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Automatic double rollers washing machine
Binary Star
Binary Star Limited Liability CompanyBinary Star
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Description and ownership of proposed business
Assessment of the business environment Marketing researchGlobal environment Industry environmentNeeds unsatisfied
Business PlanMarketing planTarget marketProduct characteristicsPricing Distribution Promotion
Summary
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Binary Star is a new but promising limited liability company producing and selling high-end washing machine.
The name “Binary Star” originated from the characteristic of our new products ----Automatic double rollers washing machines. It’s a special and brand-new product for all the consumers.
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Our amazing team
Vinse Liu
Chief Operating Officer
Carry Zhou
Chief Executive officer
Jasmine Feng
Chief Finance Officer
Winnie Deng
Manager
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Binary Star Limited Liability Company
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Global Environment
From the chart, we can draw a conclusion that people’s income keeps increasing year by year.Binary Star
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So does the amount of washing machine sales.
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income Living standard
Higher quality of the washing machines
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Marketing research
Questionnaire Method (Wechat , hand out face-to-face)Respondents: 105 people
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Aged 18-30 35.24%Aged 31- 40 26.67%Aged 41- 50 24.76%
Married person 65.71%Single Person 34.29%
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competitor analysis
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High brand awarenessVarious product classificationsDeveloped after-sales serviceIts ability to design and create different products according to the customers’ needs
Advantages
DisadvantagesHigh-end pricebad service attitudeTechnology Standstill
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Unique designAdvanced technology-----technical reformation of energy conservation and environment protectionReputation
Advantages
Expensive price
Disadvantages
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AdvantagesSpecial management ideaStrong competitive advantage and brand equityFocus on the product’s promotion, boosting sales and reputation
DisadvantagesAppearance is like its competitors Panasonic
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Disadvantages of washing machine
1. Can’t wash cleanly.
2. Do more harm to the clothes
3. Complex to operate
4. Waste much water
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10. (排序题)现在的洗衣机,您觉得存在什么弊端,请选出前三项并进行排序?
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People’s Need:
1.Wash the clothes cleanly
2.Make the clothes soft
3.Easy to operate
4.Save water
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10. (排序题)现在的洗衣机,您觉得存在什么弊端,请选出前三项并进行排序?
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Our Product’s special features:
1.Have various washing functions
2. High technology for cleaning
3. Reduce noise
4. Have different water levels
5. Classify the clothes into 3 categories
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•From the chart, we can know that people’s need in dividing washing is potential. So we set our target market on those people.
Target MarketTarget Market您认为有必要将衣服分开洗涤吗?
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high-income group
We set our washing machine as a
medium-high class product.
Target MarketTarget Market
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high-income groupPeople who need divided washing
Target MarketTarget Market
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Product characteristics
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• Compared with the pulsator washing machines, the roller washing machines have following advantages:
1. clearing power: much stronger (twist,knead,pat and hit) 2. high speed (save time)
3. less water consumption(about 70-100 liters) According to the results of questionaires, the percenta
ge of the people who want to save water and energy ranks the second.
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假如购买一台新的洗衣机,请选择您最看重的前三项并进行排序 :
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• Double rollers: 1.above: mini roller (children clothes, underwears) 2.below: larger roller (adult clothes, outerwears) (Also, the clothes can be divided into dark and light color clothers, and they can be washed in different roller)• Various functions: standard, soft, drying and disinfection
• High technology: (1)Double core frequency conversion power system(双驱芯变频动力系统)
the above and the below roller could work either at the same time or independently (2)self-cleaning technology: higher temperature, higher speed
remove the stain and the residue efficiently
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平时洗衣服时,您会将衣服分类洗涤吗 ?您认为有必要将衣服分类洗涤吗?
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(3)Touch screen easier and more convenient for the people to understand how
to operate the machines Simple operation interface
• Water level: classified (1-2 3-4 5-6 7-8)
Save water
• Small noise: pedestal with pulleies make it more stable and it will not shake drastically move the machine according to your needs
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PricePrice
From the above chart, we can know that 54.29% people we researched are high-income group which is our target market.
您的家庭平均月收入是(单位:人民币,家庭仅包括本人和配偶,或学生和父母)
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From our marketing research, we can draw a conclusion that the majority of the consumers prefer washing machines’ price ranging 3000-4500.
PricePrice 您会考虑的洗衣机价位?(单位:人民币)
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PricePrice
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(排序题)加入购买一台新的洗衣机,请选择出您最看重的三项并进行排序
From this chart, we can know that when buying a new washing machine, people first consider the quality of a product, second whether it can save water. As for the price, they consider less. So we can rise the price a little bit.
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Considering our product is at the introduction stage and there is a little competition because of our new design, we can use skimming strategy to set our price to make the maximum profit.
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Price: 5999
Skimming Strategy
Odd Pricing Strategy
Marketing research quality
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Ways to buy washing machines
DistributionDistribution
88.57%--------electronic merchandise retail chain stores66.67%-------- Brand Specialty Store21.9%---------Online Shopping9.52%--------Supermarket
(可多选)您更倾向于通过哪种途径去购买洗衣机?
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Brand Specialty Store
Electronic merchandise retail chain storesVirtual store
DistributionDistribution
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Reasons
Fin
ancial constraint
The value of intermediaries
DistributionDistribution
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The value of intermediaries
DistributionDistribution
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Introduction: When a product is first introduced
to the market, large sums of money
are usually allocated for promotion
to make consumers aware of the
products and its merits
PromotionPromotion
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PromotionPromotion
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Word of Mouth
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Binary Star Limited Liability Company
Advertising( 一 ). Type of advertising:
1.Brand /Product AdvertisingComparative Advertising
2.Reasons: new product, need more attention emphasize our product’s features
( 二 ). Types of advertising media 1. Television & Outdoor ( posters, electric display) 2.Reasons: (1) Medium and high-end product, (2) TV: convey eye-catching message, colourful, high-efficiency (3) Outdoor: high visiblity, repeated exposure (We mainly use it in the bus stop and railway station) .
PromotionPromotion
5. (可多选) 您一般通过哪种途径了解洗衣机市场信息?
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Sales PromotionMode of sales promotion:
1.Discount
2.Combination discount
3.Rebate
4.Premiun (floorstand 底座abstergent 洗涤剂 )
PromotionPromotion
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7. (可多选)以下哪项促销活动更让您心动?
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Public Relations and Publicity
(1)Advantages: Build goodwill among the public, remain a positive image of our company(2)Forms of PR: 1. Publicity / News release: Soft ad. ——More effective & more believable 2. Press conference ——usually use for launching the new productBinary Star
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Word of Mouth5. (可多选) 您一般通过哪种途径了解洗衣机市场信息?
From the chart, we can know that most people prefer to get information from their friends and relatives.
Tell your friends if you like it
We decide to use the word of mouth
Advantages: One of the most effective tools for promotion
Free samples can be used to generate the word of mouth
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With the market of washing machines becoming saturated, more and more companies are producing new products so as to keep up with the times. However, there are still many customers’ needs that aren’t satisfy.
Therefore, we launch our brand-new product---Automatic double rollers
washing machines, so as to satisfied customers’ needs. From the target market to promotion, our marketing plan is based on the analysis of questionnaire, which is very practical and profitable.
SummarySummary
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THANK YOU
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