Marketing Simulation Game Presentation Group 5_Firm 3 Ecoute_Final

8/9/2019 Marketing Simulation Game Presentation Group 5_Firm 3 Ecoute_Final

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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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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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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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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.. ?

Marketing Simulation Game Presentation Group 5_Firm 3 Ecoute_Final

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