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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

Naughty

Grant Luense, Griffin Weihe,

James Komorowski, and Neil Lange


Overview
Overview

  • Introduction

  • Implementation Plan

  • Big Idea

  • S.W.O.T

  • Past Performance vs. Objectives

  • Conclusion


Introduction
Introduction

  • Clinites

    • NICE

    • NINE

    • NIGHT

    • NIFTY

  • Nutrites

    • NUDE


NICE

  • Target market

    • Singles 14-35

  • Price: $12.18

  • Cost: $5.12

  • Place: Specialized stores & Mass merchandising


NINE

  • Target market

    • Middle income

    • High earners 35+

  • Price: $17.80

  • Cost: $7.70

  • Place: Mass merchandising, Beauty parlors, and Department stores


Night
NIGHT

  • Target market

    • Middle income

    • Low income 18-35

  • Price: $10.43

  • Cost: $4.48

  • Place: Mass merchandising & Specialized stores


Nifty
NIFTY

  • Target market

    • High earners

    • Affluent families 40+

  • Price: $24.50

  • Cost: $7.48

  • Place: Department stores & Specialized stores


NUDE

  • Target market

    • Health conscience

    • Family

  • Price: $21.45

  • Cost: $11.82

  • Place: Specialized stores & Departmentstores


Positioning strategy
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



Big idea
Big Idea

  • Control Clinite Market

  • Create product for each segment

  • Control Clinite Market

  • Sell four Clinites

  • Create a Nutrite

Initial Plan

Updated Plan


Big idea1
Big Idea

  • Clinite market (period 9)


Big idea2
Big Idea

  • Nutrite market (Period 9)


Strengths
Strengths

  • Ability to increase revenue

  • High share of Clinite market

  • Brand awareness

  • Inventory control

  • Share Price Index of 2,834


Strengths1
Strengths

  • Increasing revenue


Strengths2
Strengths

  • Total market share of Clinite market


Strengths3
Strengths

  • Brand awareness (period 9)


Strengths4
Strengths

  • Inventory control


Strengths5
Strengths

  • Share Price Index of 2,834


Weaknesses
Weaknesses

  • Created Nutrite for wrong market

  • Average purchase intentions for NUDE

  • Commercial expenditures expenses


Weaknesses1
Weaknesses

  • Created Nutrite for wrong market


Weaknesses2
Weaknesses

  • Average purchase intentions of NUDE


Weaknesses3
Weaknesses

  • Commercial expenditure expenses


Opportunities
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


Opportunities1
Opportunities

  • Increase market share in Cliniteand Nutritemarkets


Opportunities2
Opportunities

  • Redesign production to make products more efficient


Threats
Threats

  • Company Rohlman

  • Company Misfits

  • Targeted markets shrinking


Past performance vs objectives
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


Past performance vs objectives1
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


Past performance vs objectives2
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





Conclusion
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


Naughty1
Naughty

“It’s better than being nice”


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