Nielson Case Competition Slides - Team Rubik Top 24

Group Members

Piyush Pritam Sahoo!Neo Shi Jun!Manas Mohapatra!

PLANET SATURN PLANET SATURN SINGAPORE LAUNCH PROPOSAL

SINGAPORE MANAGEMENT UNIVERSITY

AGENDA

SITUATION ANALYSIS

ISSUES & OBJECTIVES

RECOMMENDATIONS

KEY SUCCESS FACTORS

Introduction

CONCLUSION

Your&KPI&&&Targets&

COMPANY PROFILE

PROFILE

COMPANY

!•  Top 2 smartphone manufacturer in China""•  Limited market presence – sold through

multiple channels but only within the China market"

"•  Relatively low cost compared to other

smartphones in the market"

XIAN DAI

Introduction

2/9/14! 3!

2/9/14! 4!

PRODUCT SPECIFICATIONS

SPECIFICATIONS PRODUCT

Introduction

PLANET SATURN PLANET SATURN •  Android OS"•  4.9” Full HD Touchscreen"•  Built in front camera and 11mp back

camera"•  Built in Wi-Fi and Bluetooth capabilities"•  Lithium-ion battery lasting over 450

hours of standby time"•  8.0mm thin and weighing 150g"

Situation Analysis

Your&KPI&&&Targets&

2/9/14!

LAUNCH ASSESSMENT

? TO LAUNCH

LAUNCH OR NOT TO!

Situation Analysis

Your&KPI&&&Targets&

2/9/14! 7!

Situation Analysis MARKET POTENTIAL

ANALYSIS

QUANTITATIVE

.%#

50.%#

100.%#

150.%#

200.%#

250.%#

300.%#

2012# 2013# 2014# 2015# 2016# 2017# 2018#

Smartphone Users (% of mobile phone users)!

US# India# China# Asia8Pacific# World#

•  Smartphone user base is ever expanding."•  Growth of smartphone users in Asian counties and especially in

Asia-pacific is predicted to reach at all-time high levels. "•  The industry offers a bright opportunity for making huge profits. "

Source: e-marketer"

Your&KPI&&&Targets&

2/9/14! 8!


ANALYSIS

QUANTITATIVE

INDUSTRY POTENTIAL IN THE NEXT 6 MONTHS

Market Value (MV) = P X N X W"P: Potential Number of Customers !N: Number of Units bought annually !W: Weighted average price of a unit!

Market Value (MV) in the next 6 months = "

X $227 = $441,222,624

36%!of!the!popula5on!intends!to!change!from!current!phone!!to!a!smartphone!in!the!next!6!months!

1,944,000"

5,399,000"

Avg. price of smartphone"

2/9/14! 9!


ANALYSIS

Your&KPI&&&Targets&

QUALITATIVE

• Culturally diverse""• Politically stable"

• Closer geographical location to China (greater degree of similarity/ large chinese population) "

• Global city (widely varied nationalities, ethnicities, occupations)"

• High smartphone penetration rate "

IDEAL TEST MARKET

Your&KPI&&&Targets&

2/9/14!

LAUNCH ASSESSMENT

YES TO LAUNCH

Situation Analysis

!

2/9/14! 11!

Situation Analysis BUSINESS ENVIRONMENT

ANALYSIS

1

2

3

4 PROMOTION CHANNELS ANALYSIS

COMPETITOR ANALYSIS

CONSUMER ANALYSIS

DISTRIBUTION CHANNELS ANALYSIS

TARGET MARKET

2/9/14! 12!

Situation Analysis PROMOTIONAL CHANNEL

ANALYSIS 1

0%!10%!20%!30%!40%!50%!60%!70%!80%!90%!100%!

PEOPLE!WHO!WATCH!

TERRESTRIAL!TV!IN!THE!PAST!

WEEK!

PEOPLE!WHO!READ!DAILY!

NEWSPAPERS!IN!THE!PAST!WEEK!

PEOPLE!WHO!ACCESSED!INTERNET!IN!

THE!PAST!WEEK!

PEOPLE!WHO!LISTENED!TO!RADIO!IN!THE!PAST!WEEK!

PEOPLE!WHO!VISITED!

CINEMAS!IN!THE!PAST!WEEK!

Consumer Media Reach!

Consumer!Media!Reach!

•  Channels with the largest volume of consumers lies in TV, Newspaper and Internet. "

•  However, TV and newspaper spending are much costlier as compared to digital channel spending."

2/9/14! 13!

Situation Analysis PROMOTIONAL CHANNEL

ANALYSIS 1

IMPLICATION! 1 XIAN DAI SHOULD TAP ON SINGAPORE’S HIGH INTERNET, SOCIAL MEDIA USAGE AND MOBILE SUBSCRIPTION RATE AS PREFERRED PROMOTIONAL (COST- EFFECTIVE) CHANNELS .

2/9/14! 14!

Situation Analysis COMPETITORS

ANALYSIS •  Nearly 91% of the smart phone

industry in Singapore is dominated by the five companies: ALPHA, EPSILON, IOTA, KAPPA and BETA. "

•  The three major companies namely, ALPHA, EPSILON and IOTA occupy just less than 80% of the market share. "

•  These companies can be considered to be the major competitors for Xian Dai and pose a potential threat to its entry into the Singapore market. "

0.7829!

0.9146!

0!

0.2!

0.4!

0.6!

0.8!

1!

1.2!

0"

0.05"

0.1"

0.15"

0.2"

0.25"

0.3"

0.35"

Smart!Phones! NonTSmart!Phones! Smart!phone!pareto!

Market#Share#

2

2/9/14! 15!


ANALYSIS 2

88%! 94%! 91%! 91%! 82%! 75%! 83%! 86%!

0%!20%!40%!60%!80%!100%!

Brand!Awareness!

•  Brand Loyalty is stronger for well established brands. "

"•  This leads to lower costs and higher

margins Incumbent players in the market have a very strong brand awareness. (Chart: Brand Awareness) "

•  The top three market share holders have very high brand awareness. "

•  This gives them a very strong foundation to build their brand equity which ultimately drives their revenue models. (See picture)"

2/9/14! 16!


ANALYSIS 2

•  Not only that, the top three performers also posses strong perceived differentiating factors (Chart: Alpha, Epsilon, Iota). "

•  For example, Epsilon has a perceived Quality and Ease of use, Battery Life, Size and Style which enhance its brand equity and drive the revenue. "

"•  The new entrant, Xian Dai, must provide products that are better than the existing products in order for customers to

see value. The intangible benefits that the company provides a strong brand equity. "

Quality!&!Ease!of!

OS!&!App!

PriceTValue!

Mul5media!&!

Customer!Service!

Messaging!

Style!&!Innova5o

Size!

Ba\ery!Life!

ALPHA#

ALPHA!

Quality!&!Ease!of!

OS!&!App!

PriceTValue!Mul5media!&!Custome

r!Service!Messagin

g!

Style!&!Innova5o

Size!

Ba\ery!Life!

EPSILON#

EPSILON!

Quality!&!Ease!of!

OS!&!App!

PriceTValue!

Mul5media!&!

Customer!Service!Messaging!

Style!&!Innova5on!

Size!

Ba\ery!Life!

IOTA#

IOTA!

2/9/14! 17!


ANALYSIS 2

IMPLICATION!

2

NEED TO DEVISE A STRONG DIFFERENTIATION STRATEGY BY LOOKING AT ITS CURRENT PRODUCT STRENGTHS AND LOOK TO EXTEND MORE UNIQUE OFFERING TO COMPETE WITH THE BIG PLAYERS

2/9/14! 18!

Situation Analysis CONSUMER

ANALYSIS 3 Gen Y represents approximately 20% of the economically active population of Singapore. ""Gen Y’s in Singapore are tech-savvy and prefer an unconventional approach.""Tobacco/alcohol, mobile phone and food are listed as top three items that Gen Y prefer to spend the most."

Gen Y is a generation like no other; for starters it’s the largest generation of them all and with access to huge social networks."

Age!16-24" 18" 19"25-34" 18" 20"35-44" 21" 23"45-54" 25" 24"55-64" 18" 15"Mean! 40" 39"

Total# Smartphone#

(n=566)! (n=409)!%! %!

Age Range of Gen Y- early 1980s to the early 2000s""•  Represent more than half of the

smartphone users"

SMARTPHONE USER ANALYSIS

2/9/14! 19!


ANALYSIS 3

Smartphones-Users !  Market Potential"

SHORT TERM " 27% "LONG TERM " 45%"

!  Current User Profile: No differentiation based on age, gender, use. Majority - Postpaid user, Employed, household income > $2500"

NON Smartphones-Users !  Market Potential"

SHORT TERM " 9% "LONG TERM " 18%"

!  Current User Profile: No differentiation based on age, gender, use. Majority - Postpaid user, Employed, household income > $2500"

2/9/14! 20!


ANALYSIS 3

Smartphones-Users NON Smartphones-Users 1.  Targeting Emphasis when Bundling with Telco"

•  At monthly expenditure: All 5 price levels"•  Special target at price level ($1-$30 ) & ($31-$60) "•  Especially for age groups 16-24 & 25-44""

2.  Potential Selling Points"•  Open OS"•  Upgrade to smartphones – at competitive price"•  Battery life"•  Exclusive Demand in general""

3.  Target Segment Priority Needs"•  Using mobile for Apps, GPS, Instant messaging,

Emails, Wifi, Hotspots, Sync, Mobile TV, Game (offline, online), "

1.  Targeting Emphasis when Bundling with Telco"•  At monthly expenditure: All 5 price levels"•  Special target at price level ($31-$60)"

2.  Selling Point"•  High Features:Price ratio"•  Higher Battery life"•  Exclusive Demand in general""

3.  Fulfill market gap "•  Using smartphone as Hotspots, Modem, Sync,

Mobile TV"

2/9/14! 21!


ANALYSIS 3

0%!

5%!

10%!

15%!

20%!

25%!

30%!

35%!

1! 2! 3! 4! 5! 6! 7! 8! 9! 10!

Sa5sfac5on!in!General!

Smartphone!Users! NonTSmartphones!Users!

0!1!2!3!4!5!6!7!8!9!

Sa5sfac5on!!w.r.t.!Categories!

Smartphone!Users!(n=848)! (Mul5+Feature)!

Trends •  Increasing trend for higher satisfaction with Smartphone"•  Market Gap: Battery Life (for both)"

2/9/14! 22!


ANALYSIS 3

IMPLICATION!3

NEED TO DEVISE INNOVATIVE TARGETING STRATEGIES THAT MEET THE NEEDS OF TWO VARYING TARGET MARKET – CURRENT SMARTPHONE USERS AND NON-SMARTPHONE USERS WITH A FOCUS ON GENERATION Y.

2/9/14! 23!

Situation Analysis DISTRIBUTION CHANNEL

ANALYSIS 4 •  58% of the smart phone sales

takes place through mobile operator retail stores "

•  The cost of this channel will be low as it avoids costs like setting up stores, hiring sales persons etc. "

•  Gives Xian Dai the opportunity to leverage on the success of the telecom operators. "

58%!

4%!

20%!

11%!7%!

A!mobile!Operator!retail!Shop!

At!an!independent!telecom!shop!

Other!Offline!Stores!/!Loca5ons!

Online!

Others!(Second!Hand!etc.)!

Mobile Distribution Channels

IMPLICATION!4

NEED TO IDENTIFY THE BEST DISTRIBUTION CHANNELS TO WORK WITH AND WORK THROUGH IN ORDER TO REACH THE TARGET SEGMENT

Issues & Objectives

2/9/14! 25!

Situation Analysis OVERALL OBJECTIVES

SUCCESSFUL LAUNCH

OVERALL OBJECTIVES

80% 40% 25% 10%

PRODUCT AWARENESS

CONVERSION CONSIDERATION AQUISITION

IN THE FIRST 6 MONTHS ACHIEVE 4th POSITION IN MARKET SHARE

2/9/14! 26!

Issues & Objectives KEY ISSUES & OBJECTIVES

WHERE Xian Dai is WHERE Xian Dai WANTS TO BE Key ISSUES AT HAND

DIFFICULTY IN NEW MARKET PENETRATION

NEGATIVE PERCEPTION OF CHINA BRANDS IN GENERAL

NO UNIQUE PRODUCT/SERVICE OFFERING

TO BE GREATLY DIFFERENTIATED FROM ITS COMPETITOR AND

DOMINATE IN CERTAIN PRODUCT OFFERINGS

DO NOT POSSESS STRONG DIFFERENTIATION FACTOR TO STAND

OUT AMONG ITS COMPETITORS

TO BE A WELL KNOWN GLOBAL BRAND WITH STRONG PRESENCE IN

ITS OWN MARKET AND OTHER MARKETS

LIMITED PRESENCE IN OTHER MARKETS AND GENERALLY ATTACHED WITH

NEGATIVE PERCEPTION OF CHINA PRODUCTS

BECOME ONE OF THE LEADING SMARTPHONE LEADING COMPANY in

SINGAPORE & THE WORLD

AMONG THE TOP 2 SMARTPHONE MANUFACTURER IN CHINA BUT NO

PRESENCE IN SINGAPORE

2/9/14! 27!

Issues & Objectives STRATEGY OVERVIEW

WHERE Xian Dai WANTS TO BE Key ISSUES AT HAND STRATEGIES

DIFFICULTY PENETRATING NEW MARKET (SINGAPORE)

CHANGING NEGATIVE PERCEPTION OF CHINA

BRANDS

NO UNIQUE PRODUCT/SERVICE OFFERING 1

2

3

THE X FACTOR

GLOBAL- LOCAL ADVOCATES

BETTER TOGETHER

2/9/14! 28!

Issues & Objectives STRATEGY OVERVIEW

WHERE Xian Dai WANTS TO BE Key ISSUES AT HAND STRATEGIES

DIFFICULTY PENETRATING NEW MARKET (SINGAPORE)

PARTNERSHIP STRATEGY

CHANGING NEGATIVE PERCEPTION OF CHINA

BRANDS

NO UNIQUE PRODUCT/SERVICE OFFERING

DIFFERENTIATION STRATEGY

BRANDING STRATEGY

CONVERSION STRATEGY

PROMOTION STRATEGY

1

2

3 EXTE

RNAL

FACT

ORS

Recommendations!

2/9/14! 30!

RECOMMENDATIONS

1 2

THE

3

Recommendations

GLOBAL -LOCAL ADVOCATES X

FACTOR

BETTER TOGETHER

Recommendations!1

THE X FACTOR

2/9/14! 32!

Recommendations

1 OBJECTIVE & SELECTION

OBJECTIVE!

1

CREATING!

DIFFERENTIATE!

COMPETITIVE!ADVANTAGE!

STRA

TEGI

EY

TO IDENTIFY AND CAPTITALISE ON PRODUCT STRENGTHS AND EXPAND SERVICE OFFERINGS THEREBY DIFFERENTIATE AMONG ITS COMPETITORS

Recommendations

1 METHODOLOGY

Your&KPI&&&Targets&

2/9/14! 33!

THE X

FACTOR The “X” Factor "•  Capitalizing on intrinsic product strengths""•  Strengthening through unique software &

service offerings"- Unique applications that fulfills needs of smartphone users "

1

CREATING!

DIFFERENTIATE!

COMPETITIVE!ADVANTAGE!

2/9/14! 34!

•  Not only that, the top three performers also posses strong perceived differentiating factors (Chart: Alpha, Epsilon, Iota). "

•  For example, Epsilon has a perceived Quality and Ease of use, Battery Life, Size and Style which enhance its brand equity and drive the revenue. "

"•  The new entrant, Xian Dai, must provide products that are better than the existing products in order for customers to

see value. The intangible benefits that the company provides a strong brand equity. "

Quality!&!Ease!of!Use!

OS!&!App!

PriceTValue!

Mul5media!&!

Gaming!Customer!Service!Messaging!

Style!&!Innova5on!

Size!

Ba\ery!Life!

ALPHA#

ALPHA!


OS!&!App!

PriceTValue!

Mul5media!&!

Gaming!Customer!Service!Messaging!

Style!&!Innova5o

n!

Size!

Ba\ery!Life!

EPSILON#

EPSILON!


OS!&!App!

PriceTValue!

Mul5media!&!Gaming!

Customer!Service!Messaging!

Style!&!Innova5on!

Size!

Ba\ery!Life!

IOTA#

IOTA!

RATIONALE OF METHODOLOGY Recommendations

1

2/9/14! 35!

Recommendations

1 RATIONALE OF METHODOLOGY Xian!Dai!Saturn!

Samsung!Note!3! iPhone!5s!

Opera5ng!System! Android!OS! Android!4.3! iOS7!

Screen!size! 4.9"!! 5.7"! 4.0"!

HD! Yes! Yes! Yes!

Touch!Screen! Yes! Yes! Yes!

Wifi! Yes! Yes! Yes!

Bluetooth! Yes! Yes! Yes!

Ba\ery!Life! 450!hours! 225!hours! 420!hours!

Ba\ery!! LithiumTIon! LiTPo! LiTIon!

Width! 8.0mm!thin! 8.3mm!thin! 7.6mm!thin!

Weight! 150g! 168g! 112g!

•  The new entrant, Xian Dai can capitalise on its battery life feature to distinguish itself from its competitors. "

•  They can also look into developing innovative improvement applications(able to produce in short term) to improve such as messaging and multimedia & gaming so strengthen its unique offering. "

Total#Messaging! 17%!Ba\ery!Life! 15%!Size! 15%!Mul5media!&!Gaming! 14%!Style!&!Innova5on! 13%!Customer!Service! 12%!PriceTValue! 11%!OS!&!App! 1%!Quality!&!Ease!of!Use! 1%!

Key Drivers"

Recommendations!2

GLOBAL-LOCAL ADVOCATES

2/9/14! 37!

Recommendations

2 OBJECTIVE

OBJECTIVE!

2 1

BUILDING!

ADVOCATES!ONLINE!GLOBAL BRAND!

LOCALISED STRATEGIES!

BRANDING! PROMOTION!

TO DEVISE THE BEST PROMOTIONAL AND BRANDING STRATEGY THAT WILL HAVE THE MOST IMPACT FOR SALES AND PRODUCT AWARENESSS

STRA

TEGI

ES

2/9/14! 38!

Recommendations

2 METHODOLOGY GLOBAL BRAND!LOCALISED STRATEGIES!

Adopting Global Branding (Made for the world) !•  Renaming in multiple languages and include in all

promotional materials ""Localised campaigns that feature local celebrities/influencers and working with non-competing local brands!•  Virtual life events features local gamers and Youtube

Singers "

Your&KPI&&&Targets&

GLOBAL LOCAL ADVOCATES

1

GLOBAL BRAND!LOCALISED STRATEGIES!

BRANDING!

2/9/14! 39!

Recommendations

2 RATIONALE OF METHODOLOGY

1


BRANDING!


•  Brands made in China are perceived to have low, substandard quality Perceived as “imitation” of an original: because of the “spelling” of some Chinese brands, e.g., Alfa for Alpha "

•  Willingness to buy is low BUT customers accept global brands that are marked “made in China” which means factory is “authorized” and quality control measures are in place."

•  Brand as global brand"•  Localised naming via language

translation"

Insights

Recommendations

2 REFERENCE CASE

Your&KPI&&&Targets&

2/9/14! 40!

LENOVO


•  Already!the!largest!PC!company!in!the!world!since!July!2013,!Lenovo!is!on!its!way!to!achieving!its!goal!of!becoming!the!No.!1!company!in!smartTconnected!devices.!!

•  With!opera5ons!in!more!than!60!countries!and!sales!in!about!160!na5ons,!Lenovo!has!become!a!mul5na5onal!company.!

•  Lenovo!has!focused!on!developing!a!massive!and!sophis5cated!branding!strategy,!tailoring!its!marke5ng!to!different!local!markets.!

2/9/14! 41!

Recommendations

2 METHODOLOGY BUILDING!

ADVOCATES!ONLINE!

Your&KPI&&&Targets&

GLOBAL LOCAL ADVOCATES 2

BUILDING!

ADVOCATES!ONLINE!

PROMOTION!

Advocate Marketing "•  Social media community building ""Digital and online membership system "•  -Referral to stores “ points initiative”""•  Gamified journey for the launch"

2/9/14! 42!

Recommendations

2 METHODOLOGY

BUILDING!

ADVOCATES!ONLINE!

GAMIFIED JOURNEYS

SOCIAL MEDIA ENGAGEMENT PLAN

Your&KPI&&&Targets&

GLOBAL LOCAL ADVOCATES

2/9/14! 43!

Recommendations

2 RATIONALE OF METHODOLOGY

2

BUILDING!

ADVOCATES!ONLINE!

PROMOTION!

•  WOM and Displays are most effective promotional mediums"

•  Our strategy will involve creating gamified journeys - product advocates to bring their friends/relatives to product displays and explain the product specifications and attribute to earn discount or membership points for discount at next purchase off related accessories"

•  "•  This will combine the two most effective promotional

channels "

BUILDING!

ADVOCATES!ONLINE!

15%$

13%$

12%$

12%$11%$

10%$

8%$

8%$

6%$5%$

Total&(n=163)&

Looked$at$phone$displays$in$shops$

Spoke$to$friends/colleagues/rela?ves$

Looked$at$adver?sements$

Looked$on$service$provider's$site$on$the$Internet$

Looked$on$manufacturer's$site$on$the$Internet$

Read$phone$leaflets/brochures$

Read$reviews$and$blogs$on$the$Internet$

Read$in$magazine$or$papers$

Spoke$to$a$phone$salesperson$

Via$an$event$or$roadshow$

2/9/14! 44!

Recommendations

2 RATIONALE OF METHODOLOGY BUILDING!

ADVOCATES!ONLINE!

Singapore has the world’s second highest social penetration rate in Singapore at 59 per cent, more than double the global average of 26 per cent. ""Social media users in Singapore spend 2.2 hours on average per day on all social media channels, slightly above the world average of 2.0 hours. ""The city state’s Internet penetration rate is 73 per cent, above the global average of 35 per cent.""The mobile penetration rate in Singapore stands at 148 per cent, smashing the global figure of 93 per cent.""Source: Wearesocial.sg"

0%#

10%#

20%#

30%#

40%#

50%#

60%#

Web surfing ! Social networking! Mobile online banking!

Mobile shopping! VOIP programs! I have not done any of the internet

activities listed above in the last

30 days!

Internet Activties on Mobile Phone!

0%#

10%#

20%#

30%#

40%#

50%#

60%#

70%#

80%#

90%#

100%#

Calendar#

WiFi/#WiMax#

Take#vid

eo#

MP3#player#

Sync#with#other#devices#

FM/#broadcast#radio#

Phone#as#internet#modem#

Turned#phone#into#hotspot#

Memory#expansion#

Review/#Edit#documents#

Conferencing#from

#phone#

Features Used!

Recommendations

2 REFERENCE CASE

Your&KPI&&&Targets&

2/9/14! 45!

XIAOMI

GAMIFIED JOURNEYS- FACEBOOK FLASH SALES

BUILDING!

ADVOCATES!ONLINE!

•  Number!three!in!the!Singapore!market!amer!Apple!and!Samsung,!according!to!data!from!research!firm!IDC.!!

•  Overtaken!more!established!rivals!like!Sony!and!HTC,!and!accounts!for!10!to!20!per!cent!of!all!smartphones!shipped!to!Singapore!in!the!second!quarter.!

•  Decided!to!have!direct!sales!through!its!website,!and!also!oneT!and!twoTyear!subscrip5on!op5ons!through!telcos!locally.""

Recommendations!3

BETTER TOGETHER

2/9/14! 47!

Recommendations

3 OBJECTIVE

OBJECTIVE! TO IDENTIFY THE BEST DISTRIBUTION CHANNEL TO GAIN PRODUCT AWARENESS AND SALES PURCHASE

1

FORGING!

PARTNERSHIP!

STRATEGIC!PARTNERSHIPS!

STRA

TEGI

EY

2/9/14! 48!

Recommendations

3 RATIONALE OF PARTNER SELECTION FORGING!


0!

50!

100!

150!

200!

ALPHA! IOTA! EPSILON!

SQUARE!

CIRCLE!

TRIANGLE!FORGING!

PARTNERSHIP!


1 •  Subscribers base for Circle is higher thus absolute

numbers for re-contract will be higher. "

•  This suggests greater growth potential for purchase of more phones than other brands. "

•  In addition, launching in phases will be able to help Xian Dai manage supply and inventory better as they are able to have real data to predict or forecast demand more accurately. "

2/9/14! 49!

Recommendations

3 POTENTIAL CHALLENGES

Bringing partners on Board

FORGING!STRATEGIC!PARTNERSHIPS!

Although, online sales is on the increasing trend, the proportion of smartphone sales via online platforms is very low compared to sales via mobile operator kiosks. !!While online channels are a must have, it is something that Xian Dai should focus in the long term and not for the immediate release of the Saturn Smartphone in the next 2 months. !

Convincing the service providers, CIRCLE, SQUARE and TRIANGLE to enter into the agreement might be a major challenge for Xian Dai.""This challenge can be resolved by putting forward a unique value proposition that will enhance Xian Dai’s brand equity and drive revenue."!NOTE

2/9/14! 50!

Recommendations STRATEGY OUTCOMES

BRAND LOYALTY & SUSTAINED ENGAGEMENT THROUGH TARGETED CHANNELS OF COMMUNCIATION & GAMIFIED JOURNEYS

MORE COST EFFECTIVE - DIGITAL AND SOCIAL MEDIA CHANNELS

BETTER INVENTORY MANAGEMENT THROUGH CONTROLLED SUPPLY

Key!Success Factors!

2/9/14! 52!

KEY SUCCESS FACTORS Key Success

1 2 3

Factors

BETTER THE

TOGETHER

GLOBAL -LOCAL ADVOCATES X

FACTOR

Conclusion!

2/9/14! 54!

Conclusion CONCLUSION OBJECTIVES CRITICAL ISSUES STRATEGIES BENEFITS

DIFFICULTY IN NEW MARKET PENETRATION

BETTER

GLOBAL-LOCAL ADVOCATES

TOGETHER

NEGATIVE PERCEPTION OF CHINA BRANDS IN GENERAL

TO ACHIEVE TOP 4 POSITION IN MARKET

SHARE

IN THE FIRST 6 MONTHS AFTER LAUNCH

NO UNIQUE PRODUCT/ SERVICE OFFERING

FAST, EFFECTIVE MARKET PENETRATION

IMPACTFUL BRAND BUILDING AND

SUSTAINABLE COMMUNITY ENGAGEMENT

ACHIEVE BOTH SHORT TERM AND LONG TERM

SUCCESS THROUGH DIFFERENTIATION

THE X FACTOR

Questions!

Answers!&!

Thank You!