This marketing plan proposes strategies for E-mask, a new anti-motion sickness mask, to enter the Vietnamese mask market. It identifies the target market as females and males aged 18-25 who have disposable income and prefer premium, natural products. Market research found over 40% of people experience motion sickness from vehicle smells. The plan outlines objectives to achieve brand awareness, profit margins, and market share over time. It recommends joint ventures, competitive pricing, and promotion through digital and retail channels to attract customers and compete against existing medical and mask options. Implementation, control, and contingency plans are included to help E-mask successfully launch and adapt its strategies over time.
This marketing plan proposes strategies for Shagan Face Pack. The plan outlines objectives to provide high quality products and services to customers while maintaining market growth and share. It analyzes strengths like competitive pricing and research, as well as weaknesses as a new entrant and maintaining costs. Opportunities in growing beauty product awareness are noted. The marketing strategy proposes a price penetration strategy using zero and one level distribution channels along with advertising, personal selling and canopies for promotion. An action plan details the marketing mix, product line, budget responsibilities and controls.
This document summarizes key considerations for product mix decisions at both the individual product and product line levels. At the individual product level, decisions include attributes, quality, design, branding, packaging, and support services. Branding strategies can include individual, family, or corporate names. Packaging serves functions like protection, promotion, and convenience. Product line decisions involve grouping related products for similar functions, markets, outlets, or price ranges. Strategies include line extensions, filling, stretching, modernization, and pruning. The product life cycle framework outlines stages from development to decline. Pricing considerations involve costs, customer perceived value, competition, and strategies like market penetration, skimming, and adjustments.
This document provides information about target marketing for Cadbury Dairy Milk chocolate in India. It begins with an introduction to target marketing and segmentation. It then discusses Cadbury's target markets in India, which have expanded from kids to include all family members and occasions. The document outlines Cadbury's marketing mix strategies, objectives, and highlights for targeting different consumer groups. It concludes with a questionnaire and bibliography.
New Product Marketing PowerPoint Presentation SlidesSlideTeam
The document provides details on marketing tactics for new product launches. It is divided into 3 phases - Buzz, Launch, and Momentum. For each phase, it outlines targeted tactics in 5 key areas: Awareness & Demand Generation, Focused on Retention, Focused on Demand Generation, Focused on Awareness/Lead Generation, and Internal Channels. Specific tactics mentioned include social media marketing, email campaigns, trade shows, conferences, sales training, and more. The document aims to create buzz, launch, and sustain momentum for new products in the market.
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
The document is a presentation for a term project on air fresheners in the Indian market. It discusses the market size and segments, prominent brands and their positioning, a SWOT analysis of Dabur India and Odonil, and a proposal for Odonil to enter the car air freshener segment. It provides marketing mix details for the proposed Odonil Breeze car air freshener and reasons for choosing this brand extension, concluding with a bibliography.
Project on New Product Development & its promotionSuraj Patra
It is based on how a new product development cycle. I did this project in an IT startup company. In that, we undergo many surveys and demo for launching the product. Just open it and give your valuable feedback to me. Thanks.
This marketing plan proposes strategies for Shagan Face Pack. The plan outlines objectives to provide high quality products and services to customers while maintaining market growth and share. It analyzes strengths like competitive pricing and research, as well as weaknesses as a new entrant and maintaining costs. Opportunities in growing beauty product awareness are noted. The marketing strategy proposes a price penetration strategy using zero and one level distribution channels along with advertising, personal selling and canopies for promotion. An action plan details the marketing mix, product line, budget responsibilities and controls.
This document summarizes key considerations for product mix decisions at both the individual product and product line levels. At the individual product level, decisions include attributes, quality, design, branding, packaging, and support services. Branding strategies can include individual, family, or corporate names. Packaging serves functions like protection, promotion, and convenience. Product line decisions involve grouping related products for similar functions, markets, outlets, or price ranges. Strategies include line extensions, filling, stretching, modernization, and pruning. The product life cycle framework outlines stages from development to decline. Pricing considerations involve costs, customer perceived value, competition, and strategies like market penetration, skimming, and adjustments.
This document provides information about target marketing for Cadbury Dairy Milk chocolate in India. It begins with an introduction to target marketing and segmentation. It then discusses Cadbury's target markets in India, which have expanded from kids to include all family members and occasions. The document outlines Cadbury's marketing mix strategies, objectives, and highlights for targeting different consumer groups. It concludes with a questionnaire and bibliography.
New Product Marketing PowerPoint Presentation SlidesSlideTeam
The document provides details on marketing tactics for new product launches. It is divided into 3 phases - Buzz, Launch, and Momentum. For each phase, it outlines targeted tactics in 5 key areas: Awareness & Demand Generation, Focused on Retention, Focused on Demand Generation, Focused on Awareness/Lead Generation, and Internal Channels. Specific tactics mentioned include social media marketing, email campaigns, trade shows, conferences, sales training, and more. The document aims to create buzz, launch, and sustain momentum for new products in the market.
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
The document is a presentation for a term project on air fresheners in the Indian market. It discusses the market size and segments, prominent brands and their positioning, a SWOT analysis of Dabur India and Odonil, and a proposal for Odonil to enter the car air freshener segment. It provides marketing mix details for the proposed Odonil Breeze car air freshener and reasons for choosing this brand extension, concluding with a bibliography.
Project on New Product Development & its promotionSuraj Patra
It is based on how a new product development cycle. I did this project in an IT startup company. In that, we undergo many surveys and demo for launching the product. Just open it and give your valuable feedback to me. Thanks.
Social Media Performance of Home Appliance Brands like Panasonic, LG and GE.Unmetric
This document analyzes social media habits and strategies of major home appliance brands from July to September 2015. It provides statistics on fan growth and insights into top performing social media content and campaigns on Facebook, Twitter, YouTube, and Instagram. Brands are benchmarked based on metrics like posts, engagement, sentiment, hashtags, and videos. The document concludes that advanced analytics are needed to optimize social media marketing given its importance in online shopping research.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
Marketing Mix Research on Unilever Close Up tooth pasteChristy Bandoh
The document discusses marketing mix research conducted on Close Up toothpaste in Ghana. It summarizes the 4Ps of marketing - product, price, place, and promotion. For Close Up, extensive market testing was done on concepts, products, communication and advertisements. The product line includes Red Hot, Cool Breeze, and Eucalyptus Mint flavors. Promotion is done through TV, radio, outdoor media, and social media. The target market is youth aged 18-25, but the recommendation is to expand to age 35.
The document presents the results of a market survey on consumer brands of compact powder and tea. For compact powder, 60% of respondents selected Rimmel as having the most ultra-fine and lightweight texture. For tea, 80% selected Twinings as having the least caffeine content. Graphs show the brand preferences and reasons for choices. The conclusion finds Rimmel is preferred for compact powder due to its affordability and properties. For tea, Twinings is preferred for its low caffeine content, though Brooke Bond Red Label is also popular for its strong flavor and color.
Marketing audit of Unilever( sun silk shampoo)sadaf samoo
This document provides an analysis of Unilever's Sunsilk brand of shampoo in Pakistan. It discusses Unilever's history and mission. It then analyzes Sunsilk using various frameworks like the BCG matrix, Ansoff matrix, SWOT analysis, and marketing mix. It discusses Sunsilk's product line, segmentation, positioning, competitors, and macro and micro environment. It concludes that Sunsilk is a renowned brand due to Unilever's brand name and it aims to maintain competitive advantage over rivals like P&G by reducing gaps through new variants, packaging, and lower prices.
The document discusses the personal care industry in India, focusing on fairness creams. It notes that fairness creams account for approximately Rs. 1,800 crores of the Rs. 2,000 crores skin lightening product market. It also discusses trends like the growth of herbal and natural products, sun care products led by HUL, and men's grooming. Key segments like fairness creams, which are led by HUL's Fair & Lovely, and direct selling companies making inroads, are summarized.
Project at HEC Montréal with the intent to create an International Marketing Plan for a company that is not yet present in the individually chosen target markets. We worked on Skoda and chose Brazil, South Africa and the Philippines as potential target markets.
The document discusses key differences in marketing to low-income customers, also known as "Bottom of the Pyramid" customers. It notes that these customers have low and volatile incomes, limiting their purchasing power. As a result, affordability must be central to serving this segment. Additionally, distribution channels may need to be modified to reach low-income customers effectively. The document also discusses product modifications like smaller sizes, as well as promotional channels suitable for this segment like local forms of promotion.
It then assesses whether low-income customers would be a profitable target for Unilever in Brazil, noting potential problems and rewards. While individual buying power is low, the aggregate power is high. A new challenge is achieving low cost
Procter & Gamble was founded in 1837 by William Procter and James Gamble. It originally produced candles and soap but pivoted to soap production for the Union army during the Civil War. Today, P&G operates across 180 countries and is organized into two global business units: Health and Well-Being and Beauty. Its largest segments are Fabric and Home Care, Beauty, and Baby Care and Family Care. P&G aims to acquire 1 billion new consumers by 2015 through expansion in developing markets and increasing productivity across operations.
This document provides information about SK-II's case study and marketing strategy in Thailand. It targets women ages 20-50 with a disposable income between 20,000-200,000 THB. SK-II is perceived as a high-quality, premium brand known for whitening skin, which aligns with Asian beauty standards. It launched in Thailand in 2003 and gained popularity through brand ambassadors and social events. SK-II's success is attributed to its signature pitera ingredient, appealing to Thailand's preference for fair skin, and heavy advertising investments.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This document contains the details of a marketing strategy proposed by a group for Cadbury Dairy Milk chocolate in India. It includes objectives to increase non-festive season sales through a TV, print, outdoor and social media campaign featuring friendship themes. Strategies proposed are TV commercials, hoardings, exchanges for empty boxes, retailer promotions, and social media challenges to drive engagement. The campaign aims to target consumers aged 5-50 across genders.
Class Slides_Brand Visioning & Architecture.pdfAnand1963
This document discusses brand visioning and architecture. It provides learning objectives around creating purpose-driven brands and models of brand architecture and extensions. It then discusses concepts like brand purpose, holistic branding, brand ideals using the "enemy-stand-mantra" construct, and the customer-based brand equity model. The document presents examples of different brand architectures and extension strategies. It also provides an example of developing a "master brand temple" to structure sub-brands under a common master brand.
Samsung Electronics is a South Korean multinational electronics company founded in 1938. It produces consumer electronics, electronic components, medical equipment, semiconductors, telecommunications equipment and more. Some key milestones include becoming the world's top DRAM supplier in 1992, mass producing TFT-LCDs in 1995, and developing the world's first Blu-ray player in 2006. Samsung's product mix includes a wide range of consumer electronics across different product lines, such as white goods (refrigerators, air conditioners, washing machines), brown goods (TVs, Blu-ray players, DVD players, home theaters), cameras, monitors, printers and tablets. Within the television product line, Samsung offers high-end,
Nivea for Men has requested a $1.2 million print media campaign to increase its market share among urban males aged 18-35 and males aged 40+. The summary recommends a pulse schedule of magazine, newspaper, and billboard ads. Magazines target younger males while newspapers reach older males. The campaign's message is that Nivea helps all men look their best professionally and personally.
1) Procter & Gamble is an American multinational consumer goods corporation founded in 1837.
2) It has a diverse portfolio of products including health, grooming, home, fabric and family care products.
3) P&G employs market research extensively to understand consumers, develop new products and improve existing brands. It uses both qualitative and quantitative research tools globally.
This document provides an overview of the company Caminar and its new product Flateel. Some key points:
- Caminar was established in 2015 and produces the shoe Flateel, which allows the wearer to have both flat and heel functionality in one shoe.
- The document outlines the problem Flateel solves, its target customers as professionals and college students, and proposes a positioning statement emphasizing its dual comfort.
- Marketing strategies are proposed, including distribution channels, integrated marketing communications with various advertising approaches, and a 1.5 lac rupee budget focused on brand awareness.
- Finally, market analysis is provided on the size and growth of the Indian footwear industry, with
Dear students
Call us at : 08263069601
Or
Mail us at “ help.mbaassignments@gmail.com ”
To get fully solved assignments
Send your semester & Specialization name to our mail id .
This document discusses modern trends in marketing management and reviews recent marketing strategies and tools used in the current business environment. It compares the buying behavior of customers in the past to current trends, noting that customers now demand quality, variety, reasonable cost, and quick response times. Recent marketing strategies discussed include focusing on quality, building customer relationships, integrating departments, ethical marketing, after-sales service, expanding marketing networks, adopting new technologies, and customization. Modern marketing tools outlined are digital marketing, direct marketing, mobile marketing, and marketing automation. Case studies on Patanjali group's marketing approach and Nestle's relaunch of Maggi after a ban are also presented.
Social Media Performance of Home Appliance Brands like Panasonic, LG and GE.Unmetric
This document analyzes social media habits and strategies of major home appliance brands from July to September 2015. It provides statistics on fan growth and insights into top performing social media content and campaigns on Facebook, Twitter, YouTube, and Instagram. Brands are benchmarked based on metrics like posts, engagement, sentiment, hashtags, and videos. The document concludes that advanced analytics are needed to optimize social media marketing given its importance in online shopping research.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
Marketing Mix Research on Unilever Close Up tooth pasteChristy Bandoh
The document discusses marketing mix research conducted on Close Up toothpaste in Ghana. It summarizes the 4Ps of marketing - product, price, place, and promotion. For Close Up, extensive market testing was done on concepts, products, communication and advertisements. The product line includes Red Hot, Cool Breeze, and Eucalyptus Mint flavors. Promotion is done through TV, radio, outdoor media, and social media. The target market is youth aged 18-25, but the recommendation is to expand to age 35.
The document presents the results of a market survey on consumer brands of compact powder and tea. For compact powder, 60% of respondents selected Rimmel as having the most ultra-fine and lightweight texture. For tea, 80% selected Twinings as having the least caffeine content. Graphs show the brand preferences and reasons for choices. The conclusion finds Rimmel is preferred for compact powder due to its affordability and properties. For tea, Twinings is preferred for its low caffeine content, though Brooke Bond Red Label is also popular for its strong flavor and color.
Marketing audit of Unilever( sun silk shampoo)sadaf samoo
This document provides an analysis of Unilever's Sunsilk brand of shampoo in Pakistan. It discusses Unilever's history and mission. It then analyzes Sunsilk using various frameworks like the BCG matrix, Ansoff matrix, SWOT analysis, and marketing mix. It discusses Sunsilk's product line, segmentation, positioning, competitors, and macro and micro environment. It concludes that Sunsilk is a renowned brand due to Unilever's brand name and it aims to maintain competitive advantage over rivals like P&G by reducing gaps through new variants, packaging, and lower prices.
The document discusses the personal care industry in India, focusing on fairness creams. It notes that fairness creams account for approximately Rs. 1,800 crores of the Rs. 2,000 crores skin lightening product market. It also discusses trends like the growth of herbal and natural products, sun care products led by HUL, and men's grooming. Key segments like fairness creams, which are led by HUL's Fair & Lovely, and direct selling companies making inroads, are summarized.
Project at HEC Montréal with the intent to create an International Marketing Plan for a company that is not yet present in the individually chosen target markets. We worked on Skoda and chose Brazil, South Africa and the Philippines as potential target markets.
The document discusses key differences in marketing to low-income customers, also known as "Bottom of the Pyramid" customers. It notes that these customers have low and volatile incomes, limiting their purchasing power. As a result, affordability must be central to serving this segment. Additionally, distribution channels may need to be modified to reach low-income customers effectively. The document also discusses product modifications like smaller sizes, as well as promotional channels suitable for this segment like local forms of promotion.
It then assesses whether low-income customers would be a profitable target for Unilever in Brazil, noting potential problems and rewards. While individual buying power is low, the aggregate power is high. A new challenge is achieving low cost
Procter & Gamble was founded in 1837 by William Procter and James Gamble. It originally produced candles and soap but pivoted to soap production for the Union army during the Civil War. Today, P&G operates across 180 countries and is organized into two global business units: Health and Well-Being and Beauty. Its largest segments are Fabric and Home Care, Beauty, and Baby Care and Family Care. P&G aims to acquire 1 billion new consumers by 2015 through expansion in developing markets and increasing productivity across operations.
This document provides information about SK-II's case study and marketing strategy in Thailand. It targets women ages 20-50 with a disposable income between 20,000-200,000 THB. SK-II is perceived as a high-quality, premium brand known for whitening skin, which aligns with Asian beauty standards. It launched in Thailand in 2003 and gained popularity through brand ambassadors and social events. SK-II's success is attributed to its signature pitera ingredient, appealing to Thailand's preference for fair skin, and heavy advertising investments.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This document contains the details of a marketing strategy proposed by a group for Cadbury Dairy Milk chocolate in India. It includes objectives to increase non-festive season sales through a TV, print, outdoor and social media campaign featuring friendship themes. Strategies proposed are TV commercials, hoardings, exchanges for empty boxes, retailer promotions, and social media challenges to drive engagement. The campaign aims to target consumers aged 5-50 across genders.
Class Slides_Brand Visioning & Architecture.pdfAnand1963
This document discusses brand visioning and architecture. It provides learning objectives around creating purpose-driven brands and models of brand architecture and extensions. It then discusses concepts like brand purpose, holistic branding, brand ideals using the "enemy-stand-mantra" construct, and the customer-based brand equity model. The document presents examples of different brand architectures and extension strategies. It also provides an example of developing a "master brand temple" to structure sub-brands under a common master brand.
Samsung Electronics is a South Korean multinational electronics company founded in 1938. It produces consumer electronics, electronic components, medical equipment, semiconductors, telecommunications equipment and more. Some key milestones include becoming the world's top DRAM supplier in 1992, mass producing TFT-LCDs in 1995, and developing the world's first Blu-ray player in 2006. Samsung's product mix includes a wide range of consumer electronics across different product lines, such as white goods (refrigerators, air conditioners, washing machines), brown goods (TVs, Blu-ray players, DVD players, home theaters), cameras, monitors, printers and tablets. Within the television product line, Samsung offers high-end,
Nivea for Men has requested a $1.2 million print media campaign to increase its market share among urban males aged 18-35 and males aged 40+. The summary recommends a pulse schedule of magazine, newspaper, and billboard ads. Magazines target younger males while newspapers reach older males. The campaign's message is that Nivea helps all men look their best professionally and personally.
1) Procter & Gamble is an American multinational consumer goods corporation founded in 1837.
2) It has a diverse portfolio of products including health, grooming, home, fabric and family care products.
3) P&G employs market research extensively to understand consumers, develop new products and improve existing brands. It uses both qualitative and quantitative research tools globally.
This document provides an overview of the company Caminar and its new product Flateel. Some key points:
- Caminar was established in 2015 and produces the shoe Flateel, which allows the wearer to have both flat and heel functionality in one shoe.
- The document outlines the problem Flateel solves, its target customers as professionals and college students, and proposes a positioning statement emphasizing its dual comfort.
- Marketing strategies are proposed, including distribution channels, integrated marketing communications with various advertising approaches, and a 1.5 lac rupee budget focused on brand awareness.
- Finally, market analysis is provided on the size and growth of the Indian footwear industry, with
Dear students
Call us at : 08263069601
Or
Mail us at “ help.mbaassignments@gmail.com ”
To get fully solved assignments
Send your semester & Specialization name to our mail id .
This document discusses modern trends in marketing management and reviews recent marketing strategies and tools used in the current business environment. It compares the buying behavior of customers in the past to current trends, noting that customers now demand quality, variety, reasonable cost, and quick response times. Recent marketing strategies discussed include focusing on quality, building customer relationships, integrating departments, ethical marketing, after-sales service, expanding marketing networks, adopting new technologies, and customization. Modern marketing tools outlined are digital marketing, direct marketing, mobile marketing, and marketing automation. Case studies on Patanjali group's marketing approach and Nestle's relaunch of Maggi after a ban are also presented.
This document provides a summary of Nokia's company history and profile. It discusses how Nokia was originally founded in 1865 as a wood-pulp mill in Finland. Over time, Nokia diversified into rubber goods and cables. In 1967, Nokia Rubber Works, Finnish Cable Works, and Nokia Wood merged to form the Nokia Group. Nokia then began developing digital switches to replace analog switches for telephone exchanges. This helped lay the foundation for Nokia to become a leader in telecommunications networking.
This document provides summaries of multiple presentations at the 6th MSC Malaysia InnoTech Summit on innovating success in the new economy. Presentations will cover topics like emerging technology trends and opportunities, expanding markets overseas, innovating through research, leading at the speed of growth, and utilizing open government data. Several local companies will also share their stories of innovation and success in taking their business global.
Vinamilk is the leading enterprise of the dairy processing industry in Vietnam. In addition to product quality that many customers trust, Vinamilk's brand is also known by many famous and effective marketing strategies and campaigns.
By observations and qualitative analysis with synthesis and inductive methods, and quantitative model (econometric), study results shows that first, Vinamilk can increase net profit through reducing cost and increasing sale. Also it needs policy to reduce inflation and risk free rate to increase its profit. Last but not least, one of its success factors is that Vinamilk is paying great attention to improving and supplementing its new product categories. And finally, the company also organized 3 distribution channels successfully.
This document outlines the product development process for new ventures. It discusses 8 key stages: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, 7) market testing, and 8) commercialization. For each stage, it provides details on the goals and activities involved such as generating product concepts, testing concepts with customers, developing a marketing plan, estimating costs and profits, creating product prototypes, and conducting market entry tests. The document emphasizes gathering customer feedback at multiple points to refine the product and marketing strategy.
Global Trade Network is introducing an Anti Radiation Chip to neutralize harmful effects of electromagnetic radiation from electronic devices. They developed the product through idea generation, concept development and testing. Their marketing strategy involves analyzing market trends, growth, needs and segments. They will promote the chip through TV, radio and sales analysis to track performance. The chip aims to help people by reducing health risks from devices while increasing the company's sales and profits. If successfully commercialized, the chip could benefit users and the business.
Competitive market competition so the company must be smart in managing finance. In promoting the selling point, marketing is the most important step to be considered. Promotional routine activity is one of the marketing techniques to increase consumer appeal to marketed products. One of the important agendas of promotion is the selection of the most appropriate promotional media. The problem that often occurs in the process of selecting a promotional media is the subjectivity of decision making. Marketing activities have a taxation fund that must be issued. Limited funds are one of the constraints of improving market strategy. So far, the selection of promotional media is performed by the company manually using standardized determination that already applies. It has many shortcomings, among others, regarding effectiveness and efficiency of time and limited funds. Markov Chain is very helpful to the company in analyzing the development of the company over a period. This method can predict the market share in the future so that company can optimize promotion cost at the certain time. Implementation of this algorithm produces a percentage of market share so that businesses can determine and choose which way is more appropriate to improve the company's market strategy. Assessment is done by looking at consumer criteria of a particular product. These criteria can determine consumer interest in a product so that it can be analyzed consumer behavior.
New product development strategy of samsunghiteshkrohra
This document is a project report on Samsung's new product development strategy. It provides an introduction to new product development and discusses types of new products, the role of product development in companies, and entrepreneurial new product development. It then introduces Samsung and provides background on its history and objectives. The report analyzes Samsung's methodology, data collection, R&D investments, and compares it to other brands. It concludes that new product development is critical to a company's long term sustainability and competitive advantage.
A project-report-on-marketing-techniques-of-ing-vysya-life-insurance-hyderabadprathibasheoran
This document provides an overview of ING Vysya Life Insurance and their marketing techniques. It discusses that ING Vysya Life Insurance is part of the large ING group and is one of the largest life insurance providers in India. It also summarizes some of ING Vysya Life Insurance's marketing strategies, including using agents to penetrate the rural insurance market in South India by partnering with organizations that have existing rural infrastructure and customers. The document also briefly outlines some of the basic principles of marketing, including the 4 P's of marketing.
- The document outlines a digital marketing plan for Tesla Automotive to expand its target market and boost sales.
- Key objectives are to increase sales by 20% over 3 years, find ways to lower production costs and prices without losing quality, and increase brand awareness worldwide.
- Strategies include creating a customer loyalty referral program, holding global showcases of new products, and building batteries in-house to lower costs.
- Tactics include social media campaigns, television ads, and a first-time buyers promotion offering $1000 gift cards for customer referrals that purchase a Tesla.
Internet Marketing Strategies Project - Dhanraj KambleDhanraj Kamble
Evolution of Internet Marketing has been one of the most important and influential trends in the field of business, marketing and information technology over the recent years. It is the process of marketing a brand using the mode of Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
The document discusses using social media for business growth. It provides an example of a safety harness company that used social media and frameworks like the Customer Value Matrix and Quality Customer Growth Program to identify potential customers in neuroscience and optogenetics and position them on a matrix based on attractiveness and probability of success. This allowed the company to develop a targeted social media strategy to engage with and build relationships with the most valuable prospects.
Brand extension allows established brands to leverage existing brand equity by applying the brand name to new product offerings. This essay evaluates the factors affecting brand extension for fast-moving consumer goods companies in India using Hindustan Unilever and ITC as examples. Successful brand extension depends on choosing extensions that are closely related to the core brand and maintaining consistency in brand attributes to transfer the positive brand image and associations to new products.
ICFAI Marketing Management - Solved assignments and case study helpsmumbahelp
Volkswagen Group made adjustments to its strategies in India to better meet market and customer expectations. Despite being a market leader globally, Volkswagen struggled in India against competitors like Hyundai that offered more affordable options. Volkswagen proposed adjustments like introducing smaller, lower priced cars; encouraging dealers to offer discounts; and customizing its offerings to suit more of the Indian market and consumers. The company also worked to make its production and talent in India more tailored to local conditions.
Customer satisfaction of mobile phone subscriberssonu chaurasiya
The document discusses customer satisfaction with mobile phone subscribers in India. It provides background on the growth of the mobile phone industry in India, which now has over 800 million subscribers. The document outlines various factors that affect customer satisfaction, such as product quality, availability, and after-sales support. It also discusses marketing concepts like the 4Ps of marketing (product, price, place, promotion) and how understanding customer wants and needs is essential for a successful marketing plan. The document aims to understand satisfaction levels among subscribers of different mobile service providers in India.
1) The document discusses a study conducted on awareness and perception of Freightbazaar.com in the logistics market. It analyzes awareness levels, current usage, and perceptions of usefulness of the Freightbazaar.com platform.
2) Key findings from the study include that 61% of respondents were aware of Freightbazaar.com but only 45% currently use the platform. The top ways respondents learned about the platform were through internet, advertisements, and word of mouth.
3) Most respondents (73%) felt the platform would be useful in the future. The majority of respondents were from the transportation and logistics sector. Common reasons for not using the platform included having their own networks and not needing such a
The document discusses societal marketing concept and how marketing has changed from the past to present. Traditionally, marketing focused on selling products and earning profits through high sales volumes. Now, marketing focuses on understanding customer needs and wants to earn profits through customer satisfaction. It also considers the impact of marketing activities on society. The marketing mix now includes additional elements like product portfolio management and more emphasis is given to marketing research to understand latent customer needs. Overall, marketing has evolved from just transactions to building long-term customer relationships.
G-Cube White Paper on Consumer Goods IndustryBharat Jain
The consumer goods industry faces several challenges in meeting the needs of modern consumers, including a lack of skilled workers, changing customer expectations, and new retail business models. Training can help address these challenges by creating inter-team awareness, maintaining supply chain integrity, and helping organizations transition to e-commerce platforms. E-learning provides a flexible way to deliver necessary training on topics such as regulations, leadership development, and organizational development to the large, global workforce in the consumer goods industry.
Similar to E-MASK _Basic marketing-plan_22.5.2016_finale. (20)
1. 1
1
Hochiminh City University of Foreign Languages and
Information Technology
----ooo----
May 2016
Basic Marketing Project
E-mask - mask for people getting motion sickness
Lecturer: Lê Hoàng Ngọc Thanh
Team No.3: PMG
Team member:
Đinh Trường Xuân
Vũ Phương Nghi
Phạm Lê Kim Tú
Đinh Thanh Nhàn
Tạ Hoàng Thúy Trang
Nguyễn Đình Tuân
Nguyễn Thoại Lam
Nguyễn Vĩnh Thiện
Đào Đăng Khoa
Lê Trung Hồng Phát
Huỳnh Ngọc Kim Hân
Hoàng Mai Ngọc Hạnh
Đặng Thụy Nhật Hoàng
Võ Tiến Long
Bạch Kim Đan
2. 2
2
PART A: MARKETING PLAN
1.EXECUTIVE SUMMARY
The purpose of this report is to provide a marketing plan for the new product of Neovision- E-mask’s
anti-motion sickness masks to enter mask market in TPHCM, Vietnam. First, Vietnam has the fastest
cosmetic and skincare industry in the world. SWOT analysis indicated that although E-mask has some
entry barriers to enter Vietnamese market such Lack of brand-awareness among in Vietnamese mask
market as a new entry , Vietnamese industry’s trend overview and market growth provide an opportunity
for E-mask to make profit in the future. Second, females and males aged 18 to 25 are chosen for our target
market. This target group has fair disposable income and their lifestyle and behaviour suggests that they
require premium and high quality products and not sensitive to price much. E-mask will suitable for them
because of its natural ingredients offers more radiant skin and ,not harmful to their skin. According to
perceptual map, E-mask will position itself as a niche to gain competitive advantage. Third, marketing
objectives will be changed over time. For short term, 20 percent brand awareness will be achieved,
20-30 percent profit margins and 5 percent market share will be achieved in medium and long run,
respectively. Fourth, market strategies will be developed, including product & brand, service, price,
distribution and promotional strategies. Joint venture will be used as entry mode to gain access to local
knowledge effectively. E-mask has to commit to deliver product quality and services to customers. Pricing
strategy suggests to lower price of E-mask’s masks in Vietnam. In this way, it enables E-mask to attract
more customers. Furthermore, implementation, control and monitoring plans are developed for E-mask to
implement the marketing strategies and adapt to the changing efficiently. Overall, this marketing plan will
allow E-mask’s masks to enter Vietnamese mask market successfully. It is essential that E-mask must
retain its position and commit to implement strategies to achieve its marketing objectives and deliver high
quality product and services to maximise customer value.
3. 3
3
Table of Contents
1. EXECUTIVE SUMMARY...............................................................................................................2
2. COMPANY SITUATION.................................................................................................................5
SWOT analysis ......................................................................................................................................5
3. ENVIRONMENT ..................................................................................................................................6
3.1. Environment factors that shift Customer demands ..........................................................................6
3.2. Technological changes .....................................................................................................................6
3.3. Governmental regulations ................................................................................................................7
3.4. Economic forces...............................................................................................................................7
3.5. Competitor analysis ......................................................................................................................7
3.7. Position of brand compared to competitors’...............................................................................10
...............................................................................................................................................................10
4. TARGET MARKET .......................................................................................................................10
4.1.Customer analysis: ..........................................................................................................................10
4.2.Market Segmentation ......................................................................................................................14
4.3.Target market ..................................................................................................................................15
4.4.Customer portrait.............................................................................................................................15
5. OBJECTIVES......................................................................................................................................16
6. STRATEGY.........................................................................................................................................16
6.1. Product strategy..............................................................................................................................16
6.1.1. Product description..............................................................................................................16
6.1.2. Product Strategy: .................................................................................................................18
6.2. Promotion strategy .........................................................................................................................18
6.3. Advertising Strategy.......................................................................................................................22
6.4.Distribution Strategy .......................................................................................................................23
6.4.1. Customer analysis and distribution channel............................................................................23
6.4.2. Distribution system..................................................................................................................24
6.4.3. Distribution plan in 2 next years .............................................................................................24
6.4.4. Policy for wholesales...............................................................................................................25
6.5. Pricing Strategy..............................................................................................................................26
6.5.1. Target-return pricing and breakeven point:.............................................................................26
6.5.2. Recommended price for E-mask .............................................................................................26
4. 4
4
6.5.3. Quality leadership Strategy: ....................................................................................................27
6.5.4. Pricing strategies / tactics for price control .............................................................................27
8. ACTION PLAN ...............................................................................................................................29
9. ANTICIPATED RESULTS............................................................................................................30
10.CONTINGENCY PLAN....................................................................................................................30
PART B: APPENDICES.........................................................................................................................31
...................................................................................................................................................................32
PART C:REFERENCE ..........................................................................................................................33
5. 5
5
2. COMPANY SITUATION
NeoVision brand is a pioneer in the field: technology oriented apparel to health (health - technology
oriented garment).
Founded in 2002 , spent 12 years in the construction of coal and development , is proud to present
leading NeoVision area: production of air filtration masks and other activity as more than a sunscreen
product in Vietnam market Men like hats , masks
On the interE-masknal market, has also been organized NeoVision ACP Global (Singapore) appreciate
and certification provider and trusted supplier of Alibaba.com Gold. Currently, NeoVision exported to
many countries around the world and trusted by customers such as the US, Canada, Singapore, India,
Taiwan, Thailand, ...
2013, signed a contract NeoVision quality insurance for their goods in the US & Canada, with the level
of compensation of up to 2 million / case . Currently, these products are sold in more NeoVision
supermarkets in the United States and other countries, particularly sold on Web sites world-famous trading
as Amazon.com or Ebay.com .
SWOT analysis
STRENGTHS WEAKNESSES
- Monopoly on Technology
- Pioneer in health-oriented garment
- Available wide distribution channel.
-Lack of brand-awareness among in Vnese
mask market as a new entry
- Number of competitors that may pose threat
when enter to this market.
OPPORTUNITIES THREATS
-potential niche market
-wide distribution channel
Mask industry is expected to grow further.
-Increase in GDP
- Advanced technologies such as social media
and Internet will be another way to build
reputation
- Health issues
- Awareness of consumers about the necessity
of using mask for motion sickness.
- Possibility of new market entries
These achievements have helped somewhat on voice quality of the product NeoVision provided by , the
products that NeoVision always want all consumers will be able to own , to protect the health of
consumers and their relatives
6. 6
6
Neovision’s market in Vietnm
3. ENVIRONMENT
3.1. Environment factors that shift Customer demands
Vietnam’s air pollution is so serious that people need to take special care to protect the skin and to avoid
respiratory diseases, such as using natural and healthy masks. With the increasing number of travellers
each year, both domestic and foreigners, there is a increase in the number of main means of transportation
in Vietnam, which are buses and coaches. Among them, the rate of motion sickness people is becoming
higher, and there is not any masks in market specializing in this problem
3.2. Technological changes
7. 7
7
The rapid development of online shopping has a powerful impact on the life of Vietnamese people. More
people are willing to shop online due to the convenience of the Internet. Many famous masks brands have
their online stores, or website not only served for consumers but wholesales and retailers. Internet
development is an effective tool to optimize administration process and business activities in different
environment. Specifically, technology allow products and service to be produced at lower cost with higher
quality. It also help designers gather customer information via packages to modificate products more
perfectly.
3.3. Governmental regulations
Political stability is one of the indispensable elements which help Vietnam can persevere economic
development policy. Political stability Vietnam has been created for peace and prosperity. If look into a
number of countries in the region, easy to see that, except for Singapore, then from 1990 onwards, most
countries in the region have experienced coups or political crisis. Meanwhile, Vietnam's political stability,
which is a guarantee for the cohesion to implement a consistent economic policy.
3.4. Economic forces
Vietnamese economic development has achieved smooth and rapid growth in recent years. Vietnamese
are now spending more money on FMCG and enjoying a high quality of life more than just satisfying their
basic needs.
General Statistics Office announced , the total domestic product ( GDP ) was estimated at 6.68% compared
to 2014 , higher than the target of 0.48 % NA 6.2% . This is the highest growth rate last 5 years. Scale
economies this year in current prices reached 4192.9 trillion. GDP per capita in the country was estimated
at 45.7 million, equivalent to $ 2109 / person / year , 57 % increase compared to 2014.
The increase in GDP leads to higher living standards , then higher income will cause people to spend
more, especially FMCG.
Besides, the General Department announced , this year the lowest inflation in 14 years , only 0.6% , which
is a good news for enterprises.
3.5. Competitor analysis
E-mask is a totally new products, which focuses on a niche market for people getting motion sickness.
Therefor, there would not be any direct competitors at the time lauching product. However, E-mask has
many indirect competitors including normal masks serving for mass market and medical products (pads,
medicine) used for motion sickness symptoms, which is shown in the following competitor analysis
table and perceptual map. Masks
In masks market, masks can be categorized into 3 types :
1-time using mask: surgical mask
Reusable mask: cloth mask
Active Carbon mask: active-fiber, activated carbon nonwoven. Anti motion sickness
products: medication, pads,etc.
Competitor analysis table:
8. 8
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Types Strenghts Weaknesses
1-time using
Wear 2-3 maskes
Not prevent car smell
effectively
Low price
Convenient use
Prevent dust,
sunshine, germs
Sterilized
Design
No deodorant.
Fragment as
exposed to sweat,
moisture.
Quite Thin
Reusable
Not prevent car smell
effectively
Low price
Convenient use
Prevent dust,
sunshine, germs
Design
Economical
Wash after use
No special feature
Need to choose the
right size
Active carbon
High price
Not focus on smell filter
Filter dust air
polution smoke,
gasoline, SO2, CO
H2S,etc.
Reduce risks of
respiratory disease.
design
High price.
Not specialize in a
specific feature.
Wash after use
Glue against carbon
particles
9. 9
9
Activated-carbon
nonwoven
Not thick enough to prevent
smell
Not effective much
Filter dust air
polution smoke,
gasoline, SO2, CO
H2S,etc.
Active-fiber.
design: folding
Active-fiber in
short time
Glue against carbon
particles
Medication and Pad
Types Strenghts Weaknesses
Medication Easy to use
Convenient
Good sleeping
Overdosing:
(drowsiness , dry mouth,
accommodation disorders,
constipation, urinary
retention, memory loss or
impaired concentration ,
especially for older people)
Pad Easy to use
Convenient
Apply 4-6hours before
departure
Overdosing:
(dry mouth, constipation,
headache, drowsiness,
vomiting, eye disorders,
etc.)
10. 10
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3.7. Position of brand compared to competitors’
4. TARGET MARKET
4.1.Customer analysis:
I. RESEARCH:
- Sample: 148 people (61 male, 87 female)
42.2%
57.8%
RATE OF SICKNESS
Yes
No
11. 11
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In which 86 people (57.8%) do not experience motion sickness, 63 people (42.2%) were sensitive
to car’s smell. 41 of 63 sickness people reach “always” and “often” sensitive to the smells.
_ In 41 peole who most sensitive to car’s smells, there are:
17 people who have the monthly icome as about 1-3 million VND (41.7%)
5 people as 3-5 million VND (12.2%)
4 people as 5-10 million VND (9.7%)
2 people are more than 10 million VND (4.9%)
13 people have no monthly income (31.7%)
The occupation of those 41 people, there are:
33 students (80.5%)
2 pupils (4.9%)
6 workers (14.6%)
41.7%
12.2%9.7%
4.9%
31.7%
MONTHLY INCOME
1 - 3
million
3 - 5
million
5 - 10
million
80.5%
4.9% 14.6%
OCCUPATION
Student
Pupil
Worker
12. 12
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•
The level of sensitivity to the smell of the cars of those surveyed were divided into 5 levels:
Always: 28 people (44.4%)
Often: 13 people (20.6%)
Sometimes there are 17 people (27%)
Rarely, there are 4 people (6.3%)
Never: 1 people (1.6%)
The level Often and Sometimes have high percentage shows that the sensitivity with the car’s
smell mainly in high and medium level.
In the “always” and “often” sickness people, the most comfortable smells chosen when they in cars are:
Pepermint: 8 people (19.5%)
Medical oil: 6 people (14.6%)
Fresh ginger: 2 people (4.9%)
Cinnamon, gingergrass: 1 person (2.4%)
Tangerine: 20 people (48.8%)
Oderless: 2 people (4.9%)
Do not care about the smells: 2 people (4.9%)
9.5%
20.6%
19.0%
19.0%
15.9% Always
Often
Sometimes
Rarely
Never
19.5%
14.6%
4.9%
2.4%
48.8%
4.9%
4.9%
COMFORTABLE SMELL
Peppermint
Medical oil
Fresh ginger
Cinnamon,
gingergrass
13. 13
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Following these peole, they are:
Interested in: Thickness, material
Quite interested in: size, price
Interested = very interested: color
Less interested = interested: convenience
Less interested in: brand
They care most about the size, price and color.
-5% 5% 15% 25% 35%
Thickness
Material
Size
Price
Color
Convenience
Brand
DECISION-MAKING FACTORS
Do not interest Less interested
Quite interested Interested
Very interested
14. 14
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4.2.Market Segmentation
Market segmentation could be classified by four segmentation variables; geographic, demographic,
psychographic and behavioural segmentations. Table below shows keys of relevant segmentations of
customers based on mask market in TPHCM, Vietnam.
Behavioural
Benefit sought Seek for the high
products volume
with low or
affordable prices
that suitable with
their incomes.
Price sensitive
Seeking for
premium products
than mass products
Loyal to one specific
brand that served their
satisfactory and used
for over a period of
time
Segmentation Segment A Segment B Segment C
Demographic
Age 18-25 26-35 36-65
Gender Female & male Female & male Female
Life-Cycle stage Young, high school kids
and university students
Single, in labour force
or/and newlyweds
Mature women and men
with family and children
Income Limited income or
financial dependent
High disposable income Higher disposable income
and wealthy
Geographic
Location Vietnam Vietnam Vietnam
Psychographic
Lifestyle Highly influenced
by trends, family
and friends’ opinion
and media
(eg. Make-up
tutorial on
YouTube)
Concerns and
conscious of health
and beauty
appearances
Prefer products with
natural ingredients
Prefer the brand that
provides health
specialist knowledge
and suitable for their
types
Likely to stick with the
products that used over
a period of time
15. 15
15
4.3.Target market
People live in in HCMC, aged from 15-25, male and female. They are tend to use convenient mask
for 1 time only. (light usage rate) .Those who often travel on holidays, often get motion sickness as
travelling because of car smell or those do not but be sensitive to car smell. They concern about their
own health, quality, price and convenience of products, not too sensitive to price.
4.4.Customer portrait
Female
- Income: < 3 million .
- Age : 18-25
- Live in urban -Live
- Insight : want the mask clean , can irritate , handy , sewing aesthetic , quality , suitable price
- Behavior : Into purchase said products against holidays , home , hang out with family , friends ,
colleagues . Frequency of purchase January 1 box mask , said car buyers seasonal products .
- Media behaviour : regularly updated news from online media , social networks , news of interest to health
, safe product . Have the habit of using the smartphone much frequently , watch television in the evening
, mainly all programs . ideal target audience to apply media tool.
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5. OBJECTIVES
Increase market share by 5% for this kind of mask in mask market.
Increase the number of customer users in HCMC by 10000 per month, 20000 in peak seasons.
In the first year we want to capture 5% of the market HCMC."
Increase sales with this product to the point where profits reach 50 milion per month, and continuous
in 12 months
6. STRATEGY
6.1. Product strategy
6.1.1. Product description
Product Brand: E-mask
Tagline: Breath you life
Components:
Features:
o +Filter dust , odor filter , air filter , to prevent dust intrusion ... ..
+ Filter harmful gases and bacteria .
+ Remove car smell
+ Straps for Garments is good elasticity , do not allergic .
1. Super Absorbent Polymer (SAP)
2. Silver Nano Fabric
3. Activated Carbon
4. Nonwoven
Logo
17. 17
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+ Splint stored fixed plastic nose mask.
6.1.1.3.Packaging
Packaging: 5masks/pcs
Unit price: 7000-8000VND (floor price after survey: 8000VND)
Price of package: 34000VND (plastic package)
39000VND (paperbox package)
Nonwoven
absorbent , soft , breathable , elastic , durable,
nonalergic, decomposed material
Siver nano particles fabric
Non-toxic, antibacterial and water-proof.
Activated-carbon fabric
absorbs odors , toxic gases and dust filter (5mm)
Super Absorbent Polymer (2mm)
18. 18
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6.1.2. Product Strategy:
The product E-mask will be modificated continuously in majurity stage to broaden more access to
customers as long as possible to remain share and push sales and will be innovated (big size, change package, more
fragrance) before decline stage.
6.2. Promotion strategy
4 layers
Nano silver
sterilzied
Double
activated
carbon
…
INTRODUCTI
ON
No change
GROWTH
Modification
Fragrance
2.
Categorize:
Size (L,M,S);
Nanomask
scent;
carbonmask
s scent.
MAJURITY
Innovattion:
big size
Change
package
Add various
fragrance.
DECLINE
19. 19
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In the introduction stage, (the first 3 months) the products is released to the market; pricing and branding
decisions are made and marketing begins. During this time sampling products for travellers on coach, PR
plan would be executed in order to raise awareness of customers about social message and functional
measage related to product (service quality on coach, car-motion sickness symptoms, and so on).
In the growth stage, which is the time encourage customer interaction to the brand E-mask to increase
brand recognition and market share. In this 3 next months, Neovision should attempt to lauch PR activities
such as PR articles, endorsements, social experiment , online marketing (SEO, SEM, facebook ads,..) and
other above -the-line activities to boost brand identity : booth activation, leaflet, banner, poster, sampling,
and so on.
In the maturity stage,(7-12 months) market saturation has been achieved. The attempt is to maintain
market share. Then enterprise have to run discount program for intermediaries and execute advertising
program at high frequency via TV or online channels. The goal of promotion strategy at this stage is
remain sales as long as possible, so it is extremely crucial to co-ordinate ATL and BTL (appendix 5) to
push and pull and keep the product in the maturity stage. Otherwise, the product is soon in its decline
stage and an exit strategy may be set in motion.
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6.3. Advertising Strategy
There’s a growing tendency to use viral clip to promote products instead of traditional TVC because of
lower cost and inspirational message such as Thailand TVC. Therefore, it is possible for E-mask to
become a pioneer in mask market to promote products via one of the most popular media channel:
Youtube.
Targe audience: youth aged from 18-25
Concept: You Only Live Once
Excecution time: From April to June
Channel: Youtube
Idea: Every moment passing is valuable. You just have one life to live, so cherish every moment to
enjoy happiness and don’t regret about what you have done the key of happiness.
Description:
The main character is a girl, who is a student in university. The scene begins when she had a quarrel with
her parents about her career orientation.Her parents wanted her to inherit family business, so forced her
to become a business woman while her dream job is to be a tour guide.
Then she left the house and take a couch no matter where it goes. During the coach, she felt dizzy and
vomit becaused of car sickness while others did not. Afterwards, it turns out to be that travellers on coach
were volunteers in a charity campaign named YOLO to remote area in order to help orphan children.
After 5 days living with the group and the native people, she thought a lot about meaning of life. On the
day coming back to the city, she was given a mask (E-mask) from her new friend in the YOLO team and
feel very well during the rest of the journey.
When she came back home, she apologized her parents and seriously asked her parents to follow her
dream as a tourguide and be accepted. The clip end with the emotional scene in which she hug her parents
and still holding an E-mask. showing logo E-mask and slogan : Breath your life – YOU ONLY LIVE
ONCE.
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6.4.Distribution Strategy
6.4.1. Customer analysis and distribution channel
First of all, E-mask is the special product, which is especially focused on those who regularly travel and
sensitive to car smell. According to the survey conducted in sample 148 shown in previous part, there are
up to 89,2% people choosing pharmacy as an expecting place to buy the product, followed by convenience
stores (66,2%) and coach station (24,3%) respectively. Based on these statistics, it would be better for
Neovision to build an appropriate distribution channel systems effectively to optimize costs,maximize the
sales and boost promotional activities easily.
With a view to combining factors drawn from the bar chart, it is good to use 2-level distribution channel
including : producer, wholesalers and retailers, which is very essential in order to increase sales volume,
such as pharmacy, coach station, wholesales. Placing and selling masks in these locations will be a good
opportunity to expand selling channels. Besides, Neovision can directly sell products to consumers
through Neovion online shopping website.
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6.4.2. Distribution system
In the illustrations of distribution channel of E-mask, products after finished from OEM (appendix 1)are
transported into wholesales, retailers and then to end-users or can be directly accessed to consumers from
producers by online shopping website.
6.4.3. Distribution plan in 2 next years
According to Product Life Cycle (Appendix 4 ) , distribution strategy of E-mask will be executed :
In the introduction stage, there's heavy marketing activity, product promotion and the product is put into
limited outlets in a few channels for distribution. Sales take off slowly in this stage. The need is to create
awareness and build up using behaviours, not profits. Hence, E-mask products is intended to be distributed
to a coach brand at coach station, serving free for travellers on coach as add-in service besides tissues and
bottled water (about 2500 masks released for sampling, the coach brand such as Phuong Trang will be
offered a certain amount of masksin the first 3 months) in order to get feedback from customers, while
executing PR activitiies to educate customers.
In the growth stage, when customers know more about E-mask, Neovision will distribute products to
pharmacy in the surroundings of coach station (Mien Dong, Mien Tay) , and activate promotional
activities (booth activation, leaflets, POSM, PR,…) and support Phuong Trang sell products for travellers
on coach with lower price if possible.
In the majurity stage, sales grow at slowing rates and finally stabilize. In this stage, products get
differentiated, price wars and sales promotion become common and a few weaker players exit. So the
25. 25
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company have to expand distribution channels to take as much share as possible along with advertising
and discounts.
In the decline stage, sales drop, as consumers may have changed, the product is no longer relevant or
useful. Price wars continue, several products are withdrawn and cost control becomes the way out for
most products in this stage. Therefore, the effective solution for company at this time is lauching a new
products, innovate the current products or expand beyond target market such as Da Nang, Can Tho, Binh
Duong, not in HCMC anymore.
6.4.4. Policy for wholesales
• Attractive discount: 20-30%
• Advertising, free media: when progamming
• Support and free shipping
• Easy product returns: after 10 days
• Reward for the agent reaching monthly sales target: SIM card, voucher, gold.
• Testing regularly : responsible for checking retailer’s knowledge about products for a certain
amount of times. The retailers which pass the test will get vouchers.
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6.5. Pricing Strategy
6.5.1. Target-return pricing and breakeven point:
1. Total investment : 675.000.000VND
2. ROI: 20% Expected profit : 135.000.000VND
3. Total fixed cost: 450.000.000VND
4. Expected unit sales: 150.000units
5. Variable cost per unit: 1500VND/unit
6. Total average variable cost: 225.000.000VND
7. Average profit per unit: 900VND/unit
8. Monthly target revenue : 50.000.000VND (about 9260units sold)
Unit cost = Variable cost + fixed cost/ unit sales
= 1500 + 450000000/150000 = 4500 (floor price)
Selling price = Avarage cost +
= 4500 +
20% 675000000
150000
= 5400VND (Price for wholesales)
Breakeven point = −
=
450000000
5400−1500
= 115384( )
Breakeven revenue = breakeven point * Unit price = 115384 x 5400 = 623.073.600VND
Breakeven time = revenue/ monthly target revenue = 623073600 : 50.000.000 = 12,46 (month)
Therefore, if the quantity of masks consumed in the first year is lower than 115384 units, there will be a
loss and the enterprise will get profit when there are more than 115384 masks sold.
6.5.2. Recommended price for E-mask
Producer (20% profit) Wholesales (increased by 20-30% + VAT 5%) Retailers (increased by 5-
15%)
5400VND 6500-7000VND 7000- 8000VND
27. 27
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The recommened final price for E-mask at pharmacy at average of 7500VND, not excess the
floor price 8000VND.
6.5.3. Quality leadership Strategy:
As being shown in perceptual map and the table showing pricing strategies based on relationship between
price and quality, Neovision choose the product-leadership strategy, which is high in quality at a medium
price, lower than normal cloth mask but higher than activated-carbon paper masks. The reason to belief is
that Neovision monopolized on technology to produce masks with special components and the role as a
pioneer in niche market as well.
6.5.4. Pricing strategies / tactics for price control
6.5.4.1. Discount - Discount
Contents:Discounts onthe purchase invoice
actually takes many forms such discount cash discount (discount when paying with cash), quantity
discount(discount for bulk orders), functional discount (discount for employees who purchase the
28. 28
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enterprise or the members of the distribution channel), seasonal discount (seasonal discounts, festival,
event) ...
6.5.4.2. Allowance - discount
Contents: 1 Manufacturer pay the money for the retailer to accept the import of manufacturer, as well as
assist in promoting governance.
6.5.4.3.Discount and reduce price:
Discount payment is a price reduction for customers who pay in cash and pay quickly , in order to reduce
costs and debt recovery for corporate bad debts.
6.5.4.4.Promotional pricing :
A form of temporary price adjustment aims to support the sales promotion activities . There are several
forms of popular promotional pricing as follows : - Low pricing on special occasions such as holidays to
entice customers, if the product is to move inventory discounts with coupons (for customers who have
purchased the last time ) in order to encourage customers to buy regularly . Customers need to eliminate
as the expiring REASONS , product life-cycle is ending , revolving capital... Increase in sales for sales
strategies Location Balance ( Balance of revenue distribution locations )
30. 30
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10. ANTICIPATED RESULTS
Expected profit : 135.000.000VND
Administration expenses: 50.000.000VND
Expected unit sales: 150000units
Monthly target profit : 50.000.000VND
Breakeven point = = = 115384( )
Breakeven revenue = breakeven point * Unit price = 115384 x 5400 = 623.073.600VND
Breakeven time = revenue/ avarage monthly revenue = 623073600 : 50.000.000 = 12,46 (month)
As we can see, it take 12 months to breakeven we expect to achieve a market share of five percent
and sales of about 623 million in the first year. The E-mask project will break-even in the first year. We
do not expect any Mask technology breakthroughs during this period. Competition is expected to be
based on design, price, and achieving widespread distribution, areas in which we expect to be very
competitive.
10.CONTINGENCY PLAN
If the competition increases advertising or our sales are less than expected, we are prepared to add as
much 150 million dong (20% investment) to our advertising budget so that we can push more sales and
brand awareness.
In case the company can reach the expected target revenue and face financial crisis (loss over 30%) we
will postpone promotional campaigns and cut operartional and variable cost. In the event of failure in
pricing strategy, we will conduct a survey to research customers and change the strategy into perceived
value pricing.
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PART B: APPENDICES
Appendix 1: Original Equipment Manufacturer (OEM) is a company that makes a part or subsystem
that is used in another company's end product
Appendix 2: The 5 levels of the product
Appendix 3 : Breakeven chart