P&M Marketing Plan 2011

1. Product & Marketing
Proposal
toward year 2011

2. Product & Marketing
Paitoon (Aeh)
Product Manager
Jareeporn (Nan)
Assistant Product
Manager &
Marketing Support
CCTV Lighting &
CCTV NW Equipment
Marketing Activity
Montchai (Pok)
Assistant Product
Manager 2
Hybrid to MP
CCTV
Team Missions
Seek New Customer
and Sales Channel
Marketing Support
Vendor Relation
Management
Product Consultancy
Seek New Products
and Integrated
Solution
Inventory
Management

3. Generate Sales Opportunity (responsible by All members)
• Recruit new dealer and customers
• Co-visit with Sales for presales support on products
• Share and discuss over Weekly Pipeline report with Sales & Technical
Support teams
Inventory Management ( responsible by all members)
• Make Purchase Order for main Products ; Arecont, SONY, Exacq , Raytec
and NVT to Vendors
• Select Shipping Method that is most economical and cost effective
• Track Order status ,and obtain shipping document from vendor
Product Support ( responsible by all members)
• Consultancy ; - consult sales and customer for the right product and
solution
• Product Material – Datasheet, A&E , TOR , DEMO kits
• Product Training – By Product and Presales

4. Vendor Relation Management ( Responsible by all members)
• Communicate on daily issues
• Negotiate for Special cases – Project Prices , Special offers,
Marketing Support , etc
• Seek New Line of products and partners
Marketing Support ( Responsible by Jareeporn)
• Marketing Material Support : Leaflet, Brochure , POP
• Marketing Activity : PR , Road show, Tradeshow , Training and
Seminar
• Marketing Campaign ; Dealer Programs
– Price
– Project Registration
– Privileges
– Reward

5. Internal Support
Product & Marketing Info Support
Set up Price list
Co-visit Customer & Share Project
Pipeline Report
Issue Correspondences
( Local &Oversea)

6. OUR MAIN PRODUCTS
“Leading to Intelligent Vision”

8. Target 2011
40 MB

9. Product Analysis
Cost Competitive
High Resolution and
high frame rate
Reduce no. of
camera
Made in USA
Strength

10. Prices are still
high , Limit on
target segment
Brand is not
recognition
Only Megapixel
resolution model
Weaknesses

11. New Market Trend
to megapixel CCTV
Market Trend
change to IP ,
User see value
and increase
budgets
Offer by Solution
With Exacq VMS
and NVR or Pivot
3
Opportunity

12. Price Competition
with Axis, Pelco,
and Bosch
Exchange rate
And Lead time
may be
subjected
Required
Technical Skill
to configure the
camera
Threats

13. Competitor Analysis
odels Axis Vivotek Avigilon IQ eye Mobotic AcTi SONY Pelco
xed Camera 1.3
10 + MP
M1054
M1104
M1114
P1344
P1346(3 MP)
P1347(5 MP)
IP8161
IP7161
IP7160
IP7361
1mp-hd-
h264
2mp-hd-
h264
11mp-hd-
pro-c
16mp-hd-
pro-c
Iq041si-
v10
Iq042si-
v11
Iq73
4201
4301
5601
5611
5211
5311
1511
1231
(Only
1.3
MP)
CH220
CH260
CH120
CH160
Ix10
Ix20
ix30
ome Camera
3 – 5 MP.
FD8161
FD8361
MD7560
DH220T
DH120T
ual sensor 1.3 -
MP.
Dualnight
m12
anoramic 4 x 2
P.
8.0MP-
HD-
Dome-
180,360
Hemispheric
q24

14. Competitor Key advantages
Axis Vivotek Avigilon Mobotic AcTi SONY Pelco
Featured
VDO Analytic
Low price 16 MP with
DSLR lens
180 degree
fish eye
Low price Brand
recognition
Brand
recognition
Brand
recognition
180 and 360
degree
Build in mic. Variety of
product
High
technology

15. TARGET USERS
เจาะกลุ่มเป้าหมายที่ต ้องการภาพจากกล้องที่มีความคมชัดสูง

16. Target users

17. Models VS. Vertical Market
Models
Home / Office
Indoor Place
Condo ,Building
Outdoor Place
Factory,
Warehouse
Parking lot
Fixed Camer1.3 - 10 + MP AV 1300 AV1300,AV2100 AV1300,AV2100,
AV3100
Dome Camer1.3 – 5 MP. AV1355 AV1355
Dual sensor 1.3 - 3 MP. AV3135 DN AV3135 DN
Panoramic 4 x 2 MP. AV8185DN,
AV8360DN

18. Value Projection –Owner
Models Home &
Factory
Office , Condo ,
Building
Government/EDU
1.3 MP 100 units 350 units 100 units
2 MP 50 units 200 units 200 units
3 MP - 100 units 200 units
Panoramic 50 units 200 units
Total 150 units 700 units 700 units

20. OUR Focus on
E-Series

21. Target Model & Users
• E Series : Entry models with more
affordable prices
• Direct to Home
and Small sites
SNC-CH140 SNC-CH180 SNC-DH140 SNC-DH140T SNC-DH180

22. Product Analysis
Offer high
resolution
Well Known
brand
Wide variety of
models
Advance
technology
Camara
(View DR,
Exmor)
Strength

23. High
competition on
dealer
channels
Uncontrollable
Price
Not offer
resolution
below 1000
pixels
Weaknesses

24. Majority of User
and SONY Fan
clubs , Easy Offer
Wide range of
product ready for
all segments
Prices are
affordable for
users
Opportunity

25. Insufficient
Support
Price War
Vendor List
Threats

26. Key Point Summary
• Well known brand
• Variety Camera models both analogue and IP
• Prices are affordable
• At high resolution ,some models can’t compress the file
to H.264

28. Stable VMS
system
Multi-platforms
Pay per # of
Camera
Channels
STRENGTH

29. Slow
Responses
and Support
NVR Price is still
high
Facing
Technical
issue
Weaknesses

30. Support tight
budget
customer
NVR series are
competitive
TOR spec
Go with M&E
Opportunity

31. Brand
Recognition
Vendor Support
High
VMS
Licenses
Price
Threats

32. Key points Summary
• Stable VMS system if view on its NVR
• Pay per # of Camera
• No hidden costs
• Support high resolution of camera
• License and NVR prices are still high

33. FOCUS MODELS
ExacqVision A and Z-Series Hybrid & IP Camera
Servers
Offer together with Arecont or SONY Camera
SNC-CH140 SNC-CH180 SNC-DH140 SNC-DH140T SNC-DH180
+ Arecont
+ SONY

34. EL and A Series to
Small Scale of user
,4-16 TB storage
Key:
Offer on aside of
Pivot3 Minibank
Z-Series to Large
Scale of users Up to
40 TB storage
Key :
Offer on aside of
Pivot 3 Databank

35. Customer Groups
for Arecont, and Exacq

36. Consultant , M&E Designer Characters
1 Media Search Resident, Government
2 Chubb Government
3 Thai Secom CONDO, CORP
4 TCC Land Condo, Resident
5 Green Cabling government
6 Sangmit Resident, Condo
7 Sang Pradit Engineering Consultant
8 PRO-EN Consultant
9 M&E Engineering 49 Limited Home, Condo
10 Frigate Technology Condo ,Building

37. Focus CCTV Dealer
Names Characters
ISAC ENGINEERING Retail , Corporate
NETMASKS Factory, Corporate
QUINTUS INDUSTRY Corporate,
ITS SUPPORT Factory, Corporate
ASIA TRAFFIC Government
UNICOMM ENGINEERING Corporate , Government
SCET NETWORK FACTORY ,CORP
LOXLEY ( SECURITY) Government
NATSU Factory , Corp
CNT Corp , Factory
Teo Hong Electro-Systems Condo, Corp
DIGITALCOM CORP, GOVERNMENT
DIGITAL FOCUS CORP

38. Competitors
Brand
Local
Partner
Strong Points
Bosch Bosch(Thailand) Relation & Ref in
Government
Axis Anixter Thailand Price , Brand Awareness
Sony Sony Thailand Brand Awareness
ACTI SIS, T-Solutions Analytic Features
Track Local Competitors

39. Quota 2011
25 MB
Analog Camera

41. Product Analysis
Reduce bandwidth usage,
Reduce storage space,
Assist video analytics,
Produce high quality
images
Product is ready to
use and easy
installation
Durable and 5
years warranty
Vary angle and
Adaptive
Illumination
Energy saving
with Active LED
Life Control and
Zero
maintenance
Strength

42. List Price is still
high when
customers
recognize product
to be accessories
for CCTV
Customers didn’t
recognize the
important of
usage and saving
in multi-function
Brand
Recognition in
local market is
still low
Weaknesses

43. Less competitors
in the industry for
surveillance and
CCTV system
Since the strength
point is Specialize
in CCTV lighting
Kind of new in
local market that
makes
uniqueness in
market
Opportunity

44. Brand Recognition
in local market is
low
Because of new
technology, the
technician team
still lack of
installation training
Tax and shipping
cost are high
which cause high
price for
customers
Threats

45. Target Type of Project
HOME
(End-
User)
TURN
KEY
DESIGN
with M&E
DEALER

46. Competitor Analysis
Models Raytec Philips Omron LIGMAN VideoTec
Raymax √ - - - √
Raylux √ - - - -
Raylux Urban √ √ - √ -

47. Key Advantages
Models Raytec Philips Omron LIGMAN VideoTec
Raymax Camera infrared - - - Camera
infrared
Raylux Camera lighting - - - -
Fusion Camera infrared
low voltage
- - - -
Voyager Set of camera
and infrared for
license plate
detection
- - - -
Hybrid Camera lighting
and infrared
- - - -
Raylux Urban Camera
lighting,Lighting
for multi purpose
Lighting for
multi purpose
Lighting for
multi purpose
Lighting for
multi purpose
Lighting
for multi
purpose

48. Models VS. Vertical Market
Models Home/ Factory Condo (M&E)
Hotel/
Shopping
Center, Bank
Governmennt
/ School/
University
Raymax Raymax 50
series,
Raymax 100
series, Raymax
50 series,
Raymax 100
series, Raymax
50,
Raymax 100
series, Raymax
50 series ,
Raylux Raylux 50 series Raylux300 series,
Raylux50 series,
Raylux300
series, Raylux50
Raylux300
series, Raylux50
series
Fusion Raymax 50 series
fusion, Raylux 50
series fusion
Raymax 50 series
fusion, Raylux 50
series fusion
Raymax 50
series fusion,
Raylux 50 series
fusion
Raymax 50
series fusion,
Raylux 50 series
fusion
Voyager - Voyager series Voyager series Voyager series
Hybrid Hybrid 100series Hybrid 100series - Hybrid 100series
Raylux
Urban
- Raylux Urban Raylux Urban Raylux Urban

49. Target Customers
40%
20%
20%
20%
Sales
Home/Factory Condo(M&E)
Hotel/Shopping Center/Bank Government/School/University

50. Potential Customers
Names Channels Dedicated Projects Product Offer
A&E Designer Home, Government,
Condo/Hotel
Arecont, Exacq,
Raytec, sony
Civil Design Designer Factory,Hotel Raytec, sony, NVT
Plan Engineering Designer Government,Condo/H
otel,Factory,Shopping
center
Arecont, Exacq,
Raytec, sony, NVT
ME49 Designer Shopping center Arecont, Exacq,
Raytec, sony
Palmer&Turner Designer Condo,Sopping center Arecont, Exacq,
Raytec, sony
W and Associates Designer Home,Shopping
center
Arecont, Exacq,
Raytec, sony
Arunchai Seri Designer Government/Universit
y,Condo,Factory
Arecont, Exacq,
Raytec, sony, NVT
Prosper
engineering
Contractor Condo/Hotel Arecont, Exacq,
Raytec, sony, NVT

51. Value Projection
Models
Unit
Price
Home /
Factory
Condo (M&E)
Hotel/Shoppi
ng
Center/Bank
Governm
ent/Schoo
l/Universit
y
Total
RM100-AI-
50
44,850 8 8 8 8 1,435,200.00
RM50-AI-50 24,150 10 10 10 10 966,000.00
RL300-AI-
50
106,375 6 6 6 6 2,553,000.00
RL50-AI-50 28,980 10 10 10 10 1,159,200.00
RM50-F-50 19,320 12 12 12 12 927,360.00
RL50-F-50 19,320 12 12 12 12 927,360.00
RV2-LT-18 107,525 - 8 8 8 2,580,600.00
HY100-120 49,335 10 10 - 10 1,480,050.00
UBA-32-120 56,925 - 12 12 12 2,049,300.00
Total 68 88 78 88
Total 2,485,380.00 4,028,680.00 3,535,330.00 4,028,680.00 14,078,070.00

52. Customer Segment
• Target Group of Dealers
– Contractors
– Designers
– Project
– Factory, Industrial filed

53. Target Type of Projects
• Government
• Education/ School/ University
• Hotel/ Condominium
• Resident/ Village/ Resort
• Factory/ Industial Business
• Parking lot

54. Competitors Info Summary
Competitors Brand Local Partners
Philips Philips Lighting (Thailand)
Omron Omron Electronic (Thailand)
LIGMAN Ligman Co.,Ltd
VideoTec T&J CCTV Co.,Ltd

56. Product Analysis
Cost reduction
varied by
amount of
cameras
High quality,
US standard
(reliability)
Limited
Lifetime
warranty
Reduce
complicated
process for
cabling
Noise reduction
Open to used
with any
brands of
camera
Come with
surge
protection
Strength

57. List Price is still high
when customers
recognize product to be
accessories for CCTV
and compare with local
brand
Customers didn’t
recognize the important
of usage and saving in
multi-function
Weaknesses

58. Less competitors in
the industry for PVD
system
Most competitors
are inferior market
High quality and
acceptable, because
of US standard
Consume less time
to access site work,
because no
specification
required
Opportunity

59. Local products
with similar
qualification from
China and Taiwan
are lower price
Lower price
product are
developing to be
equal quality
Customers are
still lack of
understanding of
product
qualification
Threats

60. Target Type of Project
PROJECT
- Contractor
-Designer
- Consultant
DEALER END-USER or OWNER

61. Competitor Analysis
Models NVT FINE DVS VideoTec
NV-208 A-M √ √ √ √
NV-214 A-M √ - - √
NV-218 A PVD √ - - -
NV-3242 √ √ √ -
NV-704 J PVD √ - - -
NV-4PS13 PVD √ - - -
NV-226 J PV √ √ √ -
Outdoor twisted
pair video
transmitter
- - - √

62. Key Advantages
Models NVT FINE DVS VideoTec Advantages
NV-208 A-M Passive Video
Transceiver
Passive Video
Transceiver
Passive Video
Transceiver
- -
NV-214 A-M Passive Video
Transceiver
- - Passive Video
Transceiver
NV-218 A PVD PVD
Transceiver
- - - With power
NV-3242 StubEQ Active
Hub
StubEQ Active
Hub
StubEQ Active
Hub
- -
NV-704 J PVD PVD Cable
Integrator
- - - With power
NV-4PS13 PVD Power Supply
Cable
Integrator Hub
- - - With power
NV-226 J PV Video
Transmitter
Video
Transmitter
Video
Transmitter
-
Outdoor twisted
pair video
transmitter
- - - Video
Transmitter
Outdoor

63. Models VS. Vertical Market
Models Home/ Factory Condo (M&E)
Hotel/
Shopping
Center, Bank
Governmennt/
School/
University
Passive
transceiver
NV-208A-M, NV-
214A-M
NV-208A-M, NV-
214A-M
NV-208A-M, NV-
214A-M
NV-208A-M, NV-
214A-M
Passive Hubs NV-813S NV-813S, NV-
1613S, NV-3213S
NV-813S, NV-
1613S, NV-3213S
NV-813S, NV-
1613S, NV-3213S
Active Hubs NV-842 NV-842, NV-1642,
NV-3242
NV-842, NV-1642,
NV-3242
NV-842, NV-1642,
NV-3242
PVD NV-216A-PV, NV-
218A-PVD, NV-
226J-PV, NV-
4PS13-PVD
NV-216A-PV, NV-
218A-PVD, NV-
226J-PV, NV-
4PS13-PVD
NV-216A-PV, NV-
218A-PVD, NV-
226J-PV, NV-
4PS13-PVD
NV-216A-PV, NV-
218A-PVD, NV-
226J-PV, NV-
4PS13-PVD

64. Target Customers
20%
30%
30%
20%
Sales
Home/Factory Condo (M&E)
Hotel/Shopping Center/Bank Government/School/University

65. Potential Customers
Names Channels Dedicated Projects
A&E Designer Home, Government,
Condo/Hotel
Civil Design Designer Factory,Hotel
Plan Engineering Designer Government,Condo/H
otel,Factory,Shopping
center
ME49 Designer Shopping center
Palmer&Turner Designer Condo,Sopping center
W and Associates Designer Home,Shopping
center
Arunchai Seri Designer Government/Universit
y,Condo,Factory
Prosper engineering Contractor Condo/Hotel

66. Value Projection - Dealer
Models
Unit
Price
Home /
Factory
Condo
(M&E)
Hotel/Shoppin
g Center/Bank
Governm
ent/Schoo
l/Universit
y
Total
NV-208 A-M 2,475 10 10 10 10 99,000.00
NV-214 A-M 2,475 10 10 10 10 99,000.00
NV-813S 24,750 5 5 5 5 495,000.00
NV-1613S 49,500 0 5 5 5 742,500.00
NV-3213S 94,600 0 3 3 3 851,400.00
NV-842 65,300 3 3 3 3 783,600.00
NV-1642 130,600 0 3 3 3 1,175,400.00
NV3242 261,300 0 2 2 2 1,567,800.00
NV-216A-PV 3,520 20 20 20 20 281,600.00
NV-218A-PVD 4,290 20 20 20 20 343,200.00
NV-226J-PV 4,840 20 20 20 20 387,200.00
NV-4PS13-PVD 33,000 5 5 5 5 660,000.00
93 106 106 106
Total amount 787,150 2,232,850 2,232,850 2,232,850
7,485,700.00

67. Customer Segment
• Target Group
– Contractors
– Designers
– Factory
– Home Owner

68. Target Type of Projects
• Government
• Education/ School/ University
• Hotel/ Condominium
• Resident/ Village/ Resort
• Factory/ Industrial Business
• Bank
• Department store/ Shopping Center
• Transportation

72. Pivot 3
Cost Saving
Scalable SAN
Server Appliance
Failover on
RAIGE
Technology
Strengths

73. Pivot 3
Required skillful
configuration on
RAIGE
Narrow Sales
Target
Application may
require to test
compatibility
Weaknesses

74. Pivot 3
Minibank offer to
Small size
Expand sales
channel to other
segment
Bundle Sales
with Server
Applications
Opportunity

75. Proof Of Concept
Brand
Recognition and
High Price
Time consuming
on Configuration
And support
Threats

76. Key Selling Points
Key Benefits target point of
concern
1. RAIGE data
protection
2. Scalability
3. Cost saving
1. Critical Data
2. Reliability rather
than low price
3. Scale up the data

77. Vertical Market
Data Hosting
Banking & Insurance
VDO Surveillance
Corporate Data

78. Dealer Focus
Network Design & Data Center
- Banking
- Factory
- Coporate , Security, Broadcast
- School/University / Government sectors

79. 45%
35%
20%
TARGETBREAK DOWN
Minibank
Cloudbank
Databank
MODELS % Shares TARGET (THB)x1 MB THB50,000/TB
Minibank 45% 15.75 315
Cloudbank 35% 12.25 245
Databank 20% 7.00 140
TOTAL 100% 35 700

80. Models VS. Vertical Market
Models
Banking & Insurance
( > 20 TB)
Data Hosting (> 40TB)
(DB, Web-Email ,App)
Corporate Data
( > 4 TB) Security /
Broadcasting
Media
MINIBANK
( 4 – 10 TB)
DATABANK
(Storage)
> 10 TB
CLOUDBANK
(with VM Server
& Fail over)
> 10 TB
For 2 or
More SV
For 2 or
More SV

81. Potential Dealers
Names Characters
CDG Network SI
FIRST LOGIC Network SI & Software
Developer
DATA PRO Network SI ( IBM Sole Dealer)
ZENITH COMP Network SI ( IBM Sole Dealer)
NTT
COMMUNICATION
Network SI
SME , Corporate , Banking & Insurance

82. 10 Potential Dealers
Names Characters
NETMARK CCTV /Network SI
BHATARA PROGRESS Network SI
ADD IN BUSINESS Server &
Storage Reseller
CREATELCOM Telecom SI
MFEC CORP NW /Telecom SI
ITEL SOLUTIONS CCTV SI
SCET NETWORK CCTV SI
ISAC ENGINEERING CCTV SI
SITEM CCTV SI
Corporate and Enterprise

83. 10 Potential Dealers
Names Characters
SATELLITE SERVICE COMPANY LIMITED (UBC) ASP , Satellite Host
SUN SYSTEMS SW Developer ,IVR
MILCOM ISP, SI
SAMART INFONET Network SI
CS LOXINFO ISP , SI
TCS Telecom Network SI
CALL VOICE Telecom SI
Data Hosting – Application Service Provider
i.e. Web , E-mail ,DB Hosting

84. How we support customers

85. Dealer
Program
Product
Information
Support
Marketing
Support

86. Product Support
• Consultancy - the right solution
• Sales Tools
• Training Program - Presales & Technical Support
• DEMO /POC
• After Sales Support - Warranty & Repair

87. MATERIAL SUPPORT
• Master TOR /AE Spec of Minibank, Cloudbank,
Databank
• Product Presentation File
• Price List - MSRP , Dealer levels
• Set of DEMO by Products

88. Marketing Support
• PR - Testimonial /Case Study
• Tradeshow ; 2-3 events / year
• Road show ; 1 event / quarter
• Reward based on Target Achievement
- Quarterly Rebate , and Quarterly Grading (A ,B, C, )
- On Top reward such as special Bonus , Trips
- count by the 1st week of December

89. Project Management
• Project Assessment Form
• Project Registration and Evaluation
• Protection & Privileges after registered
- Project Prices –SPECIAL
- Full Support from Start until Finish
• Issue Authorized Letter from vendor and BACOM

90. Visit Plan per Month
Target Group Dealer Wk 1 Wk 2 Wk 3 Wk 4
CCTV & Corporate O
Data Hosting O
Finance & Insurance O
Work on Enquiries FRIDAY OR SATURDAY
Objective Plan per Week:
1. Recruit New Dealer
2. Visit Existing Dealer

91. Activities 2011
# Activities Q1 Q2 Q3 Q4
1. Staff Training 17 Jan
2. Local Price list by Feb Update
3. Dealer Program Feb -March update update update
4. Demo Set Feb update update update
5.
Dealer Training (All PDT
-Presales & Technical )
March June Sept Dec
(evaluate )
6. PR –Road show
( Implement Products /
Testimonial , Case Study)
March
@ AOT with
SECOM
June @
NECTEC
Sept @
ICT
7. Tradeshow June @
Secutech
8. Seminar (Partner Meeting) Feb May Nov –
Evaluate
9. Marketing Material
-Brochure , Folder …
Feb update update update

92. PR Channels
Government & EDU:
NECTEC, ICT, SIPA,
Ministry of Education,
AOT, CAT, DTAC, and
other BACOM’s Site
References

93. Marketing Budget
Activity
Frequency
(time) per
year
Minimum
Quantity
Average rate
per event/pp.
Estimate
budgets/ event
(THB)
Target
segment
Security tradeshow 3 1 300,000.00 900,000.00 All
Training outbound 4 20-40 400.00 32,000.00 Dealer, Staff
Seminars (launch new
product or dealer
meeting) 2 80 400.00 64,000.00
Dealer,
customers
Marketing material 2 1000 15 30,000.00 All
1,026,000.00