Homework · group case
B&T Goods International wants to launch its Sariwa Silk shampoo in a 100 g tube in the Philippines. The line grew 6% in 2023 and the company wants 15% in 2024. Sid, the president, expects the tube to bring new customers; Rex, the head of marketing, fears it will take sales from the bottles.
Your job: decide whether B&T should launch the tube, for whom and positioned against what, and what the 2024 sales targets should be, region by region, in value and in volume.
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Exhibit 2: revenue and growth by region.
| Region | 2023 revenue (PHP m) | 2023 growth (%) |
|---|---|---|
| Luzon | ||
| Visayas | ||
| Mindanao | ||
| Line total | — | — |
Exhibit 1: price and share of the line's revenue for each SKU. The rest of the table fills itself in.
| SKU | Price (PHP) | Share of revenue (%) | 2023 revenue (PHP m) | Units sold (m) | PHP per ml | Share of litres |
|---|
From the text of the case: how much did the two mid-size bottles grow in 2023?
| 90 ml bottle, 2023 growth (%) | |
| 170 ml bottle, 2023 growth (%) |
For each buyer, pick the chance of switching and give one reason. The tool shows what each switch does to B&T.
| Today buys | Chance of switching | Why (one line) | Revenue per switch | Shampoo sold per switch |
|---|---|---|---|---|
| 6 ml sachet | — | — | ||
| 90 ml bottle | — | — | ||
| 170 ml bottle | — | — |
Sachet row: compared for the same 100 ml of shampoo. Bottle rows: one purchase against one purchase.
Combine one behavioural base (where and when the shampoo is used) with one geographic base (the regions).
| Segment name | Who they are | What they need | What they buy today | Fit with the tube |
|---|
Target in each region, in a few words. Rex's clues: Luzon sells the most shampoo but P&G and Unilever are strong there; Visayas has many tourist destinations; Mindanao is more fragmented.
Fill in the blanks; the statement writes itself below.
| Region | 2023 revenue (PHP m) | 2023 growth | 2024 baseline (PHP m) |
|---|
Type the share of tube sales each region takes (it must add up to 100%). It does not have to follow each region's share of 2023 revenue.
| Region | Tube share (%) | 2024 existing SKUs (PHP m) | 2024 tube (PHP m) | Tubes (000) | 2024 total (PHP m) | Growth vs 2023 |
|---|
Where does the spend taken by the tube come from? Type the shares (they must add up to 100%).
| Taken from | Share (%) |
|---|---|
| 170 ml bottle | |
| 90 ml bottle | |
| 6 ml sachet and other SKUs |
One paragraph, in your own words: launch or not; for whom and against what; the 2024 target for the line by region, in value and in volume; and the one number you would watch first.