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PTCL 3G EVO Tab - Marketing Plan
PTCL 3G EVO Tab - Marketing Plan
Muhammad Iqrash Awan (Group Leader) Talha Abdul Rauf Zammad Ahmad Madiha Khan Rabia Sajjad Shazia Nawaz
Group Members
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Content
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Conclusion
Context
Introduction
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PTCL released first 3G Tablet PC The tablet did not catch much A need to go back to the drawing board To develop an improved marketing plan based on the lessons learnt from previous plan
Objective
Section I
External Environment
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Market Analysis
Current size of the tablet PC market in Pakistan is US $1.9 billion Expected to grow at a rate of 10.7% Global tablet PC market is expected to grow at 35% Broadband subscription in Pakistan grew by 48% during year 2011-12
Category Analysis
Opportunities
Tablet PC market in growth stage in Pakistan Growing internet and technology adoption
Market is highly saturated Ultrabooks and Phablets might wipe out the need for tablet PCs Threats
Economic Environment
Growth of Pakistans economy picked up slightly in the year 2012 (3.7% from 3.0%) Private consumption grew at 11.6% Investment during the year 2012 declined from 13.1% to 12.5%.
Category Analysis
Opportunities
Average Consumer willing to make more purchases Barriers to entry for Competitors
Decreased disposable income of individual buyer. Pakistan might remain an unattractive market. Threats
Socio-cultural Environment
Diverse culture and a multifaceted social class structure. Consumer behavior differs markedly across income and social class segments.
Category Analysis
Opportunities
Growing middle class market segment. Greater profit margins in diverse environment.
Technological Environment
Consumer electronic goods market is vastly growing, technology driven, and highly competitive. A company must constantly innovate if it is to survive in the longer run. Tablet PC market taken to a whole new level.
Category Analysis
Opportunities
Fairly attractive tablet PC market. Customized products for niche market segments.
Threats
Category Analysis
Category Attractiveness
Tablet PC market seems attractive in terms of opportunity and growth potential Innovation driven companies can stand out of the noise Caution: High consumer expectations means
Constant innovation Small product development cycles
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Competitor Analysis
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Saturation of Tablet PC market means more competition and more competitors Competitor are selected on the basis of
Similar offerings Similar price band Xpod Tornado TouchMate UTab 785 Intex Avatar 2 Ainol Novo 10 Hero II
Xpod Tornado
Major Features
Price: PKR 19,800 Dual Core 1.5GHz, 1 GB RAM, 8 GB Storage Camera: Front 2.0 M, Back 2.0M 1 year Warranty
Competitor Analysis
Strengths
Average display quality Average camera Bad battery timing Badly positioned
Weaknesses
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Competitor Analysis
Strengths
Poor Camera Quality Bad battery timing Small Internal Storage Weaknesses
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Intex Avatar 2
Major Features
Strengths Price: PKR 12,900 1.6GHz Cortex A9 Dual-core CPU Quad-core GPU, 1GB DDR3 RAM 4GB Storage Camera: Front 2M, back 2M
Competitor Analysis
Weaknesses
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Competitor Analysis
Strengths
Poor Camera Quality No Warranty No accessories provided with the product Weaknesses
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Section II
Internal Environment
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Company Analysis
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Competitive Advantage
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Marketing Mix
Promotion
Placement Price
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Other Products
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Broadband
DSL Wireline EVO 3G Wireless Broadband Landline Vfone
Voice
Section III
Proposed Strategies
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Customer Segmentation
Segmentation based on
Income Age Simmons Technology Adoption Segmentation System
Wizards Journeymen Apprentices Novices
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Customer Segmentation
Middle income group Age group 19 to 29, 30 to 50 Journeymen: Technology is part of their life, yet its not a priority Apprentices: Experimenting with technology
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Financial
Achieve a first year turnover of at least 200,000 tablets. Achieve a gross profit margin of about 17 percent in second year of operations. Double brand awareness within the targeted and potential segments in two years. Increase re-subscription of the built-in internet connection by 35% in next two years. Release a new tablet in the next 2 years tailored to the changing consumer demands. Build in-house tablet PC manufacturing capability in the next 3 years.
Objectives
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Marketing
Production
Production
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The production of the EVO Tablet will be outsourced to Qualcomm In-house development seems risky
Lack of expertise and experience No justification yet, for capital investment
Marketing Mix
Product
Pricing
Placement
Promotion
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Product Design
Consumer preferences were determined through an online survey.
Priority 1 2 3 4 5 6 7 8 9 Feature Battery timing Display quality Built-in internet connection Product warranty Larger storage capacity Camera quality After sales services Large Screen Size Color choice Score 6.6 6.4 6.2 6.0 6.0 5.9 5.8 5.4 5.2
Product
Unique Selling Points
Built-in 3G internet connection Personal Wi-Fi hotspot After sale service and support Long battery timings Good display quality Larger Storage Multiple Color Choices
Other Benefits
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Product Specification
Size: 8 inch Dual Core 1.5GHz, 1 GB RAM, 4 GB Internal Storage Camera: 2 Megapixel front, 5 Megapixel rear auto-focus OS: Android 4.2 JellyBean EVO 3G wireless broadband Battery: Li-Ion, 5000mAH, 3.7V
24 hours Music Playback Up to 10 hours Video Playback Up to 150 hours Standby Time
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Pricing Objective: To maintain a competitive price in the market, cover all costs, and make a margin. Competitor based pricing methodology Average price of all competitor products: PKR 16,000 Price: PKR 18,000
Distributors
Muller & Phipps
Advertising
Television Out-of-home Magazines Newspapers Radio Internet Event Sponsorship Press Releases/Premieres
Public Relations
Sales Promotion
Television
30 seconds TV ad
Youth-oriented TV channels: Aag, The Musik, Oxygen Sport TV channels: Geo Super, Ten Sports, PTV Sports
Development of TVC will be outsourced to Orient Advertising Agency Percentage Budget Allocation (annual): 35%, PKR 175,000,000 Bill boards, Posters, etc. Percentage Budget Allocation (annual): 3%, PKR 15,000,000
Out-of-home
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Magazines
Regular reading magazine of our customer
Examples: as Spider, TechnoBiz, Aurora etc.
Percentage Budget Allocation (annual): 4%, PKR 20,000,000 Printed newspaper ads Percentage Budget Allocation (annual): 10%, PKR 50,000,000
Newspapers
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Radio
Broadcasting of promotional offers Popular youth oriented programs Percentage Budget Allocation (annual): 3%, PKR 15,000,000 Facebook advertisement Google AdSense Percentage Budget Allocation (annual): 15%, PKR 75,000,000
Internet
Public Relations
Event Sponsorships
Events relevant to the target market University Olympiads, business competitions, etc. Create Awareness
Press Releases
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Sales Promotion
3, 6, and 12 month internet plans Contest Sponsorship
Event sponsorship and giving away 3G EVO Tabs as prize Eid, Ramadan, and New year etc.
Special Occasion Discount Percentage Budget Allocation (annual): 25%, PKR 125,000,000
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Conclusion
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Thank you for you time questions and queries are welcomed
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