The document discusses marketing concepts including definitions of marketing, the marketing mix, and the product life cycle. It provides details on marketing strategies for a new PDA called the Sonic PDA, including segmentation of the target market, positioning, and marketing mixes for each stage of the product life cycle from introduction to decline. Marketing objectives and strategies are outlined for each stage to maximize sales and profits over the lifespan of the product.

4. Groups customers by needs groups

5. Identifying most attractive segment

6. Develop unique value propositions by segment

7. Develop unique go to market strategies by segment

9. Usage status –every product who buys a product wants same benefits from it

10. Usage rate –light, medium and heavy product users.

11. Purchase occasion –temporal aspect of a consumer’s life

12. Benefits-emotional benefit, consumer benefit, functional benefit

13. Geographic segmentation-

14. Region

15. Country size

16. City size

17. Specific location

18. Types of store

19. Demographic segmentation

20. Gender

21. Age

22. Ethnicity

23. Education

24. Occupation

25. Income

26. Geo-demographics segmentation

27. Demographic combined with geographic segmentation .people’s lives are influenced by their environment and ethnicity

28. Psychographic segmentation

29. Emotional appeal

30. Cultural appeal

31. Attribute

32. Personality

33. Life style

34. Benefit of segmentation

35. Segmentation customer into groups according to their needs has number of benefit

36. -it helps to identify most and least profitable customer

37. -focus on marketing on customer most likely to buy the product

38. -avoid unprofitable market

39. -helps in building loyal relationship with customers by developing and offering them product they want

40. -improve customer service

41. -increases profit potential by keeping cost down

42. -helps in better understanding of the customers’ need and wants

43. -better targeting and position of the product

44. -improve service delivery standards

45. Marketing mixes

46. A marketer’s task is to build a marketing program or plan to achieve the company desirable objective

47. The marketing mix is the set of marketing tools the form use to pursue its marketing objective in market .this tools are broadly classified into four groups namely product, price, place and promotion.

48. The 4P concept is easy to remember but it tends to follow many other mixes-

49. XP’s-packaging, participants, partnerships, place, programming, promise, promotion, publicity

50. -4C’s-customer needs, cost to the customer, convenience, communication

51. -5D’s-documents, decide, differentiate, design and deliver

52. -5M’s-management, mode, media, message, metrics

53. Product mix

54. Product is composed of three sub-variables that stand for product mix

55. -Product, service or ideas (PSI) is to be marketed

56. A PSI consist of three sub-variables

57. Brand, quality of service and physical feature

58. Product

59. Product level-

60. Customer value, core benefit, basic product, expected product, augment product, potential product

61. Product hierarchy-

62. Need family, product family, product class, product line, product type

63. Product classification-

64. Durability and tangibility, customer goods, shopping goods, specialty goods, unsought goods, industrial goods, supplier and business services

65. Branding

66. Brand decision-

67. Attribute, benefit, values, culture, personality, user

68. Building brand identity-

69. Brand bonding, understanding, brand promise

70. Brand equity-

71. Brand awareness, brand acceptability, brand preferences

72. Packaging and labeling

73. Packaging –

74. Primarily packaging, secondary packaging, shipping packaging

75. Labeling –

76. Identifying, grading, description

77. Price mixes

78. Markets is highly price sensitive and low price stimulate market growth it discourage actual potential completion

79. Estimating cost –

80. Fixed cost, variable cost, total cost and average cost

81. Selecting a price method –

82. Value pricing, going rate pricing, group pricing

83. Selecting the final price

84. Adapting the price –

85. Geographical pricing, promotional pricing

86. Place mixes-

87. Retailing –

88. Specialized store, department store, supermarket

89. Wholesaling

90. Mail order

91. Internet

92. Direct sales

93. Promotion mixes –

94. advertising

95. sales promotion

96. publicity

97. extended of marketing mix

98. people

99. The image they spend is important

100. training –all customer facing personnel need to be trained and development to maintain a high quality of personal service

101. personal selling –there are different kinds of salesperson

102. customer service –many product service and experiences are supported by the customer services team

103. process-process is another element of the extent marketing mix

104. Marketing process are-

105. Marketing environment, fixing marketing target, setting marketing strategy and marketing mix

106. physical evidences –

107. Packaging, internet, paperwork, brochures, business card

108. QUESTION 2

109. Marketing plan for sonic PDA

110. Sonic company profile –

111. Sonic founded 18 months ago by two entrepreneurs with extensive experiences in the pc market, it’s about to enter the highly competitive 3.7 billion PDA market which is currently dominated by PLAM

112. Sonic personal digital assistances is designed to meet the communication and information needs to customer sand business users despite intense competition from palm and other rivals .

113. Sonic PDA marketing detail-

114. Sonic is preparing to launch a new PDA product in very competitive market. Currently PALM which leads this fast growing market and handspring, sonic have to target specific segment in consumer and business market, taking advantage of opportunities in significant demand of wireless enabled PDA in coming years .

115. Product description –

116. Product is sonic PDA and its key feature -

117. Voice recognition for hand free command

118. Built in wireless web access and email

119. Build in mp3

121. USP of sonic PDA-

122. Marketing of its incorporate voice recognition system for hands-free operation feature

123. STP

124. Segmentation

125. Geographic segmentation-

126. U.S

128. Age –from 18 to 40 age group specialty people who are doing business

129. Gender –male between age group 18-25 who are students,

130. Both male and female who are business person

131. Social class –middle to upper income family

132. Psychographic segmentation –

133. People who need to store needed documents and information for access anywhere and to communicate with family and friends

134. Behavioral segmentation-

135. Buyers who want durable products, powerful, easy to use

137. Focused on potential customers at very basic level such as life style, specific occupation

138. Primary target –middle to upper income professionals and Business Corporation who wants to coordinate with their busy schedule and prefer lower price PDA and reduce work force

139. Secondary target –college student who wants to organize the school work and people who want to stay touch with their family

140. Small business owner and entrepreneurs

141. Positioning

142. Differentiating sonic PDA with other product it will be position as most versatile, convenient, value added model for personal and professional use.

143. communication a positioning strategy will be

144. -versatility

145. Ability to use any software application and mp3 feature

146. -convenient

147. Voice recognition and wireless email with web browsing

148. -Value added

149. At reasonable rate

150. SWOT analysis

151. Strength –

152. Voice recognition capabilities

153. Built in wireless web access

154. Built in MP3

155. Lower price

156. Weakness-

157. Lack of brand image

158. Opportunities –

159. Increasing in demand

160. Threats –

161. Competition

162. Product mix

163. Tangible product–sonic PDA

164. Core service –voice recognition, wireless web, mp3.

165. Additional service –compatible software application ,additional memory

166. Product service –the product will be sold at full 1 year warranty.

167. Levels of product –normal PDA with given features and second model PDA with GPS and additional cell phone service

168. Branding –the brand and logo will be displayed on the product pack and on product

169. Packaging –the packaging will protect the product from damage and packaging will be designed to promote the product

170. Labeling- will done to which include the features of product, value added benefits and price tag to differentiate from other product

171. Price mix –

172. Value added price method –include cost per product and profit on it

173. Cost of production +variable cost advertising campaign +profit =Price +tax

174. Place mix –

175. Retail store

176. Online retail stores

177. Promotion mix-

178. Educating dealers

179. Internet /radio/newspaper and media advertising

180. Tech exhibition

181. Direct consumer target advertisement and campaign

182. Product life cycle and marketing strategies

184. Increases in profit

185. Management goal will be to increase brand loyalty for future products

186. Maturity stage –

187. 5 years

188. The success of the product and its sales, there has been different models that have been created which can replace PDA completely; this will stabilize the market demand of PDA.

189. Because stable demand the cost of product will increase as result lower profit margin

190. After 5 years down the line it will start declining as the market behaviors changes.

191. Characteristics –

192. Industry profit at pick but will decline at time

193. Competition will increase due introduction of new product

194. Marketing strategies will be re-updated during maturity stage to minimize the loses in decline stage

195. Decline stage –

196. If it’s on decline stage within 2 year the product may be out of the product if they forces on introduction of new market rather than marketing the same stage

197. Sonic PDA should bring in new feature model or change the model to completely new form as there will complete decline in market after a period for PDA as new generation products will be introduced into the market

198. Characteristics –

199. Sales volume decreases sharply

200. Profit continues to fall

201. Complete model decline

202. Elimination of this type of product in market and introduce of new generation product

203. Marketing strategies for PLC

204. Marketing Objective introductiongrowthmaturitydeclineProduct Sonic PDA Introduction of new model with added featureUpdates and firmware for the product Complete change of the model to match with new product or slowly eliminating it from market to introduction of new market Price To fixed according to cost of product with profit margin Prices will change as demand increase it may cost lower than before Price will be increased to gain as must profit before it starts declining Lower profit to clear the stocks left and slow down production promotionAwareness of dealers and customers Special discount ,added accessories for freeMedia AdvertisementNewspapers And online market Giving limited price offer to attracted customer to but Place Retail stores and online stores Expand distribution channel Diversification of channels by selling it globally Narrowing the channel to decrease the transport cost

205. Product life cycle chart

206. Sales

207. Stages <br />