Telephone Management System
(TMS)
Marketing Plan
CS410
Orange Team
2008
TMS Marketing
Table of Contents
1
Purpose................................................................................................................................................................1
2
Promotional Statement/Tagline ........................................................................................................................1
3
Product Description ...........................................................................................................................................1
4
Market Analysis .................................................................................................................................................1
5
Target Market ....................................................................................................................................................1
6
Sales Plan ............................................................................................................................................................1
7
Advertising Strategy ..........................................................................................................................................1
8
Cost To Produce .................................................................................................................................................2
9
Cost To Consumer .............................................................................................................................................2
10
Profit....................................................................................................................................................................2
11
Break Even Point ...............................................................................................................................................2
12
Marketing Objectives.........................................................................................................................................2
13
Customer Benefits ..............................................................................................................................................2
14
Customer Return on Investment ......................................................................................................................2
15
SWOT Analysis ..................................................................................................................................................3
Version 0.01
2008
i
TMS Marketing
1
Purpose
The purpose of this document is to provide a plan to identify the market and to define strategies
in marketing our product.
2
Promotional Statement/Tagline
"Telemarketers know better than to bother people with TMS."
3
Product Description
The problem of unwanted phone calls plagues American society even with the national Do-NotCall registry. The Orange Group from Old Dominion University developed a wireless solution
that stops unwanted calls from entering the customer’s home. The Phone Management System
uses a local database and intelligent filtering to detect unwanted calls. A feature-cost analysis of
the TMS and competitors in the call blocking market shows TMS is clearly the superior product.
Specifically, the ability for one installation of the device to block all unwanted calls on a
traditional PSTN phone line combined with a market leading feature set distinguishes the TMS
from other similarly priced competition.
4
Market Analysis
Nearly half (46%) of American adults receive unwanted phone calls. There are a number of
products that compete in our market, for details see our competition matrix.
5
Target Market
All American adults that receive unwanted phone calls are possible customers.
6
Sales Plan
The plan is to get our product on shelves at major retailers including Wal-Mart, and Best Buy.
7
Advertising Strategy
Leverage our familiar acronym to establish brand name recognition. Position our product as the
highest quality, most effective product on the market. Acquire celebrity endorsements on
television commercials.
Version 0.01
2008
1
TMS Marketing
8
Cost To Produce
Cost to us to produce the TMS is estimated at this stage to be approximately 70 dollars for the
box with 1 control unit and 1 interception unit.
9
Cost To Consumer
Approximate price point will be 100 dollars per unit.
10 Profit
A small profit should be realized on each unit sold. 30 Dollars per unit sold.
11 Break Even Point
Depends on what amount is manufactured, and how much is spent marketing them.
4,000 Wal-Marts
http://answers.yahoo.com/question/index?qid=20070316075957AAyNFrc
1,200 Best Buys
http://www.hoovers.com/best-buy/--ID__10209--/free-co-factsheet.xhtml
If we made 35,000 of the packages it would cost us approximately $2,450,000 which means we
would have to sell approximately 33,000 packages to recoup our costs.
Which would net us a profit of $215,000
Marketing will be a significant cost as creating brand recognition nationwide will be expensive.
12 Marketing Objectives
Position ourselves as the highest quality phone call management solution on the market. Excel in
value and features.
13 Customer Benefits
Relief from unwanted phone calls.
14 Customer Return on Investment
Our product is a Phone Management System. If the customer needs to manage their phone, then
ours is the ultimate solution. In return for investing in our product, our customer will receive
unparallel control over their phone.
Version 0.01
2008
2
TMS Marketing
15 SWOT Analysis
Strengths:
Unsurpassed Feature Set
One installation covers all phones on a line
Competitive pricing
Weaknesses:
Slightly higher installation complexity than most competitors
Opportunities:
Upside is good. At our price point we believe our solution will be attractive to many of the
millions of Americans that wish to take back control of their phone from telemarketers and other
annoyances.
Threats:
Obsolescence
Similar Features from Phone Service Providers
See Risk Matrix for detailed analysis of threats.
Version 0.01
2008
3