Preliminary Marketing ReportADRIAN TAN DAI SHENQ 4300998

Overview• Introduction

• Analyzing Marketing Opportunities

• Selecting Target Market(s)

• Designing Marketing Strategies

• Conclusion

Introduction• Analysis the smartphone market

• In Malaysia

• Comprehend the customer needs and wants

• Create value & build the profitable relationship

Analyzing Marketing Opportunities• Smartphone & Operating system

competitors• Apple iPhone5, Samsung Galaxy S4, HTC One

• Android, iOS

• Macro environmental forces• Demographic, economic, technological &

political

AGE 20 – 29 years old

Economic RM1000 – RM3000

Phone users 12% to 26%

RM 200 debate

Analyzing Marketing Opportunities• Consumer Behaviors• Psychological factors, personal factors & social

factors

• Further marketing research• Improvement

• Fit into the trend

• Brand equity research, customer satisfaction research, positioning research

Selecting Target Market

Segmentation bases

Profile of segments

Target market choice

Geographical segmentation Demographic

segmentation

Psychological segmentation Behavioural

segmentation

Selecting Target Market• University students or employed adults

• 18 – 29 years old

• Urban area

√ Accessibility

√ Actionability

√ Measurability

√ Substantiality

Selecting Target Market

Unique Selling Proposition (USP): Highest quality phone in market

Proposed Marketing Objective

• Design the highest quality and affordable phone to everyone

Designing Marketing Strategies• Products• High Quality & Limited Edition strategy

• Pricing• Cost-based pricing

• High value strategy Premium pricing strategy

• RM 1,799 (normal) RM 2,499 (limited edition)

Designing Marketing Strategies• Promotion• Advertisement & Public Relations

• Pull strategy

• Placement• Conventional marketing system

Manufacture Wholesaler Retailer Consumer

Conclusion• High demand

• Good environmental forces

• Adults 18-29 years old

• A series of strategies based on 4Ps

知 己 知 彼， 百 战 百 胜Know yourself, know your enemy; hundred battles, hundred won.

Sun Zi Art of War

Thank you and Q&A section