Topics Covered In This Solution File
Speaker Note
There has been shift in the positioning of the product The Odyssey Hip Pack where the initial target customer segment of male between the ages of 36 to 45 has been replaced 26 to 35 with more focus towards ensuring a secure travel. However it has been reflected that the total revenue has been close to the target revenue. It just required the intervention of the right distribution channel to streamline the process effectively. There has been an increase in the profit percentage by 19 as compared to last year.
Speaker Notes
It can be reflected by comparing the CLV and CAC score of the selected segments i.e the messenger bags, duffle bags and luggage, the luggage and messenger bags have seemed to fare better compared to duffle bags. The other segments which made negligible or no progress as such are backpacks, sport duffle bags and others.
It is thereby noted that considering the profit margin and competitive pricing in the market, it is required of the brand to increase their price so as to reach the target profit margin of 65%.
Speaker Note
Soft Ts comes as an alternative launch to the existing segment of travel bags. This product has been rightly positioned considering the brand image and the values of the product communicated clearly and directly to the clients. With a budget of 64k spent on advertising we have been able to execute 34% reach. $60.00 being the price we expect to achieve a target revenue of $55,000.00.
Speaker note
The premium line of Aurora design with leather backpack gathered good review. The positioning of the product has been on the point which resulted in a profit percentage of 75. Distribution channel with Sundaze (margin $1272) performed better than Annie & Alma $752.
Budget assigned to hip pack is 45,000, Soft Ts 70,000 and Aurora Premium backpack 135,000.
Speaker notes
The products have been designed well and following the customer feedbacks it appears that they have resonated well with customers perspectives however it is expected that the Odyssey Hip pack is designed better to fulfill the customers’ needs as the customers have felt a lack a utility in the design of the product.
While the other two has resonated well with the customers perspective yet it can be suggested that a bit of variation would be good.
Speaker notes
The products as they have been discussed here has been placed according to their quality and market position except the odyssey hip pack whose price requires a consideration so as to match the competitive pricing of the market as well. The pricing of other two segments of products seems in sync with the pricing of similar product in the market.
Speaker Notes
It has been reflected from following analysis that margin earned from Sundaze is higher than Annie & Alma. It thereby requires of the brand to consider alternate distribution channel to increase the sale and revenue. Perhaps the brand can also launch its own distribution channel than relying on a third party.
Speaker Notes
It is expected following the analysis that the brand contributes more towards digital marketing along social media market and OTT platforms. The budget allocated to digital marketing was $10,000 but following almost 30% effectiveness of the channel along with 40% of the other two it is expected that the digital marketing has potential to perform effectively.
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