smart home marketing strategies
TRANSCRIPT
Project Summary
• Company history1
• Introduction2
• Product introduce3
• Market, customer and competition4
• Marketing strategies5
• Vision, Mission and objectives 5.1
• Segment, targeting and positioning 5.2
• Marketing mix strategy 5.3• Marketing strategy implementation
and control 5.4• Management, Implementation and
control6
1.Introduction
The growth of social Living standards more and more higher Demand on Convenience and comfortable Demand on freedom and safety
The growth of technology Internet network available anywhere, and
anytime Machines is more and more intelligent
1. Company introduction
Company Name: VietSmart Founded: in 2013 Production: Provide related products and
services for smart home
3. Product Definition
2. Software Software control installed in Smart phone of tablet:
Software: OS android Control via 3G or wifi
Software features Remote control: Software installed in tablet of Smartphone
can remote control all equipment of house Remote alarm: When any illegal operations, A alarm
message will be send to tablet of smartphone. Remote management: The Owner can remote manage
operations of house.
1. Hardware Components control: Door lock, light … Center control
3. Product Definition
3. Service:Provide a turn key completely service: Consulting: Design Implementation Maintenance
4. Customer
Who will use our Product? The high income people Small and medium enterprises. Apartment building
Where we supply our products? All people in Viet Nam Country All country in Asian
4. Competitor
Who we are competing? BKAV Smart home FPT Smart home Lumi Việt Nam Honeywell (From america) Kocom (Korean) Ihome (Thailand) Cytech technology (Singapore)
4. Competitor/financial and experience
Brand Name OriginalExperience
(years)
Finance 2012 (USD) Finance 2013 (USD)
Total
Revenue
Profit
before tax
Total
Revenue
Profit
before tax
Vietsmart VietNam 2 0 0 750,000 112,500
BKAV
SmarthomeVietNam 3 700,000 91,000 861,000 111,930
FPT
SmarthomeVietNam 3 653,000 58,770 803,190 72,287
Honeywell America 5 350,000 42,000 413,000 49,560
Cytech
technologySingapore 5 200,000 16,000 236,000 18,880
4. Competitor
Main technical featuresVietsmar
t
BKAV Smarthom
e
FPT Smarthom
e
Honeywell
Cytech technolo
gy
Management and mornitoring on laptop/tablet
x x X x x
Auro detect changed status, and switching devices to the most suitable status
x X x
Remote control x x X x x
Automatic send alarm to management and monitoring system
x x X x x
Technology applied Zigbee Zigbee Wifi Wifi ZigbeeSensitivity temperature sensors x x x xSensitivity light sensors x x xServices Consulting: x x X x Design x x X x xSupplies x x X x xImplementation x X xMaintenance x X
4.SWOT
Weaknesses
Trenths
Threats
Opportunities
- Organization of company is small: the low expense
- Director board are very active, flexible, sensitive.
- Staff are young, and active, control technology
- Price is cheaper and professional service
- Company is young -> management experience weakly.- National company , is
difficult to compete in the international market
- This is new market in Vietnam and Asian. Vietsmart is one of companies going first in VietNam
- The economy over the period of recession, to begin growth stage.
- People more and more have high income.
- Big international competitors are accessing to VietNam
- BKAV, FPT competitors are traditional software has a lot experience in implementation.
- This is high technology product-> Price is high with the income of Vietnam People
5. Competitve advantage and strategy focus
5.1. Products advantages- Products are innovations, applied newest technical in the world. - Superior features than competitors it make customer are saving operation expense.
5.2. Price advantages - organization is small, company operation effectively. We can saving the expense operation
5.3. Human Resources Advantages - With the young staffs, active, control technology, working effectively, and the director board are sensitive with the markets
5. Competitve advantage and strategy focus
5.4. Strategy Canvas
Prices Features Qualtity of product
Saving operation expense
service0%
10%
20%
30%
40%
50%
60%
70%
80%
VietsmartBKAV SmarthomeFPT SmarthomeHoneywell Cytech technology
5. Competitve advantage and strategy focus
5.5. Strategy focus- Aggressive: We will apply all newest technology into the product, build a expert team in provide services. Customize product as the customer demand.
- Defensive: Improving the management experience to optimize cost of products. Corporation with the big real estate companies to improves finances, and extension markets.
6. Marketing Strategies
6.1. Vision, Mission and objectives
6.2. Segment, targeting and positioning (2-3 slides)
6.3. Marketing mix strategy
6.4. Marketing strategy implementation and control
6.1. Vision, Mission and objectives
Vision Provide to customer a freedom life.
Mission Provide the best products, the best services
to customers Slogan “Auto freedom life”
Objective Become the top threes companies provide
smarthome products in Asian in 2017 Volume of sale in 2017 is 2.000.000 USD
6.2.Segmenting, target and positioning
Segment High income class people Small and medium enterprise Apartment building New city
Target markets All Provinces of Vietnam Asian country
5.2.Segmenting, target and positioningPro
duct
Qualit
y/
Serv
ice
Price
FPT
BKAV
Honeywell
Lumi Kocom
Vietsmart
CytechiHome
Positioning
5.2.Segmenting, target and positioningPro
duct
Qualit
y/
Serv
ice
Hi-technical
FPT
BKAV
Honeywell
Lumi
Vietsmart
Cytech
iHome
Kocom
Positioning
5. Marketing Mix Strategies
Product strategies
Place (Distributions) strategies
Price strategies
Promotion strategies
Description 2013 2014 2015 2016 2017Marketing budget (USD)
100,000
130,000
169,000
219,700
285,610
Volume of Sales 750,000
975,000
1,267,500
1,647,750
2,142,075
Product strategies - Smarthome V1
- Smarthome V2 - Trial smartcity
- Smarthome V3 - Smartcity V1
- Smarthome V4 - Smartcity V2
- Smarthome V5 - Smartcity V3
Place (Distribution) strategies
Big city in viet Nam
50% province in Viet Nam
- 100% Province in vietnam, - 30% country of Asian
- 100% Province in vietnam, - 70% country of Asian
- 100% Province in vietnam, - 100% country of Asian
Price strategies
- Medium - Keep price always less than two BKAV and FPT companies
- Medium - Keep price always less than two BKAV and FPT companies
- Medium - Keep price always less than two BKAV and FPT companies
- Medium - Keep price always less than two BKAV and FPT companies
- Medium - Keep price always less than two BKAV and FPT companies
Promotion Strategies
- Media channels - Advertising channels - Personal selling - Public Relations
- Media channels - Advertising channels - Personal selling - Public Relations
- Media channels - Advertising channels - Personal selling - Public Relations
- Media channels - Advertising channels - Personal selling - Public Relations
- Media channels - Advertising channels - Personal selling - Public Relations
5.3 Marketing Mix Strategies/Plan
Product features High quality Innovation Apply new technology into products
Product Strategies
Product lines Smart home line: Introduce new version
software with new functions. Smart city line: 2014 will has trial for smart
city, 2015 will put this products to market.
Product Strategies
Services Combine with Customer Solution. Product is a
best solution for customer Professional Customer care policy well (Warranty equipment,
maintenance after implementation). Onsite support for customers Training for distributor to implementation services
Pricing Price of hardware, software, service Combine with Customer Cost. Product has cost perfect with
value Minimize cost of Products, expense of Implementation phase. Training service for distributor to reduce cost of implementation Always keep price less than the BKAV and FPT companies
Price Strategies
Policies Set a the same price of software and hardware
for all Distributor Set commission for distributor base on volume
of distributor sales Distributor can set the price of services
Distribution strategy Setup a exclusive distributor on a province in Vietnam
or a country in Asian Step by step expand the market and setup new
distributor on new markets.
Distribution channels Via distributor Distribute to customer directly with the big project,
and distributor can implementation services
Direct distributionFocus on high income segmentCorporate with Real Estate companies
Place (Distribution) Strategies
Promotion Strategies
Strategy Individual communication Corporate identify Focus to the high income people Focus to Real Estate companies Content of program advertising must be
followed the mission of company The message send to customer “Vietsmart
give you auto freedom life”
Promotion Strategies
Strategies The first stage 2013-2014: Concentrate to
the Media and advertising programs The second stage: 2015-2017: Maintenance
media programs and improve republic relations programs.
Promotion Strategies/Programs Media channels: implementation on first stage
The cost of marketing is low. Focus to company’s segment: It focuses to the hi-tech
people. Social network are rapid developing. Concentrate to build a brand of company.
There are some media channel marketing: Social network such as facebook, twitter, youtube, Google
advertising … Cost for that channel is low. Company website: to build the brand of company
Promotion Strategies/Programs Advertising channels: implementation on first
stage Product advertising: the features and benefits of a product to
customers and prospects. Corporate advertising prospects about the firm’s capability
to provide high quality services
There are some advertising channel marketing: Advertising programs are concentrated television channel,
on the science, newest technology channels. In addition, company can take advertising program on
newspapers, especially technical magazines
Promotion Strategies/Programs Public Relations channels: implementation on second
stage Customers has already known products and services of
Vietsmart. Implement the public relation channels to maintenance the
company’s image. There are some Public Relations channels marketing:
Company will invite a famous family to present company images.
Take a customer workshop every year
Promotion Strategies/Programs Personal selling channels: implementation on second
stage Programs will supports for main programs, it use for
maintenance customer, and build a image of brand name Personal selling channels marketing
SMS marketing: Individual email marketing. Direct call.
Promotion Strategies/Programs
Promotion Strategies
2013 2014 2015 2016 2017
Media channels
'- Company website - Facebook/youtube - Advertising on news websites - Advertising on google.com- Other media channels
- Company website - Facebook/youtube- Other media channels
Advertising channels
- Advertising on TV channel - Advertising on building - SMS advertising
- Advertising on building - SMS advertising
Personal selling channels
'- Email to introdure strategy customer - Corporation business with real Estate companies to put smart home products to apartment building, business buiding
Public Relations channels
Take a customer workshop every year: The customer are real Estate companies
- Keep a customer workshop every year: The customer are real Estate companies - Invite a family of famous person to present of company brand
Promotion Strategies/budget
Budget Promotion Strategies (USD) 2013 2014 2015 2016 2017
100,000
130,000
169,000
219,700
285,610
Media channels 25000
25000
32,500
42,250
54,925
Advertising channels
45000
30,000
39,000
50,700
65,910
Personal selling channels
10000
10,000
13,000
16,900
21,970
Public Relations channels
20,000
65,000
84,500
109,850
142,805