Marketing Strategy in CESIM

Dania AL Attar Mona Toumi Chantsal Ganbaatar Batkhishig Badarch Ding Ziyao

KIWI

Round 1

Creating our first product

After analyzing both markets, we created our first product KIWI, added features according to customers preference.

We focused more on Europe market, Kiwi was sold the most for High End Households.

Round 2

Adding two more products

Due to the success of KIWI, we decided to create K-PREMIUM avant grade for both markets and K-EASY with the classic design for growing asian market.

So we focused on the Asia market, which is most sold in Household segment.

Asia

Europe

Round 3

The real Game started

In this round, we determined demand in both markets.

We focused on Companies and High-end companies which is K-premium was the most sold.

Modify products by adding more features.

Europe

Implementation of strategy Based on that analyze and business strategy We modified existing products and created brand new products – k-Modern and K-Everyday.

Round 4

“New game rules”

Business strategy Until this round our team decisions on products and market place were not decisive. As a result, our team’s share price had been always at 4th place. From that round, we started to analyze market research carefully as making market analyze on excel sheet by ourselves. That analyze gave us more crystal clear look at our products and market condition. Our business strategy was “Product Differentiation” in that round.

Phone type Round 3 Round 4

Medium priced sport KIWI KIWI

Cheap classic K-Easy K-Easy

Expensive avant garde K-Premium K-Premium

Cheap avant garde K-Modern

Medium priced classic K-Everyday

As a result of that strategy, Kiwi was successful in European market and K-Easy, K-Premium, K-Everyday was successful in Asian market. Our share price reached in 3rd place. On the market share, we became STARS in BCG Growth – Share matrix.

Implementation of strategy • We recognized we are losing our market

share in Europe. And we created Euro-man(cheap sport phone)for keeping that market gap.

• We increased our advertisement expenditure in total sales income from 3% to 5% in this round.

Round 5

“Long term investment in operational cost

Business strategyFrom 4th round, the market was full of different products . So in order to keep competitive advantage in following rounds, we tried to focus on increasing market share.

Our strategy was to become CASH COWS in BCG Growth– Share matrixin the following rounds. On the other words, we aimed to increase market share with advertisement and R&D expenditure. And also we focused on market product gap.

As a result of that strategy, K-Euroman became the best sold product in that round. Our market share increased from 20% to 30%.

Round 4

Round 5

Implementation of strategy We offered at least 3 different products in each segment.

Round 6

“ TRY HARDER - Look for more details”

Business strategy In that round, the market competition became too intense. So we looked for every detail customer needs of each segments. As considering our market competitive advantage and market condition, our strategy was TRY HARDER.

As a result of that strategy, our share price reached into the 2nd place in the market. Almost 5 of our products were among the best sold products in both markets.

Eur

ope

Asi

a

Round 7

Keeping our place

Due to the increasing of the growth of the markets, The games has reached the saturation or what is called the Maturity in the product cycle.So we focused on the largest market at that time which was households in both Europe and Asia.The most important step was finding the formula for advertisement that goes like this:Sales forecast *price of product*7% The percentage was based on the average of other competitors.It turned to be successful and profitable.

K-euroman was middle in the features and the price was affordable so it was a huge success in housholds segments, we focused less on short term profit and aimed forincreasing MARKET SHARE.

At this round time saving was important and roles for each product was given to each team member to individually analyze , the excel sheet was assigned for each member containing the following for each product:1) inner formula that calculated the advertisement cost mentioned before2) proposed price and features3) sales forecast4)product cost

Round 8 Expert’s excel sheet

Goal was increasing the profit margin by decreasing unnecessary costs, for example: decreasing the R&D,

and warranty period ;where we were the leading in the length of it, it was unnecessary.

Round 9

• In this round the market has reached the decline phase, and the goal was to maintain our position and share price, we implemented that by decreasing the prices of products to keep customers interested and to maintain our established market share.

• With high market shares, the market growth was still remaining ,which was leading us to become cash cows which was planned in round 5 as mentioned before.

• Effects of high R&D investments in previous rounds showed great benefit in this round

• We implemented full market coverage strategy to milk all segments by the best way.

surviving decline period and witnessing benefits of previous planning