毕马威案例分析大赛决赛ppt1

Plans
Brand
Implementation
Main Brand: MH Sub-brand: MH-A MH-B MH-PLFD 3 years later: Consolidate MH-B &MH-PLFD
Prediction
Management
Conclusion
Organization structure; Company Culture; Personal Resources; Information integrity
PUSH
PULL
Conclusion
2003
2003
2004
2005(P)
PLFD（80%）
MH（45%）
The Final Plan
Background
The final plan
Double sub-brands
1、Use the “Double subbrands strategy” to score the brand transition goal. 2、Recognize both the push and pull strategies as important stimulation to the success of the company.
Conclusion
Promotion
1)Successful national advertising 2)Emphasis on Pull Strategy
1)Awards, media reports 2)Focus on Push Strategy
Basic Analysis—Industry
Basic analysis
Ability to obtain profit Cooperation synergy Brand Orientation
Plans
Implementation
Brand Extension
Prediction
Others
Flexibility; High costs; uncertainty Risk
Background
PL
S: 1)150 SKUs of high quality 2) High brand awareness 3) Design team & style W: Quality weaker than M Features: Bold; fashionable
MH+PLFD
S: 1)Combine advantages of M’s techniques and PL’s brand awareness 2)Make full use of PLFD’s resources W: Different styles Mid-to upper-price points 1) PLFD’s 10 distribution centers: better distribution channels 2）PLFD’s brand effect results in M’s better market position 1) Improve MH’s publicity 2)Use advertising synergy in 3 years
Basic analysis
Product
Plans
Price
Implementation
Mid-to upper-price points
Prediction
Place
1)Holes in distribution channels 2)Products not easily found
1) More efficient distribution channels 2) Easy to find products 3)High market share position
MH’s level of style and design needs improving
Conclusion
Plans
Background
Basic analysis
Problem 1
Brand Transition Strategy
Plans
Implementation
Prediction
Problem 2
Background
1200 1000 800
Basic analysis
600 400 200 0
Plans
18 16 14 12 10 8 6 4 2 0
Implementation
PUSH
PULL
Prediction
90 80 70 60 50 40 30 20 10 0 2004 2005(P)
Implementation
Prediction
Conclusion
Basic Analysis—Consumer research
Background
35% bought during a sale
Discounts stimulate consumers’ purchases. Increase rebates to retailers, wholesalers Strengthen cooperation with retailers for better publicity. Give more incentives. Two sub-brand with different styles can lock consumers. Keep products’ durability. Sales person is important for publicity. Commission measures; training the sales staff purchase volume;
Conclusion
We choose Plan D
Plans—Push or Pull
Analysis of marketing expenses
Both pull & push should be attached importance to
sales marketing 250 200 150 100 50 0 2003 2004 2005(p) 400 300 200 100 0 2003 2004 2005(p) sales marketing 22 21.5 21 20.5 20 19.5 19
Manufacturer: MH&PLFD
Consumers Consumers’ Features： High information needs; medium price sensitivity; medium brand sensitivity. Common Features：Homeowners; aged 34-55; income of 5 million or more. MH：Conservative clients. PLFD ： More fashion-conscious
1)Style 2)design 3)quality 4)comfort 5)price 6)brand 7)material/fabric 8)durability
Plans
Implementation
Prediction
Broad distribution channels’ breadth; keep quality strength
Make Push & Pull Strategy
2005 Budget Plans
Basic Analysis——4P
M
S: 1) Furniture market leader 2) Technology 3)Attractive logo colors W: 1) Design & attraction 2)Brand awareness Features: Conservative, focus on function Mid-to upper-price points
Push or Pull
Conclusion
Plans—Brand Transition Strategy
Background
Basic analysis
Change to MH absolutely
Plan A
Continue PL
Plan B
Plans
Implementation
Plan C Choose 1~2 products to change gradually

Contents
Background Analysis Plans & Assessment Implementation Prediction Conclusion
Background
Background
“Manchester’s Products Inc.” =“M” “Paul Logan” =“PL” “Manchester’s Office Furniture” =“MO” “Manchester’s Household Furniture Division” =“MH” “Paul Logan’s Furniture Division” =“PLFD” MO MH
Background
Basic analysis
Plans
Competitors
Competitor Divisions: 1.Low-cost imports from Asia and Mexico. ——a long-term defense strategy 2.Domestic competitors (the closest is the National Furniture Company). ——1)during transition: appropriate price 2) persuasive advertising to increase consumers’ confidence. Comparison with Competitors: S:1)MH and PLFD very comfortable, durable, high-quality 2)PLFD’s price; product accessible; design & attraction W:1) M’s price; unattractive; product inaccessible