assignmentMKT

8/3/2019 assignmentMKT

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1.0 Executive Summary

Mini Portable CoolHeater Box manufactures by sFones Company has two side of

storage that can keep food and beverages stay cold and stay warm. With new

development technology Mini Portable CoolHeater box built in with Super bass

Speaker and Mp3 player. Very suitable for picnic or camping and also can be

place in the car. Mini Portable Coolheater Box comes with friendly eco

environmental materials. Prevent global warming and its really safe for earth.

*Picture is only for sample


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2.0Introduction

PT. sFone (PT stand for a form of business incorporation in Indonesia) and its

company are the members of Fontana Group, and one of the largest consumer

durable good producers. The company possesses strong capability in marketing

and manufacturing wide series of quality house ware products of kitchenware,

plastic house wares, glassware, and electrical home appliances. The company has

an established and extensive distribution networks both domestically and

internationally through its distributors, agents, or retailers, as well as

representatives in major cities in Indonesia, developed countries and neighbor

countries such as Malaysia, Singapore, and Thailand. The company has also been

strong in establishing strategic alliances with major leading foreign partners in

manufacturing consumer durable products, which has strengthened the company

business leading position in the domestic market and also kind presence in the

global market. With all of fast development technology our company trying to

make product for better mother earth. We are producing good quality product for

satisfaction costumer.

Mr. Ersad Hudin has established the solid foundation of the Group back in the

year 1990 with strong spirit, enthusiasm, persistence, hard work, and

entrepreneurial vision, starting from a small operation and has today developed

into one of the largest and outstanding business group in Indonesia, ranging from

consumer durable products, consumer industrial products, building/construction

material, property and industrial estate, commercial banking, trading and

distribution, as well as educational field. Through his dedication and great

passion, he had led the company from his heart. His appreciation of the employee

contribution to be part of this success has yielded into loyal and dedicated

employees. His spirit of love and respect for his work often moves people.

Todays business size and success has become the solid facts of his talents and

beliefs. The company employs around 1,000 people with production facilities


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spread out in two industrial areas in Surabaya, East Java, and one factory in

Jakarta, West Java. Through the dedication and hard work of its employees,

shaped by the strong entrepreneurship and vision of the founders, the company

has been able to maintain its leading position in the house ware industry, exhibit

continued growth, and creating more values to all the element.

Nowadays many people in this world want everything handle very easy, simple,

flexible and our company come with new product that can occupy all of that

needs. This CoolHeater box has functions to keep food or drink in different

temperature, so users can choose where to keep it. Besides that function,

CoolHeater box also has speakers to play music. Just plug USB pen drive and

directly it will play the music immediately. CoolHeater box have two different

sides, first side is where to place food and drink in cold temperature, and second

side is to place food and drink in warm temperature.

3.0 Contents

3.1 Marketing Mixes

First of all, to maintain its existence, sFones company comes to bring something

new that has never been done by it competitors. With the spirit and responsible to

always provide high quality of products, sFone encouraged to develop each

product. In this product development sFone trying to focus on consumers who are

concerned in urban living. Its strategy requires our company for having an

advanced and different marketing strategy, which can distinguish it with the

existing market leaders. Furthermore, by implementing the above strategies our

company will reinvent products experience for existing customers who have

become loyal consumers and attract new consumers by selling high quality,

innovative products. To implement the product development, it will be supported

by the development of other factors, such as development of pricing strategies,

promotion, and distribution place.


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y Product

Our company will release new product called Mini Portable CoolHeater Box.

This product comes with friendly eco environmental materials. As we discuss

above, our company will produce good quality product without damaging any

of surrounding environment in beloved earth. This Mini Portable Coolheater

box has a very important utility for storing food and beverages. This box will

also have two choices of temperature; this box can store food or beverages at

the cold temperature and warm temperatures. We release this product by

conducting various surveys and some suggestions from our customers. Mini

Portable CoolHeater Box has two side of storage, so it will keep food and

beverage stay cold and the other side will keep in warm. Many other products

in the market come with one temperature. Not only in two choice of

temperature, Mini Portable Coolheater box release with built-in super bass

speaker and mp3 player. Users just need to put their song in USB pen drive and

plug in to Mini Portable CoolHeater Box will automatically play the song. Our

Mini Portable CoolHeater Box has Built-in rechargeable lithium-ion battery.

Users need to charge the battery until 100% in 7 hours and can bring anywhereusers want. Users also can charge with plug in to usb 2.0 socket. Here some

strength and weakness of our product.

Strength Weakness

yPortableyEasy to bringy2 Option of

Temperature

yHeavy weightyExpensiveyNot store a lot


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y Price

Price is one very important part in marketing, because price is one of the four

marketing mixes. Price is an exchange value of goods and services expressed

in monetary units. Price is one determinant of success of a company because

the price determines how much profit to be gained from the sale of company

products both in the form of goods and services. Set the price too high will

cause sales to decline, but if the price is too low will reduce the profits that can

be obtained by enterprise organizations.By setting a competitive price then thecompany will obtain the optimal benefit. From the company's profit margin

obtained will be used for operational costs of the company. The company

wants a return of investment capital invested in the company so that

appropriate pricing will accelerate the achievement of equity return.

Portable CoolHeater Box manufactured with all high quality materials, so this

product item will comes with a bit expensive price than other product, This

item will launch around $ 99,00 USD or RM 349,00. Although our price is

high but its still reasonable in market area.

y Place

Distribution/place plays an important role in everyday life in society. With a

good distribution channels can ensure the availability of products needed by

society. With no distribution will be difficult for bring to market their products

and consumers also have to bother pursuing the manufacturer.

The distribution channel is a pathway intermediate good marketing of a

product transport and storage of goods and services from producer to consumer

hands. Factors influenced the distribution channels between our company and

consumer intermediaries there are wholesaler or dealer who serve buyers


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retailers who retail products to end consumers. Our new product will sell in

supermarket and also with retailer.

y Promotion

In order to attract consumers attention, our company is recommended for

using several promotion mix strategies that discussed as the advertising, sales

promotion and public relation. Promotion is a pusher in the business of

informing and influencing people or other parties that are interested to conduct

transactions or exchange of goods or services it markets.

We are going with two types of advertising, modern and traditional.

Through modernwewill advertise itby TV commercial and Internet for

retailerorder. And bynewspaper and sloganwill bethetraditional ways.

We are planning to make extra gift in the same price if the product is

runningwell. Thesepromotionswill begoing by time and period which

already setting. Nowadays we will advertise in Social media such as

Facebook, Twitter and etc.

We also havesalespromotionwill goingto consumers house topromote

ourproduct.

3.2 New Product Strategy

Never doubt that marketing still has an important role in a business. With the

marketing can help provide information about the goods or services offered by a

company, so as to meet the needs and desires of consumers in accordance with

the target market. Because the product or service will have a higher sale value, if

we can provide what customers need. A market new product is not easy,especially if the public does not know yet the product. It takes capital or

substantial marketing costs, as well as the struggles and specific marketing


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strategies for these products hit the hearts of consumers. In addition how to

attract customers, the beginner must also face competition from other

entrepreneurs that business has a product to market first. This becomes quite a

challenge for business people; they must have a strategy to attract consumers. Its

very recommend create a product that has its own advantages compared to other

products. So that consumers can be attracted and identify new products that we

offer. Here some of personal view to make successfulness in new product.

yMake a good relation with consumer

In running a business, of course all employers always wanted a business could

have great benefits. The advantage is not only material benefits alone, but also

the advantages of a non-material.

These circumstances make the perpetrators attempt to remove the extra energy

in determining the most profitable marketing strategies. Good advantage of the

large turnover every month and non-material benefits of customer loyalty that

is always awake.

Consumer loyalty is the biggest advantage for entrepreneurs. So no wonder

that loyalty is the main target of doing business. Since the creation of customer

loyalty is high, then it is good news for future business development

yUsinggood strategy Promotion

Business promotion activities are part of a much needed marketing strategy a

business, whether small or large businesses that have been developed. Before

knowing the method or promotional strategies often used by businesses, which

is a promotional marketing strategy is supporting activities that purposely held

to remind the consumer about the product or service with a particular brand.


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Promotion strategies are often used as one way to increase demand or sales of

goods and services offered, thus increasing profits. Besides promotional

activities also provide facilities in planning for the next marketing strategy,

promotional activities because it is usually used as a way of communicating

directly with potential customers. So that we can obtain accurate information

from consumers, the response of the products that we offer.

yPromotionProduct through the Brochure

The brochure is one marketing tool that helps businesses to inform of products

or services to consumers through a piece of paper or flyers. Usually brochure

includes the contents of text and images that are packed with interesting design

shapes, so managed to make prospective consumers are increasingly interested

in products or services offered.

To this day the use of brochures in the marketing of products is still absolutely

effective to affect the interests of consumers. Because other than the

production cost of a brochure that is quite light, being able to explain the

product or service in detail. Starting from the excess product, the consumergains when using such products or services, as well as the physical form of

products such as color, material, and size is usually also included in a brochure.

yKnow behavior of Consumers

As a Marketing Manager of course we often meet a variety of consumers with

different behaviors. There are consumer friendly and accept our offer, well,

there are consumers who are too demanding, there are consumers who are too

detailed and difficult to take the decision to buy a product or service, and there

are also buyers are passive and less interested with the offerings our deliver.


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Consumer behavior is often a time makes us rush and become one of the

obstacles in marketing a product or service. However, as an entrepreneur and

marketer, we must learn to know the behavior of consumers and to plan

marketing strategies according to their behavior.

yDoing the Market Research

Knowing how big the potential market of a product. If the research results

show some positive results, then you should not hesitate anymore to market the

new product. However, when research shows a lack of interest of the

consumer, should do the evaluation and give more value to your product. So

the product is enthusiastically accepted in the market.

y Determine Target Market

Determine the target market is becoming an important part of business

marketing strategy. There are several companies that want to reach consumers

from all circles, but there are also some companies that deliberately separates

target consumers according to market its products. With a clear target market,will facilitate the company to determine the product that fits your needs and

desires of consumers. Means also that the target market is a market that has

customers with purchasing power potential.


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4.0 Conclusion

As a conclusion our company will launch the Mini Portable CoolHeater Box in

the end of 2011, to develop new ideas and innovation takes hard work and really

big efforts. Some of roles to make new product successful are: using good

strategy promotion, determine the target market, doing market research and also

knowing the consumer behavior.


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5.0 Harvard Referencing System

Definition price (2011) Management Distribution [online] (cited: 9 October

2011) Available from

Marketing strategy (n.d) Marketing Communications Plan for New Product

[online] (cited: 10 October 2011) Available from

Strategic Market Plan (1994-2011) Marketing Plan [online] (cited: 13 October


Business Plan & marketing strategy (1995-2011) Marketing Stragy and plan

[online] (cited: 15 October 2011) Available from

The Marketing mix & 4p (1996-2011) Understanding how to position your

market offering [online] (cited: 15 October 2011) Available from

Reference for Business (2011) Consumer Behavior [online] (cited: 13 October



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You are required to use the following format: ( ** Please attach this part at last

page of your assignment)

Marking scheme:

1)

Executive Summary /2

2) Table of Contents Topics andPage No

/2

3) Introduction (brief introduction onyour new product & company

background)

/5

4) Product /105) Price /106) Place /107) Promotion /108) Personal opinion on how to ensure

success of your new launch

product

/10

9) Conclusion (interesting reflectionfrom your learning)

/5

10)Cohesiveness of ideas/sentences/quality of writing,language & originality of the work

/3

11)References (Harvard Referencing) /312)Analysis and in depth discussion /1513)Overall impression (report design

and layout)

/5

14)IndividualPresentation (clarity inexplanation, ability to answerquestions from the floor, formality,

dressing, voice, creativity)

/10

15)Total Marks /10016)After Conversion /20

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