wholesale price
Product features :
Special Commands : 8 - 12
Error Protection : 3 4
Ease of Learning : 3 3
Focus on Channels.
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Results of Period 1
2nd in Market share. Profit: $ 720, 903
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Period 2 : Decisions
Analysis of competitors strategy. Investment in R&D Significant investment in Advertising. Focus on Channel 1.
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Period 2 : Highest Market Share in salesProfit : $ 1, 587, 725
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Period 3: Decisions
Increased focus on channel 1.(65%)
Sales Reps distribution.
Focus on more customer service.
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Key learning from Period 3
Unequal concentration on product features.
Lack of focus on Advertising. Marketing mix : Price & quality
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Period 4 : Decisions
Focus on different features of product.
Investment in Advertising which was cut as budget was exceeded.
Indirect Advertising.
Differential Price.
Focus on customer service.
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Results of Period 4
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Period 5 : Decisions
Reduced Price to capture maximum market.
High investment in R&D
High investment in Indirect Advertising. (why indirect)
Focus on customer service.
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Period 5 Results in comparison with previous periods
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Comparison of market share (%) of all firms interms of units over 5 periods
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Comparison of market share (%) of all firms interms of $ sales over 5 periods
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Positioning Map : Specialcommands vs Price
P iti i M M k t Sh (S l
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Positioning Map Market Share (Salesvs Units)
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Effect of Advertising on Product sales
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Channel Distribution Intensity
Over all the periods :Should have been well studied.
Exclusive
Selective Intensive
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Net profit over 5 periods% Increase in sales from P 2 to 5
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Marketing Memo : Ecoute
Marketing High Medium Low.1 Company Reputation *
.2 Market Share *
.3 Customer Satisfaction *
.4 Customer Retention *
.5 Product Quality *
.6 Service Quality *
.8 Distribution Effectiveness *
Manufacturing .1 Facilities *
.2 Economies of Scale *
Organization . ,1 Visionary capable leadership *
.2 Entrepreneurial orientation *
.3 Flexible or responsive *
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Statistics of all variables over 5 periods
Period -1 -2 -3 -4 -5Estimated units sold 28871 29688 39900 39000 62000
Actual Units Sold 27388 34029 34827 56160 88799
Wholesale Price 135135 160160 160160 190170 190170Sales (ch1) , ,17 31 240 2899360 3484160 5333680 , , ,2 64 78 155
(ch2) , ,19 66 140 2545280 2088160 4774960 , , ,2 96 68 669
Total Sales , ,36 97 380 5444640 5572320 10108640 16185130
Percentage Increase in Sales /N A .47 2567061 .2 345058626 .81 40810291 .60 11184492
Total Expenses 1168869 1236682 1305616 2155864 2271549
Percentage Increase in expenses /N A .5 801591111 .5 574108785 .65 1223637 .5 366062052
Net profit 720903 1587725 1191380 2280616 -2271549
% increase or decrease in Net profit /N A .120 241142 - .24 9630761 .91 42641307 .73 99215826
Features ( Sum Total ) , ,12 4 3 , ,14 5 3 , ,16 5 4 , ,16 7 8 , ,18 8 8
Market share 23,25 .4 9 , .32 2 .9 9 , .25 1 .7 3 , .35 3 .5 1 , .32 1
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SWOT Analysis
Strengths :
1. Profit in terms of $ 2. Target Market 3. Market share in P5 4. Customer service Weakness:
1. Inappropriate channel distribution 2. Lack of uniqueness. 4. Lack of market research.
Opportunities: 1. Shifting to new market segments. 2. Business and Product development.
Threats: 1. Voice-Tech and their marketing mix 2. Dependency on Channel 1. 3. Price wars with competitors
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Conclusion
It was crucial to overcome inefficient planning of advertisingexpense and inappropriate distribution intensity. In spite of that,Ecoute tops the market share in units in final results andthroughout holds a good position in the market.
The strategy of focusing top of the pyramid was right
eventually. Ecoute's marketing mix of Product, Price andPositioning was balanced.
Ultimately it was a good endeavour by all team members tostand out as an organization.
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Thank You !!!Questions.. ?