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Goodfood : Markops

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Danielle Simpson
Danielle Simpson

Good Food LTD went through several periods in their business: - Period 0 they raised prices assuming high price = high quality but lost market share. - Period 1 they lowered prices and cut costs/advertising to recover. - Period 2 they increased marketing for their better performing product (Candy) and became more efficient, stabilizing the business. - Later periods saw improvements to Candy and Cake, focusing online sales, which led to growth and higher profits.

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Good Food LTD Markops Presentation By Lyle, Sam, Iona and Dani
Objectives To target products at relevant and profitable segments To create a new product to target missing segments To become cost efficient with experience To maximise profits by segmentation and positioning
Period 0 Young and Stupid What we did - Raised the price of Cake and Candy to increase profit margins - High Price = High Quality theory - Increased our advertising budget massively
Period 1 FREE FALLING! What happened? Lost market share We were priced out of all our target markets What we did Lowered price of both products Created a cost-effective formula for Candy Cut our advertising spending
Period 2 - Assume the Recovery Position! What happened? Our money stopped plummeting What we did Increased management time and advertising for Candy Reduced marketing in unused areas Utilised channel management Utilised positioning
Period 3 Nothing is changing! What happened We were now stable but not growing Cake production costs reduced What we did Invested in improving Candy formula Candy price further reduced Took Cake off E-Markets Distributed Candy online
Period 4 I can see clearly now What happened Cost decrease due to experience Cake improved quality Candy performing well in E-boutiques Profits remained stable What we did Increased management for online accounts Removed Candy from E-grocers Increased Cake price due to improved quality
Period 5 I think they got it! What we did We put Cake online in E-Grocers Increased promotion for Candy online Offered margins to online sellers Production level to full capacity Reduced Cake price What happened Candy performed well on E-boutique No huge profits but small growths Maintained regular profits to use Cake lost considerable market share due to increased price
Period 6 Super Recovery What happened We made huge improvements in sales, revenue, ROI and profits We earned a bigger budget We had an exceptional cost due to improved product We increased market share online What we did Invested further into E-markets Increased advertising Increased capacity
Evaluation We didnt get to develop our new product to target the mid income families which was a big segment We worked well as a team
Competition Analysis Savor and Tasty flew ahead Whippet stumbled in launching a new product We managed to overtake Whippet near the end
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Goodfood : Markops

  • 1. Good Food LTD Markops Presentation By Lyle, Sam, Iona and Dani
  • 2. Objectives To target products at relevant and profitable segments To create a new product to target missing segments To become cost efficient with experience To maximise profits by segmentation and positioning
  • 3. Period 0 Young and Stupid What we did - Raised the price of Cake and Candy to increase profit margins - High Price = High Quality theory - Increased our advertising budget massively
  • 4. Period 1 FREE FALLING! What happened? Lost market share We were priced out of all our target markets What we did Lowered price of both products Created a cost-effective formula for Candy Cut our advertising spending
  • 5. Period 2 - Assume the Recovery Position! What happened? Our money stopped plummeting What we did Increased management time and advertising for Candy Reduced marketing in unused areas Utilised channel management Utilised positioning
  • 6. Period 3 Nothing is changing! What happened We were now stable but not growing Cake production costs reduced What we did Invested in improving Candy formula Candy price further reduced Took Cake off E-Markets Distributed Candy online
  • 7. Period 4 I can see clearly now What happened Cost decrease due to experience Cake improved quality Candy performing well in E-boutiques Profits remained stable What we did Increased management for online accounts Removed Candy from E-grocers Increased Cake price due to improved quality
  • 8. Period 5 I think they got it! What we did We put Cake online in E-Grocers Increased promotion for Candy online Offered margins to online sellers Production level to full capacity Reduced Cake price What happened Candy performed well on E-boutique No huge profits but small growths Maintained regular profits to use Cake lost considerable market share due to increased price
  • 9. Period 6 Super Recovery What happened We made huge improvements in sales, revenue, ROI and profits We earned a bigger budget We had an exceptional cost due to improved product We increased market share online What we did Invested further into E-markets Increased advertising Increased capacity
  • 10. Evaluation We didnt get to develop our new product to target the mid income families which was a big segment We worked well as a team
  • 11. Competition Analysis Savor and Tasty flew ahead Whippet stumbled in launching a new product We managed to overtake Whippet near the end