MARKSTRAT

Industry: BRAVO
Team: R (RUBICON)

Submitted to: Prof Jayesh Aagja / Prof Sanjay Jain

Presented By:
Debadatta Ratha Harshit Arun
Kritik Rohra
-

151222
151229
151232

MARKSTRAT INDUSTRY ECONOMIC VARIABLES

INDUSTRY ECONOMIC
VARIABLES
GNP Growth Rate
Inflation Rate
Inventory holding cost per
annum
Loss incurred for inventory
disposal
Commercial people operating
cost
Commercial people hiring and
training cost
Commercial people firing cost

R1
% 3%
% 2%
% Transfer
8%
Cost
% Transfer
20%
Cost

R2
3%
2%

R3
3%
2%

R4
4%
4%

R5
4%
4%

R6
2%
4%

R7
2%
2%

R8
2%
2%

R9
2%
2%

R10
2%
2%

8%

8%

8%

8%

8%

8%

8%

8%

8%

20%

20%

20%

20%

20%

20%

20%

20%

20%

$ 20,808 21224 21,649 22,956 23,874 24,829 24,839 25,336 25,842 26,359
$ 3,121 31.84 3,247 3,443 3,581 3,724 3,726 3,800 3,876 3,954
$ 5,202 53.06 5,412 5,739 5,969 6,207 6,210 6,334 6,461 6,590

RUBICON Marketing Strategy

Best Cost Strategy for both the Sonites and the Vodites Market.
Targeting individual segments for individual brand.
Continuous R&D for product update & brand expansion.
Continuous increase in the sales and distribution network.

Fig: Snapshot from the initial strategy

RUBICON At the end of Round 10

SPI
6000

4837

5000

4000

2963

3000
2540

2120

2092

2000

1000

1632
1000

1169

1292

1256

996

0
Round 0

Round 1

Round 2

Round 3

Round 4

Round 5

Round 6

Round 7

Round 8

SPI

Evolution of SPI for team Rubicon though 10 rounds.

Round 9 Round 10

RUBICON Brand Evolution

R
O
L
L
2

6000

5000

3000

2000

R
O
C
K

4837

R
E
A
L
1

4000

R
O
L
L

SPI
R
O
F
L
E
X

R
O
C
K
2

2963
2540

R
E
L
R
E
E
D
V
1
I
A
2120

R
E
U
R
V
E

2092
1632

1000

1000

1169

R
E
L
A
X
1292

1256

996

0
Round 0

Round 1

Round 2

Round 3

Round 4

Round 5

SPI

Round 6

Round 7

Round 8

Round 9 Round 10

V
O
D
I
T
E

S
O
N
I
T
E

RUBICON Performance

Period

Firm

Share Price
Index

Revenues

1
2
3
4
5
6
7
8
9
10

R
R
R
R
R
R
R
R
R
R

1,169
996
2,540
4,837
2,963
2,120
2,092
1,632
1,292
1,256

49,555
34,647
94,238
157,430
99,148
69,407
72,674
40,184
29,075
26,378

Net
Market share
Market share
Retail sales
Volume sold
contribution
- Value
- Unit
11,211
5,769
58,359
88,504
16,118
10,365
5,620
-2,615
-7,806
-6,472

18.1%
11.7%
23.6%
32.4%
19.0%
11.2%
9.7%
4.0%
2.5%
2.1%

78,308
55,239
149,755
244,397
150,247
103,724
108,931
59,431
42,585
38,468

14.0%
8.7%
14.4%
26.8%
21.7%
15.0%
12.0%
6.1%
3.3%
2.3%

157
108
227
497
448
363
339
220
135
100

RUBICON SONITE Brands

ROCK
ROLL
ROLL 2
ROFLEX
ROCK 2

SONITE

RUBICON SONITE Market Forecast

Market Size (in thousands of units)

Market size by consumer segment

(in thousands of units)

Market Growth rates (in %)

Consumer Segment Growth Rates (in % units)

RUBICON SONITE Brand Features

MARKET : Launched in
SONITES
Period

ROCK
ROCK2
ROFLEX
ROLL
ROLL2

0
5
5
0
4

No. of
Processing
Design Index Battery Life Display Size
Features
Power

14
20
15
13
6

7
8
7
4
8

42
90
90
60
60

36
20
15
36
10

76
95
60
91
30

Rec. retail
price

Base Cost

400
399
299
335
275

242
193
139
263
89

RUBICON SONITE Marketing Strategy

ROCKTarget Segment: High Earners / Professionals

Distribution Channel: Specialty Stores / Online Retailer

Price: High

ROLL
Target Segment: Shoppers
Distribution Channel: Mass Merchandisers / Online Retailer
Price: Moderate

RUBICON SONITE Marketing Strategy

ROCK 2- To replace ROCK
Target Segment: High Earners / Professionals

Distribution Channel: Specialty Stores / Online Retailer

Price: High

ROLL 2 To replace ROLL

Target Segment: Shoppers/ Savers
Distribution Channel: Mass Merchandisers / Online Retailer
Price: Moderate/Low

RUBICON SONITE Marketing Strategy

ROFLEXTarget Segment: Shoppers

Distribution Channel: Mass Merchandiser / Online Retailer

Price: Low

RUBICON VODITE Brands

REAL1*
RELED1
REVIA
REURVE
RELAX

* First Mover in the Segment

VODITE

RUBICON VODITE Market Forecast

Market Size (in thousands of units)

Market Size by Consumer Segment (in thousands of units)

Market Growth rates (in %)

Consumer Segment Growth Rates (in % units)

RUBICON VODITE Brand Features

MARKET : Launched in
Carbon
Rec. retail
Resolution Energy Efficiency
Connectivity No. of Apps
VODITES
Period
Footprint
price

Base Cost

REAL1

25

10

50

10

599

82

RELED1

40

30

35

40

700

186

RELAX

55

45

40

70

580

279

REURVE

70

65

30

90

650

348

REVIA

55

45

40

70

440

269

RUBICON VODITE Marketing Strategy

REAL 1* Target Segment: Early Adopters / Innovators

Distribution Channel: Specialty Stores / Online Retailer

Price: High (Market Skimming)

RELED 1
Target Segment: Innovators
Distribution Channel: Specialty Stores/ Online Retailer
Price: High

RUBICON VODITE Marketing Strategy

REVIATarget Segment: Followers

Distribution Channel: Mass Merchandisers / Online Retailer

Price: Low

REURVE
Target Segment: Followers
Distribution Channel: Mass Merchandisers / Online Retailer
Price: Moderate-High

RUBICON VODITE Marketing Strategy

RELAX
Target Segment: Followers

Distribution Channel: Mass Merchandisers / Online Retailer

Price: Moderate - Low

RUBICON Market Research Tools

Multi Dimensional Scaling

Semantics Scales

Perceptual Positioning on 3 scales Performance, Economy &

Convenience

Scaling of the individual attributes of the products. Resolution, Power, Proc

Power, Carbon footprint, connectivity etc

Conjoint Analysis

RUBICON Reactive Strategies Adopted

First Mover Advantage

Market Skimming

5 Products in sonites & vodites for all consumer segments

Low Margins (Price War)

Products in pipeline

Flanking Attack

Very High Launch Price (600%)

Continuous R&D

REAL1 Vodite

Avg Retail Price Vs Avg Selling Price

Defensive Strategies

Vodite market high entry barrier

RUBICON Learnings

Brute Force doesnt always works.

Balancing the budget for R&D Vs Marketing and Commercials.

Analysis of reports, Conjoint Analysis for finer details, P&L, MDS & Semantics.

Single segment target.

Pricing decisions (Avg Retail Price , Avg Selling price & Margin)

Long term planning for R&D and brand expansion.

First mover advantage, dictates the market price & specification.

Prioritization. (Not everything at one go)

Production Planning (Under/Over/Selling off)

RUBICON Learnings
The Must for a Marketing Manager

Flexibility

Adjusting Strategy to the changing scenario

Courage

Making tough decisions and following it up.

Knowing the fact-

Creating strategy from the ground up.

Knowing the rules Markstrat is simulation, out there is the real world
Lucky

Sometimes it is more than helpful.

Marketing takes a day to learn but a lifetime to master

Philip Kotler

THANK YOU