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Marketing Plan

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by

Neo Ting Ling

on 24 October 2014

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Transcript of Marketing Plan

Non-Computer
Users



TUTORIAL GROUP 23
TEAM 02
Matrix Partners preso!
Harvard Business Review
How to lower the cost of enterprise sales?
Product: Augmented Product
24-hour online store
Free delivery for bulk purchases (at least 50 GBD)
Within 2 working days
Channels for feedback available
Social Media
Hotline
Email

Marketing!
Jive
Spend on M&S
Revenues
Clients
2010
$46M
560
$29M
T
H
N
A
K
Y
O
U
P
R
E
Z
I
Las personas se niegan a envejecer
Case Study:
At an OpEx M&S
New Deals ('11)
$77,285k
($44,794k)
77
Overall Result
($50,804)
2011
Table of Contents
Company Background
Product Review
Environment Analysis
Marketing Objectives
Segmentation and Targeting
Marketing Mix
Profit & Loss Analysis
3M
Mission
Company Background
Economic
Advancement of technology

Greater use of IT in workplace and education


SWOT Analysis
Technological
Marketing Objectives
Competitive Review
Segmentation & Targeting
Segmentation & Targeting
Economic
4th highest in GDP per capita based on PPP in 2013

Work-life of Singaporeans
87%
of Singaporeans spending time outside office hours on work



Socio-Cultural
Presented By:

Lee Eun Jin N1403644F
Eugene Lim Zhi Yuan U1410691A
Joshua Danny Winata U1410804C
Sim Zhi Rong David U1410695L
Neo Ting Ling U1410414D
To Improve Every Life through Innovative Giving in Education, Community and the Environment

"
"
Product Review
Sticky and Malleable

Lightweight

Able to pick up dirt in crevices
Steady increasing trend
Projected to continue

Source: International Monetary Fund
Source: Singapore Business Review
Strengths
Efficiency & Convenience
Less need for effort
Fast

Ease of Market Entry
Household brand – Scotch-Brite
Strong existing branding and brand loyalty

Tangible Results
Ability to tell if cleaning effort is effective

Strengths
Weaknesses
Durability of Product
Less effective after repeated usage

Counter:
Affordability of GBD
Weaknesses
Low Public Awareness on Issue Addressed
Low perceived need for GBD

Weaknesses
Counter:
Raise awareness of importance of keyboard hygiene
Opportunities
Increase in Ownership and Usage of Computer
s
Source: Infocomm Development Authority of Singapore (IDA)
Environmental-Friendly
Greater demand for ‘green' products
Biodegradability

Opportunities

Threats

Counter:
Imperfect substitute for tasks such as presentations, video editing due to compatibility issues
Overpowered by smartphones

Competitive Review
Good public reception
Market penetration
30% of target market

Target market expansion (housewives)
Brand image of innovation

Marketing Objectives

Target profit:
$1,708,007

Breakeven
(3-5 years)

Positive
word-of-mouth
Increase number of repeat customers
Segmentation, Targeting,
Positioning and Differentiation
Segmentation & Targeting
Singapore
Market
64%
Evolution of education and jobs

Computer
Users
18-35
years old
General cleaning functions

Singapore
Market
Housewives
Positioning & Differentiation
Efficient and
user-friendly

Live demonstrations
TV advertising
Affordable
Low cost of production
Flexible
General cleaning
Value proposition:
"More for Less"



Product Features
Current
Portable
Lightweight
Malleable
Variety of colours

Future
Variety of shapes
Increased durability

Place
Indirect marketing channel
Intensive distribution strategy
Retailers as the sole intermediary
Supermarkets
Convenience Stores
Retail Chains

Place
Direct marketing channel
24-hour online store

Promotion:
Advertising
Informative advertising approach
Heavily focused on social media
Singaporeans are the top Facebook users

Promotion:
Sales Promotion
Bundle with other 3M products
Bulk purchasing
Demonstrations

Place and Promotion
Price:
Cost-Plus Pricing
Use of all fixed and variable costs
Widely adopted approach for 3M
Relatively straightforward and effortless
Determining Mark-up Percentage
Psychological Pricing
To evoke emotional response
Better response for prices ending with 99 or 90
$4.66
ORIGINAL
AFTER REVISION
$4.90
Competitors' Pricing
Company
Source: The World Bank
Revenue
Marketing Objectives
Customer
Satisfaction
Short
Term
Long
Term
Company
Short
Term
Long
Term
Short
Term
Revenue
Long
Term
Customer
Satisfaction
Short
Term
Long
Term
Marketing Objectives
Other Uses
Can clean up most difficult-to-reach spots
e.g. remote controls, calculators or house phones
Increase our target market

51%
28%
21%
Source: Nielson
Tutorial 23 Group 2
Source: Experian

Non-Computer
Users
Full transcript