Aiptek Marketing Study

Keeping your Life in MemoryMarketing Study

Table of Contents

Background & Orientation ..................................................................................1Company Background

Target Audience....................................................................................................3Observations, & Conclusions on Psycograph and Demograph The Competition ..................................................................................................7Sanyo, Canon, Nikon & Product Comparison Product Identification..........................................................................................13SWOT , Non-Differentiating product line

Strategic Goals & Objectives..............................................................................16Primary & Secondary Goals & Objectives Tactical Implementation......................................................................................18Print.Packaging.Marketing Strategy Notes..................................................................................................................................20

AIPTEKBackground & Orientation

1

AIPTEK Keep your Life in memory

COMPANY BACKGROUND Aiptek International. Founded in 1997, from the Taiwanese Silicon Valley. Aiptek international was the first in offering the Pocket Size to the Camcorder Market. AIPTEK has also been re-sponsible for becoming the leader in the Market of Pocket DV ( Pocket Digital Video).

The products that are offered by AIPTEK are sold in a wide range. Nationwide Markets, of-fered to Wholesalers, and retailers in US, and the Chinese Market.

Aiptek International Inc.Keep your Life in memoryBrand: AIPTEK

© Images Provide by Aiptek

AIPTEKTarget Audience

3


From the supplied views and styles of the target audience, Young Male Adults. They are noted to be attracted to Bold subjects to which they participate.

Young Male Adults wearing prodominatly professional attire. However also engaged in sporting activites to remain fit, strong, and dominant.

Demograph

The typeface resembling a bold lifestyle with a similar col-or swatch. Bold colors compliment the type to make it feel comfortable for the viewer to understand.

Strong distinct symbols are also evident, that attract the demograph to further engage in activities. This demograph is mostly seen around computers, within a professional and personal space. As well as in the company of the opposite sex.

All these are important factors of the demograph and what they have, or are seen participating in. When par-ticipating with a lens the young male adult is seen with in company of a member of the opposite sex. Posing for the lens and appealing off to the lens with a distinct look of power.

Always wanting to be surrounded by comfortable • environments

Well Educated. •

Fuss over the details of the Product•

Like to be romanced with the details to ensure • purchases.

Psycograph The Refuge Seeker

AIPTEKThe Competition

7


Competition in the Camcorder Market stands at the top Distributors of High Definition Camcorders. Nikon, Sanyo and Canon.

Competition


“Sanyo” means “three oceans” in Japanese, and when it comes to electronics, SANYO covers the waterfront. The manufacturing powerhouse has more than 200 subsidiaries worldwide. Its products and services are divided among four business segments: consumer, commercial, components, and other. Its companies make a variety of electrical devices and appliances, including industrial and commercial equipment (refrigerated supermarket cases), audio and video equipment (DVD players, TVs, digital cameras), semiconductors, communications equipment (cellular phones, computers), batteries, and home appliances (microwave ovens, air conditioners). SANYO has agreed to be acquired by rival Panasonic Corporation.© Sanyo 2009

Competition

© Images Provide by Sanyo

Keep your Life in memory

Canon is still banging away at the document reproduction market. The company makes printers and other computer peripherals for home and office use. Its other well-known lines include copiers, fax machines, and scanners. Canon’s optical segment features products used in such diverse applications as semiconductor manufacturing equipment, television broadcast lenses, and devices used for eye examinations. Canon still operates its original camera business, which makes digital cameras, camcorders, liquid-crystal display projectors, lenses, and binoculars.© Canon 2009

Competition

© Images Provide by Canon


Nikon’s focus extends far wider than most consumers would believe. Best known for its cameras, lenses, and other consumer optical products, Nikon vies with national rival Canon and Netherlands-based ASML Holding to be the world’s top producer of photolithography steppers, which is the crucial equipment used to etch circuitry onto semiconductor wafers and LCD panels. The equipment company makes a broad range of other products, including binoculars, eye wear, surveying instruments, microscopes, industrial equipment, and electronic imaging equipment. Nikon is part of the huge Mitsubishi “keiretsu”, a group of businesses linked by cross-ownership.© Nikon 2009

Competition


Product ComparisonFrom all the Competitors, and Aiptek there are clear factors to choose the AIPTEK product over the overly priced HD Camcorder from a well known company.

Important intangibles to always consider when the customer is buying a camcorderwere placed into consideration. Price, Capture Quality, Preview size, the essential Extras, and the Size.

All the intagables are equally as important since they mark a difference in purchasing one over another. The customer always wants the best, newest and sleekest product. After all the demograph, Young Adults wants to remain seen solid, confident, and keen.

Competition

AIPTEKProduct Identification

13


SWOT Analysis

Streng

ths

Opp

ortunites

weakness

ThreatsWide range of Productsoffered by Aiptek

Friendly Delivery of Product

Positive Brand

Advertisement Technique up to Date

Leaders in what Aiptekoffers in Pocket DV

Possible expansion

Growth of Customers

Already the Leaders of the Pocket DV Market

Knowledge to the generalpublic is not apparent

Not Striving to be #1 withinthe customers perspective

Competition Growth

Further expansion of Good products without good projection of Aiptek

Lose of tagline effectivenessin comparison to the competition

AIPTEK International

AIPTEK the economic resolution for the consumer in search of the ideal camcorder to keep their life in memory. From the Investigation set on the AIPTEK market for HD Camcorders, problems have been noted. These problems could be responsible for low sales after all differentiation is key to all sale components. .

Key Selling Points are Non-Differentiating. The positioning of the product sale is shown in a way that insinuates no real interest in showing what AIPTEK can do for the consumer. Presented as though Aiptek wants to hide from other products, or even from the consumer. Positioning of the Product displayed last from a Left to Right View. For example in a Walgreens department store, camcorders are behind the front desk at the photo counter. Cannon is placed directly behind the point of payment for the customer, AIPTEK products are off to the right side. An alternative to this issue of placement and Non Differentiating can be display case of an end stand within an Walgreens Establishment. Competing with Canon Products by Offering more then one Style of Camcorder within the Point of sale. Connecting more within the department store and displaying advertisement of the Name Aiptek, and the fact that Walgreens offers this. In the event of a customer not being so knowledgeable upon what AIPTEK is about is a factor but in the same instance, with a strong tagline such as Keep your Life in memory, shows alot to the consumer. The tagline is both strong and inviting to create a lasting relationship with the consumer, key word play, Keep your life.


AIPTEKStrategic Goals & Objectives

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As it is important to grow within a specific market, specifics must be tackled in order for these changes to be considered strong, smart, and most of all new. For AIPTEK the solution would reside in cultivating more awareness for the consumer. It is to say, if AIPTEK is the cheaper alternative with a main focus of keeping your ( the consumers) life in memory, then extended your promotional strategies to mirror the tagline of making it impact the consumers life.

Primary Goals & Objectives Focus on the already smart, incentives that Aiptek contains, and how these can work in a extended manner. Change placement of products to make a difference in the market place. Inform the consumer about Aiptek, ceasing the appearance of hiding away from the consumer. Inprove delivery of product. Establish , Cohort Marketing plan to join with a Wild Life organization Secondary Goals & Objectives Communicate AIPTEK

AIPTEKTactical Implementations

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To inform, communicate, and educate the customer of a better alternative. Prints are to showcase the product in a stunning manner to show what the product can do for them as they are purchasing a good product. This print form will be in VideoMaker- Your Guide to Creating and Publishing Great Video.

PrintObjective

Packaging Merchandise AdvertisingThe present packaging for the HD Camcorder for AIPTEK, looks very similar to the competition. The Packaging is transperant and hangs with the Rest of the Camcorders. A better designed packaging with the plastic is a resolution, but must stand away from the competition. As well as a more sustainable solution to packaging, a box which well defines small slender product Aiptek has to offer.

Will be presented in different ways. Walgreens Merchandise Ads, placed in the walgreens department store, and exterior building window poster advertisements. These will both educate the consumer of Aiptek and communicate its uses.

To better inform and educate the consumer on what AIPTEK is must be delivered by various mediums. In both print and interactive media. However there are things to consider such as effectiveness, and singular-ity. As AIPTEK can sound to the average consumer as a new company the effects of this communication must be as well new and showcasing what the compe-tition has not.

AIPTEKTactical ImplementationsNotes

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Aiptek Marketing Study

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