Professional Documents
Culture Documents
Evaluation
NaReal Overview
Market leader (both by value and volumes) in Sonite and Vodite Market
SPI of 8167 More than 4 times of the nearest competitor
Accounts for 63% of the total revenue of Bach market (Sonite + Vodite)
6 products 4 Sonites and 2 Vodites with a total sales volume of 2,091,000 units
Revenue Share
8% 6% 1%
8%
63%
14%
Particulars
NaReal Overview
NaReal operates on OPOS
strategy One Product One
Segment
NaReal Overview
Performance Snapshot
Past Performance
Past Performance
Past Performance
Past Performance
Cumulative Return on
Investments is highest
for NaReal even with
highest investment
base
Period 2
Period 8
Learning:
Identifying and
focusing on the
correct TG is most
important
Its better to have a
perfect product for
one segment than an
imperfect product for
multiple segments
One size fit many
product is a myth
Period 8
Learning:
Its important to
identify the brand
attributes that are
most relevant to the
Target Group
The focus of
marketing as well as
product development
team should be on
these Key
Attributes
Learning:
Consumers need evolve over
time and hence its important
to reinvent the products so
that they dont become
obsolete
Market views R&D positively
Effect of Launch
Learning:
An early launch generates Brand Awareness even with limited advertising spend
Gives you an opportunity for price skimming as consumers dont have any other
option
Nemblr for example was launched at 1500 in period 5 and its price was reduced to
960 by period 9
Risks:
Difficult to estimate product attributes, commercial team size, price point and
advertising budget as first mover
Recommendations
1. Used regression analysis and excel modelling for predicting expected value of attributes for next
period
2. Continue to invest in R&D in order to upgrade products as per changing customer requirements
Recommendations
3.
Advertising spend for a product should be comparable or greater than the competitors in that
segment
Recommendations
4.
Commercial team for a product should be in line with the buying preference of
customers for that segment and should be comparable or greater than the competitors in
that segment
Recommendations
5.
Modify NOVA and NOSAVE for which R&D has been completed. Further, start R&D for
modifying Noon, NeGrow and Nemblr in order for them to remain relevant to the consumers
6.
Update product prices every period so that they are perfectly in line with the expected ideal
value for next period for the segment
Thank
You!