Mixed Media Technologies, Inc
Presented By
Stacy Plotnick
Shawne Shaffer
Bimal Patel
Tom Donaldson
Tammy Harvey
Overview of Presentation
Introduction
 Evaluation of Christmas Promotion
 Competitor Analysis
 SWOT Analysis
 Recommendation for New Marketing Strategy
Q and A Session

Introduction

Mixed Media Technologies, Inc. (“MMT”)
 Independent

Retail Store Managed by Josh Sullivan
Products/Services
High
quality equipment for multimedia presentations
(color scanners, video & digital cameras, video/audio editing equip and
projection equip)
Video
Editing Services
 Each
job receives individual attention
 Free graphics consultation service and professional advice
Special
Orders per Customer’s Request
Introduction

Location
 Near Area
Similar to Downtown Philadelphia
 Near Large University (Penn, Drexel, Art Institute
of Philadelphia)
 Current Target
 Area
Markets
School Boards
 Industries
 Universities
 Serious Amateurs/Professionals
Introduction
 Sales
Staff
4
Full-Time Clerks
 2 Outside Sales Reps
 Revenues
 Majority
of Sales Received via Phone or Mail
 Minimal Over the Counter Sales
 Video Editing Services to Industries
 25% Discount Offered to Customers Purchasing $2,000/year
Introduction
Challenge:
How
can Josh Sullivan increase MMT’s profits and
sales?
Failed Christmas Promotion
Evaluation of Christmas Promotion

Goal Of Promotion
Expand sales during Christmas season
 Sell at least 100 digital cameras


Strategy
Pre-Christmas sale of 2 popular brands of digital cameras
 Discount prices to compete with discount stores


Outcome

Only 5 cameras were sold!
Evaluation of Christmas Promotion
Why this Strategy?
•Trade experts suggested that sales of digital cameras in the low
price and low quality range were up 200% from last Christmas
Evaluation of Christmas Promotion
Reasons for failed Promotion:
Target
Market
+
• Promotion is targeted to general public vs. MMT’s target
market of Serious Amateurs and Professionals
Marketing
Mix
• 4Ps do not satisfy general public or MMT’s
target market
Marketing
Strategy
• Strategy to sell low cost, low quality digital cameras
is based on wrong target market and inappropriate
marketing mix
Evaluation of Christmas Promotion
Product - Does product satisfy target market?
NO!


MMT only offers two brands of cameras
General Public usually shops at larger retail outlets that offer a great variety of digital
cameras
Place - Does MMT reach the target market with this
promotion? NO!


MMT’s shoppers are Serious Amateurs and Professionals, not general public
General Public shops for Christmas gifts in malls or large, suburban shopping center
Evaluation of Christmas Promotion
Promotion-Does promotion tell target market that this product is for
them?
NO!


Local Newspaper ad in the “Suggested Gift Giving” section gets lost among discount
store ads - mass selling
Big signs in the store windows targets current MMT shoppers who want higher quality sales promotion
Price - Does price meet target customers’ expectations?
NO!


Price reductions still not comparable to large discount stores that have
economies of scale
General Public would not go to specialty shop to get best price on a popular
brand of digital camera
Competitor Analysis: Products recap

Services
Video Editing
Video Production
Graphics Consultation
Audio Editing

Goods Sold
Still Camera, Video Camera, Digital
Camera
35mm, Electronics, and Overhead
Projectors
Beta cam tapes, recordable CDs
Scanners for computers
Low range digital cameras for PCs
Acetates used for color printers
Video and audio editing equipments.
Competitor Analysis: Manufacturers
Goods Sold can be broadly classified into Photography products and Presentation
products. Leading Manufacturers for each category are:

Photography Products
Cannon
Nikon
Hitachi
Sharp
Panasonic
Sony
Samsung
Kodak
NEC
Epson

Presentation Products
Proxima
Infocus
3M
Phillips
Dukane
JVC
nView
ADTech
Polaroid
Epson
Sony
Competitor Analysis: National Competitors
Local
MMT's Current and Planned Strategy
National Competitor
Presentation Product Competitors
Photography Competitors
AVHQ/AVSC/APS/ITA Strengths(+) Weaknesses(-)
Ritz Camera Strengths(+)
Weaknesses(-)
Target Market
Amateur/Serious Photographers(+)
Educational Institution(+)
Industrial Presenters(+)
Educational Institution(+)
Industrial Presenters(+)
Amateur/Serious
Photographers(+)
Product
Amateur/Serious Photography Equipment/Supplies(+)
Presentations Products& Services(+)
Audio/Video products & Services(+)
One Stop Sales/Rental/Repair of AV and presentation
products(+)
Nationwide Conference Center and Show support centers(+)
Competitors offer integrated services with the place and
meeting place like the conference room etc(+)
Web cast Products and Services (+)
Online Meeting Products and Technical Support (+)
highlights company experience and professional/trained
staff(+)
Amateur/Serious Photography
Equipment/Supplies
Place
Single Location (-)
Prime Business Location(+)
No Online Presence(-)
Multiple Location (+)
Prime Business Loc(+)
Online Presence (+)
Multiple Locations(+)
Prime Business Locations(malls)
www.ritzcamera.com (+)
Promotion
$2000 Annual Sale Discount (+)
Free Graphics Consultation (+)
Online Promotions
Franchising Promotion
Advantages
Price
Competitive
Highly Competitive (+)
Moderate with personal attention
Competitive Barrier
Cannot compete in New Media technology like Flash
ppt (-)
Cannot compete with nationwide service providers(-)
Cannot compete with integrated service providers(-)
Loyal/returning Customers (+)
Established customer for local competitor means more
resistance in penetrating markets(-)
Personal attention becomes an expensive deal(-)
More familiarity among public(+)
Big Advertising budgets (+)
Higher Variety of products (+)
Likely Responses
More Advertising
Competitor Analysis: Regional/Local Competitors
Local
MMT's Current and Planned Strategy
Regional/Local Competitor
Presentation Product Competitors
Photography Competitors
TELAV/AVC Strengths(+) Weaknesses(-)
Winnipeg Strengths(+) Weaknesses(-)
Target Market
Amateur/Serious Photographers(+)
Educational Institution(+)
Industrial Presenters(+)
Educational Institution(+)
Industrial Presenters(+)
Amateur/Serious Photographers(+)
Product
Amateur/Serious Photography
Equipment/Supplies(+)
Presentations Products& Services(+)
Audio/Video products & Services(+)
Sales and Rental of AV and presentation
products(+)
Smart Board Integration Technology(+)
Simultaneous Interpretations(+)
Amateur/Serious Photography
Equipment/Supplies
Place
Single Location (-)
Prime Business Location(+)
No Online Presence(-)
Multiple Locations (+)
Prime Business Loc(+)
May/May not be online
Multiple Locations(+)
Prime Business Locations(malls)
May/May not be online
Promotion
$2000 Annual Sale Discount (+)
Free Graphics Consultation (+)
Price
Competitive
Moderate prices
Moderate prices
Competitive Barrier
Cannot compete in New Media technology like
Flash ppt (-)
Cannot compete with integrated service
providers(-)
Loyal/returning Customers (+)
Purely regional
Purely regional
Likely Responses
More Advertising
Competitor Analysis: Potential Competitors
Local
Potential Competitors
Presentation Product
Competitors
Presentation Product
Competitors
Photography
Competitors
MMT's Current and Planned Strategy
Impactbuilder.com
Strengths(+)
Weaknesses(-)
Leasing Manufacturers
Strengths(+)
Weaknesses(-)
Sellers of Low end
digital cameras with
good photo editing
software
Target Market
Amateur/Serious Photographers(+)
Educational Institution(+)
Industrial Presenters(+)
Educational Institution(+)
Industrial Presenters(+)
Educational Institution(+)
Industrial Presenters(+)
Amateur/Serious
Photographers(+)
Product
Amateur/Serious Photography
Equipment/Supplies(+)
Presentations Products& Services(+)
Audio/Video products & Services(+)
Online Flash Presentation
preparation Service(+)
Leasing new and
refurbished presentation
products with repair
services(+)
Low to mid range digital
cameras(+)
High quality photography
software(+)
Place
Single Location (-)
Prime Business Location(+)
No Online Presence(-)
Purely Online (+)
Single Location(-)
Important Business
Contacts (+)
Single/multiple
locations(+)
Promotion
$2000 Annual Sale Discount (+)
Free Graphics Consultation (+)
Free Trial
Free I year repair contract
Lucrative payment plan
Price
Competitive
Competitive ($245/ppt)
Competitive
Barrier
Cannot compete in New Media
technology like Flash ppt (-)
Likely Responses
Highly Competitive
SWOT Analysis: Strengths






Growth in Digital Media Market
Location: Metropolitan Area & Universities/Businesses
Knowledgeable & Persistent Customer Base
Development of Amateur Photo/Video Market
High Quality Product Lines & Personalized Services
Increased need for alternatives to face-to-face
communication including flexible media technologies
SWOT Analysis: Weaknesses





Inability to Compete with Larger Discount Stores
Incapacity to buy discounted large amounts of high
quality equipment
Companies Recent Sluggish Spending on Upgrades of
Existing Media Systems
Failure to Make Gains in Inexpensive Digital Camera
Market
Lack of Focused Promotions towards high-end Media
Services & Products
SWOT Analysis: Opportunities

Over all Increase in the Mixed Media Market




Increasing Potential Customer Base




Growth of Amateur Digital Media Market
Development of Amateur Video Editing Market
Increase in Mixed Media Video Conferencing
(Accessibility to Technology to the Average Consumer)
Academic Reliance on Media Technologies
Trend in Businesses Outsourcing Specialized Media
Needs
Establishing Online Presence Offering Products and
Customer Support
SWOT Analysis: Threats




Technological Advances Over Shadowing MMT’s
Expertise and Experience
Large Discount Stores ability to Undercut MMT’s Prices
by Economies of Scale
Globalization of Business Through Internet Sales
Advances in Personal Computer Applications and
Hardware Allowing Advance Editing and “Dark Room”
Capabilities by the Amateur Consumer
New Marketing Strategy
 Position
MMT as a high quality, full service audio visual
rental/sales company
 Supply
equipment and associated services for presentations, conferences,
conventions and business meetings
 Continue to Offer High Quality Digital Cameras
 Product
Development, e.g. offer new products lease, rent and
service to current markets.
 Hire additional technical support services personnel to
differentiate MMT from competitors
New Marketing Strategy: Product
 Sales:
Lease/Rent/Sell high quality audio visual equipment
 Cameras
 Audio
Recording Devices
 Overhead Projects
 LCD Data Projectors
 35mm Slide projectors
 Video Projectors
 Screens/Monitors (Plasma)
 AV Accessories (e.g. laser pointers, flip charts, projector stands)
 Used Equipment
 Services:
offerings
 Pick-up
Provide services to enhance buyer’s enjoyment of the product
and delivery of all products free of charge
 Offer Set-up/Break-down and operator services for presentations on an hourly basis
 Establish a product support e-mail address for technical questions
 Offering a free loner while a piece of equipment is being serviced
New Marketing Strategy: Place
 Maintain
downtown location
 Send support staff and service staff to work in-house at
customer locations
 Establish a web-site where customers can learn about
equipment and services and place orders on-line
New Marketing Strategy: Promotion
 Business
to Business promotion
 Personal selling (important in a business professional
service offering such as the consulting services.)
 Sales coupons for students and teachers at local
universities
 Volume and frequency discounts
 Yellow Pages
 Flyers
 Advertise Online at Rental.com
New Marketing Strategy: Price
 Offer
competitive prices with discounts for high volume
customers taking into account entire product mix,
e.g. service
 Businesses tend to be less emotional with buying and
look more to price
 Service offering, if successful, will enable MMT to
increase prices as demand for product/service mix
increases
Huuh ! We have Done it
Any Questions ?