A MARKETING PLAN FOR E.G.O PADFONE

PREPARED BY:

VICKY TIONG KAI NI 11040255

POLITICAL

Political is considered stable.

Liberal tax policies - to reduce the costs of production.

International trade.

World Trade Organization (WTO).

Free trade agreements (FTAs).

ECONOMIC

Low cost labor.

Economic is growing slowly.

Low transportation cost, exchange rates and taxation.

Improve consumer confidence.

40% of households - earn RM2, 000 and below. 20% of households - earn more than RM5, 000 a

month.

SOCIAL

Improve living conditions of the society.

Education industry- high literacy rate.

High educated Malaysians with high income distribution.

Malaysians look forward to functional benefit and perceptual benefit.

Nowadays, IT devices are usually been used daily.

Y generation.

TECHNOLOGICAL

High literacy rate - existing high skilled labor is needed.

Faster adoption of technological changes in Malaysia.

Internet service, Wi-Fi, webpage has been provided in Malaysia.

Do advertising on the webpage.

Wi-Fi.

INDUSTRY ANALYSIS

THREAT OF NEW ENTRANT

Low.

High technologies and specialized knowledge on the IT devices.

Capital requirement - high capability to compete in industry.

Having huge capital - sufficient financial resource.

High technology, huge human resources.

Creativeness and innovative ideas.

THE BARGAINING POWER OF BUYERS

High. Buyers

force down prices, demand higher quality and playing competitors off against each other.

High quality or high performance of IT devices, and even after sale service.

High competitive. Gain the largest market shares. Gain the consumers attention. Building brand awareness and the brand loyalty.

THE BARGAINING POWER OF SUPPLIERS

Low.

A powerful supplier -increase selling price or reduce the quality of

the raw materials.

Horizontal or vertical integration.

E.G.O acts as the manufacturer, supplier of resources or retailer in order to reach the economies of scale.

THREAT OF SUBSTITUTE PRODUCTS OR SERVICE

High.

High growth industry or high competitive industry.

Opportunity to provide a substitute product for consumers in lower price or better performance than the existing one.

Substitute products like laptops, smart phones, PCs; they can replace E.G.O product easily.

RIVALRY AMONG EXISTING FIRMS High.

Strong brand name tablets.

Product differentiation.

Lack of the differentiation - high intensity of rivalry.

Brand identification.

Brand name’s popularity will possibly make the product differentiation.

STRENGTH Strong brand name

E.G.O is “Ever Green Option”. Easy to remember.

2-in-1 innovation and multifunctional Unique and special. Lower budget to purchase two things at once.

Long battery life span Comes out the device which has a long battery life span. E.G.O can stand by up to 410 hours; talk time up to 19 hours.

Portable For office ladies, E.G.O is a smart choice for them. Can be used easily. Product is light. Stylish with colors.

WEAKNESSES

No extension for keyboard.

E.G.O padfone cannot totally replace the laptop and PCs because padfone might not do paperwork as well as laptops and PCs.

It is more suitable for those people who actually often do memo, notes or etc.

OPPORTUNITY

Focus on green environment. Nowadays, the societies are focusing on enhancing the green

environment. Recycle, reuse, reduce.

High income/ high purchasing power. Higher purchasing power.

New product introductions. New product might be an opportunity. Less comparisons.

High customers’ perception. High level of literacy rate. Improve their living standards.

THREATS

Technology changing very fast. Smart phones, tablets, smart TV and others are competing

with their competitors. Do their market research, do response quickly against the

competitors.

New technology available, competitor also. Same features, same designs, and even the production with

lower costs. “Copycats”.

Brand loyalty. Many branded products in the market. Consumers can choose to purchase any products. Price-sensitive; branded products. Depends on the willingness.

MARKETING STRATEGY

MARKETING OBJECTIVES

The objectives of the marketing plan are strategically cantered around 4 criteria:

To create strong consumer awareness. E.G.O stands for “Ever Green Option”. Simple and memorable brand name.

To increase market shares. Establishing wide brand recognition. Set up special program for the public.

To become the market leader in the particular segments. Teenagers and ladies. Y generation.

To enhance customers’ self-satisfaction. Buy eco-products.

PRODUCT

2-in-1 innovation. “Ever Green Option”.

Smart phone combined with the tablet. Dynamic display, unibody design with brushed

metal finish, 13 MP camera, Beats Audio and powered by the quad-core processor.

Black, white, pink, blue, purple, yellow and apple green.

64GB of onboard storage capacity plus 50GB E.G.O storage.

PRICE

CUSTOMER DEMAND Affordable prices. Focused on the teenagers and ladies. Limited edition product as rose gold in color.

PRODUCT LIFE CYCLE As high as possible but lower price than

competitors. High profit margin.

COMPETITIVE INFLUENCES Low cost leadership or differentiation leadership.

PROMOTION

OBJ: To initiate strong awareness about the launch of E.G.O

padfone throughout the Generation Y as well as their parents.

To win market shares over ASUS Padfone Infinity.

MESSAGE: The promotional outputs will convey the clear message that

“E.G.O padfone is an affordable product with high-tech.”

CONCEPTS: “Finger is important.” “Get cool in saving the Earth.” “Your life is not just black and white.”

PROMOTION

Promotional mix Method

Personal selling Hire salesperson to promote the

product

Public relations Stands or special displays and events

in schools, malls, sponsorship

activities

Celebrities’ endorsement Hire K-Pop star. E.g. G-Dragon.

PROCESS

PRODUCER TO CUSTOMERS

Hire salesperson to promote our padfone. Promotion will be set at those shopping malls on weekends.

Use public relations strategy. Organize the special displays and events in schools and

malls. Sponsorship activities.

Celebrities’ endorsement. Hire K-Pop star might be a choice to attract the customers

to buy our products.

CONCLUSION

Country is considered stable. Economic growth is increasing slowly.

Malaysians perception is quite high. Free Wi-Fi, 3G services have been provided.

Capital requirement. Quality and performance.

Many substitutes in the industry, still can earn profits.

There is a big opportunity.