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    Modu Case Study

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    aj4691
    Modu was developing a modular phone system allowing the core phone to be inserted into different "jackets" providing new functionality and aesthetics. They developed 8 potential jackets but could only produce 3. The document discusses targeting different consumer segments and analyzing the total market opportunity and potential cannibalization between different jacket options to determine which to produce.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Modu Case Study

    Uploaded by

    aj4691
    723 views11 pages
    Modu was developing a modular phone system allowing the core phone to be inserted into different "jackets" providing new functionality and aesthetics. They developed 8 potential jackets but could only produce 3. The document discusses targeting different consumer segments and analyzing the total market opportunity and potential cannibalization between different jacket options to determine which to produce.

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    Marketing Case Study PGDM

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    Modu was developing a modular phone system allowing the core phone to be inserted into different "jackets" providing new functionality and aesthetics. They developed 8 potential jackets but could only produce 3. The document discusses targeting different consumer segments and analyzing the total market opportunity and potential cannibalization between different jacket options to determine which to produce.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    723 views11 pages

    Modu Case Study

    Uploaded by

    aj4691
    Modu was developing a modular phone system allowing the core phone to be inserted into different "jackets" providing new functionality and aesthetics. They developed 8 potential jackets but could only produce 3. The document discusses targeting different consumer segments and analyzing the total market opportunity and potential cannibalization between different jacket options to determine which to produce.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    Modu: Optimizing The Product Line

    By : Group 1

    Introduction
    Israeli entrepreneur, Dov Moran started MODU in 2007 with a vision to create the first modular phone Morans greatest invention was the USB flash drive which he sold to SanDisk for nearly $1.6 billion Moran envisioned the creation of a mobile device that was a small, trendy, with latest feature that could be

    slipped into a variety of enclosures, or jackets that


    would provide added functions

    Concept Development
    Customized phones Combination of Modu and jackets helped in continuous innovation of new style & functionality to market Display & Development of jacket were issues 8 jackets were developed Only 3 of them could be brought 3 kinds of flexibility:
    Functionality Aesthetics Protection form obsolescence

    Question 1: Which of the potential targets would we select and why? What information is important for our targeting decisions?

    Market Segments
    The Young Professional
    Buying product more for brand than its features Rational in some of preferences

    The Fashionable Youth


    Fashion trendsetter & tastemaker, highly influential Like to design her phone

    The Gadget Geek


    To be the first person to use the newly launched device Liked to spend income for purchasing new gadgets

    The Potential Target


    We would select The Youth Professional They give high priority to their after work social life Brand oriented

    Emailing, texting, talking, contact information

    Comparison
    160 140

    Price Cost Profit/unit

    120

    100

    80

    60

    40

    20

    Road W

    Pwned

    Contact

    Libris

    X1

    Silver

    Basix

    Volt

    Question 2: What is the total market opportunity of different jackets Modu has developed ?

    Market Opportunity
    30%

    Road Warrior Pwned Contact


    25%

    20%

    Libris
    X1

    15%

    10%

    Silverlake Basix Volt


    5%

    0%
    Libris Silver Road W Contact X1 Pwned Volt Basix

    Young Professional

    Fashionable Youth

    Gadget Geek

    Question 3: What is the impact of cannibalization on Modu decision on which jackets to produce?

    Impact Of Cannibalization
    Cannibalization Comparision
    60% 50%

    40%

    30%

    20%

    10%

    0% Road W Pwned Contact Libris X1 Silver Basix Volt

    Libris

    X1

    Silver

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