Naughty Grant Luense Griffin Weihe James Komorowski and

Naughty Grant Luense, Griffin Weihe, James Komorowski, and Neil Lange

Overview � Introduction � Implementation � Big Plan Idea � S. W. O. T � Past Performance vs. Objectives � Conclusion

Introduction � Clinites ◦ ◦ NICE NINE NIGHT NIFTY � Nutrites ◦ NUDE

NICE � Target market ◦ Singles 14 -35 � Price: $12. 18 � Cost: $5. 12 � Place: Specialized stores & Mass merchandising

NINE � Target market ◦ Middle income ◦ High earners 35+ � Price: $17. 80 � Cost: $7. 70 � Place: Mass merchandising, Beauty parlors, and Department stores

NIGHT � Target market ◦ Middle income ◦ Low income 18 -35 � Price: $10. 43 � Cost: $4. 48 � Place: Mass merchandising & Specialized stores

NIFTY � Target market ◦ High earners ◦ Affluent families 40+ � Price: $24. 50 � Cost: $7. 48 � Place: Department stores & Specialized stores

NUDE � Target market ◦ Health conscience ◦ Family � Price: $21. 45 � Cost: $11. 82 � Place: Specialized stores & Department stores

Positioning Strategy ◦ NICE �New �Youth �Low price �Usability ◦ NINE �Higher price �Middle income �Safety �Efficacy ◦ NUDE �Nutrition �Clinical Benefits ◦ NIFTY �High quality �High price �Efficacy �Safety �Packaging �Pleasure �Usability ◦ Night �Low/Medium quality �Low Price �Usability �Pleasure

Implementation Plan

Big Idea � Control Clinite Market � Create product for each segment � Control Clinite Market � Sell four Clinites � Create a Nutrite Initial Plan Updated Plan

Big Idea � Clinite market (period 9)

Big Idea � Nutrite market (Period 9)

Strengths � Ability to increase revenue � High share of Clinite market � Brand awareness � Inventory control � Share Price Index of 2, 834

Strengths � Increasing revenue

Strengths � Total market share of Clinite market

Strengths � Brand awareness (period 9)

Strengths � Inventory control

Strengths � Share Price Index of 2, 834

Weaknesses � Created Nutrite for wrong market � Average purchase intentions for NUDE � Commercial expenditures expenses

Weaknesses � Created Nutrite for wrong market

Weaknesses � Average purchase intentions of NUDE

Weaknesses � Commercial expenditure expenses

Opportunities � Increase market share in Clinite and Nutrite markets � Create new products � Redesign production to make products more efficient � Increase revenue by lowering commercial expenditures

Opportunities � Increase markets market share in Clinite and Nutrite

Opportunities � Redesign efficient production to make products more

Threats � Company Rohlman � Company Misfits � Targeted markets shrinking

Past Performance vs. Objectives � Period 1: � Objectives ◦ Revenue $44, 000 ◦ Net Contribution $18, 000 ◦ Unit Objective �NICE 2, 800, 000 units �NINE 1, 400, 000 units � Actual Performance ◦ Revenue $47, 574, 000 ◦ Net Contribution $12, 782, 000 ◦ Units sold �NICE 3, 562, 000 units �NINE 1, 940, 000 units

Past Performance vs. Objectives Period 5 � Objectives � ◦ Revenue of $100, 000 ◦ Net Contribution $46, 000 ◦ Unit Objectives � NINE 3, 400, 000 units � NICE 5, 000 units � NIFTY 1, 500, 000 units � NIGHT 2, 200, 000 units � Actual Performance ◦ Revenue $112, 031, 000 ◦ Net Contribution $48, 577, 000 ◦ Unit Objectives � NINE 3, 604, 000 units � NICE 5, 133, 000 units � NIFTY 1, 082, 000 units � NIGHT 2, 640, 000 units

Past Performance vs. Objectives Period 10 � Objectives � ◦ Revenue of $222, 000 ◦ Net Contribution $ ◦ Unit Objectives � NINE 2, 2000, 000 units � NICE 5, 000 units � NIFTY 7, 000 units � NIGHT 9, 000 units � NUDE 2, 000 units � Actual Performance ◦ Revenue $218, 637, 000 ◦ Net Contribution $48, 577, 000 ◦ Unit Objectives $102, 370, 000 � NINE 1, 749, 000 units � NICE 4, 601, 000 units � NIFTY 6, 374, 000 units � NIGHT 7, 753, 000 � NUDE 1, 616, 000

Past Performance vs. Objectives

Past Performance vs. Objectives

Past Performance vs. Objectives

Conclusion � BIG IDEA � Reach all segments of Clinite market � Improve current products � Market share of Clinite market � Should have positioned Nutrite to the Elderly � High SPI

Naughty “It’s better than being nice”