PPPL - Laptop Marketing

8/2/2019 PPPL - Laptop Marketing

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Executive Summary

Over the last decade, Bangladesh has experienced a boom in the Information Technology

industry. Samsung, Sony, Panasonic, Singer, Hitachi, Nippon Limo, Toshiba, Walton, My One, LG

Butterfly, Phillips, Great Wall etc. are the existing players in the market. With these categories

all are fighting for the top position in the market, people have been enjoying different

services with different pricing and features. Reasonable cost has made it popular especially

among the middle class. We have also given a complete description of the entire

advertisement and promotion campaign for the new service, starting from pre-launch and

continuing all the way to the maturity stage. There is also description of the different media

chosen, the subsequent frequency, relevance to the target audience and their justification.

The product life cycle has been broken down into introduction, growth and maturity stage

along with the time length. The IMC calendar shows the different media and activities

implemented during these periods.

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Introduction

Bangladesh is an attractive market for electronics goods as well as large and highly

concentrated population. With approximately 160 million inhabitants, it ranks as the eighth

most populous country in the world and is among the most densely populated. This sector

has shown growth and modernization, keeping pace with overall economic growth, the

increase in middle-class consumers, and changes in purchase patterns.

Hence, in this report we are going to analyze a new package to be imported from India

which brand name is Videocon and witness once again that Power Plus is doing

something for its market, giving back something unique to the society. The segment which

we are targeting -the middle class and high class family is very lucrative and has been left

relatively untouched so far. As result this segment would prove worthwhile of attention from

the companys perspective.

The objective of this report is to focus on the communication strategy that an electronic

company like Power Plus will undertake and the methods to be implemented to launch a

successful communication campaign of the new service Founder Laptop brand.

Youth Laptop service is a new concept thus it will attract more customers; all prices are

designed with the middle class service holder of Bangladesh kept in mind. Being a brand

extension of India Videocon inherits the good will of the brand.

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Companys Profile In brief

Company Name: Power Plus Pte. Ltd.

Company Status: Private Ltd.

Company Details: Importer and Distributor.

What does it sell? It generally sells UPS, Laptop, Computer Accessories and

Generator, IPS, Water Pump. Moreover, it provides various services related with

electric and electronic goods.

Current Turnover: US$ 2.00 million Year 2009

Country Coverage: 75% of whole country

Product Brand: Power Plus, RED FOX, Founder, Fujian

Other Brand: Intel, Seagate, Honda.

Company Name

The name of my company is Power Plus Pte Ltd. Its brand name is Power Plus

and brand motto is Revolution to Change. It generally Import & distributes UPS,

Laptop, Computer Accessories and Generator, IPS, Water Pump. Moreover, it provides

various services related with electric and electronic goods.

Company Description

This is a private limited company its mainly import & distribute UPS, Laptop, Computer

Accessories and Generator, IPS, Water Pump. Moreover, it provides various services

related with electric and electronic goods.

,

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Mission Statement

Power Plus Pte Ltd.will provide the community with innovative and eye catching

home appliance, Gen set and IT elements with up gradation for any age group. Our

mission is to make easier life with revolutionary change establish as leading company in

the country and make more comfortable life through our innovative ideas, quality &

convenient strategy.

Goals and Objectives

There are some objectives to start this business. Those are:-

To be a market leader with our product line.

Providing best ideas, quality & affordable price.

Ensure quicker customer response.

Cope with change & up gradation for consumer.

Making efficient human resource.

Maintaining best ideas, qualities, prices, multi-Channel distributions for the

consumer, so profit is its logical sequence.

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Product Description

Brand Pyramid

We mainly focus this model for the fulfillment of our brand.

Attributes:

Logo: The new logo is a symbol of Moving Organic Body. Its very eye

catching. The different color attacks customers. It means that it is providing light to

the people and it is moving forward.

Quality Product: So far in the electronic industry Videocon has succeeded in

earning the reputation of providing the best product in India. It is Founders

strongest business proposition. So we also believe to provide the best quality product

to the people of Bangladesh.

Availability: We will make the product available in Bangladesh. Our network

expands in primarily major districts and will cover the remaining one by one.

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International Brand: Videocon is an international brand providing premium

quality product and service to its valued customers and now the top company in

India. We also believe that International brand image will facilitate to capture market

easily.

Variety: Different packages and prices will be offered to cater to the diverse needs

of the Laptop users.

Middle Class Electronics Goods: We have dual purpose: to receive an economic

return on our investments and to contribute to the economic development of

Bangladesh where communication can play a critical role.

Product Line: Power Plus Pte Ltd wants to make peoples life easier through our

huge product line in power, IT and electronics sector. So customer will get home

appliance under a roof. Videocon has its huge product line as well. So it is easy to

get everything without hassle.

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Benefits:

Emotional:

Attitude: Videocon for Everyone We want to pose the line as establishing special

facilities for every Bangladeshi people. We want to make services with pricing that made

Videocon affordable even to the general populace; for example, even a middle income

people can easily use our products. We want to popular it and make it an integral part of

our culture. All these will prove that we care for the general people. They realize it

through their various services. Wherever you are keeping in touch

Value: Staying in conformity with Bangladeshs culture, Power Plus prioritizes mid class

values and care for the loved ones.

Functional Benefits:

Price: Power Plus wants to offer a variety of price range. This option meets the needs of

the different users.

Quality with Price: Power Plus desires to provide such kind of electronics goods that will

be unparallel in Bangladesh. Any user can be confident that he would be able to reach to

buy the product.

Post Purchase Service: Whenever one seems to have a problem regarding the any

Videocon products, the after purchase service aim to facilitate its users in everyway

possible. Once again the electronics goods users feel to be taken care of by the company.

Variety: Through a wide variety of electronics goods options, Power plus wants to make

its products available and affordable to all.

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Sensory Benefits:

Clear Difference: The good quality and reduced price may play a vital game here. Due to

its dual benefits the competition will favor Power Plus that is very clear. People do not

have high price what the other person is saying.

Personification:

Traits of Power Plus:

o Reasonable

o Lucrative

o

Competitiveo Supreme

Essence:

Power Plus wants to establish the essence - Videocon for Everyone

Marketing Goals and Objectives

The main objectives and goals set by Power Plus Pte. Ltd. are:

o Make all products accessible to all Mid class to Above

o Offer better range of quality products

o Establish rational prices

o Maintain products standard and quality services with better pricing.

o Improve product quality frequently.

o Contribute to improve education standards

o Also, increase the current market share and other promotional activities

Marketing Process

Existing Market:

All over in Bangladesh.

How the Existing market is segmented:

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The existing market segmentation can be categorized as Geographic, Demographic and

Psychographic segmentation strategy.

Geographic Segmentation:

The new service is to be introduced in two phases. In the first phase: Dhaka and Chittagong.

Later, the marketing will be established in the rest of the country.

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Here the Red dot shows the current operation of Power Plus Pte Ltd.

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Competitors:

and many more,

Demographic Segmentation:

Social class: Middle class income people to upper class income people

Nationality: Any One

Demographic Segmentation

(Social Class Based)

Upper Class Income People Middle Class Income People

Psychographics Segmentation:

Lifestyle: Young persons who are always busy and out of the house. Also, it will

benefit those who like to stay connected with study, business, friends and family

through internet.

Attitude:

Trendy and outgoing people would prefer this product due to easy movable and stayconnected through Internet. So it may be used as an entertainment medium.

Secondly, it would also appeal to those for whom time is a big issue. They can stay

in touch with the ones they need to at any given time.

Personality:

Very professional about studies and prefer consulting with classmates and

group members about studies as much as possible.

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COMPETITORS

Samsung Sony Panasonic Toshiba PhillipsGreat Wall


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Budget For Market Promotion

Tool Media Budget

1. Advertisement TVC

Pre Launch

LaunchPost Launch

32%

Newspaper Insertion:

Pre Launch

Launch

Post Launch

10%

Flyers

Radio

Posters

Magazines

(Pre Launch

Launch

Post Launch)

11%

2. DM SMS

Catalogues

2%

3. PR Seminars, Articles, 17%

4.PromotionTrade

and Consumer

7%

11%

5.Reserve Promotion and ads 10%

Total

100%

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Explanation of Media Choice

Explanation of Media Choice

Different Media Choice:

Advertising is pivotal to the success of any new product or service. To make it most

effective Power Plus will have to use a combination of different media to reach the

highest percentage of audience. The combination would include:

Electronic Media

Print media

Press Conference

Electronic Media:

Electronic media is one of the vital elements to establish a brand. Mainly TV Ad is use

entertainment and easy way to reach the actual message to the customer group. Power

Plus is going to start its own tv ad soon and already 50% work has done.

Print Media:

Most of the people have the habit of going through some kind of newspaper or

magazine. So, putting ads in there would definitely make them aware of Power Pluss

new offer. Also, people related to the students, for example, parents, can also inform the

students about the new offer once they come across the adverts. Moreover, the adverts

would be useful for early teens as their parents still play a major role in their purchase

decisions. So, print media would facilitate them and their parents.

The usage of print media will help Power Plus to create desired level of brand recall

among the target audience.

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Different print media:

1. Newspaper:

Newspapers have a high credibility. It is a permanent record and has a reasonable cost.

Advertisements would be put up in the most selling newspapers of the country, such as

Prothom Alo, The Daily star, Independent, and Ittefak. An advertisement in a newspaper

has more flexibility compared to a TVC as people can read a newspaper at any time of

the day. A person can sit down with a newspaper whenever he chooses. So, with

newspaper we are always staying connected with people.

Those who do not watch TV may read the newspaper and wherever there no TVs,

newspapers are even found in there. So, brand awareness can be created thorough

newspaper

2. Magazine: Magazines are attractive to people of all ages. Teenagers and young adults

have special magazines that are especially designed for them. For example, Computer

Bartan Computer Jogoth etc and advertisements in the named magazines thus can reach

a specified group of people and thus cost effective as money is not being spent on the

purpose of communication on people who does not belong to the target audience.

3. Flyers: Flyers will be distributed to the direct customers who are the actual target

audience. It will be distributed at some shopping center and places where people 34rvisit

frequently.

4. Billboards: The easiest and the cheapest way to catch the attention of the moving

people of the city. It will be hung at the busiest of roads and streets, where people travel

by a lot. Such places could be the following:

Mohakhali flyover area,

Gulshan Avenue,

Dhaka Air Port Road

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Farm Gate. ETC.

Motijheel

GEC Circle

Probotok Mor & Agrabad.

Some Highway Road ETC.

5. Posters: Posters in some residential areas would be good for making the target audience

awareness. It will remind the audience about our products and thus to reach the desired

level ofbrand recall.

6. The Catalogue Content: Here we will show pictures of distinct models with three

distressed expressions on their faces. Also we show the benefits and the features of the

products we have. Also we mention the benefits of the users.

Press Conference:

Press Conference has the highest acceptability in Bangladesh. It has flexibility and

selectivity and is most effective for reaching the masses. It is one of the most popular

medium in Bangladesh. The news will reach to the mass people by electronic and print

media very soon. It will also cost effective.

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Plan For Next 1 & Years

THE PRODUCT LIFE CYCLE AND COMMUNICATION TOOLS:

Time Span: 1 and years.

Stages Time Period Communication Tools

Stage1:

Introduction-

First 6 months

Advertisement

Direct Marketing.

Public Relations

Activities and create

some show room/out

late in whole

Bangladesh.

Stage 2: Growth- Next 9 months Advertisement

Promotion

Stage 3: Maturity- Last 3 months

Advertisement

Promotion

Public Relations

Activities

Affect on consumer behavior:

In the pre-launch stage the communication tolls would get the attention of the potential

initiators and influencers.

Initiator: Allthe media used aims to convince the initiators that Power Plus is coming up

with something great and it is worth watching out for.

Influencer: The people who play influential roles would be convinced from the ads that

they deserve something that is better than the current products available. Thus, from this

conception, they would begin to communicate with their dear and near ones.

Trade promotion:

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Trade discounts:

Power Plus would give handsome discounts to the dealers/direct customer buying the new

products right after its launch.

Traders are very important in Bangladeshi market. They can easily convince a buyer at the

point of purchase. Thus the traders are happy with our products. It is required because about

a new product people know little and they would be cautious about whether they should

invest or not. Therefore, the roles that traders play will be highly valuable and we want the

traders to be with us because their active part will give us success.

Relevance: The traders are very important part of our campaign. Through this trade promotion

we would show that we value their support and service. This will make the distributors feel better.

Traders are influential people. Their faith in the company will help Power Plus to attain extra

and fast volume that they desire. The product is going to be introduced into the market on

the third of May. Therefore, all the authorized dealers must have enough SIM cards and

packages at hand. The trade discount is going to make sure that it happens.

All the advertisements will create brand recognition with the consumers.

Marketing Plan (SWOT ANALYSIS):

Marketing analysis of the Macro Environment:

A. Demographic: Our target audience is the middle class income people; If the number of the

consumer increases per household the potential purchasers would increase too.

B. Political: Present government has a vision that is digital Bangladesh by 2020. Governmenthas a plan to implement their planning one by one to reach our Bangladesh as digital

Bangladesh.

C. Technological: If one of the competitors comes with a better technology, they will be

offering better services with more attractive pricing. It creates competition.

D. Social: Through reduced price and quality products with new advantages, users would get to

stay connected with friends and families, studies and business.

E. Economic: If the cost of living goes up drastically (inflation), we may lose the market

because the new customers will not be interested to invest their money here.

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Conclusion

In the light of the above discussion, it is indeed tell that the present market is very competitive.The other branded products captured the existing market. It will be tough to enter into market for

the first time. But taking the initiatives discussed earlier, it will not be so tough for us to competewith other established products in Bangladesh market. Goodwill, business experience, marketingstrategy, suppliers on time support lead us to achieve our goal.

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PPPL - Laptop Marketing

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