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 the 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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