marketing a new product - digital photo frame
TRANSCRIPT
Digital Photo Frame
Marketing
Done By : Kahkahshan Sadiq
Rufaida AKWardah AK
Introduction
• Product – Digital Photo frame
• Name – S-Frame Wi-Fi series
• Manufacturer – Sony
IntroductionGrowth Maturity Decline
Features
• Remote control capability
• Wi-Fi connectivity
• Auto Orientation Sensor (AOS)
• Multiple direct card slots/USB slot
• Internal Memory(1GB) and External Memory(2GB)
• Weather forecast
• Wall Mount or Stand
Unique Features
• 4 GB memory
• 12 inch digital photo frame
• Picture format compatibility
• Easy picture search functions
• Internal battery
• Save energy –turns off when the sensor doesn’t detects light
Segmentation
Our aim is to attract customers from
•Geographic – Middle East
•Demographic – People aged between 20 to 40
•Psychographic – Middle and elite class
•Behavioural – Gifts, home décor
Targeting
Plan is to use undifferentiated marketing strategy
•For both male and female
•Geographic
•Purchasing behaviour
Positioning
• High quality
• More attractive
• Good value and moderate price
Marketing Mix
• Price - Dhs599
• Promotion- digital/print advertisements, bill boards, special offers, free gifts, brand ambassador celebrities
• Place - Company outlet, Online stores and Selected distributors
SWOT Analysis
Strengths•Brand name•On-line stores•Green initiative
Weakness•Lack of awareness•High pricing
Opportunity•Campaign using celebrities•Special offers•Innovations
Threats•Growing competition•Economic situation
Strategies
• Social media – Facebook, Twitter, Google+, etc.
• Outbound marketing – Online campaign and Email campaign
• Free give away with other purchase
Thank You !!!