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Nepal
1- Executive Summary 2- Environmental Analysis 3- Strength & Weaknesses 4-Opportunities & Threats
Prepared by:
5- Marketing Objectives
6- Marketing Strategies 7- Implementation 8- Budget 9- Control
Our vision is to become THE communication entertainment brand inspiring you for more than 1- Executive Summary communication tool.
2- Environmental Analysis
Our Vision
Our Mission
Penetrating Nepal with Fashionable & Trendy 5- Marketing Objectivesmobiles among Youth using Sony influence inside Nepal.
6- Marketing Strategies 7- Implementation 8- Budget 9- Control
Shifting the mobile trend from being a luxury to being a necessity Contributing in introducing new communication technologies to the Nepalese market
Business Environment
economy.
3- Strength & Weaknesses
Nepal has privatized many public enterprises 4-Opportunities & Threats might be favorable to business community. that
5- Marketing Objectives
Nepal has membership of WTO that has provided some opportunities to the Nepalese 6- Marketing Strategies businessmen.
7- Implementation 8- Budget 9- Control
All of the above are prime issues related to the global business environment that affects Nepalese business community.
2- Environmental Analysis
Legal system is based on Hindu legal concepts and English common law; has not accepted compulsory ICJ jurisdiction
2- Environmental Analysis
Nepalese commercial banking lending interest rate as one of the challenge in Nepalese economic business environment.
Nepal is an agriculture country. About 80 present of its population is engaged in agriculture. So, the Nepalese economic system has depended on agriculture.
2- Environmental Analysis
2- Environmental Analysis
Strengths
telecommunication business and SONY that is known for its power in entertainment 3- Strength & Weaknesses
4-Opportunities & Threats
Weaknesses
Lack in understanding Customer Preferences: the market is new and hard to predict Less technology advancement: comparing to competitors SONY Ericsson has the lower hand
Lack of user centered designs: Nepalese consumer is a challenge because their preferences are not yet clear
Modest brand awareness globally: the merged brand SONY Ericsson is not well established in that part of the world
Opportunities
Mostly young market: because young adults tend to be up to date with the technology
The Nepalese market is growing and cell phones are 4-Opportunities & Threats going to be a necessity
5- Marketing Objectives 6- Marketing Strategies The cell phone trend is going to take off within the 7- Implementation
next couple of years throughout Nepal The new generation is affected by the western 8- Budget culture
9- Control
Threats
Intense competition.
1- Objectives
1- Executive Summary there is such a huge market that needs the Since
supply of phones as long as you have a good brand 2- Environmental Analysis image.
3- Strength & Weaknesses will set their objectives as follows: 1. We
2. Setting initial goal of 70 thousand phones. 4-Opportunities & Threats 3. Having at least 10-12% of market share for the first year. 4. Gradually improve to be No.1 in days to come.
5- Marketing Objectives 6- Marketing Strategies doing sales. Leading to Growth in Grow by 7- Implementation 8- Budget 9- Control
Revenues!!!
5- Marketing Objectives
2- Target Market
The young consumer market can be a potential target market for Sony Ericsson mobile phones in Nepal Due to : young adults in Nepalese community have the desire to be up to date with technology.
young adults are likely to spend more money on technological items and devices. Nepal will be advertising cheaper cell phones throughout the country so that more young people can afford them based on their income. There has been a marked increase in income per capita, which allows most people to spend more money on luxury items such as mobile phones
5- Marketing Objectives
2- Target Market
Estimates mobile users in Nepal are approximately 3-4 million.
Out of the total number of mobile users, 7% use Sony Ericsson mobile phones.
Gender : The target market comprises of both male and female individuals. (aged between 15 to 50 years). Lifestyle: The target customers are working executives and college youths. Geographical Profile :in both the urban and rural areas where there is mobile connectivity.
Promotion Strategy
Price Strategy
Strategy
1- Product Strategies
Penetration Technique
SonyEricsson should be differentiated according to pricing and product features. With heavy competition cutting down on the profits, SonyEricsson should look into new markets using the penetration pricing technique and create a new market segment, like what Nokia did in India with their Nokia 1130 mobile which was a dust proof phone with a torch.
1- Product Strategies
Product Differentiation
It could be done on the basis of the respective sub-segment; if it focuses on music player then it should be placed in a separate category from the handset which has camera as its specialty.
1- Product Strategies
Service representatives handling repairs may extend the option of loaning temporary units at a nominal charge until the user's phone has been completely repaired.
They will also provide assistance to clients who need to retrieve data or contact numbers from damaged units.
1- Product Strategies
For instance, a customer will be entitled to a certain number of credits which may be used in purchasing a Sony Ericsson mobile phone when he purchases a television
1- Promotion Strategies
1-Advertising
The aim of advertising strategy: is to increase the brand-awareness and brand-recall, while Sony Ericsson has been able to establish its name in the mobile phone market; it has not successfully implanted its image in customers' minds as the first mobile phone of their choices. The high priority of advertising strategy is to be able to communicate Sony Ericsson's stance on giving its customers the ultimate mobile phones equipped with functionality suitable for the professionals and state of the art technology. When marketing goes to the rural area we have to realize that they do not have various methods of communication such as internet and television. To market to the rural area markets we will place add in popular newspapers and magazines as well as send out mobile vans to market our product. Lastly we will participate in trade fairs and flea markets which are immensely popular in the rural area.
1- Promotion Strategies
2-Executive Series
"professional edge" should be rooted in the heart of advertising campaign. The message to be delivered through advertising and promotion strategies is: "Be yourself! Be a Pro! This is to take into account that Sony Ericssons primary target segment is young professionals in the age group of 25 to 40 years who have been able to prove themselves in their fields of work. They know who they are and they are pleased with what they have achieved in their life so far. Their "center of gravity" lies in how they feel and how they look ,They are confident, sure of themselves and know what they want to look for in life. They accept themselves and are keenly interested in the "Pro world" but not transform into someone else rather than themselves. Our target is more mature, more pleased with himself/herself. That's not to say that s/he's perfect.
1- Promotion Strategies
2-Executive Series cont. The advertisement of the above should be featured on television between news or/and informative programs as these are most
watched by this target segment. In addition, it should be printed on magazines such as Himal Magazine, Boss, as well as Nepal which are of high interest to the target segment. Internet advertisement is also highly recommended for this segment. Strategic advertising partnership with the car distributors such as Hyundai, Maruti, Toyota and the like are strongly encouraged so as to build a co-brand awareness and existence for both Sony Ericsson and car manufacturers. The majority of this target segment is existing car owners as well as professionals that will be seeking to own mid to high-end cars once.
1- Promotion Strategies
3-Walkman Series
Sony Ericsson secondary target segment is the urban population in the age group from 15 to 25. People at this age group are seeking to find themselves and their places in the society. Their sense of belonging is of significant importance. They yearn to belong to a certain group and are greatly influenced by their friends/peers. It could be said that this group's behavior is entirely different from that of the primary target segment. Besides the emotional aspect, they are looking for entertainment features in mobile phones such as music, games. As such, there arises the need for a different advertising strategy.
1- Promotion Strategies
Existing Distribution system Sony Ericssons current distribution system consists of one national supplier who acts as exclusive distributor agent to the Nepal. This supplier distributes to: a. 3 distribution centers which are Future tech own store and display ONLY Sony phones. b. Over 150 Authorized dealers which are multibrand stores.
Channels Members: Proposed Distribution System Traditional Distribution Channels Distributor Retailer / Distributor Consumer Maintaining the traditional Channel will allow us to: a) Reselling units to a network of retailers. OR b) Vending to consumers. In order to optimize product exposure in the retail channels, Sony can issue display racks to high-volume retailers, for free.
Sony Ericsson Outlet Stores Sony Ericsson should explore the possibility of establishing company-owned outlets, whose product line consists exclusively of Sony Ericsson mobile phones. Repair provisions, however, will not be limited to units within their prescriptive warranty, provided the customer is willing to shoulder incidental costs.
Factors Affecting Channel Decision: It is recommended that Future tech has a good reputation given by years in trade as well as sales force capabilities in order to maximize market reach while keeping the number of distributors. Those distributors will undergo training for repair of Sony Ericsson products. Dealers should likewise be assessed in terms of store location, reputation. Sony Ericsson outlet stores target the brand loyal segment.
4- Price Strategy
Market Plan 1- Product: steps Two product categories: 1- Fun Mobiles: 1- Executive Summary Attractive colors Multimedia Analysis 2- Environmental & Screen resolution.
3- Strength & Weaknesses
2- Place:
Place will be used as a sign of differentiation & excellence.
So Sony Ericsson mobile phone will be placed in Mega Malls & mobile stores with fashionable design to attract youth attention. 3- Price: Discounts will be tied up with corporations to allow the employees or professionals get the mobile at a lower price than the market. To generate sales volume & create brand awareness. Payment Facilities for Teenage
Good camera. Entertainment package. 2- Professional Mobiles: 4-Opportunities & Threats Supporting Microsoft windows with business applications & 5- Marketing Objectives MS office. Building professional customer service team. 7- Implementation R&D investments.
9- Control 8- Budget 6- Marketing Strategies
7- Implementation
4- Promotion
a) Personal Selling: Special regular training programs on how to be presentable, pleasing, and wellmannered and how to handle the customers efficiently.
b) Advertising: Strategic tie-ups with TV, FM. For example, audience tuning to popular TV programs answering questions correctly can get Sony Ericsson mobile phones as prizes. In turn, KTV will indirectly promote Sony Ericsson brand awareness by mentioning the Sony Ericsson as prize-givers.
c) Public Relations: Participating in trade shows and fairs. This will help in spreading information about the various products to be marketed. Ex1: Flash Mob in malls D.J for playing music. Ex2: Cartoon Shows for kids. In between some ads for products. Ex3: Sponsoring Football & art museum events. Successful trade fairs will provide a perfect opportunity to get in touch with the consumers and get to understand their needs regarding the products.
4- Promotion
d) Sales Promotion : Strategic tie-ups with music stores: customers purchasing CDs, VCDs, DVDs from music stores will get their points added in their. Sony Ericsson Privilege Card Club: This club is not only exclusively for Sony Ericsson mobile phone users but also for users of other Sony Ericsson products. Based on the amount of purchase, there will be 4 tiers of membership: 1) Regular. 2) Silver. 3) Gold. 4) Platinum. In this system, customers may earn loyalty points commensurate to the amount of their purchase. Upon accumulating a certain number of points, their membership will be upgraded to Silver or Gold status, allowing them increasing privileges.
4- Promotion
d) Sales Promotion :
a) Sales Promotion : Sony Ericsson Privilege Cards membership benefits: 1- Redemption of loyalty points will be in the form of discounts among an extensive range of Sony Ericsson Products. 2- Offers for extended warranties and product services depending on level of membership. 3- Replacements can be purchased at a discount, using loyalty points as credit. 4- Special promotions and exclusive discounts will be exclusive to members of Sony Ericsson Privilege Cards.
e) Direct Marketing: Online advertisings in popular sites usually visited by youth. like for example songs & tunes sites to place an ad for Sony Ericson in return for promoting the site by Sony Ericson.
1- Executive Summary
Budget Basic Elements: Market Plan 1- Research & Development for innovative mobile steps sets & software.
2- Corporate image package (i.e., logo, stationery pieces, 2- Environmental Expenses on developing the poor retailers). Analysis
3- Strength & Weaknesses 3- Outsourcing advertising professionals to cooperate with
Sony for designing the advertising campaigns, Sony club membership cards. 4-Opportunities & Threats 4- Salaries 5- Marketing Objectives & incentives for the sales persons
6- Marketing Strategies 5- Professional Call Center to handle any complaints or 7- Implementation 8- Budget 9- Control
queries. and also to send direct messages for customers about offers. 6- Online Marketing expenses such as developing & hosting Sony website. And online alliances.
8- Budget
Budgeting Approach: Activity base costing or The Dollar Approach: More Accurate & safer. Defining the dollar figure is challenging the first time round but becomes much easier once you have records of several years marketing expenditures to work from.
Marketing Expense Budget Jan Advertising Online Marketing Promotions Public Relations Training Corporate image expenses Total $30,000 $10,000 $0 $0 $20,000 2012 Feb $30,000 $15,000 $0 $10,000 $20,000 March $40,000 $20,000 $10,000 $15,000 $20,000 Q1 $100,000 $45,000 $10,000 $25,000 $60,000 Q2 Q3 Q4
$50,000 $110,000
$0 $75,000
$0 $105,000
1- Annual Plan Control 2- Environmental Analysis Include: a) Sales Analysis (comparing the final results with 3- Strength & Weaknessesthe forecasted). b) Market share analysis 4-Opportunities & Threats based on relative & served market share. 5- c) Marketing expense to Marketing Objectives sales analysis . 6- Marketing Strategies
7- Implementation 8- Budget 9- Control
3- Profitability Control
4- Efficiency Control
9- Control
Finally : Personal: Develop Certain standards to evaluate the quality of serving the customer across all outlets.
References
Marketing Management, 13th edition, Philip Kotler. http://www.jpec.org/handouts/jpec32.pdf http://gettingattention.org/articles/195/plann ing-budgets/nonprofit-marketing-budget.html http://www.aafp.org/fpm/2001/1100/p39.ht ml