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urdujahcctv

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urdujahcctv

  1. 1. 10 STEP Marketing Plan for URDUJA HOME CCTV Nepthalie D. Pasiliao March 2012 www.slideshare.net/ndpasiliao/urdujahcctv
  2. 2. <ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. </li></ul><ul><li>The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>Disclaimer www.slideshare.net/ndpasiliao/urdujahcctv
  3. 3. <ul><li>Urduja HCCTV PTM are Rancho Estate subdivisions in Concepcion II Marikina City </li></ul><ul><li>Who want to be secure inside and outside their homes and within the subdivision </li></ul><ul><li>Can use in-house CCTVs, subdivision-wide CCTVs, or just security guard personnel </li></ul><ul><li>Private and in-house CCTVs, though more sensitive to privacy issues, costs more and difficult to install and maintain </li></ul><ul><li>The market size consists of 4 subdivisions and 4 different homeowners associations. </li></ul>Steps 1 to 5 Bringing Security to your HOME www.slideshare.net/ndpasiliao/urdujahcctv
  4. 4. <ul><li>Urduja HCCTV is a subdivision-wide centralized CCTV system </li></ul><ul><li>Estimated to be 90% cheaper than in-house CCTV system but may add 5% more on homeowners’ monthly dues </li></ul><ul><li>Uses direct marketing and personal selling </li></ul><ul><li>Exclusively for USSI subdivision clients </li></ul><ul><li>Supply and distribution leverage and niche </li></ul>Steps 6 to 10 For a price-less security and peace of mind www.slideshare.net/ndpasiliao/urdujahcctv
  5. 5. 1. Urduja HCCTV primary target market are Rancho Estate subdivisions in Marikina City <ul><li>Four subdivisions with total household of around 2,000, annual family income ranges from P1.2M-P12M, mid-age family mostly with students-family member </li></ul><ul><li>Businessmen and professionals, with few government officials </li></ul><ul><li>Household with installed HCCTV will have a more secure feeling while inside their lot and within the subdivision </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  6. 6. Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler We feel special when we know we have the most secure system there is in the market We want to be safe www.slideshare.net/ndpasiliao/urdujahcctv
  7. 7. 2. Homeowners’ needs, wants & demands <ul><li>Homeowners need to be safe, secure, and protected specially their love ones and their properties </li></ul><ul><li>Homeowners want to be safe, secure, and protected specially if it comes in the least additional expense for them </li></ul><ul><li>Being among the first security companies to offer this unique system, Rancho Estate homeowners will experience novelty in terms of security system in the country </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  8. 8. 3a. Urduja HCCTV’s competitors <ul><li>Direct: personal CCTV users and installers </li></ul><ul><li>Indirect: other security agencies of Rancho Estate subdivisions </li></ul><ul><li>Variable: price, promise of efficiency and reliability </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  9. 9. 3b. Create 2 Positioning Maps <ul><li>1 st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice </li></ul><ul><li>This 1 st Map should allow differentiation/ non-clustering of the direct competitors </li></ul><ul><ul><li>Example: Price vs. Age </li></ul></ul><ul><ul><ul><li>Size of bubbles= represent relative market shares of the brands </li></ul></ul></ul><ul><li>2 nd Map : Functional Benefit vs. Brands/ Variants </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  10. 10. Price vs. Trustworthiness Matrix as of 2011 Personal CCTV users and installers Personal CCTV users and installers Personal CCTV users and installers www.slideshare.net/ndpasiliao/urdujahcctv Price/ Trustworthiness Matrix Highly competent Moderate Least competent High price Low Price
  11. 11. Benefit Positioning vs. Brand Matrix as of 2011 www.slideshare.net/ndpasiliao/urdujahcctv
  12. 12. 4. Urduja Guards will have additional eyes for your security. <ul><li>The primary target market are existing client of Urduja on its manpower security services. Providing additional Urduja product will increase service efficiency for security provision. </li></ul><ul><li>Urduja HCCTV will serve as additional eyes for the security guards roaming around, within, and outside the premises of guarded subdivisions. </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  13. 13. 5a. Market size using competitor data <ul><li>Base on survey of homes with CCTVs, market size is P1,200,000.00 </li></ul><ul><li>*estimate of 20 homes with CCTV </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  14. 14. 5b. Market size using company data <ul><li>Base on estimate number of households and area covered by the four subdivisions, estimate market size is P12,000,000.00 </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  15. 15. 5c. Market size using customer data <ul><li>Base on inquiries from officers of homeowners associations as to chances of acquiring HCCTV, market size if P12,000,000.00 </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  16. 16. 5. Market size for Urduja HCCTV <ul><li>Competitor data=P1,200,000.00 </li></ul><ul><li>Company data = P12,000,000.00 </li></ul><ul><li>Customer Usage data = P12,000,000.00 </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  17. 17. Urduja HCCTV in your village www.slideshare.net/ndpasiliao/urdujahcctv
  18. 18. 7. Price www.slideshare.net/ndpasiliao/urdujahcctv
  19. 19. 8 Urduja HCCTV will use… Direct Marketing and Personal Selling www.slideshare.net/ndpasiliao/urdujahcctv
  20. 20. 9. Urduja HCCTV <ul><li>EXCLUSIVELY from Urduja Security Services, Inc. </li></ul>www.slideshare.net/ndpasiliao/urdujahcctv
  21. 21. 10. Urduja HCCTV is the niche leader for centralized CCTV security system for USSI’s security service clients www.slideshare.net/ndpasiliao/urdujahcctv
  22. 22. SUMMARY www.slideshare.net/ndpasiliao/urdujahcctv
  23. 23. <ul><li>Urduja HCCTV PTM are Rancho Estate subdivisions in Concepcion II Marikina City </li></ul><ul><li>Who want to be secure inside and outside their homes and within the subdivision </li></ul><ul><li>Can use in-house CCTVs, subdivision-wide CCTVs, or just security guard personnel </li></ul><ul><li>Private and in-house CCTVs, though more sensitive to privacy issues, costs more and difficult to install and maintain </li></ul><ul><li>The market size consists of 4 subdivisions and 4 different homeowners associations. </li></ul>Steps 1 to 5 Bringing Security to your HOME www.slideshare.net/ndpasiliao/urdujahcctv
  24. 24. <ul><li>Urduja HCCTV is a subdivision-wide centralized CCTV system </li></ul><ul><li>Estimated to be 90% cheaper than in-house CCTV system but may add 5% more on homeowners’ monthly dues </li></ul><ul><li>Uses direct marketing and personal selling </li></ul><ul><li>Exclusively for USSI subdivision clients </li></ul><ul><li>Supply and distribution leverage and niche </li></ul>Steps 6 to 10 For a price-less security and peace of mind www.slideshare.net/ndpasiliao/urdujahcctv

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