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BrandPro Simulation Insights and Strategies

The document summarizes the results of a brand management simulation over 5 years for brands Mojo and Moon. In year 1, Mojo targeted the savvy customer and Moon targeted both pro and trendy customers. This strategy did not work as Moon lost market share to competitors focusing on specific segments. In years 2-5, Mojo focused only on savvy customers and became market leader, while Moon underperformed despite changes as competitors captured the pro market. The simulation showed the importance of focusing on one target customer segment rather than multiple segments.

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jyothi
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4K views9 pages

BrandPro Simulation Insights and Strategies

The document summarizes the results of a brand management simulation over 5 years for brands Mojo and Moon. In year 1, Mojo targeted the savvy customer and Moon targeted both pro and trendy customers. This strategy did not work as Moon lost market share to competitors focusing on specific segments. In years 2-5, Mojo focused only on savvy customers and became market leader, while Moon underperformed despite changes as competitors captured the pro market. The simulation showed the importance of focusing on one target customer segment rather than multiple segments.

Uploaded by

jyothi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
  • Year 0 SWOT Analysis: Analyzes strengths, weaknesses, opportunities, and threats for brands MOJO and MOON entering the market.
  • Year 1 Decision: Details the strategic options, inputs, targeting, pricing, and communication decisions for Year 1 of the simulation.
  • Year 1 Decision - Results: Presents the outcomes, including successes and failures of the Year 1 decisions, highlighting strategic learnings.
  • Year 2 - 5 Decisions: Summarizes strategic decisions and performance outcomes from Year 2 to Year 5, focusing on brand adjustments and market alignments.
  • Simulation Summary: Concludes with an overview of the simulation performance, highlighting key learnings and strategic insights gained throughout the study.

Brand Management

BrandPro Simulation Report


Section B

Group 8
Jay Talati 2011094
Bharath Teja 2011148
Mohammed Thoufeek 2011310
Nitin Prabhakar 2011312
Rahul Thakur 2011315
Year 0 SWOT Analysis

MOJO MOON

Opportunities High growth rate for Savvy High Growth rate for Pro

Threats Similar products in ROCX Similar products in ROLT,


and TOKI ROSE, TOGA, TOIZ

Strengths Higher on Performance High Synergy with pros,


trendy

Weaknesses Lower on Convenience High Price


Year 1 Decision – Options , Inputs & Targeting

Options:
1. Maintain status quo or Position Moon to Pro or Trendy
2. Maintain status quo or Position Mojo to Savvy

Inputs for Decision


High Growth rate for Pro and Savvy
Low Growth rate for Trendy
Low competition for small display sizes but larger market

Target:
Position Moon to Pro and Trendy for now and to move towards Pro later
Position Mojo to Savvy from second year by product development
Year 1 Decision – Product & Price

Year 0 Year 1

No change in Brand Characteristics from Year 0 to 1


Year 1 Decision - Communication

Year 0 Year 1
Year 1 Decision - Results
Year 1 Decision - Results

What went wrong –


Didn’t factor in Competitors’ active strategy
Customer perception changes were not factored in

What went right –


Slight increase in market share for Mojo

Learnings -
Savvy is the target market for MOJO
Factor in the changes of competitors’ and consumers
Year 2 - 5 Decisions

Major product development and price changes for MOJO to align with Savvy customers
Minor product development and price changes to MOON to align with Pro customers primarily
MOJO became the market leader in Savvy
MOON underperformed in the Pro segment
TOKI aggressively captured pro market by lowering price and providing better specifications
This lead to underperformance of MOON in pro market
Simulation Summary

Performance
Company – Overall, average performance

Products
• Right strategy for MOJO and led to excellent performance in the market. Market leader in 2 years
• Focussing on multiple target customer for MOON backfired. Losing out the market share to competitors.
Difficult to regain the market share in the last couple of years

Turning Point
Revamped MOJO becoming the market leader in Savvy

Key learnings
• Focus of a particular set of customers. Master of one instead of Jack of All
• For a holistic growth of the company give importance to the performance of both the products
• Higher resource allocation to MOJO led to MOON losing out to competitors

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