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ABC limited Company is a leading multinational firm which is engaged
in producing electrical household goods on national and international
basis. The firm has now introducing a new mobile phone VOICE
especially designed for senior citizens. Following is the complete
marketing plan for the Voice mobile phone.
Market Segmentation: Variable Typical Breakdowns Geographic Region
USA Country size over 100 million Density urban Climate Northern
Demographic Age over 25 Sex male, female Family size 4 member per
family Family life cycle complete life cycle Income $3000- $5000 per
month Occupation All Education Elementary at least Religion Catholic,
Jewish and others Race All races Nationality Local national or foreign
Psychographic upper middle and upper uppers Personality authoritarian
and ambitious Behavioral Use occasion regular Benefit sought attributes
User status regular user Usage rate heavy Loyalty status strong
Readiness stage aware and informed Attitude positive Source:
(Humber,2004)
Market Positioning: Market positioning of VOICE mobile phone is
primarily done on its “ATTRIBUTES”, which are as follows. Extended life
of the battery. The life of an ordinary mobile available in the market
is not guaranteed by the manufacture. The battery life of the Voice
mobile phone is guaranteed for 3 years and incase of any damage it can
be replaced for free form nay authorized dealer of the voice mobile
phone (Manafy Michelle, 2004). 8 hours of talking time. The talking
time of many mobiles available in the market is not more than 6 hours
and they get heat up quickly but the Voice mobile phone is made with
such specification that it has a talking time of 6 hours without
getting heat up. 5 different colures and casings. The Voice mobile
phone is available in 5 different colures and casing according to the
style and nature of each consumer. Missed call option. ABC limited
company for the first time has introduced the missed call option in the
mobile industry. (Cuneo, 2004) According to this option the call will
be canceled after one beep automatically. Camera. The Voice mobile
phone has a camera attached to it to share and keep the pleasant
moments of life. Voice mobile phone can be easily connected to the PC
via a cord available with the mobile. By connecting the mobile with the
PC the consumer can able to download pictures taken by mobile camera
and can download songs from the PC to the mobile and can hear them
through ear piece. The voice mobile also has an FM AM option. All these
attributes are the basis of the market positioning of the Voice mobile
phone. (John Bernard, 2004) Consumer profile
DEMOGRPHICS: The main target customers are senior citizens may be
male or female. Both from households and working class. Belongs to such
families where life is very busy and fast. Those families where culture
and values are high. Married and single both citizens. PSYCHOGRAPHICS:
citizens who want to carry quality products. Citizens who want product
that dignifies their personality. Those citizens who give especial care
and time to their modes of communication. Citizens who look for the
best possible solution for their communication problems. Citizens for
whom mobile phone something vital and essential. Evaluate others on the
basis of products and personality. (New Media Age, 2004) Citizens who
feel their social and cultural heritage is having attributed product.
PERSONALITY TRAITS: citizens who want to lead the society on the basis
of attributes of products. Who want to look best among the society?
Citizens who want best and unique products. Citizens who want to set
trends rather follow them. LIFE STYLE AND VALUES: Successful,
sophisticated, active “take-charge” people. Successful career and work
oriented people.(Alice, 2004)
Favor established prestige products that show success to their peers. Enthusiastic, impulsive and rebellious.
Target Audience: Up scale and middle scale households and working
individuals, with particular emphasis on the senior citizens buyers.
UPPER SCALE AUDIENCE: Those individuals who are using BRANDED Mobile
and who are not satisfied with the performance of the of the mobile.
That audience is looking for more attributes and quality in a mobile
phone. (Joyce Kathleen, 2004) MIDDLE UPPER SCALE AUDIENCE: Those
individuals who are using and may not be using any BRANDED mobile phone
and were looking for the attributes which are know available to the
consumer in the shape of Voice mobile phone. The decision maker:
INITIATOR: The senior citizens who are looking for the best
solutions for their communication and mobile problems. They have used
other brands but are not satisfied yet. They will adopt the new brand
as soon as it is available. They may be company LOYAL CUSTOMERS. Such
customers are catered through AWARNESS and ATTRIBUTES of the product.
(Miller, 2004)INFLUENCER: Senior citizens who buy hair products on word
of mouth and reference. They may have tried several local and
international brands but yet not satisfied. They only adopt a
particular brand on reference and peer pressure. Such customers are
catered through WORD OF MOUTH and qualitative results. DECIDERS: Senior
citizens who compare our product with the competitor’s product. They
will be using any other local brand or international branded mobile
phone, they be dissatisfied or indifferent about that mobile phone.
They decide our product on the competitive advantage of our product
that it carries against the other products in the market. Such customer
can be catered by unique attributes and advantages to customer by using
such product. (Communications Briefs, 2004)
PURCHASER: Initiators, influencers and deciders when purchases the
product becomes purchasers. They may be first time purchaser or trial
user, but repeat such purchases can be expected from such purchasers in
the future if correct marketing, sales and promotional activities are
conducted. USER: Loyal purchasers become users. The company can expect
revenues from users unless and until some new invention or product is
marketed by the competitors. Company can turn first time purchasers
into LOYAL CUSTOMERS by consistency, relationship, reliability and
customer focused activities. MEDIA VEHICELS AND AD UNITS: News papers,
Magazines, JournalsWeekly reviews, Mobile advertising, Print
advertising, out door advertising. Transit advertising. Specialty
advertising Posters and banners. Long term sales objectives: In
long-term sales objective our marketing cost will decrease and the
profit per unit will increase. In long term, we would ideally want
Voice mobile phone as a STAR SBU and would use the cash generated from
operations into research and advancement of the Voice mobile phone.
Many competitors would be looking towards any strategic window to
avail. Some of the policies and objectives for the future sales: Extra
benefits for customer and intermediary Different shapes of Voice mobile
phone. Company will use the tactics of PERSONAL SELLING. As the cost
per unit will decrease in the future, company will look to adopt the
tactics of both customer oriented and trade oriented SALES PROMOTION.
Trade allowance will be provided to distributors and retailers as well.
Bonus packs are also in consideration for future sales. In maturity or
decline Stage Company will greatly emphasize on DIRCET MARKETING to
avoid media wastage. Company is going to utilize the relationship
maintained with the customer in the early stage in future to boost
sales. Company is looking to launch Voice mobile phone internationally.
Objectives of the Marketing Plan:
1. Initial information about the product cost and benefits to the
target audience. 2. Establish brand association with product’s
positioning strategy. 3. Generate maximum brand awareness and most
positive attitude towards the product 4. Product trial, purchase, and
learning from experience for the first-time users. 5. It will be a
useful tool in maintaining a reliable DATA BASE for the company as the
email address is been provided to the customers. 6. Plan should lead to
provide essential tactics to perform the activities of direct
marketing, sales promotion, personal selling and telemarketing. 7. Plan
should develop tools which are useful in gathering feedbacks from the
customers, their views and ideas. 8. General problems regarding our
product and price can be evaluated through well-planned objectives. 9.
Company which is always been a customer-oriented firm, can maintain its
identity by the planning marketing objectives 10. Effective planning
may lead company towards better sales and marketing Consumer purchase
process of a new product-Voice mobile phone: Innovators: They tend to
be opinion leaders who are the first to purchase and these are
basically the same purchasers as those who purchase at the introduction
phase of the product life cycle. They are likely to be younger and
better educated from reasonably affluent, high social status, family
backgrounds. Their knowledge of the product tends to come more from
their own feelings than from the efforts of marketing people. They
represent the first 2.5% of the entire market - which is two standard
deviations to the left of the mean.
Early adopters: They possess similar characteristics to the
innovators, but they are slightly more cautious and less gregarious.
They tend to belong more to ‘local’ groups, but as opinion leaders they
are influential. These comprise 13.5% of the entire market. Early
majority: These purchasers tend to rate slightly above average in terms
of their social class and now that the product has become more
established, they rely principally upon marketing information before
making their purchases. This group represents 34% of the market. (Peggy
A. Salz, 2004) Late majority: These purchasers tend to be more
cautious, but are more prone to social pressures to adopt the product
for the first time. This group comprises 34% of the total market.
Laggards: They are the final 16% category and they make up the
cautious group. They tend to be older and more conservative, generally
coming from a lower socio-economic class. Diffusion is of course
closely related to the adoption process of individual customers and it
has been found that five particular facets of products will lead to a
more rapid and wider adoption: Relative advantage in terms of the
greater the perceived advantage of the new product to customers the
faster it will diffuse. Compatibility relates to the greater the extent
to which the new product is compatible with existing products, the
faster it will diffuse. Complexity is a disadvantage, because the more
complex the new product is, the more difficult it will be to understand
in the marketplace and the diffusion rate will thus be slower.
Divisibility means the greater the ability of the new product to be
used or tried on a limited scale before full commitment on the part of
the purchaser, the faster it will diffuse. Communicability means an
ability of the new product to be demonstrated or communicated by early
purchasers to later potential purchasers, then the quicker will be the
rate of diffusion
Executive summary: Product: VOICE MOBILE PHONE Price: $750- $900
Distribution: Distributed in USA Promotion: PRINT MEDIA- NEWS PAPERS,
MAGZINES, POSTERS. OUT DOOR MEDIA- BANNER, HORDINGS, PANAFLEX, MMT.
MOBILE MEDIA- GREEN BUS. SALES PROMOTION. DIRECT MARKETING. PUBLIC
RELATIONS WORD OF MOUTH. TELEVISION. RADIO. EVENTS AND CAMPAIGNS.
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