平板电脑市场营销
Marketing Objective
strategic thrust
The Kpad as a new product to enter into the new tablet market.
strategic objective
Marketing objectives of kpad in 2012 is are as follow:
?Aiming for 5% market share in UK during 2012
?Sell 3,600 Kpad per week
?Increase customer loyalty
?Create brand awareness and link kpad to existing position of Key
?Extend on Kpad image of high-tech, innovation, knowledge, enthusiasm
?Measure the responses of market for the purpose of adjustment
Marketing Segmentation
market segmentation strategy
Using three segmentation criterion to segment the market:
1.Behavioural segmentation
2.Psychographic segmentation
3.Profile segmentation
The explicit segmentations of market are the basis to launch the Kpad in the new market
specified details of target markets:
Behavioral segmentation
?Benefits sought Quality, Services, Convenience, High-tech
?Purchase occasion Self-buy
?Purchase behaviour Innovators
?Usage Regular users, Heavy users
?Perceptions and believes High-tech E-product to enjoy life Psychographic segmentation
?Life style Strivers, Positive, Enjoying, Innovation
?Personality Curiousness, Enthusiastic, Exploring
Profile
?Age 8-15, 16-30, 31-45, over 45?Gender Male, Female
?Life cycle Kids, Adolescences, Young person, Adult
?Income no income, middle level, high level
?Geographic United Kingdom
?Occupations Students, white collars, business man
Then the following target markets are selected:
1.The kids who can use the Kpad as an enlightenment instrument and supported by their
parents
2.The young people who are students or at initial stages of their careers who value the
awesome aspects and design, purchase the edge-tech, look for personality, and they buy Kpad to meet their daily entertainment requirement and learn knowledge through Kpad.
3.The middle-aged people use Kpad to deal with daily work, acquire information, light
entertainment.
4.Those who beyond the age 45 lack the knowledge of latest electronic product but still
can use Kpad to enrich their life. This group is always ignored and worth investment to explore.
By combining the behaviour, psychographic, profile segmentation strategies, the selected market segmentations are chosen. Then the well designed marketing strategy adopted to offer them the fabulous new product.
Positioning
?Developing the existing distribution channels in selling the Kpad.
?Expand some shops to establish new experience zones to interact with more customers ?Brand new innovation of wireless charge technique is the revolution to the old charge model and lead the new technology trend
?Triple-screen is another technical breakthrough which could bring customers more joy to play 3D games or watch 3D movies.
?As long-term leader in the electronic area, Key have a strong reputation that guarantee the quality of Kpad
?Own system operates in Kpad
?Sophisticated app store contain thousands of application of a broader range to meet any needs while using Kpad
?Expert game producer make sure the game applications are professional including 3D games.
?Cooperation with some famous movies producers give the chance to watch the Blockbusters the first time even the 3D version
?Keeping innovation promise always lead customers living along with latest high-tech
Implementation
Establish the Product-based organization
A product-based organization needed to give Kpad sufficient care and attention. Under the marketing director, a sales manager and marketing manager must be appointed. Also,
more detailed levels will be described in the following chart.
Product-based organization for Kpad
Notes about organization:
? The marketing director understand and has the power to implementation marketing strategies.
? Both sales manager and marketing manager report to marketing director ? Product manager should coordinate with sales manager and report to him ? New product development manager focus on the direction of the development
? Marketing research manager should collect the data in certain period through survey, interview, questionnaire, activities, etc.
? Advertising and promotion manager must finish the dissemination tasks on time ? Effective and efficient communication should be established among different departments and levels
Advertising
? Researching, planning, creating, reviewing, approving and testing the advertisements and choose the best providers.
? Put the limited resources in the appropriate channels. Sales
? Adjustment of the own stores, e.g. adding experience zone, should be done on time. ? Selecting of the prior agents to distribution
? The internet sale website are needed to be outsourced to the professional designing company.
Marketing Research
? Collecting data by using different methods ? Doing research regularly
Timetable for implementation of marketing strategy
ACTIVITY START
DATE TARGET END
DATE
ASSIGNED TO
ADVERTISING AND PROMOTION
-select ad agency
-prepare ads
-negotiation with channels Advertisement Department Administration Department
SALES &MARKETING
-preparation in own stores
-building new stores
-collect information about the price Marketing Department
Administration Department
Sales Department
DISTRIBUTORS
-selecting agents
-on-line selling system Administration Department
MARKETING RESEARCH
-customer questionnaire
-customer telephone interviews Marketing research Department