Amonika Computer Parts was formed in 2010 in Bangalore, India to manufacture and distribute high quality computer spare parts. Their marketing plan aims to aggressively promote their variety of products like RAM, motherboards and graphics cards. Their objectives are to achieve 2% sales growth and sell 100,000 units by 2015, and achieve 10% growth in existing products and break-even by 2016. Their target markets are mid-scale companies and BPOs in tier 2 cities as well as entrepreneurs and students.

1. MARKETING PLAN
AMONIKA COMPUTER PARTS

2.  Formed in Bangalore, in 2010
 Focus on high quality computer spare parts
manufacturing and be country’s leading distributor
 Pursue more aggressive marketing strategy
 Significant investments in R&D

3.  Target Segmentation
 Software organizations
 Telecom Organizations
 Business Process outsourcing
 Entrepreneurs and Students
 Competition
 Intel
 NVIDIA
 IBM
 Sandisk

4.  Variety in product portfolio- RAM, Motherboards,
Processors, Graphics card.
 2 products currently under development- Data
calling card, Signal track card
 Product Supports
 Installation and Configuration
 Repair and maintenance
 24x7 technical assistance
 Customization

5.  Objectives
 2015 : Achieve 2% sales, sales volume of 100000 units
 2016: Achieve 10% in existing products, achieve break-
even
 Target Markets’
 Primary business targets are mid-scale companies, BPO’s in tier 2
cities
 Secondary business target are entrepreneurs and students
 Positioning
 Versatile, convenient
 Low price and service assistance

6.  Product
 Aims to sell 100000 units by 2015
 One year warranty and free servicing
 Licenses to be offered on JAVA signal track card
 2 months unlimited usage in prepaid data calling cards
 Pricing
 Price of each products are lower than competitors
 20% dealer commission
 10% discounts on bulk orders

7.  Distribution
 Add channel partners through product demonstration
 E-commerce sites and prominent computer retailers
 Add specific retailers to be executive retailers through
sales data
 Marketing Communications
 Advertisements through social media
 User-generated video on website to create buzz
 E-commerce sites to display product in first pages

8. STRENGTHS
 Good quality
Service assistance
Proper marker survey
WEAKNESS
Lack brand recognition
No brand awareness
Distribution channel
OPPORTUNITIES
Tap into tier2 and 3
markets
Tap into new dealers
THREATS
Failure of brand
strategy
Heavy R&D investment
by major players

9.  April – June
 Launch 2 products and market aggresively
 Participate in major industry show
 Reach out to e-commerce sites
 July – September
 Integrated campaign through presentations and ad’s
 Monitor product performance
 Hold sales contest amongst dealers and salesman
 October – December
 Urge dealers for word-of-mouth marketing
 Analyze results and concentrate for 2016