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competitive advantage of the first company to introduce the expandable USB flash
drive and Bluetooth USB flash drive to the Indian market with various product mix
combinations Best Quality Control,
SITUATIONAL ANALYSIS:
INDUSTRY ANALYSIS: One industry that defied the slowdown and went on to grow
at a pace of over 50%is the ever burgeoning market of storage peripherals. It includes
devices such as flash/pen drives, flash memory cards and sticks, external hard disks,
MP3/MP4 players, and digital cameras. Important changeover that took place with
the introduction of duty structure is the gradual decline of gray market that until
previous fiscal, formed a large chunk of the market.
MACRO ENVIRONMENT: As pen drives come under the consumer electronics
industry, which is one of the largest segments in the electronics industry in India.
With a market size of $4.7 billion in 2008 catering to a population of more than one
billion people and significantly a low penetration of CE products. The consumer
electronics industry in India promises huge potential in the years to come. The
double digit compound annual growth over the next five years will be aided by
various factors such as growing household incomes, local manufacturing and
expanding distribution networks.
COMPETITION:
The main competitors are Transcend, SanDisk, Kingston and I Ball are the major
players who have occupied the Indian market with their offerings, but since we found
out that Kingston and Transcend are occupying the strong positions in the market
perception level about product, price and quality, and offerings, the major successful
factor which driven them to this level is creation of demand for the product. Kingston
and Transcend carries the advantage of product innovations in the Flash Drive
market, by launching innovative and stylish product ranges, attractive channel and
end user schemes, and marketing activities as well as defining new market segments,
which lead them to success in the Indian competitive market.
Products
1GB-64GB
1GB-16GB
Price
Less Expensive
Costly
Warranty
2 Y ears
5 Y ears
Mostly P referable B
y Students
Professionals
Certification To Co.
ISO 9001 ISO 14001: 2004
ISO 9001
Availability
Easily Available
In S elected S hops
OPPORTUNITIES
1. Competitors market
2. Advancing technology
3. Market expansion
THREATS
1. Competitors
2. New players
OBJECTIVE: objectives set out what we are trying to achieve, and our marketing
objectives can be defined at two different levels:
Corporate Level
Customer Loyalty
Profit
Growth
Market leadership
Commitment to dealers, retailers, and employees
Functional level
Attractive profitability
Stable, Growing Market
FINANCIAL OBJECTIVES
Financial Objectives that helps the company to make its products set even more
technological advanced at all market places, for organization the ultimate goal of the
marketing plan is the effect it will have on the bottom lin. Measures reflect income
statement items and common ratios.
MARKETING MIX
1) Product / Service Benefits: Product Management communicates the market
opportunity to the executive team with business rationale for pursuing the
opportunity including financial forecasts and risk assessment.
Product width: We offer 3 categories of our product i.e. luxury, popular and low end
to the consumers.
A) Low end : Low end segment of USB flash drives/pen drives refers to those pen
drives which are priced below Rs 300. It will be of low price and basic features,
medium size, easy to hold.
B)Popular : Populer segment of pen drives refers to those pen drives which has some
special features like Bluetooth and Expandable memory.
C) Luxury: Luxury segment refers to those pen drives which has some special
features
like LCD displays, MP3 player and Camera.
Product differentiation : As our peer competitors are providing just simple products
from the range of 2 GB to 64GB, we would carry the competitive advantage of
introducing Pen Drives with
features like MP3 player, expandable memory, camera, LCD display and simple.
2)Price: When marketers talk about what they do as part of their responsibilities for
marketing products, the tasks associated with setting price are often not at the top of
the list.
3)Distribution : To reach end users, businesses need a well knitted network. The
network includes Manufacturers, Dealers, Distributors and Retailers that are in
business lingo named as "Channel Partners."
4)PROMOTIONAL : Promotional methods it is about stimulating customers to buy a
product. It is not designed to be informative - a role which advertising is much better
suited to.
Price Promotions :Price promotions are also commonly known as" price discounting"
These offer either (1) a discount to the normal selling price of a product, or (2) more
of the product at the normal price. We would bring "Introductory Offer" which a
consumer get pen drive at affordable price and quality than its competitors, and
other price promotion method we adopt, having tie ups with Consumers electronic
manufacturers such as Videocon, Onida, Computer and Laptop manufacturers too,
where consumers would get special discounts when purchasing our products along
with any of these manufacturers products.
ADVERTISING: The consumer market has become highly competitive with a new
brand being born almost every day.
1) Print Advertising - Newspapers, Magazines, Brochures
2) Outdoor Advertising - Billboards, Kiosks, Tradeshows and Events
By Durgaram Chaudhari,
12BSP1866 - Section - C.
IBS , MUMBAI.