Marketing plan of Philips laptop

grocerying plan of Philips laptop computerINTRODUCTIONPHILIPSSlogan sense and simplicityIndustry- electronicsKey people- Founder Gerard PhilipsCEO-Gerard KleisterleeChairman- Michiel HesselsEmployees- 121,400 in 2007The conjunction was founded by Gerard Philips and established on 1891, in Eindhoven, the Netherlands. Its first product was light bulbs. In the 1920s, the confederacy started to manufacture other products, like-Vacuum tubes ( overly kn birth worldwide as valves),In 1939 they introduced their electric razor,Also on March 11, 1927 Philips went on the air with a station called PCJ now ben as Radio Netherlands.In 1950, company introduced Philips Records.After this product Philips launches confederacy Cassette tape in 1963 which was wildly successful. This was mainly used for dictation machines for office typing stenographers and professional journalists.Philips introduced the first combination take-away radio and cassette recorder which is marketed as the radio reco rder. Company also reduces the cassette size for the professional needs, in form of mini cassette and later the microcassette.The worlds first home motion-picture show cassette recorder was made by Philips. The main competitors of Philips at that season were Sonys Betamax and the VHS group of manufacturers.Philips had early developments of a laser disk for selling movies but due to decelerate in its commercial launch for fear of behindnibalizing its video recorder gross revenue. Late join with Sony they launch commercial laser disk, and again in 1982 with Sony they launch Compact Disc. This evolved to launch of DVD, which Philips launched with Sony in 1997.Philips after that also come in market of television, microwave oven, mixer grinder, music system, plasma television, home theater, energy saver(CFL) bulb, etc.The companys promise was changed from N.V. Philips Gloeilampenfabrieken to Philips Electronics in 1991. At that cadence, North American Philips was formally dissolved , and a new corporate division was formed in the U.S. with the elevate Philips Electronics North America Corp. burster OF OUR BUSINESSHere we be going to produce a new laptop.OUR MISSION- We focus on to improve the quality of peoples lives through timely introduction of purposeful innovations according to movement of situation.As a world leader in healthc be, lifestyle and lighting, our company also integrates technologies and design into people-centric solutions.Our mission is fully focused on to fulfill the peoples needs and desires when we truly understand what they want. Thats why we always begin with getting to know as much as we possibly can near our scrape audiences their priorities, values, inspirations, likes and dislikes. With this insight, our international, multi-disciplinary and diverse design team is able to deliver truly relevant solutions that anticipate peoples needs, exceed their expectations and enhance our guests business success.OBJECTIVE OF OUR BUSINESSI forget decide my selling objective which will completely support continuous growth and profitability through effective implementation of the outline.The basic objectives arI will increase the market shargon on the basis of market development.I will focus much on promotional activities.I will focus on constant and positive sale growth each year in pip of more sales in circumstance fixed year.Determination of market that should be reached by advertising.In this sector I will try to contact quantitative and qualitative leadership.Increase the aw atomic number 18ness of new product by print media and electronic media.My financial objective is to sale of 1000 laptop per month, means 12000 for a year.I will pip strategies to double this growth in next year.Planning processDevelopment of new product is a challenging process. It starts with plan formulation firstly we station the problem and plan to solve it. The iteration continues until the plan is declared as successfully com pleted. The first step in formulation of planning is situational analysis. These are the move of planning formulation.Situational analysisThis analysis gives us reading to identify the issues and problems that need to be addressed. For situational analysis these are the information requiredSocio demographic- Population composition and distribution, encyclopedism and family services.Economic activities- national account, povertySocio- cultural and political- political structure, participation, relevant law, government policies, etc.Formulation of goalsIn goal formulation we specify the desire outcomes to achieve addressing the priority problem which identifies in the situational analysis.Formulation of policies and strategiesIn this we make a plan and wee a direction to achieve the goals, objective and purpose.Identification of programs and stick outIn this step we convert our plan and objective into specific implementable activities.Investment programming and computeingHere w e will decide which programs and project can be utilize according to our pre determined time scheduled and frameMARKET AND INDUSTRIES psychoanalysisFirstly I will go for market analysis which gives our company the decent information somewhat market and consumer needs, want and demand. Market analysis will support to right offer to right consumer and can meet consumer satisfaction and can make better communication with consumer. On the basis of this study you can make delight consumer, and retention of consumer. It possesses sufficient information about the market and consumer needs, wants and demand. It will help to right offer to right customer and can meet consumers satisfaction and can make better communication with them. Also they do nigh pregnant information about customer, which is helps to make delight consumer.With the pioneering research techniques, Primary Intelligence is able to identify and measure market drivers, benchmark and track changes to help you position your products and services correctly, and respond to emerging warlike threats and opportunities. Market Needs Analysis will help to optimize your sales teams efforts byThis helps us to identifying decision fashioning and purchasing patternsExposing decision-making criteria and areas of influenceThis also providing objective, real-world feedback that sales professionals can leverage to improve their strategies and play.Market Needs Analysis gives us the information that directs for our product market, demographic targeting, and sales tactics as you approach new ground.On the basis of study of Institute of development and communication (IDC) India which is a premier global market intelligence firm, the laptop market in India has 79% year-on-year growth during 2006. The sale of laptop is growing faster rate than projected. India is growing day by day a large-minded market for laptop industries. On the basis of analysis of a top official of HCL Info Systems, market grapple of lapt ops would be 35-40% in the next deuce years.GROWTH DRIVERS FOR COMPANYIndian Laptop market in increasing faster as it was in 2005 that sales of laptops surpassed the sales of desktop computers. It happens first time in India.Change in work life of consumers is a main cause for growth for sale of laptop. The dynamic use anytime anywhere access to information is increasing, the sales of laptops.Reduction in prices and affordability was a big cause to improve the sale of laptop. In these days Laptops are now sold at most half the price at which they were sold cardinal years ago. Laptops prices are now almost at par with the desktop computer prices.The most important doer is duty free import of Laptops also helped a lot in increasing the penetration level of the product among the consumer. Laptop awareness is also increased over the years.Our Target MarketsFirstly we get to target the market for Philips laptop. By definition we know that -A target market or target earreach is the m arket segment which a particular product is marketed to. It is often defined by age, gender and/or socio-economic grouping. Market Targeting is the process in which intended tangible markets are defined, break apartd and evaluated just before the final decision to enter is made.The target market of our laptop is shown be brokenOur potential markets are separated into two segments unified User and End User. The primary marketing opportunity is selling to these well defined and accessible target market segments that focus on commit discretionary income in these areasCorporate User There is requirement of more feature in their laptop as per there use and work profile. Corporate users are the users who buy the laptop computer for their official purpose only. The MD, GM, DGM, and CEO are the main corporate level users.Corporate usersEnd User The end users are basically focused on price. These are those users who buy the laptop for their personal use. Teachers of University, Students of private University, businessman etc are the End users for laptopEnd usersMarket DemographicsWE make water two objectives in regard market demographics first we will to determine what segments or subgroups exist in the overall population and secondly we put one across to create a clear and complete picture of the characteristics of a typical member of each of these segments. Once these profiles are constructed, we can to develop a marketing system and marketing plan. The five types of demographics in marketing are age, gender, income level, race and ethnicity.The term demographics as a noun are often used erroneously in place of demography, the study of human population, its structure and change. Although there is no absolute delineation, demography focuses on population structure, processes and dynamics, whereas demographics is most often used in the fields of media studies, advertising, marketing, and polling, and should not be used interchangeably with the term demography o r (more broadly) population studiesThe profile of our PHILIPS laptop computer customer consists of the following geographies, demographics and behavior factorGeographicWe have specific domestic geographic target area. We will firstly serve the product to domestic market.We will cover the Metropolitan area through our own distribution channel. We have our large no of distributors approximately in each state in India.DemographicsDemographic has been done on the basis of the following attributesWe are try to give almost same featured laptop and for both the corporate and end users.The laptops loaded with all those feature which will certainly abundant for University teachers and doctors to use it for their research work.As well as all High, Middle, Upper middle and middle class can use it without any difficulty.Behavior factorWe all are aware about some behavior factor which is good and in favor of my company. This is related to theIt is the thinking that laptop increase the shape a nd prestige of the individual.Also Consumer wants products, which are available in anywhere on any time.Consumers feel that they have a separate image by utilize PHILIPS LAPTOP.Market NeedsWe have to provide our customers the opportunity to choose LAPTOPs with divers(prenominal) configuration according to market needs.This is very important to fulfill the following benefits which are important for our customer. We will completely focus on these facilities for our customers according to preferenceHigh qualityToday all the customers are aware about the cosmopolitan function of computer because they are already using the desktop since long time. Thats why at this time the Consumer wants lavishly quality product, which is must been high in regard to performance. PHILIPS meets this need of consumer.Reasonable priceToday consumer wants a high quality product at reasonable price, for that reason PHILIPS try to provide high quality product at a reasonable price.Different flavorsWhen we talk about the customers choice that is vary from person to person. So PHILIPS provides different laptop with different features for different feature.Product availabilityTodays the customer always seek available product so that they can buy the product at any time according to their need.Market TrendsPHILIPS produces different type of laptop which fulfills quality but a reasonable price. Now laptop Production Company is growing and more competitors are coming in the market also customer are more aware about the product for that reason they want different types of product. At the moment market is growing faster, tilt are increasing. Thus, Philips made segments for their product. Philips divided their customer in to three groups, and give emphasis on each of the group.Market GrowthPHILIPS Company is going upward with a strong competition. With the domestic market, our international market growth statistics is increasing day by day.SWOT ANALYSISThe following SOWT analysis captures th e key strength and weakness within the company, and describes the opportunities and threats facing PHILIPS.StrengthsWe have strong information technology and customer relation management approaches our customer can track any delivery by containing online customer services.PHILIPS has its favorite brand name.We have Strong quality product.We are producing attractive design.Body of Philips laptop is made of the silver and plastic both.We have our own large distribution channel.The satisfaction of buyer about Philips product is very good.WeaknessLack of promotional activities.At present we have insufficient capital.We have lack of promotional activitiesThere are some legal and political barrier regarding import, tax and shipment.Opportunitiesincrease the demand of LAPTOP o the basis of survey.Increase in management school.Technical based job are increasing.Improved market portfolio.Increasing sales through the country.Promotional activities to increase brand image.ThreatsLegal politi cal barriers regarding import duty, tax etc.The large no of range of laptop of existing in present time in market.New competitors are entrance in the market.The price of LAPTOP is decreasing day by day, so there is low profit of margin in this businessCOMPETITORSAt present in the market there are no of competitors in laptop industries. We have to analyze their strategy and know everything like feature, quality, price, segmentation, pricing strategies, target market and so on.The major player in laptop industries are-Hewlett Packard (HP)LenovoAcerIBMToshibaDellSony reaping WISE ANALYSIS OF OUR NEAREST COMPETITORSWe establish our own market. Also it is facing some competitors. The no of competitor are at present time and their consideration is as given-Sources to Gather the Information about our CompetitorsThe following are 10 sources and strategies by which we can get information about our competitorsSuppliersAnnual reportsPhone the competitionTalk to their customersCheck periodical s and trade journalsReview the companys Web site.Talk to some of their employees Be careful what you dis termination. But a little give and take baron yield surprising results.Visit your competitors at a local constancy trade show It will give us a good bringing close together of how competitors present themselves to the public.Review reports and profiles of the local industryLook at your competitors advertising HP HP PavilionHP is a line of personal computers produced by Hewlett-Packard and introduced in 1995. The name is applied to both desktops and laptops for the Home and Home Office product range. Todays HP is the largest player in the market. HPs LAPTOP has captured the maximum market share of laptop and pc. It is produced in China. It is holding a leading position for long time in laptop in our country. It has large no of its customer group. up-to-the-minute Notebook Models of HP18.4 inch HDX18t17.3 inch dv7t17.0 inch G70t16.0 inch HDX16t / dv6t / dv6z / dv6zae (Artist Edi tion 2) / G60t15.6 inch Compaq CQ6015.4 inch dv5tse14.1 inch dv4tse / dv4t13.3 inch dv3t / Voodoo Envy 13312.1 inch maculation Smart tx2z / HP Pavilion dv2z10.1 inch HP Mini 110 Mi / HP Mini 110 XP / / Mini 1000 Vivienne Tam dingleIn the 1980s Dell became a pioneer in the configure to order approach to manufacturing delivering individual PCs configured to customer specifications. In contrast, most PC manufacturers in those times delivered large orders to intermediaries on a quarterly basis.To minimize the delay between purchase and delivery, Dell has a general policy of manufacturing its products close to its customers. This also allows for implementing a just-in-time (JIT) manufacturing approach, which minimizes inventory costs. Low inventory is another signature of the Dell business model a critical consideration in an industry where components depreciate very rapidly.Products of dellDell inspiron seriesDell vostro seriesDell 1510Dell n seriesDell studio apartment 14zDell stu dio xps 13Dell studio xps 16 ACERIt is a Chinese producer of laptop. Acer has taking cover over the market share of LAPTOP PC in India. It is emerging laptop brand today and focuses on product for middle class and student.Product of Acer in market at current timeAcer Gemstone seriesAcer Travel Mate seriesTablet PC seriesAcer Aspire seriesAcer Aspire Timeline seriesAcer Extents seriesAcer Ferrari series LENOVOLenovo markets its products directly to consumers, small to medium size businesses, and large enterprises, as well as through online sales, company-owned stores (in China only), chain retailers, and major technology distributors and vendors. It is also a competitor of PHILIPS LAPTOP.Lenovo makes a variety of products for worldwide sale, these products includeLenovoLenovo cerebratePad laptopsLenovo Think StationLenovo workstationsLenovo Think ServerIdea Pad consumer-oriented laptopsLenovo 3000 J Series laptopsLenovo 3000 C, N, and V Series laptopsA current agreement allows Lenovo to sell IBM-branded desktops and laptops until 2010.OUR PRODUCT RANGEPHILIPS when we talk about our company we are basically a television company. But enhances our company business by producing laptop.Product offeringPHILIPS offers different type of configuration at different price to our consumer for chooses their expected product. This laptops are given in figure PHILIPS EXTREME SERIESPHILIPS MOUNTAIN SERIESPHILIPS S-20PHILIPS S-10PHILIPS YUVABASIC KEY FOR OUR SUCCESSWe have Strong qualityBrand image of the product.We have our own distribution channelWe are focused on to retain our customer to generate recap purchase and referrals.Our general average sales about 1000 piece per month.Critical issues for our companyForm the inauguration, PHILIPS is still in the early stage. The critical issues for PHILIPS areThere are quality variation in our productsWe excess discounts from other competitors. merchandise strategyFor launching the Philips laptop we have to know about marketing str ategy. It is a method of focusing an organizations energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements identifies the firms marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. As the customer constitutes the source of a companys revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a companys overarching mission statement.The marketing strategy will create awareness, interest and appeal from our target market for what PHILIPS offers to customers.The marketing strategy is based on superior performance in the following areasOur product have different configuration.Philips laptop focused on Product quality.Delight user.PositioningPhilips will maintain its position as a laptop company. The position will be achieved by quality product, militant price, and according to consumers demand and delight consumers. They have experienced manager to make awareness about the product to customer.StrategiesOur main primary marketing strategy will seek to first create customer awareness regarding the products.Our other marketing strategy are-To increase the product line and length as per the expectations of the consumersTo serve the consumer with competitive pricesTo ensure the availability of the productPracticing Total role Management (TQM)Consumer OrientationProduce and market international standard productsMarketing MixPhilips laptop marketing mix is comprised of the following approaches to product price, distribution, advertising and promotion, and customer service.This is the basis format of marketing mix.PRODUCT Brand nameWe have our strong brand name PHILIPS. Which is already known by customers in market? Product varietyPHILIPS has five types of product. These are PHL EXTREME SERIESPHL MOUNTAIN SERIESPHL-S20PHL-S10PHL ECQualityPHILIPS always maintains high quality of its products. Total Quality Management (TQM) is practiced here.DesignAttractive design, different colors, comfortable weight.FeaturesPhilips product has a Variety of features in comparison of competitors.PackagingPHILIPS supplies the laptops to the users in attractive packet. It provides special cartoon to send the LAPTOPs to its dealers which is for safety purpose also.SizeOur products size varies a little too product to product and depending on screen of laptop.ServiceWe will provide home delivery service after selling of our laptops.PROMOTIONSales promotio nPHILIPS provides shot-term incentives to embolden and purchase or sale of products. Occasionally it gives special discounted price for its products. It also gives T-shirts, caps, Bluetooth and other accessories to the customers.AdvertisingWe will give the advertisement for Philips laptop through newspaper, hoarding, popular magazine, leaflets, sponsoring on game competition, internet etc.Personal sellingWhen we talk about personal selling, consequently it can be said that Philips is not range any types of personal selling.PRICE Price list DiscountIt allows discount facilities for its retailers and dealers. Payment periodPHILIPS sells LAPTOP on credit to its distributors and retailers and after the sale they then make payment. The payment time is of 45 days month, after this due date the interest will be charged.PLACE Distributor ChannelsWe have our own channel for distribute the products in all main city of India LocationFirstly we will cover the district areas of our country t o sale the Philips laptop. dishonorWe have no own transport facility for our distributors. Distributors are responsible for taking the products to their showrooms.Marketing ResearchMarketing research is very important for us to know about current market and predict future needs.We can collect the information through the dealer and retailer by x pass Notes customer responses to the How did you hear about product? question. Based on the answer it takes its promotional activities.Customer suggestion They take customers suggestions to gain additional information. It want to know from the customers about-What suggestion do you have to improve our product? AndWhy do you need a laptop?FinancialsThis sector will offer the financial overview of PHILIPS LAPTOP related to marketing activities. PHILIPS address brake even analysis, sales foretell, expense forecast, and indicate how this activity are link to the marketing activity.Break-even AnalysisThe break-even analysis at a lower place i llustrates the number of single sales, or units, that we must realize to break-even. This is based on average sale and costs per transaction. periodical Break-even PointBreak-even AnalysisMonthly Units Beak-even 700 Unit.Monthly Revenue Beak-even Tk. 3, 64, 00000AssumptionsAverage Per-Unit Selling Price Tk. 52, 0000Average Variable Cost per month Tk. 42,000Estimated monthly Fixed Cost Tk. 70, 00,000Sales ForecastPHILIPS thinks that the sales forecast will be achieve into the into the five main revenue streams PHL EXTREME SERIES, PHL MOUNTAIN SERIES, PHL-S20, PHL-S10, PHL EC. It will steadily increase sales as the advertising budget allows although the target market forecast listed all of the potential customers divided into separate groups. The forecasted customers group divided into 2 categories Corporate Users and End Users.Expense ForecastMarketing expense is to be budgeted at approximately 3% of total sales for 2010-11 and 4% for 2011-12. Expenses are tracked in the major market ing categories of newspaper advertisements, printed leaflets, billboard promotional event and others.ControlsThe purpose of PHILIPS LAPTOPs marketing plan is to serve as a guide for the organization. This plan is about implementation, changing the business, and making it better. Here we touch at specific implementation programs, and the details that it takes to make it happen. The following areas will be monitored to gauge performanceCustomer satisfactionRevenue monthly and one-yearExpenses monthly and annualImplementationThe following identifies the key activities that are critical to our marketing plan. It is important to accomplish each one on time and on budget.Our contingency planningDifficulties and Risks for our business An entry into the market by an already established market competitor.Problems generating visibility, a function of being an internet-based start-up organization.BIBLIOGRAPHY* http//en.wikipedia.org/wiki/Philips* http//www.google.co.in/search?sourceid=navcli entie=UTF-8rlz=1T4ADSA_enIN354IN355q=geographic+target+area* http//www.google.co.in/search?sourceid=navclientie=UTF-8rlz=1T4ADSA_enIN354IN355q=MARKET+DEMOGRAPI+WIKKI* http//en.wikipedia.org/wiki/Sales_promotion* http//www.google.co.in/search?sourceid=navclientie=UTF-8rlz=1T4ADSA_enIN354IN355q=sales+promotion+wikki* http//en.wikipedia.org/wiki/Marketing_strategy* http//en.wikipedia.org/wiki/Marketing_mix