10 step marketing plan for skyworth
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10 step marketing plan for skyworth Presentation Transcript

  • 1. 1 10 STEP Marketing Plan for Skyworth LED TV Group 7 Wan Zhi Dei Lan Landong Taggueg Nathania Villonco June, 2013
  • 2. 1. Skyworth PTM:25-45 male, married ,class B to C 2. NWD: an entertainment TV with excellent features, quality ,service but affordable price. 3. Their choices will among Samsung, Sony, LG, Sharp, Devant, Tothiba, TCL, Changhong, and Skyworth. 4. The opportunity is both big size and small size. 5. The market capacity is around 18 billion pesos Steps 1 to 5 Summary headline of Skyworth PTM and market
  • 3. 6. Product: Smart, 3D, reqular LED that arrange from 55”,50”,47”,42”,39” ,32”,29”,24” and 19”. 6. Price : lower than 5%-15% to targeted competitors. 7. Promo :Integrated promotions. 8. Place : Nationwide appliance stores, supermarket, online sales, direct sales. Generic Winning Strategies:Low Cost strategy and Niche strategy. Steps 6 to 10 Summary headline of the marketing mix & strategy
  • 4. Age 25-45 yeas old. LED TV is slim, fashionable, high technical comparing to CRT TV. The targeted customers are young and they are eager to try something new. Sex Male. LED TV is on behalf of some kind of high technology. That’s why we suppose purchase decision will be made by the husband. Social Class Since Skyworth is a new brand here and will compete with those famous TV giants that existed already long time, at the beginning it should target at those price-sensitive customers, which is class B to C. Marital Status Married. TV is most for family use. 1. Describe the primary target market (PTM)*
  • 5.  Lifestyle ——They always want to try something new. ——They are pragmatic consumers that want good product while ignore brands. 1. Describe the primary target market (PTM)*
  • 6.  Behavior ——They usually pay by installment. ——They are easily influenced by sales people in the stores. 1. Describe the primary target market (PTM)*
  • 7. 2. Skyworth PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the product
  • 8. Describe Skyworth PTM needs 8 Self-Actualization Needs (Self- Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler TV is also on behalf of family face TV is for entertainment use
  • 9.  Entertainment: They may want to go to the cinema, go to the bar, or play some games with friends, etc  Esteem need: They may want to purchase branded watches, fashioned clothes, or purchase good furniture to show family’s face. Describe Skyworth PTM wants
  • 10.  Their demands for TV are good quality, good service, but with very affordable price——Excellent and Affordable. Describe Skyworth PTM demands
  • 11.  List of competitors 3a. Direct and indirect products that address Skyworth PTM’s NWD High end Samsung, Sony Middle end LG, Panasonic, Sharp Low end Sanyo, TCL, Devant, Tothiba, Changhong, Haier, Pensonic, Coby
  • 12.  Variables that affect the choice 3a. Direct and indirect products that address Skyworth PTM’s NWD PriceService Function and Features
  • 13. PriceSize Matrix 16-24” 25-32” 33-47” 48” above High price Low price 3b.TV Competitive Position Map: Price VS Size Matrix Sanyo Changhong TCL LG Sony Samsung SharpDevant Samsung Samsung SonySony LG LG Sharp Sharp Sharp Devant TCL Sanyo TCL Changhong Devant
  • 14. 3b. a benefit positioning vs. brand map for LED TV Functi onal Benefi t Samsung Sony LG Sharp Tothi ba Sanyo Devant TCL Changhon g Smart Internet 3D Hi gh defi ni ti on USB Pl ay 2 year warranty good freeby best panal
  • 15. Sizebrand Matrix Market description Top brands (Samsung/Sony /LG) Other brands Big size Big size as 42”/46”/47”/50”/55” have small capacity, but contribute high profit and sales revenue Dominate the big size market and get very high profit Pay little attention to big size Middle size Middle size as 32” has the biggest market share and everybody fight for that Focus and fight Focus and fight Small Size Small size as 19”/24” inch are the best size to replace CRT TV, which has big market capacity. Pay little attention to small size Pay much attention to small size 4. Identify the gap between customers and competition
  • 16.  The gap between customers and competition: ——Small size with affordable price to replace CRT TV. Big market capacity while top brands don’t focus. ——Big size with affordable price. Big brands usually keep extremely high price, but other brands give up this market. 4. Identify the gap between customers and competition
  • 17. 5a. Estimate the market size using competitor data Brand LCD/LED Sales quantity Market share Total LCD/LED market Average price Total market size TCL 100,000 units (2012) 7% 1,4500,00 0 units 13,000 pesos 18.85 billion pesos Devant 70,000 units(2010) 7% 1,000,000 units 16,000 16 billion pesos Conclu sion 1. LCD/LED market capacity is around 140 Million units or 150 Million units presently; 2. From 2010 to 2012 the market capacity of LCD/LED TV already increased by 45%, this is a increasing market.
  • 18. 5b. Estimate the market size using company data 1.SM Appliance altogether sold around 300,000 units LED TV in 2012, it’s market share around 22%-25% 2.From SM Appliance the total market size is around 1.2 million units to 1.4 million units. 3. Set the average price as 13,000 pesos, then the market size is around 17 billion pesos.
  • 19. 5c. Estimate the market size using customer data Total househo lds Household that have TV(70%) Average TV Duration years Average yearly worn out units Average price Total market size 20 million 14 million 10 years 1.4 million 13,000 18.2 billion pesos
  • 20. 5. Decide on market size in pesos, not in number of people 1. Competitor data=18.85 billion pesos 2. Company data = 17 billion pesos 3. Customer Usage data = 18.2 billion pesos 4. Market size after adjustment: 18 billion pesos.
  • 21. 6a. Photo of product category Skyworth product photo
  • 22. 6a. product looks vs. competition inside stores
  • 23. 6b. Product Description
  • 24. 6b. Product Description
  • 25. 6b. Product Description
  • 26. 6b. After sales service Description
  • 27. 7. Price  Skyworth price stategy Skyworth Competitor comparison Over all price strategy Same price with better function/feature and service. Excellent and Affordable. Skyworth 3 years price benchmark is TCL, 5 years price bench mark is LG while 10 years benchmark is Samsung. First two years Keep at least 5% lower than main competitors in small size; at least 15% percent lower than main competitors in big size. From the third year Step by step keep the same price level with competitors but offer better features and service.
  • 28. 8a. Skyworth products Promotions-Evolve your TV Now Newspaper Ads
  • 29. 8a. Skyworth products Promotions-Evolve your TV Now
  • 30. 8a. Skyworth products Promotions-sample TV ADS: ABS –CBN Deal or No Deal
  • 31.  8a. Skyworth products Promotions  --Christmas
  • 32. Skyworth products Promotions --Christmas Bus Ads
  • 33. 8a. Skyworth products Promotions-Hot Summer deals with SM Appliance Newspaper Ads
  • 34. 8a. Skyworth products Promotions-sample Dealer Ads-Joint Promotion
  • 35. 8b. Competitor promo Devant: Be talk about Devant—Smart 3D TV
  • 36. 8b. Competitor promo—TCL Android 4.0 Smart 3D TV
  • 37. 8b. Competitor promo TCL: IRON MAN 3 endorsor SMART ANDROID 4.0 3D ADVERTISEMENT
  • 38. 9. Place  Where is Skyworth product available?  Home Appliance Store, Department stores, Supermarket, Online sales, direct sales.  Nationwide ,include Bical, Visayas and Miandanao  Method of delivery: deliver through dealer or directly delivery to house.
  • 39. 10. What is the generic winning strategy? Which of the 4 strategies are being used?  Low Cost Producer: Skyworth total operation cost will be 3-5% lower than main competitors.  Supply and Distribution Leverage  Differentiation  Niche:Skyworth introduce new LED TV size as 23”29”39” and 50”
  • 40. 46 SUMMARY
  • 41. 1. Skyworth PTM:25-45 male, married ,class B to C 2. NWD: an entertainment TV with excellent features, quality ,service but affordable price. 3. Their choices will among Samsung, Sony, LG, Sharp, Devant, Tothiba, TCL, Changhong, and Skyworth. 4. The opportunity is both big size and small size. 5. The market capacity is around 18 billion pesos Steps 1 to 5 Summary headline of Skyworth PTM and market
  • 42. 6. Product: Smart, 3D, reqular LED that arrange from 55”,50”,47”,42”,39” ,32”,29”,24” and 19”. 6. Price : lower than 5%-15% to targeted competitors. 7. Promo :Integrated promotions. 8. Place : Nationwide appliance stores, supermarket, online sales, direct sales. Generic Winning Strategies:Low Cost strategy and Niche strategy. Steps 6 to 10 Summary headline of the marketing mix & strategy