Toshiba marketing project

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toshiba marketing management for year 2012 in Egypt and MENA

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Toshiba marketing project

  1. 1. Marketing Management, Dr. Hatem El Ghamry TOSHIBA Group: •Amin Mohamed •Osama Ahmed •Alaa Okasha •Mohamed Osman •Nancy Samir
  2. 2. Goal & Vision • Our Goal is to be the best Arab and African Egyptian company in this field by the end of 2014. • Our Vision is to be the African and Middle Eastern leader in the field.
  3. 3. Our Mission • To provide high quality products that incorporate high technology to meet the needs and expectations of the consumer.
  4. 4. Executive Summary About IDC, International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. http://www.idc.com
  5. 5. Our Market • Laptop users in Egypt “professionally or individually” are increasing,
  6. 6. Who are we • We are  • What are we working on? • Our Competitors:
  7. 7. Environment of the Company,
  8. 8. Situation Analysis • Current Situation • What is happening in the market? • Our Position: • We are ranked number
  9. 9. Marketing objectives • Current Situation: • 20 % share of the Egyptian Laptop market. • 5 % share of the Egyptian desktop PC market. • Customer retention: • Plan to have repetitive orders from our main 200 customers as per the sales plan. Our Market Share Toshiba Competitors
  10. 10. Marketing objectives • To be ranked # • Need to increase Sales and Revenue To sell: 40,000 notebooks this year “to be ranked #2 in the market
  11. 11. • To maximize our market share • To create more brand awareness • To communicate effectively Our Objectives
  12. 12. Super Objective* • To sell: 60,000 in the following year to be ranked #1
  13. 13. All the Market = All the Shares
  14. 14. Market analysis, Target markets:
  15. 15. • Target markets: we broke down the market to “Soho & retail, SME and Major accounts” • Demographic: High Population, • “Egypt will also benefit from youthful demographics and improving information and communication technology infrastructure” • Geographic: “The geographical location is good for trade, as Egypt has access to both the Mediterranean and the Red Sea” • Behavior factors: Price sensitive but with a high potentiality to buy • Market needs: Innovation and convenience associated with valuable price. • Market Growth: Egypt's computer hardware sales are projected at US$862mn in 2010 and are forecast to reach around US$1.6bn in 2014. Computer penetration is forecast to rise from a little above 10% currently to about 19% in 2014, and annual computer sales could increase to nearly 470,000 by the end of BMI's forecast period. Reference: http://www.prlog.org/10788906-new-market-research-report-egypt-information-technology-report-q3-2010.html Market analysis
  16. 16. With divesting Desktops in mind, we will work on having new customers and convincing existing customers to buy on discounted rates. Our Expansion Grid Existing Products New Products Existing Markets New Markets Market Penetration Laptops & Desktops Market Development Laptops & Desktops Product Development Roll top Diversification
  17. 17. Strengths: S1- High credibility of El -Araby at the perception of the target customers. S 2 - Toshiba Notebooks leading in the innovation and technologies with long experience in the mobility plus “Data Security” S 3 - Wide range of models that fit all the consumer requirements . Weaknesses: W 1 - The pricing against other players . W 2 - Sales force knowledge of the product (Low Caliper ). W 3 - Shortage of the product from vendor . W 4 - The after sales support. Opportunities O 1 - More demand on NB in the market “decline cost PC vs. NB, evolve of Internet, education, advanced business practice….” O 2 - Strong growth in IT market Threats T 1 - Becoming price sensitive (competition, Internet) T 2 - Tough competition. SWOT Analysis
  18. 18. • Strength : Opportunity • “S3 : O1”Wide range of product : High Demand • “S2 : O2” Leading innovation, high tech and security : Growth in IT market • Threat : Weakness • “W1 : T2” need to work on the price, • “W2 : T1” use internal marketing, Train the caliper TWOS Analysis
  19. 19. Segmentation
  20. 20. Target Market Segments structure
  21. 21. Targeting Plan
  22. 22. Rebel is an international marketing consultant and she is the winner of small business books award in 2010, REF: http://www.rebelbrown.com/about/
  23. 23. Positioning Now there is another benefit of using TOSHIBA laptops  Warning: Don’t try to do this if you don’t have a Toshiba laptop.
  24. 24. The UNBEATABLE laptop
  25. 25. Security
  26. 26. Product Differentiation: Features – security, weight Performance - Durable Style & Design – Colors Service Differentiation: Delivery Customer Training Maintenance center Quality assurance and monitoring Image Differentiation: People Differentiation: Highly trained sales staff Follow ups for customer satisfaction on the highest levels of etiquette and manners Aspects of Our competitive advantage
  27. 27. • Our product is a Consumer Shopping Product. Let’s go Shopping,
  28. 28. • Laptops: We have over 20 models available, please check the link below: • http://toshiba.elarabygroup.com/Category.aspx?cid=47 Our Product Mix
  29. 29. Product MIX
  30. 30. Product MIX
  31. 31. Optional products • External storage
  32. 32. Pricing Approach • Cost Based Pricing Approach
  33. 33. Distribution channels • Dealers who have showrooms are targeting the SOHO and Retail  • Dealers who don’t have showrooms are targeting the SMB  • Major accounts are handled directly 
  34. 34. Distribution Strategy Pull
  35. 35. Distributing Strategy •Push Retailers: Carrefour Compume Computer shop
  36. 36. Our Place • Stores: Masr el Gedida, Shobra, downtown,,,
  37. 37. Our Kiosks
  38. 38. Our user friendly, easy and joyful website
  39. 39. Website and delivery • Cash payment when the product is delivered and tested as well  Courier can test the product and train the Customer if requested.
  40. 40. Teams on the move
  41. 41. Marketing Communication Plan:
  42. 42.
  43. 43. Sales promotion Cut Price strategy
  44. 44. Advertising (Radio Contests)
  45. 45. Flyers
  46. 46. Marketing Communication mix • Direct Marketing: • Telemarketing • Electronic shopping – our website, blogs, facebook and google • Emails and announcements • Word of mouth • P2P, chat rooms and blogs • Public relation: • Press kits, annual reports, speech
  47. 47. Social Responsibilities • Masjid “Al Rahman Al Raheem” Salah Salem road, • Built on 2500 square meters • • REF: http://www.youm7.com/News.asp?NewsID=127440&
  48. 48. Events
  49. 49. SURPRISE TOSHIBA
  50. 50. ROLLTOP
  51. 51. What is the Roll top? The Roll top computer is constructed of a flexible OLED display that wraps around the removable power supply stand. Tucked into the power stand is a webcam, speaker sound bar, USB ports, and the power supply and power cord
  52. 52. SWOT
  53. 53. Marketing MIX
  54. 54. Price Toshiba Roll top will use Marketing Skimming Strategy We will add a 200% profit margin to the cost of the product to gain high revenues. Price and quality interactions:  In this way, price creates perception of quality  High price attract an image of quality  This will allow Toshiba to increase its market share
  55. 55. Promotion + Advertising (Radio, billboards) + Events (CEO Speech)
  56. 56. place Distribution channels – Push & pull Strategy
  57. 57. Promotion + Advertising (Radio, billboards) + Events (CEO Speech)
  58. 58. Contingency theory! • What If…….!!!!! The roll top selling strategy will be Back to back Depends on customer DEMAND
  59. 59. Alternative Plan • Price support from Toshiba • Bundling, with faxes, data show, storage, accessories
  60. 60. Niche Marketing
  61. 61. Geographic*
  62. 62. Demographic
  63. 63. Psychographic • What’s your Social Class? • Want the best?! We have the best.
  64. 64. Behavioral • IT Personnel
  65. 65. Roll top backup plan
  66. 66. The Whole Alternative Plan • Price support from Toshiba • Bundling, with faxes, data shows, storage devices and accessories
  67. 67. KPI
  68. 68. • What’s the percent of change in the market share? …….% • Which segment got us the highest value? SOHO/Retail – SMB – Major Accounts – Government Tenders • If our market share has been maximized, it was ON the account of which competitor? HP – DELL – Acer – Sony – Others • If our market share has been minimized, it was TO the account of which competitor? HP – DELL – Acer – Sony – Others • Other competitors market shares HP ….%– DELL ….%– Acer ….%– Sony ….%– Others….% • Sales percent of change …….% • Results: Value – Volume Value: Volume: • No reference as we made that. Market Share KPI
  69. 69. Control Forms • So as to measure personal and departmental objectives
  70. 70. Control form Example #1, Personal,
  71. 71. Control form Example #2, Departmental,
  72. 72. Budgeting • We are following a percent of sales budgeting approach
  73. 73. Elements request form,

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