Marketing plan

BBAML-13-56

SAIF UL RAZA
Successful marketing depends on knowledge about
customers, competitors, goals, marketing trends, customer
needs, product, pricing, promotion and the delivery.

S O N IC

1/5/2016

Contents
1. Executive Summary ............................................................................................................................. 2
1.1 INTRODUCTION ................................................................................................................................. 2
1.2 Mission .......................................................................................................................................... 2
1.3 Vision............................................................................................................................................. 2
1.4 Goals.............................................................................................................................................. 2
2. Product & Services............................................................................................................................... 2
2.1 Product Offerings........................................................................................................................... 2
2.2 Price .............................................................................................................................................. 3
2. 3 Place ............................................................................................................................................. 3
2.3 People ............................................................................................................................................ 3
3. Market Focus....................................................................................................................................... 3
3.1 Market Research ............................................................................................................................ 3
3.2 Strategies ...................................................................................................................................... 4
3.2.1 Objectives ................................................................................................................................ 4
3.3 Market Demand ............................................................................................................................ 4
3.4 Target Markets.............................................................................................................................. 4
4. SWOT Analysis ................................................................................................................................ 5
4.1 Strengths ....................................................................................................................................... 5
4.2 Weaknesses ................................................................................................................................... 5
4.3 Opportunities ................................................................................................................................ 6
Threats................................................................................................................................................ 7
5.

Marketing plan................................................................................................................................ 7
5.1 TV Ads ........................................................................................................................................... 7
5.2 Newspapers ................................................................................................................................... 7
5.3 Documentary................................................................................................................................. 7
5.4 Market Budgets ............................................................................................................................. 7

6. Plan B ................................................................................................................................................ 8
7. Conclusion ....................................................................................... Error! Bookmark not defined.

1. Executive Summary
1.1 INTRODUCTION

Sonic, founded 5years ago by two well-known entrepreneurs with telecommunications experience, is
about to enter the highly competitive smart phone market. Multifunction cell phones are increasingly
popular for both personal and professional use, with more than 320 million smart phones sold
worldwide in 2010. Competition is increasingly intense even as technology evolves, industry
consolidation continues, and pricing pressures squeeze profitability. Palm, a PDA pioneer, is one of
several key players having difficulty adapting to the smart phone challenge. To gain market share in
this dynamic environment, Sonic must carefully target specific segments with valued features and
plan for a next-generation product to keep brand momentum going.
1.2 Mission

Sonic is preparing to launch a major new state-of-the-art multimedia smart phone, the Sonic 1000,in
a mature market for capturing the world.
1.3 Vision

We can effectively compete with many types of smart phones because our product offers a unique
combination of advanced features and functionality at a very competitive value-added price.
1.4 Goals

We are targeting specific segments in the consumer and business markets, taking advantage of the
growing interest in a single powerful but affordable device with extensive communication,
organization, and entertainment benefits.
2. Product & Services
2.1 Product Offerings

We are offering a smart phone The Sonic 1000. Sonic 1000 have following standard features:
Voice recognition for hands-free operation
Full array of apps
Complete organization functions, including linked calendar, address book, synchronization
Digital music/video/television recording, wireless downloading
Wireless Web and e-mail, text messaging, instant messaging
Four-inch high-quality color touch screen This section identifies keycompetitors, describes their
marketpositions, and provides anoverview of their strategies.This section summarizes the mainfeatures of
the companys variousproducts.

Our Further Products

We are offering the following products in collaboration with these given below:

Samsung Galaxy
S - Captivate
Apple iPhone 4

Motorola Droid Pro

Nokia N900
BlackBerry
Storm 2 9550

A4
Appendix

Threats are challenges posed by an unfavorable trend or development that could lead to lower sales and
profits. Opportunities are areas of buyer need or potential interest in which the company might perform
profitably.
Distribution explains each channel for the companys products and mentions new developments and
trends.
Ultra-fast 64-gigabyte drive and expansion slots
Integrated 12 megapixel camera with flash and photo editing/sharing tools
First-year sales revenues are projected to be $200 million, based on sales of 800,000 of the Sonic
1000 model at a wholesale price of $250 each. Our second-year product will be the Sonic All Media 2000, stressing
enhanced multimedia communication, networking, and entertainment functions.
The Sonic All Media 2000 will include Sonic 1000 features plus additional features such as:
Built-in media beaming to share music, video, and television files with other devices
Webcam for instant video capture and uploading to popular video Web sites
Voice-command access to popular social networking Web sites

2.2 Price
We are offering our products discussed above on following price:
$449-$599
$723
$199 16 GB
$299 32 GB
$449$489
$349
$349

2. 3 Place
Our starting point is USA while our business is spread all cover the world. Almost all the parts of the
world we are our best in achieving our goals. We hope for the best in the next coming days.

2.3 People
Sonic most reputed company in the world as it provides better services relating to sound quality. It
provides the people with best microphones.

3. Market Focus
3.1 Market Research

Using research, we will identify specific features and benefits our target market segments value.
Feedback from market tests, surveys, and focus groups will help us develop and fine-tune the Sonic
All Media 2000. We are also measuring and analyzing customers attitudes toward competing

brands and products. Brand awareness research will help us determine the effectiveness and
efficiency of our messages and media. Finally, we will use customer satisfaction studies to gauge
market reaction.
3.2 Strategies
All marketing strategies start with segmentation, targeting, and positioning.
Positioning identifies the brand, benefits, points of difference, and parity for the product or line.
Product strategy includes decisions about product mix and lines, brands, packaging and labeling, and
warranties. Pricing strategy covers decisions about setting initial prices and adapting prices in response to
opportunities and competitive challenges. Distribution strategy includes selection and management of channel
relationships to deliver value to customers.

3.2.1 Objectives

We have set aggressive but achievable objectives for the first and second years of
market entry.
First-Year Objectives.
We are aiming for a 1 percent share of the U.S. smart phone market through unit
sales volume of 800,000.
Second-Year Objectives.
Our second-year objective is to achieve break-even on the Sonic 1000 and launch our
second model.
3.3 Market Demand

We have set aggressive but achievable objectives for the first and second years of market entry.
First-Year Objectives.
We are aiming for a 1 percent share of the U.S. smart phone market through unit sales volume of
800,000.
Second-Year Objectives.
Our second-year objective is to achieve break-even on the Sonic 1000 and launch our second model.
Appendix
A5
Objectives should be defined in specific terms so management can measure progress and take corrective
action to stay on track.

3.4 Target Markets

Sonics strategy is based on a positioning of product differentiation. Our primary consumer target
for the Sonic 1000 is middle- to upper-income professionals who need one fully loaded device to
coordinate their busy schedules, stay in touch with family and colleagues, and be entertained on the
go. Our secondary consumer target is high school, college, and graduate students who want a
multimedia, dual-mode device. This segment can be described demographically by age (1630) and
education status. Our Sonic All Media 2000 will be aimed at teens and twenty somethings who want
a device with features to support social networking and heavier, moreextensive entertainment media
consumption. The primary business target for the Sonic 1000 is mid- to large-sized corporations that
want to help their managers and employees stay in touch and input or access critical data when out
of the office. This segment consists of companies with more than $25 million in annual sales and

more than 100 employees. A secondary target is entrepreneurs and small business owners. Also we
will target medical users who want to update or access patients medical records.
Each of the marketing-mix strategies conveys Sonics differentiation to these target market segments.
4. SWOT Analysis

Strengths,Weaknesses, Opportunities, and Threat Analysis

Sonic has several powerfulstrengths on which to build, but our major weakness is lack of brand
awareness and image. Themajor opportunity is demand for multifunction communication,
organization, and entertainmentdevices that deliver a number of valued benefits at a lower cost. We
also face the threat of ever-highercompetition and downward pricing pressure.
4.1 Strengths

Sonic can build on three important strengths:

1.Innovative product
The Sonic 1000 offers a combination of features that are hard to find insingle devices, with
extensive telecommunications capabilities and highest quality digitalvideo/music/TV program
storage/playback.
2.Security
Our smart phone uses a Linux-based operating system that is less vulnerable tohackers and other
security threats that can result in stolen or corrupted data.
3.Pricing
Our product is priced lower than competing smart phonesnone of which offer thesame bundle of
featureswhich gives us an edge with price-conscious customers.
4.2 Weaknesses

By waiting to enter the smart phone market until considerable consolidation ofcompetitors has
occurred, Sonic has learned from the successes and mistakes of others.Nonetheless, we have two
main weaknesses:
1. Lack of brand awareness
Sonic has no established brand or image, whereas Samsung, Apple,Motorola, and others have
strong brand recognition. We will address this issue with aggressivepromotion.
2. Heavier and thicker unit
The Sonic 1000 is slightly heavier and thicker than most competingmodels because it incorporates
so many telecommunication and multimedia features. Tocounteract this weakness, we will emphasize
our products benefits and value-added pricing,two compelling competitive strengths.
Appendix
A3
Strengths are internal capabilities
that can help the company reach
its objectives.
Weaknesses are internal elements
that may interfere with the
companys ability to achieve its
objectives.
Targeted Segment Customer Need Corresponding Feature/Benefit
Professionals
(consumer market)
Students
(consumer market)

Corporate users
(business market)
Entrepreneurs
(business market)
Medical users
(business market)

Stay in touch while on the go

Record information while on the go

Perform many functions without carrying

multiple gadgets

Express style and individuality

Input and access critical data on the go

Use for proprietary tasks

Organize and access contacts, schedule

details

Update, access, and exchange medical

records

Wireless e-mail to conveniently send and receive messages from

anywhere; cell phone capability for voice communication from
anywhere

Voice recognition for no-hands recording

Compatible with numerous applications and peripherals for

convenient, cost-effective functionality

Case wardrobe of different colors and patterns allows users to

make a fashion statement

Compatible with widely available software

Customizable to fit diverse corporate tasks and networks

No-hands, wireless access to calendar and address book to easily

check appointments and connect with contacts

No-hands, wireless recording and exchange of information to

reduce paperwork and increase productivity

4.3 Opportunities (Needs and Corresponding Features/Benefits of Sonic Smart Phone)

Sonic can take advantage of two major market opportunities:

1. Increasing demand for state-of-the-art multimedia devices with a full array of
communicationfunctions
The market for cutting-edge multimedia, multifunction devices is growing muchrapidly. Smart
phones are already commonplace in public, work, and educational settings; infact, users who bought
entry-level models are now trading up.
2. Lower technology costs
Better technology is now available at a lower cost than ever before.

Thus, Sonic can incorporate advanced features at a value-added price that allows for reason-able
profits.

4.4 Threats

We face three main threats at the introduction of the Sonic 1000:

1. Increased competition
More companies are offering devices with some but not all of thefeatures and benefits provided by
the Sonic 1000. Therefore, Sonics marketing communications must stress our clear differentiation
and value-added pricing.
2. Downward pressure on pricing
Increased competition and market share strategies are pushing smart phone prices down. Still, our
objective of breaking even with second-year sales ofthe original model is realistic, given the lower
margins in the smart phone market.
3. Compressed product life cycle
Smart phones are reaching the maturity stage of their life cycle
5. Marketing plan
5.1 TV Ads
Our 35% of advertising contains the TV Ads.

5.2 Newspapers
40% of advertising depends on newspapers.

5.3 Documentary
Our documentary includes our daily based and overall of documentation that is 48% of total budget.

5.4 Market Budgets

The companys three years budget is as under:
( Amount in Billion Dollar )

Year

Software

2013

Raw
Assembling
Material
230
32

2014
2015
Total

235
237
702

33.5
35
100.5

Misc.

Total

175

Installation Selling &

Administrative
13
200

18

668

178
180
533

15
18
46

18.5
20
56.5

693
707
2068

213
217
630

6. Plan B
Backup Plan is very important for any of the business. It brings forward the any company or business
entity at boom level of the plan fails that was firstly planned. It helps the business to run the business in
normally as it was running before. It guides us how to convince our valuable customers. Suppose, if we
fail to cover our customers what should we have to do? How should be our new policies? How should we
improve the product quality? This plan is a guideline to perform best once again now. It is the way we
may understand easily and able to achieve our specific goal.

7. Conclusion

Overall, Sonic will seek to improve their customer base and strongly focus on the changes in the
upcoming years ahead. With new inventories and business partners, Sonic will soon capitalize in
other segments of products to broaden their customer base. They seek to improve the customer
knowledge over the years, exploring new technologies and scientific breakthrough to improve
their products, healthier, user friendly and longer lasting products to give a satisfying feel to
existing clients and possibly new clients.

Research & development in Sonic ranges from looking at emerging technologies, exploring
possible applications and collaborating with external experts to projects lasting all around as we
have observed.