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The Marketing Game: Team D2 Marketing Managers: Maria Cruz Sandra Horowitz Sin Yi Yeung Peter Stathopulos.

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Presentation on theme: "The Marketing Game: Team D2 Marketing Managers: Maria Cruz Sandra Horowitz Sin Yi Yeung Peter Stathopulos."— Presentation transcript:

1 The Marketing Game: Team D2 Marketing Managers: Maria Cruz Sandra Horowitz Sin Yi Yeung Peter Stathopulos

2 Targeting Segments EZDuzit –Home Users –Parents –Students (beginning in period 4) KeepitEZ –Managers –Creators

3 Strategies EZDuzit –Price Penetration –Pricing based on competitors –Year 7 – Desperately seeking profits Dramatic price increase KeepitEZ –Premium pricing –Future plans to implement price skimming

4 Profits

5 Our Closest Competitors EZDuzit –VoiceTek (low-priced products like ours) KeepitEZ –wind (division of storm) –ROXYVOX (division of VOICEVOX)

6 Competitor Performance

7 Turning Points Year 1 –Started in first place Year 5 –Introduced product #2 (KeepitEZ) bringing us back to the top. Year 7 –Lack of funds led to cutbacks and dramatic decrease in profits –UH OH!!! (It’s okay…have some cookies)

8 Successes Product Introductions –Industry leader with the introduction of product 1 (Year 1) –Industry leader with the introduction of product 2 (Year 5) Market leader of Home Users and Parents for Years 1-4 Market leader of Students for Year 4 Market leader for product 2 in Years 5 & 6 Great customer service (until Year 7) Great brand recognition (until Year 7) Group dynamics

9 Failures Inefficient Distribution Intensity –10 salespeople – 30% distribution intensity paradigm used throughout TOO MANY SALESPEOPLE! Budget not large enough… –To sustain two products Advertising Customer Service –Salespeople Salaries were too large (74.6% of our allotted budget) Firings became necessary to cut costs Inconsistent performance due to intense competitive environment

10 Recommendations Request separate budget for product 2 Master distribution intensity Don’t hire too many salespeople Keep informed – market research Advertising is key!! Remember C.R.A.P.: C onserve & R eserve for A dvertising & P romotion

11 GOOD LUCK!


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