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Naughty

Naughty. Grant Luense, Griffin Weihe, James Komorowski, and Neil Lange. Overview. Introduction Implementation Plan Big Idea S.W.O.T Past Performance vs. Objectives Conclusion. Introduction. Clinites NICE NINE NIGHT NIFTY. Nutrites NUDE. NICE. Target market Singles 14-35

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Naughty

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  1. Naughty Grant Luense, Griffin Weihe, James Komorowski, and Neil Lange

  2. Overview • Introduction • Implementation Plan • Big Idea • S.W.O.T • Past Performance vs. Objectives • Conclusion

  3. Introduction • Clinites • NICE • NINE • NIGHT • NIFTY • Nutrites • NUDE

  4. NICE • Target market • Singles 14-35 • Price: $12.18 • Cost: $5.12 • Place: Specialized stores & Mass merchandising

  5. NINE • Target market • Middle income • High earners 35+ • Price: $17.80 • Cost: $7.70 • Place: Mass merchandising, Beauty parlors, and Department stores

  6. NIGHT • Target market • Middle income • Low income 18-35 • Price: $10.43 • Cost: $4.48 • Place: Mass merchandising & Specialized stores

  7. NIFTY • Target market • High earners • Affluent families 40+ • Price: $24.50 • Cost: $7.48 • Place: Department stores & Specialized stores

  8. NUDE • Target market • Health conscience • Family • Price: $21.45 • Cost: $11.82 • Place: Specialized stores & Departmentstores

  9. Positioning Strategy • NICE • New • Youth • Low price • Usability • NINE • Higher price • Middle income • Safety • Efficacy • NUDE • Nutrition • Clinical Benefits • NIFTY • High quality • High price • Efficacy • Safety • Packaging • Pleasure • Usability • Night • Low/Medium quality • Low Price • Usability • Pleasure

  10. Implementation Plan

  11. Big Idea • Control Clinite Market • Create product for each segment • Control Clinite Market • Sell four Clinites • Create a Nutrite Initial Plan Updated Plan

  12. Big Idea • Clinite market (period 9)

  13. Big Idea • Nutrite market (Period 9)

  14. Strengths • Ability to increase revenue • High share of Clinite market • Brand awareness • Inventory control • Share Price Index of 2,834

  15. Strengths • Increasing revenue

  16. Strengths • Total market share of Clinite market

  17. Strengths • Brand awareness (period 9)

  18. Strengths • Inventory control

  19. Strengths • Share Price Index of 2,834

  20. Weaknesses • Created Nutrite for wrong market • Average purchase intentions for NUDE • Commercial expenditures expenses

  21. Weaknesses • Created Nutrite for wrong market

  22. Weaknesses • Average purchase intentions of NUDE

  23. Weaknesses • Commercial expenditure expenses

  24. Opportunities • Increase market share in Clinite and Nutrite markets • Create new products • Redesign production to make products more efficient • Increase revenue by lowering commercial expenditures

  25. Opportunities • Increase market share in Cliniteand Nutritemarkets

  26. Opportunities • Redesign production to make products more efficient

  27. Threats • Company Rohlman • Company Misfits • Targeted markets shrinking

  28. Past Performance vs. Objectives • Period 1: • Objectives • Revenue $44,000,000 • Net Contribution $18,000,000 • Unit Objective • NICE 2,800,000 units • NINE 1,400,000 units • Actual Performance • Revenue $47,574,000 • Net Contribution $12,782,000 • Units sold • NICE 3,562,000 units • NINE 1,940,000 units

  29. Past Performance vs. Objectives • Period 5 • Objectives • Revenue of $100,000,000 • Net Contribution $46,000,000 • Unit Objectives • NINE 3,400,000 units • NICE 5,000,000 units • NIFTY 1,500,000 units • NIGHT 2,200,000 units • Actual Performance • Revenue $112,031,000 • Net Contribution $48,577,000 • Unit Objectives • NINE 3,604,000 units • NICE 5,133,000 units • NIFTY 1,082,000 units • NIGHT 2,640,000 units

  30. Past Performance vs. Objectives • Period 10 • Objectives • Revenue of $222,000,000 • Net Contribution $ • Unit Objectives • NINE 2,2000,000 units • NICE 5,000,000 units • NIFTY 7,000,000 units • NIGHT 9,000,000 units • NUDE 2,000,000 units • Actual Performance • Revenue $218,637,000 • Net Contribution $48,577,000 • Unit Objectives $102,370,000 • NINE 1,749,000 units • NICE 4,601,000 units • NIFTY 6,374,000 units • NIGHT 7,753,000 • NUDE 1,616,000

  31. Past Performance vs. Objectives

  32. Past Performance vs. Objectives

  33. Past Performance vs. Objectives

  34. Conclusion • BIG IDEA • Reach all segments of Clinite market • Improve current products • Market share of Clinite market • Should have positioned Nutrite to the Elderly • High SPI

  35. Naughty “It’s better than being nice”

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