SMART HOME

MARKETING
STRATEGIES
Project Summary

1 • Company history

2 • Introduction

3 • Product introduce

4 • Market, customer and competition

5 • Marketing strategies

5.1 • Vision, Mission and objectives

5.2 • Segment, targeting and positioning

5.3 • Marketing mix strategy

5.4 • Marketing strategy implementation and control

6 • Management, Implementation and control

1.Introduction

 The growth of social

 Living
standards more and more higher
 Demand on Convenience and comfortable

 Demand on freedom and safety

 The growth of technology

 Internet
network available anywhere, and anytime
 Machines is more and more intelligent
1. Company introduction

 Company Name: VietSmart

 Founded: in 2013
 Production: Provide related products and
services for smart home
3. Product Definition
3. Product Definition
1. Hardware
 Components control: Door lock, light …
 Center control

2. Software
 Software control installed in Smart phone of
tablet:
 Software: OS android
 Control via 3G or wifi
 Software features
 Remote control: Software installed in tablet of Smartphone
can remote control all equipment of house
 Remote alarm: When any illegal operations, A alarm
message will be send to tablet of smartphone.
 Remote management: The Owner can remote manage
3. Product Definition
3. Service:
Provide a turn key completely service:
 Consulting:

 Design

 Implementation

 Maintenance
4. Customer

 Who will use our Product?

 The high income people
 Small and medium enterprises.

 Apartment building

 Where we supply our products?

 All people in Viet Nam Country
 All country in Asian
4. Competitor

 Who we are competing?

 BKAV Smart home
 FPT Smart home

 Lumi Việt Nam

 Honeywell (From america)

 Kocom (Korean)

 Ihome (Thailand)

 Cytech technology (Singapore)

4. Competitor/financial and
experience
Finance 2012 (USD) Finance 2013 (USD)
Experience
Brand Name Original Total Profit Total Profit
(years)
Revenue before tax Revenue before tax

Vietsmart VietNam 2 0 0 750,000 112,500

BKAV
VietNam 3 700,000 91,000 861,000 111,930
Smarthome

FPT
VietNam 3 653,000 58,770 803,190 72,287
Smarthome

Honeywell America 5 350,000 42,000 413,000 49,560

Cytech
Singapore 5 200,000 16,000 236,000 18,880
technology
 4. Competitor
Cytech
BKAV FPT Honey
Main technical features Vietsmart technolog
Smarthome Smarthome well
y
Management and mornitoring on
x x X x x
laptop/tablet
Auro detect changed status, and
switching devices to the most x X x
suitable status
Remote control x x X x x

Automatic send alarm to

x x X x x
management and monitoring system

Technology applied Zigbee Zigbee Wifi Wifi Zigbee

Sensitivity temperature sensors x x x x
Sensitivity light sensors x x x
Services
Consulting: x x X x
Design x x X x x
Supplies x x X x x
Implementation x X x
Maintenance x X
 4.SWOT
- Organization of company is
small: the low expense
- Director board are very
active, flexible, sensitive.
- Staff are young, and active,
Trent
control technology
- Price is cheaper and hs
professional service
- This is new market in
Vietnam and Asian.
Vietsmart is one of Opportu
nities
companies going first in
VietNam
- The economy over the
period of recession, to
begin growth stage.
- People more and more
- Company is young ->
management experience
weakly.
- National company , is
difficult to compete in the
international market
Weakne
sses
- Big international
competitors are accessing
to VietNam
Threats
- BKAV, FPT competitors are
traditional software has a lot
experience in
implementation.
- This is high technology
product-> Price is high with
5. Competitve advantage and strategy focus

5.1. Products advantages

- Products are innovations, applied newest technical in the
world.
- Superior features than competitors it make customer are
saving operation expense.
5.2. Price advantages
- organization is small, company operation effectively.
We can saving the expense operation

5.3. Human Resources Advantages

- With the young staffs, active, control technology, working
effectively, and the director board are sensitive with the
markets
5. Competitve advantage and strategy focus
 5.4. Strategy Canvas
80%

70%

60%

50%
Vietsmart
40% BKAV Smarthome
FPT Smarthome
30% Honeywell
Cytech technology
20%

10%

0%
Prices Features Qualtity of Saving service
product operation
expense
 5. Competitve advantage and strategy focus
5.5. Strategy focus
- Aggressive: We will apply all newest technology into the
product, build a expert team in provide services. Customize
product as the customer demand.
- Defensive: Improving the management experience to
optimize cost of products. Corporation with the big real estate
companies to improves finances, and extension markets.
6. Marketing Strategies

6.1. Vision, Mission and objectives

6.2. Segment, targeting and positioning (2-3

slides)
6.3. Marketing mix strategy

6.4. Marketing strategy implementation and

control
 6.1. Vision, Mission and objectives

 Vision
 Provide to customer a freedom life.
 Mission
 Provide the best products, the best services to
customers
 Slogan “Auto freedom life”

 Objective
 Become the top threes companies provide
smarthome products in Asian in 2017
 Volume of sale in 2017 is 2.000.000 USD
6.2.Segmenting, target and
positioning
 Segment
 High income class people
 Small and medium enterprise

 Apartment building

 New city

 Target markets
 AllProvinces of Vietnam
 Asian country
5.2.Segmenting, target and
positioning
 Positioning

Honeywell
FPT
Vietsmart
Product Quality/ Service

BKAV
iHome
Cytech
Lumi Kocom

Price
5.2.Segmenting, target and
positioning
 Positioning
Honeywell
FPT
Product Quality/ Service

Vietsmart
BKAV
iHome
Cytech
Lumi
Kocom

Hi-technical
5. Marketing Mix Strategies

 Product strategies

 Price strategies

 Place (Distributions) strategies

 Promotion strategies
 5.3 Marketing Mix
Strategies/Plan
Description 2013 2014 2015 2016 2017
Marketing budget
(USD) 100,000 130,000 169,000 219,700 285,610
Volume of Sales
750,000 975,000 1,267,500 1,647,750 2,142,075

- Smarthome - Smarthome V2 - Smarthome V3 - Smarthome V4 - Smarthome V5

Product strategies
V1 - Trial smartcity - Smartcity V1 - Smartcity V2 - Smartcity V3

- 100% Province - 100% Province - 100% Province

Place (Distribution) Big city in viet 50% province in in vietnam, in vietnam, in vietnam,
strategies Nam Viet Nam - 30% country of - 70% country of - 100% country
Asian Asian of Asian
- Medium - Medium - Medium - Medium - Medium
- Keep price - Keep price - Keep price - Keep price - Keep price
Price strategies always less than always less than always less than always less than always less than
two BKAV and two BKAV and two BKAV and two BKAV and two BKAV and
FPT companies FPT companies FPT companies FPT companies FPT companies
- Media - Media - Media
channels - Media channels - Media channels channels channels
- Advertising - Advertising - Advertising - Advertising - Advertising
channels channels channels channels channels
Promotion Strategies
- Personal - Personal selling - Personal selling - Personal - Personal
selling - Public - Public selling selling
Product Strategies

 Product features
 High quality
 Innovation

 Apply new technology into products

 Product lines
 Smart home line: Introduce new version software with
new functions.
 Smart city line: 2014 will has trial for smart city, 2015
will put this products to market.
Product Strategies

 Services
 Combine with Customer Solution. Product is a
best solution for customer
 Professional
 Customer care policy well (Warranty equipment,
maintenance after implementation).
 Onsite support for customers
 Training for distributor to implementation services
 Price Strategies
Pricing
 Price of hardware, software, service
 Combine with Customer Cost. Product has cost perfect
with value
 Minimize cost of Products, expense of Implementation
phase.
 Training service for distributor to reduce cost of
implementation
 Always keep price less than the BKAV and FPT
Policies
companies
 Set a the same price of software and hardware for all
Distributor
 Set commission for distributor base on volume of
distributor sales
 Distributor can set the price of services
Place (Distribution) Strategies
Distribution strategy
 Setup a exclusive distributor on a province in Vietnam or a
country in Asian
 Step by step expand the market and setup new distributor on
new markets.
Distribution channels
 Via distributor
 Distribute to customer directly with the big project, and
distributor can implementation services
Direct distribution
Focus on high income segment
Corporate with Real Estate companies
Promotion Strategies
 Strategy
 Individualcommunication
 Corporate identify

 Focus to the high income people

 Focus to Real Estate companies

 Content of program advertising must be followed

the mission of company
 The message send to customer “Vietsmart give
you auto freedom life”
Promotion Strategies
 Strategies
 The first stage 2013-2014: Concentrate to the
Media and advertising programs
 The second stage: 2015-2017: Maintenance
media programs and improve republic relations
programs.
Promotion Strategies/Programs
 Media channels: implementation on first stage
 The cost of marketing is low.
 Focus to company’s segment: It focuses to the hi-tech
people.
 Social network are rapid developing.

 Concentrate to build a brand of company.

 There are some media channel marketing:
 Social network such as facebook, twitter, youtube, Google
advertising … Cost for that channel is low.
 Company website: to build the brand of company
Promotion Strategies/Programs
 Advertising channels: implementation on first
stage
 Product advertising: the features and benefits of a product
to customers and prospects.
 Corporate advertising prospects about the firm’s capability
to provide high quality services
 There are some advertising channel marketing:
 Advertising programs are concentrated television channel,
on the science, newest technology channels.
 In addition, company can take advertising program on
newspapers, especially technical magazines
Promotion Strategies/Programs
 Public Relations channels: implementation on second
stage
 Customers has already known products and services of
Vietsmart.
 Implement the public relation channels to maintenance the
company’s image.
 There are some Public Relations channels marketing:
 Company will invite a famous family to present company
images.
 Take a customer workshop every year
Promotion Strategies/Programs
 Personal selling channels: implementation on second
stage
 Programs will supports for main programs, it use for
maintenance customer, and build a image of brand name
 Personal selling channels marketing
 SMS marketing:

 Individual email marketing.

 Direct call.
 Promotion Strategies/Programs
Promotion
2013 2014 2015 2016 2017
Strategies
'- Company website
- Company website
- Facebook/youtube
Media - Facebook/youtube
- Advertising on news websites
channels - Other media channels
- Advertising on google.com
- Other media channels
- Advertising on TV
channel
Advertising - Advertising on building
- Advertising on
channels - SMS advertising
building
- SMS advertising
Personal '- Email to introdure strategy customer
selling - Corporation business with real Estate companies to put smart home products to apartment
channels building, business buiding
Take a customer
Public - Keep a customer workshop every year: The customer are real
workshop every year:
Relations Estate companies
The customer are real
channels - Invite a family of famous person to present of company brand
Estate companies
 Promotion Strategies/budget

Budget Promotion
2013 2014 2015 2016 2017
Strategies (USD)

219,700 285,610
100,000 130,000 169,000
25000
Media channels 25000 42,250 54,925
32,500

Advertising channels 45000 50,700 65,910

30,000 39,000
Personal selling
10000 16,900 21,970
channels 10,000 13,000
Public Relations
109,850 142,805
channels 20,000 65,000 84,500
Thank you for attention