Mixed Media Technologies, Inc

Presented By

Stacy PlotnickStacy PlotnickShawne ShafferShawne Shaffer

Bimal PatelBimal PatelTom DonaldsonTom DonaldsonTammy HarveyTammy Harvey

Overview of PresentationOverview of Presentation

Introduction Evaluation of Christmas Promotion Competitor Analysis SWOT Analysis Recommendation for New Marketing StrategyQ and A Session

IntroductionIntroduction Mixed Media Technologies, Inc. (“MMT”)

Independent Retail Store Managed by Josh Sullivan

Products/ServicesHigh quality equipment for multimedia presentations

(color scanners, video & digital cameras, video/audio editing equip and projection equip)

Video Editing ServicesEach job receives individual attentionFree graphics consultation service and professional advice

Special Orders per Customer’s Request

IntroductionIntroduction Location

Near Area Similar to Downtown PhiladelphiaNear Large University (Penn, Drexel, Art Institute

of Philadelphia)

Current Target MarketsArea School Boards Industries Universities Serious Amateurs/Professionals

Introduction Introduction

Sales Staff4 Full-Time Clerks2 Outside Sales Reps

RevenuesMajority of Sales Received via Phone or Mail Minimal Over the Counter SalesVideo Editing Services to Industries25% Discount Offered to Customers Purchasing $2,000/year

Introduction Introduction

Challenge:How can Josh Sullivan increase MMT’s profits and

sales?Failed Christmas Promotion

Evaluation of Christmas PromotionEvaluation of Christmas Promotion

Goal Of Promotion Expand sales during Christmas season Sell at least 100 digital cameras

Strategy Pre-Christmas sale of 2 popular brands of digital cameras Discount prices to compete with discount stores

Outcome Only 5 cameras were sold!

Evaluation of Christmas PromotionEvaluation of Christmas PromotionWhy this Strategy?•Trade experts suggested that sales of digital cameras in the low price and low quality range were up 200% from last Christmas

Evaluation of Christmas PromotionEvaluation of Christmas PromotionReasons for failed Promotion:

• Promotion is targeted to general public vs. MMT’s target market of Serious Amateurs and Professionals

• 4Ps do not satisfy general public or MMT’s target market

• Strategy to sell low cost, low quality digital cameras is based on wrong target market and inappropriate marketing mix

Target Market

Marketing Mix

Marketing Strategy

+

Evaluation of Christmas PromotionEvaluation of Christmas Promotion

Product - Does product satisfy target market? NO!

MMT only offers two brands of cameras General Public usually shops at larger retail outlets that offer a great variety of digital cameras

Place - Does MMT reach the target market with this promotion?

NO! MMT’s shoppers are Serious Amateurs and Professionals, not general public General Public shops for Christmas gifts in malls or large, suburban shopping center

Evaluation of Christmas PromotionEvaluation of Christmas Promotion

Promotion-Does promotion tell target market that this product is for

them? NO! Local Newspaper ad in the “Suggested Gift Giving” section gets lost among discount

store ads - mass selling Big signs in the store windows targets current MMT shoppers who want higher quality -

sales promotion

Price - Does price meet target customers’ expectations? NO!

Price reductions still not comparable to large discount stores that have economies of scale

General Public would not go to specialty shop to get best price on a popular brand of digital camera

Competitor Analysis: Products recap

Competitor Analysis: Products recap

Services

Video Editing Video ProductionGraphics ConsultationAudio Editing

Goods SoldStill Camera, Video Camera, Digital Camera35mm, Electronics, and Overhead ProjectorsBeta cam tapes, recordable CDsScanners for computersLow range digital cameras for PCsAcetates used for color printersVideo and audio editing equipments.

Competitor Analysis: Manufacturers

Competitor Analysis: Manufacturers

Goods Sold can be broadly classified into Photography products and Presentation products. Leading Manufacturers for each category are:

Cannon

Nikon

Hitachi

SharpPanasonicSonySamsungKodakNECEpson

Photography Products

Proxima

Infocus

3M

PhillipsDukaneJVCnViewADTechPolaroidEpsonSony

Presentation Products

Local National Competitor

Presentation Product Competitors Photography Competitors

MMT's Current and Planned Strategy AVHQ/AVSC/APS/ITA Strengths(+) Weaknesses(-) Ritz Camera Strengths(+) Weaknesses(-)

Target Market Amateur/Serious Photographers(+)Educational Institution(+)Industrial Presenters(+)

Educational Institution(+)Industrial Presenters(+)

Amateur/Serious Photographers(+)

Product Amateur/Serious Photography Equipment/Supplies(+)Presentations Products& Services(+)Audio/Video products & Services(+)

One Stop Sales/Rental/Repair of AV and presentation products(+)Nationwide Conference Center and Show support centers(+)Competitors offer integrated services with the place and meeting place like the conference room etc(+)Web cast Products and Services (+)Online Meeting Products and Technical Support (+)highlights company experience and professional/trained staff(+)

Amateur/Serious Photography Equipment/Supplies

Place Single Location (-)Prime Business Location(+)No Online Presence(-)

Multiple Location (+)Prime Business Loc(+)Online Presence (+)

Multiple Locations(+)Prime Business Locations(malls)www.ritzcamera.com (+)

Promotion $2000 Annual Sale Discount (+)Free Graphics Consultation (+)

Online Promotions Franchising Promotion Advantages

Price Competitive Highly Competitive (+) Moderate with personal attention

Competitive Barrier Cannot compete in New Media technology like Flash ppt (-)Cannot compete with nationwide service providers(-)Cannot compete with integrated service providers(-)Loyal/returning Customers (+)

Established customer for local competitor means more resistance in penetrating markets(-)Personal attention becomes an expensive deal(-)

More familiarity among public(+)Big Advertising budgets (+)Higher Variety of products (+)

Likely Responses More Advertising

Competitor Analysis: National CompetitorsCompetitor Analysis: National Competitors

Competitor Analysis: Regional/Local Competitors

Competitor Analysis: Regional/Local Competitors

Local Regional/Local Competitor

Presentation Product Competitors Photography Competitors

MMT's Current and Planned Strategy TELAV/AVC Strengths(+) Weaknesses(-) Winnipeg Strengths(+) Weaknesses(-)

Target Market Amateur/Serious Photographers(+)Educational Institution(+)Industrial Presenters(+)

Educational Institution(+)Industrial Presenters(+)

Amateur/Serious Photographers(+)

Product Amateur/Serious Photography Equipment/Supplies(+)Presentations Products& Services(+)Audio/Video products & Services(+)

Sales and Rental of AV and presentation products(+)Smart Board Integration Technology(+)

Simultaneous Interpretations(+)

Amateur/Serious Photography Equipment/Supplies

Place Single Location (-)Prime Business Location(+)No Online Presence(-)

Multiple Locations (+)Prime Business Loc(+)May/May not be online

Multiple Locations(+)Prime Business Locations(malls)May/May not be online

Promotion $2000 Annual Sale Discount (+)Free Graphics Consultation (+)

Price Competitive Moderate prices Moderate prices

Competitive Barrier Cannot compete in New Media technology like Flash ppt (-)Cannot compete with integrated service providers(-)Loyal/returning Customers (+)

Purely regional Purely regional

Likely Responses More Advertising

Competitor Analysis: Potential CompetitorsCompetitor Analysis: Potential CompetitorsLocal Potential Competitors

Presentation Product Competitors

Presentation Product Competitors

Photography Competitors

MMT's Current and Planned Strategy Impactbuilder.com Strengths(+) Weaknesses(-)

Leasing Manufacturers Strengths(+) Weaknesses(-)

Sellers of Low end digital cameras with good photo editing software

Target Market Amateur/Serious Photographers(+)Educational Institution(+)Industrial Presenters(+)

Educational Institution(+)Industrial Presenters(+)

Educational Institution(+)Industrial Presenters(+)

Amateur/Serious Photographers(+)

Product Amateur/Serious Photography Equipment/Supplies(+)Presentations Products& Services(+)Audio/Video products & Services(+)

Online Flash Presentation preparation Service(+)

Leasing new and refurbished presentation products with repair services(+)

Low to mid range digital cameras(+)High quality photography software(+)

Place Single Location (-)Prime Business Location(+)No Online Presence(-)

Purely Online (+) Single Location(-)Important Business Contacts (+)

Single/multiple locations(+)

Promotion $2000 Annual Sale Discount (+)Free Graphics Consultation (+)

Free Trial Free I year repair contract Lucrative payment plan

Price Competitive Competitive ($245/ppt) Highly Competitive

Competitive Barrier

Cannot compete in New Media technology like Flash ppt (-)

Likely Responses

SWOT Analysis: Strengths

SWOT Analysis: Strengths

Growth in Digital Media Market Location: Metropolitan Area & Universities/Businesses Knowledgeable & Persistent Customer Base Development of Amateur Photo/Video Market High Quality Product Lines & Personalized Services Increased need for alternatives to face-to-face

communication including flexible media technologies

SWOT Analysis: Weaknesses

SWOT Analysis: Weaknesses

Inability to Compete with Larger Discount Stores Incapacity to buy discounted large amounts of high

quality equipment Companies Recent Sluggish Spending on Upgrades of

Existing Media Systems Failure to Make Gains in Inexpensive Digital Camera

Market Lack of Focused Promotions towards high-end Media

Services & Products

SWOT Analysis: Opportunities SWOT Analysis: Opportunities

Over all Increase in the Mixed Media Market Growth of Amateur Digital Media Market Development of Amateur Video Editing Market Increase in Mixed Media Video Conferencing

Increasing Potential Customer Base (Accessibility to Technology to the Average Consumer)

Academic Reliance on Media Technologies Trend in Businesses Outsourcing Specialized Media Needs Establishing Online Presence Offering Products and

Customer Support

SWOT Analysis: Threats SWOT Analysis: Threats

Technological Advances Over Shadowing MMT’s Expertise and Experience

Large Discount Stores ability to Undercut MMT’s Prices by Economies of Scale

Globalization of Business Through Internet Sales Advances in Personal Computer Applications and

Hardware Allowing Advance Editing and “Dark Room” Capabilities by the Amateur Consumer

New Marketing Strategy New Marketing Strategy Position MMT as a high quality, full service audio visual

rental/sales companySupply equipment and associated services for presentations, conferences,

conventions and business meetingsContinue to Offer High Quality Digital Cameras

Product Development, e.g. offer new products lease, rent and service to current markets.

Hire additional technical support services personnel to differentiate MMT from competitors

New Marketing Strategy: Product

New Marketing Strategy: Product Sales: Lease/Rent/Sell high quality audio visual equipment

CamerasAudio Recording DevicesOverhead ProjectsLCD Data Projectors35mm Slide projectorsVideo ProjectorsScreens/Monitors (Plasma)AV Accessories (e.g. laser pointers, flip charts, projector stands)Used Equipment

Services: Provide services to enhance buyer’s enjoyment of the product offeringsPick-up and delivery of all products free of charge Offer Set-up/Break-down and operator services for presentations on an hourly basis Establish a product support e-mail address for technical questions Offering a free loner while a piece of equipment is being serviced

New Marketing Strategy: Place

New Marketing Strategy: Place

Maintain downtown locationSend support staff and service staff to work in-house at

customer locations Establish a web-site where customers can learn about

equipment and services and place orders on-line

New Marketing Strategy: Promotion

New Marketing Strategy: Promotion

Business to Business promotion Personal selling (important in a business professional service

offering such as the consulting services.) Sales coupons for students and teachers at local universities Volume and frequency discounts Yellow PagesFlyersAdvertise Online at Rental.com

New Marketing Strategy: Price

New Marketing Strategy: Price

Offer competitive prices with discounts for high volume customers taking into account entire product mix, e.g. service

Businesses tend to be less emotional with buying and look more to price

Service offering, if successful, will enable MMT to increase prices as demand for product/service mix increases

Huuh ! We have Done it Huuh ! We have Done it

Any Questions ?Any Questions ?