Marketing Planning Process

Laptop Market share 2017 2009 Laptop Market:-2009

 Marketing Mix (4 Ps) Product:-Laptop Brand:- HCL
Product:what is your offer?
1.Computing
Basic Usage
2. Study,Work and Entertainment
Carriage Portable
Mode of use Personal Usage
Interrupted power supply with a battery
Features In built speaker and camera
Ease in internet connectivity
Little scope for differentiation
Huge after sales service network
Other Details Entry Level Laptops
low brand Value
Perfect technology for bright and clear display

Laptop Brand HP-15 BS 665 Acer Aspire

15.6" (39.62 cm) display, 15.6" (39.62 cm) display, 1920 x 1080 px
Display 1920 x 1080 px

Storage 1 TB HDD 1 TB HDD

Intel Core i3 (7th Gen) Intel Core i5 (4th Gen) Processor
Processor Processor
4 GB DDR4 RAM 4 GB DDR3 RAM
Ram
MULTIMEDIA
Secondary Camrear No No
facing
Integrated Digital Digital Microphone
Microphone Type Microphone
Inbuilt Microphone Yes Yes
Webcam Yes Yes
Dual Speakers Dual Speakers
Speakers
Video Recording HD 720p -
PERFORMANCE
Clockspeed 2.3 Ghz 1.7 Ghz
Intel HD 620 NVIDIA GeForce 940M
Graphic Processor
Intel Core i3-7020U (7th Intel Core i5-4210U (4th Gen)
Processor Gen)

MEMORY
Memory Layout 1 x 4 Gigabyte 1 x 4 Gigabyte
Expandable 8 GB 16 GB
Memory
Ram Type DDR4 DDR3
Memory Slots 1 2 DIMM
Ram Speed 2133 Mhz 1600 Mhz
Capacity 4 GB 4 GB
DISPLAY DETAILS
Display Type LED LED
1920 x 1080 Pixels 1920 x 1080 Pixels
Display Resolution
No No
Display Touchscreen
Diagonal FHD SVA Anti- Full HD LED Backlit TFT LCD LED Display
Display Features Glare WLED-Backlit
Display
15.6 Inches (39.62 cm) 15.6 Inches (39.62 cm)
Display Size
PERIPHERALS
Drive Type DVD Writer CD Writer
Full-size island-style Acer FineTip Keyboard
keyboard with numeric
Keyboard keypad

Touchpad with Multi- Touchpad with Multi-touch Gestures support

Pointing Device touch Gesture Support (Two-finger Scroll and Pinch, Swipe)

DVD R/W Writer CD/DVD writer

Optical Drive
Fingerprint Scanner No No
GENERAL INFORMATION
380 x 253.8 x 23.8 mm 381 x 256 x 30.3 mm
Dimensionswxhxd

Operating System 64-bit -bit

Type
Weight 1.86 Kg 2.5 Kg
Operating System Windows 10 Home Basic Linux
15-bs662tu (4JA76PA) E5-572G (UN.MV2SI.001)
Model
Brand HP Acer
Colors Silver Black
NETWORKING
Wireless Lan 802.11 a/b/g/n/ac 802.11 a/b/g/n/ac
Bluetooth Yes Yes
Bluetooth Version 4 4
STORAGE
Hdd Speedrpm 5400 RPM 5400 RPM
Hdd Capacity 1 TB 1 TB
Hdd Type SATA SATA
BATTERY
41 W AC Adapter W 90 W AC Adapter W
Power Supply
Battery Cell 4 Cell 6 Cell
Battery Type Li-Ion Li-Ion
PORTS
Sd Card Reader Yes Yes
Usb 30 Slots 2 1
Headphone Jack Yes Yes
Usb 20 Slots 1 2
Microphone Jack Yes Yes
OTHERS
Laptop, Battery, AC Laptop, Battery, AC Adapter, User Guide
Sales Package Adapter, User Guide

Lockport No Yes
Warranty 1 Year 1 Year
and:- HCL
?
Benefits
Packaging
Branding

clear display

Dell Inspiron HCL Me Icon

14" (35.56 cm) 15.6" (39.62 cm)
display, 1366 x display, 1366 x
768 px 768 px
1 TB HDD 500 GB HDD
Intel Core i3 (6th Intel Pentium
Gen) Processor Dual-Core
4 GB DDR3 Processor
2 GB DDR3
RAM RAM

No No

Monaural
Microphone
Yes Yes
Yes Yes
Dual Speakers Stereo Speakers

HD 720p

2.0 Ghz 2.5 Ghz

Intel HD Graphics Intel HD
520
Intel Core i3- Intel Pentium
6006U (6th Gen) Dual-Core
Processor
2 x 2 Gigabyte 1 x 2 Gigabyte
8 GB 8 GB

DDR3 DDR3
2 2 DIMM
2400 Mhz
4 GB 2 GB

LED LED
1366 x 768 Pixels 1366 x 768 Pixels

No No

HD LED Backlit HD LED Backlit

Anti-glare Display
Display
14 Inches (35.56 15.6 Inches (39.62
cm) cm)

DVD Writer
English Non- Qwerty Standard
Keyboard Full Size
Chocolate Type
Keypad
Touchpad TouchPad with
Multi-touch
Gesture Support
DVD R/W Writer Slim DVD Super
Multi Drive
No No

345 x 243 x 23.3 374 x 250 x 34.1

mm mm
64-bit 64-bit

1.9 Kg 2.4 Kg
Linux DOS
14 3467 1095
(A561201UIN9) (AE2F0060N)
Dell HCL
Black Titanium

802.11 b/g/n 802.11 b/g/n

Yes Yes
4.1 4

5400 RPM 5400 RPM

1 TB 500 GB
SATA SATA

65 W AC Adapter
W
4 Cell 6 Cell
Li-Ion Li-Ion

Yes Yes
2 2
Yes Yes
1 2
Yes Yes

Laptop, Battery, Laptop, Battery,

AC Adapter, User AC Adapter, User
Guide Guide
No
1 Year 1 Year
 PRICE:
How do you set a price?

Price Comparison
Brand HP-15 BS 665 Acer Aspire Dell Inspiron HCL Me Icon
Price ₹ 27,714 ₹ 29,990 ₹ 24,990 ₹ 20,990

Laptop-HCL
1 Value for Money
2 Negotiable
3 Thin Margin
4 Price conscious product
5 5% market is under affluent category
6 Cost of production 70-75% of Price
7 Marketing Overheads-7-8%
8 Economies of scale will be achieved at 10% market share
9 Selling price is expected to reduce by 10% year on year

B Bases For Pricing

1. Cost Based Pricing
2. Value Based Pricing
3. Competition Based Pricing

C What is a price to dealer and Retailer?

What are discounts and schemes are you having?
What are the terms of cash & Credit to channel partners?
What is the final price to consumer?
Lap Top Pricing Structure

GST GST Paid

Amount (Rs) (18%) (Rs.) Tax Paid BY
Variable Cost 13200
Profit to company 3700
Company Sales Price to Dealer 16900 3042 3042 Paid by Company
Dealer's Margin 900
Delaer Sales Price to Retailer 17800 3204 162 Paid by Dealer
Retailer margin 2400
Consumer Price/MRP 20200 3636 432 Paid by Retailer
Final Consumer Price (MRP) 23836 3636
Pen Pricing Structure

Actual GST
Amount Profit To be Actual Profit GST Paid
(Rs) earned (%) Profit (Rs.) (%) (10%) (Rs.)
Variable Cost 6
Profit to company 1 16.7 0.3 5
Company Sales Price to Dealer 7 0.7 0.7
Dealer's Margin 1 14.3 0.9 12.9
Delaer Sales Price to Retailer 8 0.8 0.1
Retailer margin 2 25 1.8 22.5
Consumer Price/MRP 10 1 0.2
Final Consumer Price 11 1
Tax Paid BY

Paid by Company

Paid by Dealer

Paid by Retailer
 Place:

How do you deliver the product or serivce?

Channel Options-
Company-National Distributors- Regional Distributors-Retailors-Consumers
a Retailers- Multibrand
1 b Well trained and dedicated employees
c Distributors sales team
d Principal sales team
Company-Sales Person-Business Customers
2

Company-Organized Retail-Consumer
3

4 Company-Owned Store-Consumer
5 Company-Online Store-Consumer

Other facts-
6 Existing Desktop channel used by HCL
7 Service Chain-Owned or Franchised
8 Distribution costs -12% of Price
 Promotion
Which tools will you use to communcate the product effectively?
What message will you communicate?
How much budget are you having for communication?

1 Promotion and Branding created scope for differentiation

2 India specific and international campaigns

3 ATL-Aggressive Advertisement and sales promotion

4 Positioning-Communication-Functional

5 No strong brand value

6 Advertising Spends- (Rs.) 2009

HCL 14 Cr
HP 47 Cr
Lenovo 15 Cr
Dell 115 Cr
Acer 25 Cr