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PROJECT PRINCIPLES OF
MARKETING
Presented to :- Sir. Zafar Ullah Saqidui
PRODUCT: ASUS NEXUS 7 2ND GEN
WE ARE TECHBOTS Project MembersI. Adeel Iftikhar.II. Rahul Rai.III. Zartasha Asif.IV. Mahad Rizvi.V. Sadia Nisar.VI. Qurat ul Ain Khan.VII. Qasim Ali Khan
AGENDA OF TODAY’S PRESENTATION About Product & its
specifications. Marketing Mix.
Positioning of the product.
Competitor Analysis. SWOT analysis. Product Expansion Grid. Segmentation. Positioning Map. Its Pricing.
Product Line Pricing. Product placement. Coalition with other
companies. Characteristics
affecting consumer behaviour.
Competitive strategies.
Competitive positions.
CLOSE LOOK
PRODUCT FEATURES Google Nexus 7 2nd generation
Operating system 4.3
Rear Camera 5 MP , front camera 1.2
Different versions
Wireless charging and HDMI port
MARKETING MIX These are the tools. Which the Marketer’s
use to satisfy their customers. Through delivering a particular market
offering. These include:-
1) Product.2) Price.3) Placement.4) Promotion.
PRODUCT
2 GB Ram with quad core 1.5 GHz processor. 7 inch tablet
Thickness 8.7mm Thin ,comfortable and longer lasting More features
PROMOTION Nexus 7 2 is promoted via TV ads. E-mail in boxing as google has a wide
network of mails. Ads on websites. Magazine ads. To reach its customers as much as
possible so that company can generate revenue from sales.
PROMOTION Advertisement
Facebook, Twitter and other social sites User choice colors
Placement
Different offers
PLACEMENT
o As tabs are popular in 10-35 age group
o We placed it in IT markets
o Advertised it in places visited by our targeted age group
o As it will be a big brand we sold it only in our frenchise
PRICE • Price kept low as compared to other tabs
• Specs much inferior than price
• Market Penetration Strategy:
• Lot more in Lot less
• Latest features as in expensive tabs
QASIM ALI KHAN
PRODUCT PLACEMENT
It is available in :-International marketsDistributers world wideOnline storesRetailers
SERVICES PROVIDED BY GOOGLE
Home delivery
In future – 10 inch tablet
Allotting membership cards Keyboard stand case
Sim Card
POSITIONING OF PRODUCT The way the product is defined by
consumers on important attributes.
Price
Quality
Service
The place the product stands in consumer minds relative to other products.
Availability of Product
Brand Personality -> excitement
Feel difference between their product and competitor’s product
COMPETITOR ANALYSIS Strengths and weaknesses of the competitors Competitors -> current +
potentiale.g Samsung Company decreases price, competitors do same with additional features.
Selling of product at particular place More specifications, in less price than competitors Vast range of competitors Better service – home delivery
CUSTOMER PERCEIVED VALUE
Google placed its high end Tab. In the eyes of the customers as the best tab. Regarding the price to specifications ratio. Company had tried to make its customers delight
by giving affordability as well as features. Which have given the company an edge over it
competitors.1. Amazon Kindle.2. Apple Ipad.3. Samsung Galaxy Tabs.4. Windows Tabs.5. Sony Xperia Tab.
ABOUT THIS NEXUS 7 2 IN BCG MATRIX
When this product was launched it was a question mark for Google.
This product has gain its value in the eyes of those customers.
Who want affordability as well as a high end gadget.
This product is now in the age of converting itself into Star.
Not Yet but it will be According to Google
RAHUL RAI
SWOT ANALYSIS
STRENGTHS
Low price / affordable to students 7inch tablet / portability /can be fitted in pocket Some features that makes it unique 1200 x 1920 pixels & 323 ppi 2gb RAM 5MP rear cam Can play almost every game Wireless charging Nexus tag line (google software)
WEAKNESSES
low sales of the product Limited availability Non expandable memory (unlike Samsung
tab) Small screen size awkwardly positioned speakers Look of the speakers might be not comforting
to many users Asus can still do better and come up with
more good products
OPPORTUNITIES
ASUS might become biggest tablet manufacturer
Different screen size Different colors Can introduce tablet specifically for women Expandable memory Can give option to customers to optimize
their tablets like nexus 5 Can give another product as an incentive
THREATS
ASUS new in tablet market Apple, Samsung, and Amazon Just have 2 tablets Is Non Expandable memory a threat to nexus
7? Small screen size Rather working with google they should have
their own android powered tablet
PRODUCT EXPANSION GRID
MARKET PENETRATION
Asus is Taiwanese company. Their products Their market shares increases rapidly after
ultrabooks and tablets Nexus 7 1st gen in 2012 One of the best selling tab of 2012
MARKET DEVELOPMENT
ASUS built by comp engineering who used to work for Acer
Gained popularity in few years Became 5th largest computer vendor in 2012 In the short span of time managed to open
many stores Now competing with top selling laptop
brands (Hp, Dell, Lenovo)
PRODUCT DEVELOPMENT
Nexus 7 in 2012 Nexus 7 2nd gen in 2013 High specs with low price as compared to
many other tablets Google helped to increase the sales of Nexus
7 due to their advertisement campaigns
DIVERSIFICATION
Transformer pads in 2012 Comes with portable keyboard Tablet + laptop Nexus 7 in 2012 Opened stores in different regions around the
globe Asus Zenbook, slimmest ultrabook
QURAT UL AIN
KHAN
SEGMENTATION:
Our market segments are:
DEMOGRAPHICALLY SEGMENTED:
Age: Goggle Nexus 7 is designed to target young educated people that lies within 10-35 range.
GEOGRAPHICALLY SEGMENTED
Style and design may vary place to place, but Nexus 7 fulfills all the requirement that our customers needs
PRODUCT AVAILABILITY: NEXUS 7 will be initially available in the capital (Islamabad) of Pakistan well educated mall, shopping center and stores Later on, we will also target other big cities of Pakistan
PSYCHO-GRAPHICALLY SEGMENTED:
inspired by the colleagues, family members and friends
People like products that suits their social class, personality and life style
catch the attraction in any individual with its extraordinary attributes
BEHAVIOR SEGMENTED: experience its specialty and uniqueness as
our objective is to satisfy and value consumer
POSITIONING MAP:
CONT.. Positioning map compare two attributes of a
particular product with its competitors. Price is ranged from 1-5 meaning Poor to
Excellent. Also with Quality & Performance. Price as Variable1. Quality & Performance as Variable2.
CONT.. In case of Nexus 7 2. It has rating of 4.5 on Price. & also 4.5 on Quality & performance. Which means that customers are satisfied
with this product. As they compare the Price to Quality &
Performance Ratio. Which is 1.
POSITIONING STATEMENT:
“To modern mobile, laptops, IPod and cloud
users who want to be up-to-date, Nexus 7 tablet
is a solution that gives you an better, reliable,
easier and efficient way to stay connected to
your cloud data, friends, collogues and resources
anywhere you like to move”
PRICING REGARDING SPECIFICATION
Affordable Yet brilliant With HD screen & Quad core processor & Andreno GPU And much much more With Price 30000 PKR
PRODUCT LINE PRCING
Its prices are varied also by the memory sizeswhich are as follows:- 16 GB 30K PKR 32 GB 35K PKR
CONT.. Product line pricing helps the company to
reach customers of different. Like in case of Nexus 7 2 they have targeted. Teacher , Business Associates with 32 GB
model. & also have targeted Students , Interns with
the 16 GB model with an inflated price. This type of strategy is Vital for Companies
which are trying to generate from one product.
SEGMENTATION & CUSTOMER’S
EQUITY Google has targeted their customers. Which are basically Middle class to Elite
class. These perceive google products as high end
products. Which creates customers loyalty & equity. To the Brand. They have targeted these customers to
maintain their loyalty. Increase their profits.
4 C’S OF MARKETING MIX
CONT… These tools work together as 4 P’s. The only difference is their perspective view. Both focus on customer but in different
context.
1. 4 P’s are Product oriented.2. But 4 C’s are Customer Oriented.
ZARTASHA ASIF
JOINT VENTURE WITH OTHER COMPANIES
It is launching with many other companies AT&T VERIZON T-MOBILE
COMPARISON B/W APPLE IPAD & GOOGLE NEXUS 7 2
IOS. Have Icloud
accessibility. Target the special
class of people. Creates its own
brand experience.
Android. Have Gmail
accessibility. Target every class of
people. Creates a brand
experience for everyone.
Apple Ipad Nexus 7 2
GOOGLE NEXUS 7 2 VS APPLE IPAD
Nexus 7 2 Apple Ipad
BCG OF GOOGLE
STAR These product generate most of the Google
Revenue. As they have high market share. & also high growth rate. It include Android OS, Youtube . Which is provided by Google to every other
companies like HTC , Samsung , Sony etc. These SBUs support other SBUs to survive.
QUESTION MARK These products are the latest innovation. That’s the reason they have low market
growth rate. Initially they survive through SBUs like Stars ,
Cash Cows. But if they survive this. They can be great
asset to company. It include Google Glass.
CASH COW These product have low market growth rate. But have high market share. These product are at the age of maturity in
their life cycle. Which include Google Search Engine. Which is used worldwide for search of
anything in the world.
DOG These SBUs are completing their product life
cycle. The company can sell these SBUs. These are not helping the company to
generate revenue, Rather they are fighting for their survival. It include Google Wave. Which is the old internet explorer of Google. Which is substituted by Google Chrome.
BCG CONT…
CONT..
SADIA NISAR
CHARACTERISTICS AFFECTING CONSUMERS BEHAVIOR:
• Culture
• Social Factor
• Economical Factor
CULTURE• As our product is a Gadget
• Do Gadgets are much Influenced by Culture?
• Yes or No!
• Depends on Society
• Apps are interactive and interested
• Revolutionize their lives
• Halt
SOCIAL FACTOR• Status symbol
• Nexus7 in their hands
• Class and Cool
• Psychological factor
• Premium Apps
ECONOMICAL FACTOR• We deal much better
• Best experience
• Best Output
COMPETITIVE STRATEGIES
Stages of approaches to marketing strategy include:
Entrepreneurial marketing Formulated marketing Intreprenurial marketing
Approaches to Marketing Strategy
Entrepreneurial marketing involves visualizing an opportunity and constructing and implementing flexible strategies
Formulated marketing involves developing formal marketing strategies and following them closely
Intrepreneurial marketing involves the attempt to reestablish an internal entrepreneurial spirit and refresh marketing strategies and approaches
Approaches to Marketing Strategy
Michael Porter’s four basic competitive positioning strategies
Basic Competitive Strategies
Overall cost leadership
Differentiation
Focus Middle of the road
Overall cost leadership strategy is when a company achieves the lowest production and distribution costs and allows it to lower its prices and gain market share
Basic Competitive Strategies
Differentiation strategy is when a company concentrates on creating a highly differentiated product line and marketing program so it comes across as an industry class leader
Focus strategy is when a company focuses its effort on serving few market segments well rather than going after the whole market
Basic Competitive Strategies
Porter believed that a company that pursued a clear strategy would achieve superior performance and that companies without a clear strategy would not succeed
Porter considered no clear strategy to be “middle of the road”
Basic Competitive Strategies
SYED MOHAMMAD MAHAD RIZVI
Michael Treacy and Fred Wiersema suggest companies can gain leadership positions by delivering superior value to their customers in three strategies or “value disciplines:”
Operational excellence Customer intimacy Product leadership
Basic Competitive Strategies
Operational excellence refers to a company providing value by leading its industry in price and convenience by reducing costs and creating a lean and efficient value delivery system
Basic Competitive Strategies
Customer intimacy refers to a
company providing superior value by segmenting markets and tailoring products or services to match the needs of the targeted customers
Basic Competitive Strategies
Product leadership refers to a
company providing superior value by offering a continuous stream of leading-edge products or services. Product leaders are open to new ideas and solutions and bring them quickly to the market.
Basic Competitive Strategies
Market leader
strategies
Market challenger strategies
Market follower
strategies
Market nicher
strategies
Competitive Positions
Market leader is the firm with the largest market share and leads the market price changes, product innovations, distribution coverage, and promotion spending
Market challengers are firms fighting to increase market share
Market followers are firms that want to hold onto their market share
Market nichers are firms that serve small market segments not being pursued by other firms
Competitive Positions
Expand total demand Protect their current market Expand market share
Market Leader Strategies
Expand total demand by developing: New users New uses More usage of its products
Market Leader StrategiesExpanding Total Demand
COMPETITIVE STRATEGIES
Protect current market by: Fixing or preventing weaknesses that provide
opportunities to competitors Maintain consistent prices that provide value Keep strong customer relationships Continuous innovation
Market Leader StrategiesProtecting Market Share
COMPETITIVE STRATEGIES
Expand market share by: Increasing profitability with increasing market
share in served markets Producing high-quality products Creating good service experiences Building close relationships
Market Leader StrategiesExpanding Market Share
COMPETITIVE STRATEGIES
Challenge the leader with an aggressive bid for more market share
Play along with competitors and not rock the boat
Market Challenger Strategies
Second mover advantage occurs when
a market follower observes what has made the leader successful and improves on it
Challenges firms its own size or smaller
Market Follower Strategies
Ideal market niche is big enough to be profitable with high growth potential and has little interest from competitors
Key to market niching is specialization Market Customer Product Marketing mix
Market Nicher Strategies