Sadao Jinno, Aron Steward, and Thinh Tran

Profile Summary: Early Growth Stage; Marketing two electronic

products. Objective: Secure increasing market share and revenue over

time by accurately satisfying the needs of each target population with products TONE and TOPS.

TONE Description: High End Target Market: Professionals, High Earners

TOPS Description: Medium to High End Target Market: Explorers

2TRIUMPH Company

Overall $455M revenue, $104M net contribution SPI – 507 (end of period 8)

TONE Segments▪ Brand awareness – 72% (Professionals), 76% (HE)▪ Purchase intention – 9% (Professionals), 19% (HE)

Market shares – 8% (Professionals), 20% (HE) TOPS

Segments▪ Brand awareness – 79% (Explorers),▪ Purchase intention – 12% (Explorers), 14% (Shoppers)

Market shares – 12% (Explorers), 11% (Shoppers)

3TRIUMPH Company

TONE: Distribution: Specialty Stores/Mass Merchandise stores. Production: 150,000 units. Advertising: $2,429k for advertising media and $100K for research.

TOPS: Distribution: Specialty Stores Production: 50,000 units Advertising: $2,711k for advertising media and $100K for research.

4TRIUMPH Company

TONE: Distribution: Specialty Stores/Mass Merchandise stores/Online

stores. Production: 150,000 units. Advertising: $2,329K for advertising media and $100K for research.

TOPS: Price: Reduced price Production: 50,000 units. Advertising: $2,611K for advertising media and $100K for research. Distribution: Specialty Stores

5TRIUMPH Company

TONE: R & D: Targeting High Earners. Price: Reduced price Distribution: Specialty Stores / Mass Merchandise stores Production: 60,000 units. Advertising: $2,700K for advertising media and $100K for research.

TOPS: Distribution: Increased salespeople Specialty Stores/Online Stores. Production: 90,000 units. Advertising: $2,800K for advertising media and $100K for research.

6TRIUMPH Company

TONE: Price: Reduced price Distribution: Specialty Stores / Mass Merchandise stores Production: Increased production Advertising: $2,800K for advertising media and $100K for research.

TOPS: Distribution: Specialty Stores/Online Stores. Production: Increased production Advertising: $2,800K for advertising media and $100K for research.

7TRIUMPH Company

TONE: R & D: Applied R&D project developed in period 3 for TONE Distribution: Specialty Stores for High Earners. Production: 85K units . Advertising: $2,400K for advertising media and $100K for research.

TOPS: R&D: Applied previously developed R&D project for TOPS. Production: 140K units Advertising: $2,971K and $100K for advertising and research Distribution: Maintained the same distribution channels for

Explorers.

8TRIUMPH Company

TONE: Price: Decreased our price slightly Distribution: Specialty Stores for both High Earners and

Professionals. Production: 85K units. Advertising: Increased advertising budget toward target segments.

TOPS Production: 140K units . Advertising: Increased our budget for advertising toward the

Shoppers segment. Distribution: Maintained the same distribution channels for

Explorers.

9TRIUMPH Company

TONE: Price: Decreased our price slightly Distribution: Specialty Stores for both High Earners and

Professionals. Production: Reduced production Advertising: Decreased advertising budget

TOPS Production: Requested reduced production. Price: Maintained same price. Advertising: Maintained the same budget Distribution: Maintained the same distribution channels for

Explorers.

10TRIUMPH Company

Key to success Targeted product R&D Management of distribution channels

Adjustments Target both Shoppers and Explorers More effective market forecasting R&D additional products targeting Savers

11TRIUMPH Company