smart home marketing strategies

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SMART HOME MARKETING STRATEGIES

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SMART HOME MARKETING STRATEGIES

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

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

Thank you for attention