We targeted followers for our second product in the Vodite Market. Its name was NUA. We were not the only team who targeted them.  (Followers- These individuals represent the bulk of potential consumers. Because they perceive more risk in buying new products, they adopt a product innovation only after a large number of consumers have tried it. Innovators and early adopters particularly influence followers. Their income level is usually below average) 

During both periods (7-9) We performed well . Commercial teams for vodites ranged from 90 to 105 for specific products. Other team had two products that were both in about 90+ stores. We had 60. 

 

What we did ?

Our revenue grow from 25.450 to 700.780 ( from period 7to 9)

First period we spent 2000 on Advertising, Last period we spent 4797 ( period 7 to 9) 

First period we spent 1033 on Commercial Teams, Last period we spent 2677 ( period 7 to 9) 

Our Contribution margin first period ( 7th period) - 12 %

Our Contribution margin last period ( 9th period) -50%

WE LOWERED THE PRICE EACH PERIOD 

price evolution : from 830 to 750 

 

My hints for you; 

I just need you to write one page long essay about which marketing principles we used to SUCCESSFULLY target the segment- The followers. You can use principles ( first mover advantage, market forecasting ( predicted substantial growth in the follower segment) Managing resource tradeoffs

You can write an essay talking about the barriers for entering a new market, how we assessed if we wanted the first mover advantage and benefits of waiting to enter.