preliminary marketing report
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Preliminary Marketing ReportADRIAN TAN DAI SHENQ 4300998
Overview• Introduction
• Analyzing Marketing Opportunities
• Selecting Target Market(s)
• Designing Marketing Strategies
• Conclusion
Introduction• Analysis the smartphone market
• In Malaysia
• Comprehend the customer needs and wants
• Create value & build the profitable relationship
Analyzing Marketing Opportunities• Smartphone & Operating system
competitors• Apple iPhone5, Samsung Galaxy S4, HTC One
• Android, iOS
• Macro environmental forces• Demographic, economic, technological &
political
AGE 20 – 29 years old
Economic RM1000 – RM3000
Phone users 12% to 26%
RM 200 debate
Analyzing Marketing Opportunities• Consumer Behaviors• Psychological factors, personal factors & social
factors
• Further marketing research• Improvement
• Fit into the trend
• Brand equity research, customer satisfaction research, positioning research
Selecting Target Market
Segmentation bases
Profile of segments
Target market choice
Geographical segmentation Demographic
segmentation
Psychological segmentation Behavioural
segmentation
Selecting Target Market• University students or employed adults
• 18 – 29 years old
• Urban area
√ Accessibility
√ Actionability
√ Measurability
√ Substantiality
Selecting Target Market
Unique Selling Proposition (USP): Highest quality phone in market
Proposed Marketing Objective
• Design the highest quality and affordable phone to everyone
Designing Marketing Strategies• Products• High Quality & Limited Edition strategy
• Pricing• Cost-based pricing
• High value strategy Premium pricing strategy
• RM 1,799 (normal) RM 2,499 (limited edition)
Designing Marketing Strategies• Promotion• Advertisement & Public Relations
• Pull strategy
• Placement• Conventional marketing system
Manufacture Wholesaler Retailer Consumer
Conclusion• High demand
• Good environmental forces
• Adults 18-29 years old
• A series of strategies based on 4Ps
知 己 知 彼, 百 战 百 胜Know yourself, know your enemy; hundred battles, hundred won.
Sun Zi Art of War
Thank you and Q&A section