Marketing Report: Analyzing Market Data and Strategic Decisions

This report presents a comprehensive analysis of marketing matrices, addressing key questions related to competitive analysis, strategic alliances, consumer profitability, and marketing campaign performance. The report identifies the primary competitor based on market share data and assesses market risks. It evaluates potential alliances or mergers and acquisitions by analyzing the performance of different brands, recommending the most suitable option. The report also compares consumer profitability data with a benchmark, explaining the key metrics contributing to the differences. Furthermore, it provides recommendations on marketing campaign strategies, distribution channel optimization, optimal pricing strategies, and the evaluation of campaign effectiveness using various cost metrics. Finally, the report addresses how to set an advertising budget based on projected impressions, providing a complete overview of marketing data analysis and strategic decision-making.

MANAGING
MARKETING
MATRICES

Table of Contents
Question:1 Use the data to identify the biggest competition that your brand is faced with and
explain how the data help you see the risks in the market?.........................................................3
Question:2 Use the data of Giont, Velo, and Pinavite to identify the best choice of alliance or
M&A and explain how the data help you see the opportunities?................................................3
Question:3 Comapre your consumer profitability data with Specialite's and explain how the
key metrics from the actual and benchmarked/expected data sources caused the differences?. .3
Question:4 Report to the Board how your proposed marketing campaign will perform or
should go ahead or not in comparison with Specialite's?............................................................4
Question:5 What is the numeric distribution rate if you sell through iBike, Roading, and
BuyCycle? How much will the start-up inventory costs amount to?..........................................4
Question:6 You are free to choose to work with two distributors. Explain to the Board how
this can optimise your sales performance in considerations of channel coverage opportunities
(ACV, PCV, CPR, etc.) and stocking cost risks..........................................................................4
Question:7 How would you develop your product's optimal contribution pricing strategy?......4
Question:8 At the price point of 2870, what is the Percent Good Value? What does it tell you?
.....................................................................................................................................................5
Question:9 How would you use the CPM, Cost-per-lead and cost-per-sale data of the previous
campaign to evaluate the effectiveness of the campaign?...........................................................5
Question:10 Assuming your new digital marketing will have the same media cost but will
generate 520,000,000 impressions, how would you set your new campaign's advertising
budget?.........................................................................................................................................5
REFERENCES................................................................................................................................6

Question:1 Use the data to identify the biggest competition that your brand is faced with and
explain how the data help you see the risks in the market?
Answer: Form the data and some calculations it can be deciphered that the biggest competitor in
the mark is Terk, since as it is clear that the brand is having around 36.87% of market share. On
the other hands, the revenue share of this organization is also around 30.87% which suggests that
the organization is well stablished.
The data is reflecting widely about the risks in the market. There are number of measures such as
Unit margin, dealership margin, Contribution per unit etc. can be taken into consideration for
assessing the risk (Orlob, et. al. 2022)
Question:2 Use the data of Giont, Velo, and Pinavite to identify the best choice of alliance or
M&A and explain how the data help you see the opportunities?
Answer: the best choice for going to get alliance would be Giont, the other brands such as Velo
and Pinavite are having lower share. If only consider the revenue share then Giont is having
25.41% and 5.08%, 2.93% of remaining tow organizations. On the other hands, the contribution
per unit is higher for Pinvite. (Könik, et. al. 2018)
The data is quite significant since it is discussing all different sides of the performance which
would be in benefit of the organization to make decision about alliance or M&A.
Question:3 Comapre your consumer profitability data with Specialite's and explain how the key
metrics from the actual and benchmarked/expected data sources caused the differences?
Answer: If compare with Speciallite then it can be seen that the performance of the organization
is almost average when it comes to consumer profitability. The percentage of definitely buy
customers was 36% for the organization. On the other hands Giont had 40% and Terk is also
having same, they both are higher than the company. In CLV the difference of 543 is telling a lot
about it.
Actual and benchmarked data has caused big difference since there was the gape which changed
the final outcomes. It had been the reason that there is significant difference between the
definitely buy and may be buy customers.

Question:4 Report to the Board how your proposed marketing campaign will perform or should
go ahead or not in comparison with Specialite's?
The suggested marketing campaign would be occurring losses. Since the PLV of the organization
was going negative and the other competitors of Specialite would be generating more profits due
to their positive PLV. With this regard, it is suggested that we should move ahead.
Question:5 What is the numeric distribution rate if you sell through iBike, Roading, and
BuyCycle? How much will the start-up inventory costs amount to?
Answer- If the selling is made through iBike, Roading and BuyCycle then the Numeric
Distribution rate would be 29%, 14% and 20% respectively. The start-up cost inventory cost
amount would be 21345, 33513 and 43160 respectively. (Hegazy and Mostafa, 2023)
Question:6 You are free to choose to work with two distributors. Explain to the Board how this
can optimise your sales performance in considerations of channel coverage opportunities
(ACV, PCV, CPR, etc.) and stocking cost risks.
Answer: If we have alternative to go with any of the two distributors then will go with Frontier,
and BuyCycle since they are having good CPR. Which says that the organizations are better at
selling some specific product in comparison to their overall sales. The CPR is 207.17 and 95.91
for them respectively.
the start-up cost is kept a side while making this decision and if the cost is supposed to be taken
into consideration then the final outcomes would get changed. It is supposed that the decision is
to be made without being affected by the start-up stock cost and the final outcomes are to be
taken into consideration.
The board is suggested that this both organization are having better ability to sell out the specific
product since the higher CPR suggests that the relative performance of the given product
category is looking in favour of these organizations. Form this information it can be concluded
that the distribution channels of these organizations are quite viable so it will be a wise decision
to go with them.
Question:7 How would you develop your product's optimal contribution pricing strategy?
Answer: Optimal contribution pricing strategy pays attention on the notion which says that the
price must be set in such a way so can hike the contribution of the product which would be
ultimately reverting higher profit to the organization. As it can be seen that the highest

contribution is coming when the price is apex but it is needed to be balanced (Bintang, et. al.
2019)
As the calculation is suggesting that the total contribution is higher when the price point was
2370 so in such a way optimal pricing can be decided. On the other hands,
Question:8 At the price point of 2870, what is the Percent Good Value? What does it tell you?
Answer: at the point 2870 the contribution was 1000 per unit. The percentage of good value is
35%. It suggests that if the price is set at this point then the organization would be generating
profit of around 35% on its sales. This point is quite helpful for the entity to decide its way
forward. It tells that if the price is set 2870 then the organization would be able to generate 35%
profit on the amount of sales. It helps to determine the selling prices and also aids to fabricate the
plan or action plan in order to grab bigger market share.
Question:9 How would you use the CPM, Cost-per-lead and cost-per-sale data of the previous
campaign to evaluate the effectiveness of the campaign?
Answer: these different measures are having their great prominence to measure the success of
new model campaign. CPM tells that how many viewers are making visit or viewing the
advertisements. It can be used to measure the success of any marketing initiative. On the other
hands, cost per lead suggest that how much cost is occurred by the entity in order to generate per
lead. This is helpful to eradicate some unintentional expenditures. At the same time, cost per sale
data is another measure which is beneficial to make a comparison about cost occurred with
respect to per sale.
As in the calculation it clears the cost of impression was earlier 67.91 but now it is 28 at the
same time the cost per lead was also earlier 6.84 which jumped to 28 so by keeping these notions
into mind better decisions can be made.
Question:10 Assuming your new digital marketing will have the same media cost but will
generate 520,000,000 impressions, how would you set your new campaign's advertising
budget?
Answer: with this regard, the budget would be generated as-
Firstly, it is essential to work on media cost so the media cost would be 14560000. As it can be
concluded form the calculation that on this media cost the cost per impression would be 28
which is quite lesser than the previous one. After then, the total leaders would be 520000 so the
cost per lead would be 28 so in such way the budget is supposed to get shape.

REFERENCES
Orlob, S., et. al. 2022. Chest compression fraction calculation: A new, automated, robust method
to identify periods of chest compressions from defibrillator data–Tested in Zoll X
Series. Resuscitation, 172, pp.162-169.
Könik, A., et. al. 2018. Simulations of a multipinhole SPECT collimator for clinical dopamine
transporter (DAT) imaging. IEEE transactions on radiation and plasma medical
sciences, 2(5), pp.444-451.
Hegazy, T. and Mostafa, K., 2023. Enhanced CPM/LOB Repetitive Scheduling Formulation to
Meet Deadlines. In Canadian Society of Civil Engineering Annual Conference (pp.
337-346). Springer, Singapore.
Bintang, M. R. et. al. 2019, July. Time and cost optimization in feasibility test of CCTV project
using CPM and PERT. In 2019 International Conference on Information and
Communications Technology (ICOIACT) (pp. 678-683). IEEE.