Logitech is a Swiss-American manufacturer of computer peripherals and software with headquarters in Switzerland and California. The document discusses Logitech's marketing strategies, including its product portfolio of keyboards, mice, webcams and other accessories. It operates across different price segments and globally in over 102 countries. Logitech's promotion strategies include rebranding with a new logo to reflect its diverse product categories beyond just PCs. The document also briefly outlines Logitech's financial performance, stakeholders, product portfolio consisting of computer and audio accessories, and the steps it takes to conduct market research.

1. G H RAISONI COLLEGEOF ENGINEERING
NAGPUR
Submitted by – Amritansh Manthapurwar,
IV-SEM, Sec-A, Roll no.- 09, Mechanical Dept.
Market research & Customer Needs
for New Product Development

2. INTRODUCTION-
Logitech's headquarters
at Lausanne, Switzerland
❖Logitech International S.A. is an Swiss-American manufacturer
of computer peripherals and software, with headquarters
in Lausanne, Switzerland and Newark, California.
❖The company develops and markets personal peripherals for PC
navigation, video communication and collaboration, music and
smart homes.
❖The company develops and markets personal peripherals for PC
navigation, video communication and collaboration, music and
smart homes, products like keyboards, mice, tablet accessories,

3. MARKETING STRATEGIES
❖Marketing Strategy of Logitech analyses the brand with the marketing mix
framework which covers the 4Ps (Product, Price, Place & Distribution,
& Promotion).
PRICE
PLACE &
DISTRIBUTION
PROMOTION
PRODUCT

4. MARKETING STRATEGIES - PRODUCT
PRODUCT- Logitech is a consumer electronics company which focuses on making
computer peripherals and accessories.
It develops keyboards, mice, microphones, game controllers, webcams, computer
speakers, headphones, wireless audio devices and audio devices for mobile phones as a
part of its marketing mix product portfolio.

5. MARKETING STRATEGIES - PRICE
PRICE- Logitech operates at affordable prices as well as the higher price segment.
Products like keyboard and mice are segmented in low price and mid-price segment
whereas other products like digital music and home-entertainment control are segmented
in mid-price/high-price segment.

6. PLACE & DISTRIBUTION
PLACE- Logitech operates in theAmericas (North and South America), EMEA(Europe,
MiddleEast, Africa) and Asia Pacific (China, Taiwan, Japan, India and Australia).
Approximately half of Logitech productsare manufactured in China. It operates in more than
102 countries worldwide with its headquarters in Switzerland, though higher part of the revenue
comes from United States.

7. PROMOTION & ADVERTISING
Logitech is an apt example of how a brand rises after their sales
dip down marginally.
❖The company was reinvented, redefined and moved away from
being one that revolves around PCs
❖They introduced a new logo, ‘Logi’ with multicolour hues to
reflect that the company is a multi-category brand and does not
specialise only in PCs.
❖ They dropped ‘tech’ from their name to make it sound more as
if they are interacting with a person rather than sounding like an
organisation.

8. SHARES
Market Summary - 2022 FinancialPerformance - 2022

9. EarningsPer Share (EPS) -2020 Logitech FY20 Q1 Results
BUSINESS STATS - 2020

10. PORTFOLIO
❖Logitech International .SA Portfolio ranges from computer
peripherals; mouse, monitor, CPU, UPS, keyboards, etc. to
home entertainment systems and audio systems.
❖Although the company operates in all these product
categories, these have been structured into strategic business
units namely Computer Peripherals, Audio systems and
Entertainment systems.
❖Well-established in developed nations. Have appreciable
workforce, Research & Development (R&D) and
Management system.

11. RELATIONS WITH STAKEHOLDERS
EMPLOYEES
CAPITAL
PROVIDERS
MEDIA
MEMBERS
CUSTOMERS
BUSINESS
PARTNERS
COMMUNITIES
GOVERNMENT
DISCLOSURE
EQUITABLE
TREATMENT
IDENTIFY & ENGAGE
REPUTATION
BALANCE BEST INTEREST
DEMONSTRATE
COMMITMENT
RELATIONS WITH
STAKEHOLDERS

12. MARKET RESEARCH
Steps to Conduct
Market Research:-
1) Problem Definition
2)Approach Formulation
3)Research Design
Selection
4)Data Collection
5)Data Processing
6) Analysis& Reporting

14. THANK YOU