1 Overview: Path to #1

  • Reclaim volume leadership in Eco-Friendly and Family segments
  • Fix cost structure in Image & Low Cost lines
  • Invest smartly in capacity, marketing ROI, and green initiatives
  • Reprice for competitiveness while defending margins

2 🌿 Eco-Friendly Strategy

  • Price Adjustment: Drop to 74–75 (remain premium, but competitive)
  • Expand Capacity: Scale from 102 → 120+
  • Marketing: Reduce spend to ~1,000 and shift to digital Eco-branding
  • Product: Maintain engineering edge, avoid over-engineering

3 🖼️ Image Segment Plan

  • Simplify product specs to reduce engineering & unit cost
  • Hold price at 120, stop hiking
  • Reduce marketing to ~1,500 max (from 2,322)
  • Improve CO2 emissions score with greener production investments

4 Family Segment Plan

  • Reprice from 70 → 66–68 to regain share
  • Streamline costs (HR, engineering scope)
  • Promote bundles or loyalty campaigns to reach 80–90 units
  • Incentivize distribution partners to regain visibility

5 Low Cost Segment Plan

  • Drop price to 44–45 (from 60)
  • Cut engineering & marketing down to essentials
  • If still unprofitable → exit or integrate into Family line

6 🔁 Cross-Segment Priorities

  • Align pricing with perceived value per segment
  • Boost plant capacity (esp. Eco-Friendly)
  • Reduce marketing spend by 15–20%, focus on performance
  • Simplify engineering to improve cost rank
  • Address CO2 emissions, especially in Image

7 P13 KPI Targets – Red Team

Segment Target Sales Target EBIT CO2 Rank Price Target Max Marketing
Eco-Friendly 105–115 units +1,500 ≤2 74–75 ~1,000
Image 70–80 units Break-even ≤2 120 ~1,500
Family 80–90 units +500 ≤2 66–68 ~1,000
Low Cost 60+ units Breakeven or Exit ≤2 44–45 ≤600