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INDIZI

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THE MARKETING PLAN
Yelidaer Dilixiati
Mustafa Shubar
Merhdad Mohammadi
SUN Kehao
ENVIRONMENTAL ANALYSIS
Internal
Strengths
-Multicultural
-Diversity
Weaknesses
-Decision making process (Period 6
changed the advertisement type,
company’s name etc , that caused a
huge loss)
External
Opportunities
- New Product (ZAAB) in period 7.
Threats
- Other company, the opportunity
costs.
MARKETING
OBJECTIVES
• Maintain a 25% market share through all quarters.
• Maximize revenue without compromising on selling
and promotional costs, Increase profit: by limiting
expenses where possible.
• Regularly enhance product to keep old customers
engaged and attract newer ones.
• Build brand awareness: through reserving good
amounts for promotional activities.
• Grow market share: Analysis of competitors in each
reports to make decisions accordingly.
• Launch new products or services: Target new segments
to change the focus and experiment with new markets.
• Enhance customer relationships: keeping a competitive
price point and high customer service budget.
•
MARKETING OBJECTIVES
S
M
A
(Specific)
(Measurable)
• Calculating estimations (Quantifiable).
• Analyse how effective has the change been.
(Achievable)
• Based on results each period.
• Things on which we have control. Expenses etc.
R
(Realistic)
T
• Planning exactly what to achieve each period.
• When, how, how much & why.
• Based on current results what can be done.
• Being aware of competitor actions and current budget.
• Knowing when is the right time to do a specific change.
(Time based)
SEGEMNTATION , TARGETTING & POSTIONING
Segment
Price
Product features
Special Commands
Error Protection
Ease of Learning
TARGETING
●
●
●
●
In the beginning of the game we targeted the students, since we had to build
our budget to move on.
Then, we switched to managers and creators.
Our target customers in search of a product that was highly customizable and
could offer them a large amount of special commands with relatively no
increased cost.
We believed the creators were mainly concerned with renewing and creating
new things thereby reducing the amount of time spent information which
enabled them to effectively produce a high quality
Segment
Special
Commands
Error
Protection
Ease of
Learning
Price
Range
Students
High
Low
Low
Low
Home Users
Mid
Low
High
Low
Assistants
High
High
High
High
Creators
High
Low
Mid
High
Managers
High
High
Low
High
Parents
High
Low
High
Low
MARKET EFFECTIVENESS
MARKETING MIX
INZIDI it’s a voice recognition device that receives and interpret dictation or spoken
commands. We choose the name (INDIZI) .
Price. Starting with a firm price in the beginning to be reachable for most of our
channels we are aiming at
.
For advertising we always used reminder and pioneering. Sometimes 45% of our budget
goes to advertising.
Place. Channel 1 consist of retail outlets , channel 2 was shops or door to door selling.
We focused more on channel 2 people were more skilled and costumer would feel safe
to buy from it. 1 were home shops or delegates but that doesn’t mean it is not
important.
PRODUCT
Two specific types of customers will find that
our products are more specifically fine tuned for them:
● Creators
● Managers
It is very clear that our main targets are the high-end customer
groups. Based on their customer behaviors, it is wise for us to alter
our product distribution strategy to better fit their purchasing
habits.
PRODUCT
Two specific types of customers will find that
our products are more specifically fine tuned for them:
● Creators
● Managers
It is very clear that our main targets are the high-end customer
groups. Based on their customer behaviors, it is wise for us to alter
our product distribution strategy to better fit their purchasing
habits.
INDUSTRY SHARE
market share/units
0,5
0,45
0,4
0,35
0,3
0,25
0,2
0,15
0,1
0,05
0
1
3
4
5
OLYMPUS
6
Bnexus
speckz
INDIZI
8
9
10
INDUSTRY SHARE
market share/sales
0,6
0,5
0,4
0,3
0,2
0,1
0
1
3
4
5
OLYMPUS
6
Bnexus
speckz
8
INDIZI
9
10
AVERAGE1
AVERAGE2
INDIZI
5%
INDIZI
23%
OLYMPUS
22%
OLYMPUS
22%
speckz
32%
speckz
28%
Bnexus
27%
Bnexus
41%
THINGS WE HAVE LEARNED
●
●
●
●
●
●
Spend more on research
Be careful when changing a price
Analyze your competitors performance
Be extra careaful while operating TMG.
If there are a lot of competitors then target different market
If there is a competition then spend more on advertising and
promotion
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