Marketing Plan of Sunshine Washing Machine

SUN Corporation, 2011

Linda 李清 Angel 何嫦

Dolly 方若琳 Dan 熊丹

Lee 李晓璇 Eva 许晓斌

Jamie 王展琪 Lynn 邬龙利

Group members:

Brief introduction

About SUN

SUN Corporation is one of the largest washing machine manufacturers in the world. It makes the premium smart washing machine under the SUN brand to enhance and enrich lifestyles all around the world.

Target market Market research Marketing strategies

Product

Pricing

Distribution

Promotion Summary

Marketing Research

★As can be seen from the diagram, about 60.7% of customers choose tumbling box washing machine( 滚筒洗衣机） , 36.7% use BoLun washing machine( 波轮洗衣机 ), only about 2.3% choose double tube washing machine( 双桶洗衣机） , which means the market of the tumbling box washing machine still the largest one.

★From the survey, we could easily find out that nearly about 38% of washing machine users wants to change their machine, which means our product have a large amount of prospect consumers.

★The figure shows that about 58.4% of customers think that the price lower than1500RMB would be better. Only about 31% want to buy a relatively expensive one.

★It seems every customer would choose the capacity of the machine according to his space and economy, from the survey, "lower 4kg” and ab

out”5.6-6kg” are the most popular ones

★It seems every customer would choose the capacity of the machine according to his space and economy, from the survey, "lower 4kg” and ab

out”5.6-6kg” are the most popular ones

★As for the functions of the machine ,about 55.4% of the customers would pay more attention to the appearance of the machine, while 35.3% may more concern about the clean degree( 洗净度 ), customers also like to choose the machine that could save water and electricity

★From the survey, we could see that most of consumers hope washing machine has the function of frequency conversion( 变频） , still, they also hope the machine with the function of antibacterial sterilizing( 抗菌杀菌 ) , drying( 烘干） , free laundry agent （免洗衣济）

Target Market —— Southern China

• In recent years, the washing machine market develops very fast in South China area. And the consumer purchase power is relatively strong in this area compared to other areas in China.

• It is estimated that 80-90 percent of the market for international White Goods in South China is centered in the most cosmopolitan areas.

Target customers --families, single office workers

• The family group’s main preference is environment friendly products which can save electricity.

• The single office workers demand for high-end multifunctional washing machine

Our Products: Sunshine Washing Machine

• Design ： Tumbling box Washing Machine( 滚筒式洗衣机 )

• Volume ： 6kg• Size ： 600*595*850

mm• Color ： black, white

and red

• It is easy to get and put the clothes with a big cast garment mouth.( 投衣口 )

• It is humanity designed with smooth corners.( 圆滑边角 )

• It is clear to see the information from the large LCD display.

The Creative Functions of the Sunshine Washing Machine

• Wash namely stop( 洗净即停 ): It uses the light sensation detector( 光感探测器 ). If the clothes are dirty, it will wash for a longer time. If not, it will be shorter. It saves electricity.

• Intelligent drying( 智能烘干 ): By detecting the temperature of the cylinder, it will choose to continue or to stop drying the clothes intelligently according to the temperature. It also save electricity.

• Water temperature adjustment( 水温调节 ): It can adjust the water temperature according to the different blots. Because different temperature can make it easier to remove different blots. When you wash the woolen and silk fabric, it will set the temperature up to 40 t℃o guarantee the quality.

• Balance protect technology( 平衡保护技术 ):When the clothes in the cylinder are pockety( 分布不均匀的 ), the machine will shake automatically to make them equable and begin to dry them.

The price of the whole

industry was declining

Lack of Brand Awareness

PriceSales-oriented Objectives: extend the market share

Price: 1888

Product cost: 1000

Promotion: 500

Transportation: 100

Stocking: 60

Retailers:

Direct Selling

Specialty Stores

Agents

Internet Selling

Channels of distribution

We can connect to the prospects by the use of the telephone, for it can lower the cost and cover the prospects on a large scale.

1.Direct Selling-Telephone Selling 2. Internet Selling

Most of the families have an easy access to the internet. Thus, our company can set up a website to describe our products and have a channel for the consumers to buy the products online easily.

3. Specialty Stores

Setting up a specialty store nearby the uptowns will provide a space for the consumers to choose their suitable products, stimulating more prospects to consume.

As they are paid in the form of commission, our company can get a large sum of orders with a small cost.

Physical Distribution

Since the physical distribution accounts for almost 30% of the total costs of marketing, we should pay more attention to  several interrelated activities:

--Order Processing --Protective packaging --Materials handling --Transportation --Inventory Control --Warehousing --Customer Service

 Order Processing Build up an electronic data interchange (EDI) between customer and supplier --The procedures can receive, handle, and fill orders promptly and accurately by computer

--EDI can trim the cost of order processing significantly, which in turn may reduce purchase prices

Protective packaging, Materials Handling and Tr

ansportation

Logistics outsourcing is good choice for the company

--meet the “cheap but fast “logistics request --Increasing the benefits by using a professional logistics company --It’s more convenient

Inventory Control and Warehouse

Use Just-in-Time strategy

– Dramatic cost savings– Shortened and more flexible and reliable

production and delivery schedules– Quick responses to quality problems

--Satisfy the order-fulfillment expectations of customers while minimizing both the investment and fluctuations in inventories

Customer Service

Build up Market-Response Systems ( a channel of returning goods included)

--Collecting the data and information

--Improving their technology to meet the demand of customers

--Satisfy the customers  

Promotion

● Propaganda Slogan

We don’t have enough sunshine in the winter, but we do have Sunshine.

Television: A short, eye-catching commercial ad, around

8:00~10:00 p.m. (When the whole family, esp. housewives, are most possibly watching TV.)

→ Visual appeal, 3D image, efficiently reach target customers!

Newspaper: Detailed information, posted on local

newspapers, E.g. Guangzhou Daily. → Not expensive, informative, remind customers

of Sunshine every day!

● Advertising

Internet: Detailed information and HD pictures on our organized website and

micro blog, attractive, dynamic ad posted on portal websites( 门户网站 ). E.g. sohu, sina.

→ Informative, reach a wide range of customers.

Outdoor: Posters on elevators, community bulletin board( 小区宣传栏 ), or m

etro stations. → Exposed our product to a large amount of targeted customers.

Direct mail: ＊ Cooperate with home appliances shopping malls such as Guomei and Su’

ning, add sunshine in their product booklets that goes to each family.

＊ Send booklets to target customers’ home and offer mail/phone order. Deliver free with 7-day unconditional return.

→ Reach customers who are busy at work,

make use of the Advantage of Scale.

Others: Big posters and eye-catching painting

on our promotion cars (mention next).

→ High-light moving ads on the street!

Reach a wide range of customers.

We don’t have enough sunshine in the winter…

but we do have

Sunshine.

● Poster of sunshine

Point-of sale displays: Live show!＊ Demonstration in residential districts. Carry our products in promotion car

s, do the selling and display in front of the residents.

＊ Demonstration in home appliances shopping malls, or supermarkets such as Wal-Mart and Jusco.

● Sales promotion

“Ladies and gentlemen, check this out! Special time- saver washing machine, sunshine!! It can dry all your clothes within 5 minutes!!”

→ Attract customers, arousing their desire of buying our products.

Specialty advertising: Calendars with the image of sunshine.→ Useful stuff, customers won’t throw it away immediately, which means a long-term ad for sunshine.

Coupons: Customers with an ad of “sunshine”, or

follow and share the most of our micro blog can get a 10% discount.

Premiums: Buy one set of sunshine, you can get a softener for free.

Group buying:

20%-off for each set of sunshine if there’re more than 10 people take part in this group buying, and free deliver.

→ Encourage customers to buy more, which can increase the sales.

Charity activities:

Hold some charity activities in the neighborhood.

Donation:

Donate “sunshine” to some poor families. 10% of the profit will be donated to the disabled.

→ Emotionally motivate customers, bring positive information to the public, set up a good image of the company.

● Public Relations

● Word of mouthGood service: Patient, friendly, and always care about the real needs of customers.

Good after-sale service: Responsible, patient.

To give more sunshine to the society…

Sunshine needs the piece of “ YOU ” !!

● Poster for Charity activities

Summary

• Sunshine Washing Machine is a new product of SUN Corporation. Its target market is the South China Area. According to our survey, we decide to produce a tumbling box washing machine with the volume of 6kg. Besides, we add some new functions to meet the customers’ satisfaction, such as intelligent drying, wash namely stop.

• As for the “Place”, we choose direct selling ,Internet selling, specialty stores and agents.

• Our promotion contains various kinds of ways. We have the propaganda slogan and the posters. In addition, we will advertise the products on TV, newspaper, Internet, outdoor board or delivery by direct mail. We do also pay attention to the sales promotion. We prefer the point-of sale display, specialty ads, coupons, premiums, group buying, PR and word of mouth as our sales promotion ways.