laptop final

7/28/2019 Laptop Final

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PROJECT REPORT

ON

MARKETING MANAGEMENT

SUBMITTED TO:-

Mrs. Swati Sabale.

SUBMITTED BY:-

Suraj Kanchan

Roll no :- 23

F.Y.M.M.S


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Preface

The purpose of this report is to conduct a research

for a new product in terms of Marketing.

I hereby declare that project work on entitled

LAPTOP submitted to M.I.M College,

Ulhasnagar is recorded original work done by me

under guidance of Mrs. Swathi Sabale, Head of

Marketing Department, Mansukhani Institute of

Management, Ulhasnagar and This Project is

submitted as Internal Project for marketingmanagement.


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ACKNOWLEDGEMENT

Dedicated to

The Memory of

My Guru.

Special Thanks toMrs. Swathi Sabale mam for

her guidance and sharing her experience.

I appreciate my colleague for supporting and

helping me in this project.


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CONTENTS

Title

Sr. No. Particulars Page no.

1 Introduction 6

2 Features 7

3 Industry Analysis 9

4 SWOT Analysis 12

5

Segmentation , targeting,

differentation & positioning 13

6 Marketing mix 16

7 Product Life Cycle (PLC) 17

8 Distribution Channels 189 Advertisement 19

10 Conclusion 20


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1. INTRODUCTION

In todays era, everyone is familiar with laptops.A laptop, also called a notebook is a personal

computer for mobile use. A laptop integrates most

of the typical components of a desktop computer,

including a display, a keyboard, a pointing device

(a touchpad, also known as a track pad, and/or a

pointing stick) and speakers into a single unit.

So, my aim is to launch a unique laptop SPEEDO

S18 in the market.

With this report, I am trying to conduct market

research, create demand, segmentation, targeting,

positioning, differentiating, PLC and marketing

mix of my product.


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2. Features Product : Laptop Brand Name : Speedo S18 Tag Line : Fastest way to connect Features : As follows

As name indicates, its speed ranges up to 800-850Mhz

15.6 Eye sensitive 3600 Rotating displaycapable of showcasing full high-definition

video.

320 GB hard drive glory, 4GB RAM,Reasonable prices Rs 28,499/- onlyWi-Fi connectivity, 1.8mb web cam


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Smooth keyboard with more shortcut keys.Consumes less electricity. Hence13 hours long

standing capacity and recyclable batteries.

Specially designed for teenagers and youngbusinessman

Weights less than 7pounds. Hence, easilyadjustable while travelling.

Dust free and liquid Proof keyboards.Dual coreDVD writer & Card readerFully loaded Windows and other softwares


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3. INDUSTRY ANALYSIS OFLAPTOP

The big event in the history of laptops came in the summer of 1995,

after which Microsoft and Intel became the standard for the software

(Windows) and hardware (Intel processors) used in laptops. Over the

past fifteen years, the increasing price-performance ratio, consumer

preferences for mobility as well as increased hardware life has resulted

in higher growth of laptops than desktops since 2004. In addition to the

economy, the laptop segment is expected to face increased competition

from both new devices and technologies. Smart phones (iPhone,Blackberry, Palm Pre) and Mobile Internet Devices (Nokia N800 Tablet)

are starting to compete with laptops due to features such as gaming,

internet access and enterprise applications.

Some of the competitors ofSPEED S18are:-

HP Mini 1101 Netbook :It comes with an Atom processor at 1.6 GHz, a 10.1 inch LCD

screen, 160 GB hard drive and 1GB of RAM. It also has a 3 cell

battery and Wi-Fi connectivity.

Dell Latitude E6400 XFR :This laptop can withstand a 70 miles per hour torrential rain and

can function in temperatures between20 and 140 Farenheit.Its also protected against liquids and dust and can be dropped

from a height of 3 feet if the lid is open and 4 feet if its closed.


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Samsung NC20 Netbook:Samsung NC20 netbook will come equipped with a Via Nano

processor. While the NC10 model is considered one of the best

netbooks, the NC20 will do it even better, coming with a 12inch display, a better keyboard and Windows XP. The Via Nano

will have 1.3Ghz.

Dell Inspiron Mini 10 :The latest model launched by Dell is Inspiron Mini 10. Its a

small laptop, with a keyboard that should be comfortable for

most people and the same features as the Mini 9 and 12 do.

PEST Analysis:

Political Factors:The laptop and PC industry is expected to grow at a fasterrate in developing countries compared to the developed

countries. Therefore, changes in government policies in

developing countries like India and China can affect the

potential growth rates in their markets.

Economic Factors:Since early 2008, the slowing global economy is one of the

reasons for the decrease in business capital spending for

small and large corporations, resulting in reduced demand

for PCs. Gartner, Inc. forecasts a decline of 3.8% in global IT


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spending, of which computing hardware spending is

expected to decrease by 14.9% in 2009. Though this decline

in IT spending is likely to recover slowly during 2010 , the

global PC market is expected to face declining growth ratesin terms of market value, from an expected 5.4% growth in

2009 to 4.1% in 2012.Most laptop (and PC) manufacturers

such as Dell, HP, Acer, Lenovo, and Apple generate sales

throughout the world and therefore currency exchange rates

are an important factor as well.

Social Factor:

Social factors such as education, preferences, income levels,

and other cultural factors influence demand patterns in the

different regions and therefore affect how a company

operates in each region. The education and income level of

users affects the brand perception of the computer

manufacturer

Technological Factor:

Technological advances over the past decade, such as

increased processing power with reduced power

consumption and reduced cost, or the standardization of

Windows and Intel in laptops, are one of the main reasons

for the increase in market share of the laptop segment

compared to the overall PC industry.


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4.SWOT ANALYSISStrengths

High speed.New technology used like long battery life.Reasonable priceWell skilled staff, engineers,etc.After sale service

Weakness No market share. Few products Lack of AwarenessChanging market demand

Opportunity:

Increasing demand amongst youth .Technological advancement and integrationAdvantage of mobility.Competitive priceLaunch of many other products

Threats:

Competitions from rivalries productsChanging Consumers expectationsChanging market conditions


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5.

Segmentation, Targeting,Differentiation and Positioning

Segmentation:

Segmentation means dividing the market into different group of similar

preference

GeographicalDemographicPsycographicBehavioural

Segmentation ofSPEEDO S18SPEEDO S18 can be segmentated as follows:

Geographical Conditions:1.Region: - Country and states2.Size of metropolitan areas: - Medium and small.3.Population density: - Suburban and rural4.Climate: - all season


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Demographic:-1.Mostly focus on young businessman.2.Focus on Middle and high income class people.

Psychographic:I would like to give free accessories like 2GB pen drive,

etc free of cost to attract customers.

Behavioural Segmentation:-1.Brand loyality2.Readiness to buy.3.Potential of user4.First time buyer

TargetingTargeting is basically derived from segmentation. It selects the

segment that is most profitable, useful and beneficial to market

Target market for SPEEDO S18:-

As SPEEDO S18 is based on current competitors, I would like to

target Selective specialization where customer can select

product according to specialization.


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Positioning

It is the act of designing the company offerings and identity that

will create a planned image so that they will occupy meaningful

and distinct competitive position in the target customers mind.

Simple clear statement of why target market should buy the

product.

Positioning ofSPEEDO S18:-

Price : Rs. 28,499/- only

Benefit : customer satisfaction

Target customer: youth and middle class families

DifferentiationIt is an act of designing a set of meaningful difference to

distinguish the companys offering from competitors offering.

SPEEDO S18 can be differentiated in the following ways:

SpeedDesignDurabilityReliabilityReparabilityPriceStyle


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6.

Marketing mix

Marketing mix includes 4ps, i.e., product, price, place and

promotion.

In case ofSPEEDO S18, marketing mix consists of following:-

Product = function of laptop, quality, safety to customer, warranty

and after sales services

Price = volume discounts, bundling

Place = distribution channels

Promotion = large TV advertisements, newspapers, and Internet


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7.

Product Life Cycle (PLC)

As laptop industry is in Maturity stage, SPEEDO S18 comes under the

introduction stage.


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8.

Distribution channels

Distribution channel refers to the distribution of a good

from one business to another.

ForSPEEDO S18 laptop, I would adopt level 2

distribution channel, i.e,

MANUFAC-

TURER

WHOLE-

SELLER

RETAILER CONSUMER


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Advertisements

SPEEDO S18

TAG LINE:

Connect to Speedo.

It Does More. It Costs Less. It's that Simple.

For the next generation of big businesses.


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Conclusion

From this report, I would like to conclude that marketingis an important tool for the success of the product. So,

before launching your product you should make a deep

knowledge of marketing strategies.

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