ptcl 3g evo tab - marketing plan

7/27/2019 PTCL 3G EVO Tab - Marketing Plan

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Marketing Plan


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GroupM

embers Muhammad Iqrash Awan (Group Leader)

Talha Abdul Rauf

Zammad Ahmad

Madiha Khan

Rabia Sajjad

Shazia Nawaz

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Content

Introduction & Context External Environment

Internal Environment

Suggested Strategies

Objectives

Production Strategies

Marketing Mix

Conclusion

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Introduction Context PTCL released first 3G Tablet PC

The tablet did not catch much

A need to go back to the drawing board Objective To develop an improved marketing plan based on the lessons learnt from

previous plan

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External Environment

Section I

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Category

Analysis

Market Analysis Current size of the tablet PC market in Pakistan is US $1.9 billion

Expected to grow at a rate of10.7%

Global tablet PC market is expected to grow at 35% Broadband subscription in Pakistan grew by 48% during year 2011-12

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Tablet PC market in growthstage in Pakistan

Growing internet andtechnology adoption

Opportunities

Threats

Market is highly saturated

Ultrabooks and Phabletsmight wipe out the needfor tablet PCs


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Category

Analysis

Economic Environment Growth of Pakistans economy picked up slightly in the year 2012 (3.7% from

3.0%)

Private consumption grew at 11.6%

Investment during the year 2012 declined from 13.1% to 12.5%.

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Average Consumer willingto make more purchases

Barriers to entry forCompetitors

Opportunities

Threats

Decreased disposableincome of individual buyer.

Pakistan mightremain an unattractivemarket.


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Category

Analysis

Socio-cultural Environment Diverse culture and a multifaceted social class structure.

Consumer behavior differs markedly across income and social class segments.

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Growing middle classmarket segment.

Greater profit margins indiverse environment.

Opportunities

Threats

Complication in marketingactivities.

Middle class loosingpurchasing power.


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Category

Analysis

Technological Environment Consumer electronic goods market is vastly growing, technology driven, and

highly competitive.

A company must constantly innovate if it is to survive in the longer run.

Tablet PC market taken to a whole new level.

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Fairly attractive tablet PCmarket.

Customized products forniche market segments.

Opportunities

Threats

High development pace ofcompetitors.


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Category

Analysis

Category Attractiveness Tablet PC market seems attractive in terms of opportunity and growth potential

Innovation driven companies can stand out of the noise

Caution: High consumer expectations means Constant innovation

Small product development cycles

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Competito

rAnalysis

Saturation of Tablet PC market means more competition and morecompetitors

Competitor are selected on the basis of

Similar offerings

Similar price band

Some important competitors: Xpod Tornado

TouchMate UTab 785

Intex Avatar 2

Ainol Novo 10 Hero II

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Competito

rAnalysis

Xpod Tornado Major Features

Price: PKR 19,800

Dual Core 1.5GHz, 1 GB RAM, 8 GB Storage

Camera: Front 2.0 M, Back 2.0M

1 year Warranty

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Comes with a lot ofaccessories

1 year warranty

Strengths

Weaknesses

Average display quality

Average camera

Bad battery timing

Badly positioned


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Competito

rAnalysis

TouchMate UTab 785 Major Features

Price: PKR 14,900

1.2GHz Cortex A8, 4GB RAM, 4GB storage

Camera: VGA

1 year Warranty

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Value for money

1 year warranty

Strengths

Weaknesses

Poor Camera Quality

Bad battery timing

Small Internal Storage


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Competito

rAnalysis

Intex Avatar 2 Major Features

Price: PKR 12,900

1.6GHz Cortex A9 Dual-core CPU

Quad-core GPU, 1GB DDR3 RAM

4GB Storage

Camera: Front 2M, back 2M

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Longer Battery Timing

Lightweight

Good Processor

Strengths

Weaknesses

Smaller Internal Storage

No Warranty


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Competito

rAnalysis

Ainol Novo 10 Hero II Major Features

Price: PKR 18,500

Dual Core 1.5GHz, 1GB CDDR3 RAM

16GB Storage

Front 0.3M, Back 2.0M

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High Resolution Display

Large Storage

Longer Battery Timing

Strengths

Weaknesses

Poor Camera Quality

No Warranty

No accessories provided

with the product


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Internal Environment

Section II

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PKR 156 billi th f t


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Company

Analysis

PKR 156 billion worth of assets

PKR 47 billion of current assets

PKR 85 billion of property, plant, and equipment

PKR 21 billion invested in long term investments Human resource of about 50,000

Brand equity and Brand recognition

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Financial soundness

Government backing

Availability of investment

capital

Strength

s

Weaknesses

No in-house facility tomanufacture tablet PCs

Slow product developmentcycle


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C

ompetitive

Advantag

e

Products/Services at affordable costs

Product/Services Diversification

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Cu

rrentMarketingStrate

gy

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Analysis of current marketing mix

Target Market

Low to medium income groups Both business and individual users

Marketing Mix Product

Outdated hardware and operating system Low battery timing and display quality

Promotion A successful promotional campaign on Eid

Placement No problems with distribution

Price Overly priced


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OtherP

roducts Broadband DSL Wireline

EVO 3G Wireless Broadband

Voice

Landline

Vfone

Carrier & Wholesale Services

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Proposed Strategies

Section III

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CustomerSe

gmentation

Segmentation based on

Income

Age

Simmons Technology Adoption Segmentation System

Wizards

Journeymen

Apprentices

Novices

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CustomerSe

gmentation

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Middle income group

Age group 19 to 29, 30 to 50 Journeymen: Technology is part of their life, yet its not a

priority

Apprentices: Experimenting with technology

Primary Target Market

Age group 13 to 18

Higher income group Journeymen Higher income group Apprentices

Secondary Target Market


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Objectives

Financial Achieve a first year turnover of at least 200,000 tablets.

Achieve a gross profit margin of about 17 percent in second year of operations.

Marketing Double brand awareness within the targeted and potential segments in two

years.

Increase re-subscription of the built-in internet connection by 35% in next twoyears.

Release a new tablet in the next 2 years tailored to the changing consumerdemands.

Production Build in-house tablet PC manufacturing capability in the next 3 years.

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Production The production of the EVO Tablet will be outsourced to

Qualcomm

In-house development seems risky

Lack of expertise and experience No justification yet, for capital investment

Product will be branded under PTCL 3G eVo Tab

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Market

ingMix

Product Pricing Placement Promotion

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Product Design


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M

arketingMix:Product

Product Design Consumer preferences were determined through an online survey.

Group discussion with professional engineers, business managers, and Students.

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Priority Feature Score

1 Battery timing 6.6

2 Display quality 6.4

3 Built-in internet connection 6.2

4 Product warranty 6.0

5 Larger storage capacity 6.0

6 Camera quality 5.9

7 After sales services 5.8

8 Large Screen Size 5.4

9 Color choice 5.2


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M

arketingMix:Produ

ct

Product Unique Selling Points

Built-in 3G internet connection

Personal Wi-Fi hotspot

After sale service and support

Other Benefits Long battery timings

Good display quality

Larger Storage

Multiple Color Choices

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M

arketingMix:Produ

ct Product Specification Size: 8 inch

Dual Core 1.5GHz, 1 GB RAM, 4 GB Internal Storage

Camera: 2 Megapixel front, 5 Megapixel rear auto-focus

OS: Android 4.2 JellyBean

EVO 3G wireless broadband

Battery: Li-Ion, 5000mAH, 3.7V

24 hours Music Playback

Up to 10 hours Video Playback

Up to 150 hours Standby Time

Warranty: 1 year

Colors: Black, White, Grey, Pink, Blue, Red

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3G EVO Tab


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M

arketingMix:Produ

ct

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Marketing

Mix:Pricin

g

Pricing Objective: To maintain a competitive price in the market, coverall costs, and make a margin.

Competitor based pricing methodology

Average price of all competitor products: PKR 16,000

Price: PKR 18,000

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M

arketingM

ix:Placeme

nt

Distributors

Muller & Phipps

Agents PTCL One Stop Shop

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M

arketingM

ix:Promotion Advertising Television

Out-of-home

Magazines

Newspapers

Radio

Internet

Public Relations Event Sponsorship

Press Releases/Premieres

Sales Promotion

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M

arketingM

ix:Promotion

Television 30 seconds TV ad

Youth-oriented TV channels: Aag, The Musik, Oxygen

Sport TV channels: Geo Super, Ten Sports, PTV Sports

Development of TVC will be outsourced to Orient Advertising Agency

Percentage Budget Allocation (annual): 35%, PKR 175,000,000

Out-of-home Bill boards, Posters, etc.


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Sample


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M

arketingM

ix:Promotion

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p

Sample


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M

arketingM

ix:Promotion

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Sample


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M

arketingM

ix:Promotion

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Sample


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M

arketingM

ix:Promotion

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M

arketingM

ix:Promoti

on

Magazines Regular reading magazine of our customer

Examples: as Spider, TechnoBiz, Aurora etc.


Newspapers Printed newspaper ads


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M

arketingM

ix:Promoti

on

Radio Broadcasting of promotional offers

Popular youth oriented programs


Internet Facebook advertisement

Google AdSense


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M

arketingM

ix:Promoti

on

Public Relations Event Sponsorships

Events relevant to the target market

University Olympiads, business competitions, etc.

Press Releases Create Awareness


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M

arketingM

ix:Promotion

Sales Promotion 3, 6, and 12 month internet plans

Contest Sponsorship

Event sponsorship and giving away 3G EVO Tabs as prize

Special Occasion Discount

Eid, Ramadan, and New year etc.


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Conc

lusion

Major shortcomings of previous plan were determined

Improvements were suggested

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Thank you for you timequestions and queries are welcomed

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ptcl 3g evo tab - marketing plan

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