Marketing Plan Framework For

RFID, IPPA & Wi-Fi

By Varun Choubey

9555894186

Table of Contents

1.Marketing Strategy Overview 7.Message Box

2.Campaign Objective 8.Mapping the Message Box to the Buying Cycle

3.Target Market Prioritization 9.Identifying Key Content by Buyer Cycle

4.Business Decision Maker 10.Campaign Map

5.Positioning Statement 11.Nurturing & Lead Generation

6.Message Hierarchy

12.Campaign Calendar

Marketing Strategy Overview

Market Expansion : In India Techno Sat Comm is increasing the presence of RFID,

IPPA & Wi-Fi in the market.

Lead Generation : Increasing the enquiries from the customers or generation of

interest in the mind of the future customer.

Positioning : Techno Sat Comm trying to create a distinct impression in the

customer's mind who are seeking for the RFID,WI-Fi & IPPA.

Campaign Objective

• To grow the market share of Techno Sat Comm.

• To introduce RFID, IPPA & Wi-Fi solution in India.

Target Market Prioritization

RFID IPPA Wi-Fi

Who Architects IT Heads (Hotels,School,Colleges,Societies,Corporate Offices, Banks, Factories,Jewellery Outlets, Malls)

Architects IT Heads (Hotels,School,Colleges,Societies,Corporate Offices,Banks, Malls)

Architects IT Heads (Hotels,School,Colleges,Societies,Corporate Offices,Banks,Malls,)

Where Organisation having more than 200 Employees, Retail Sector, Healthcare, Medium/Large Size Industries

Organisation having more than 200 Employees, Retail Sector, Healthcare, Medium/Large Size Industries, Air-port, Railway Station

Organisation having more than 200 Employees, Retail Sector, Healthcare, Medium/Large Size Industries, Air-port, Bus-Stand, Railway Station

Why Existing Security Systems are not enough, People moving towards latest system

Existing system having drawback in which broadcasting takes place, without any zoning

Dedicated cabling required in the current system, but in new system power line acts as the data carrier

Business Decision Maker

General Information

Name Age Sex Mr. John 46 Male

Education Degree/Diploma /Area of Interest etc.

Experience Experience in their business/ Job

Attitude Egoistic, Optimistic, Pessimistic, Procrastinator, Conflicted Procrastinator

Reputation Risk Averse(depositing money in bank is better than putting them into stock), Jaded (boring), Skeptical(confused), Job Hopper (Person who change the job frequently)

Work Information

Job Focus Ex. Job focus is on saving cost, empower business, providing security etc.

Role in Purchase Process

Initiators : Those who request to something be purchased Users : Those who will use the service Influencers : People who influence the buying decision Deciders : People who decide on solution requirements Approvers : People who authorize the proposed actions of deciders or buyers Buyers : People who have the formal authority to select the solution provider Gatekeepers : People who have the power to prevent sellers or information from reaching members of the buying center

Values Team Leadership(know more about their company culture, products & customers), Knowledge & Expertise Innovation(interested in the latest trends) High Expectations

Fear Making a bad decision will effects his career,Is it costly, Is it complex etc.

Pet Peeves Solution providers who disappears after implementation

Info. Sources Architect,Peers,Colleagues,Consultancy,Contractor, Google, Just Dial

To: Mr. John Joseph

Techno Sat Comm’s solution is the one “complete solution” for your business that gives you the technology that will help you to spread

your business with complete RFID,IPPA & Wi-Fi

solution under one roof.

Unlike using different systems from the different solution

providers who only provide single solution and that

is difficult to integrate,extend and it costs extra.

Positioning Statement

Message Box

1.Engagement Text • What issue of the customer will get their attention?

• What problem of the customer can you solve?

3.Reinforcement Message Describe your (RFID,Wi-Fi & IPPA) solution and why it is the

best option for addressing the solution criteria.

2.Solution Message • What is the solution( IPPA, Wi-Fi

or RFID) that completely met the need for the customer’s

problem?

4. Value Message • After implementing our system

how will the customer’s life be better than before?

• What metrics can the customer use to prove the value of our

offering?

Awareness Interest Preference Decision

Engagement

Solution

Reinforcement

Value

Engage the customer by giving them knowledge in form of various media like SMS, Email, News-paper, Magazine & Online Advertisements about the RFID, IPPA & Wi-Fi

Provide them the solution according to the customer’s interest

Reinforce the solution with various alternative solutions i.e. IPPA vis-à-vis Conventional System Create the value of

your offering so that it will effect the customer’s decision making

Mapping the Message Box to the Buying Cycle

Identifying Key Content by Buyer Cycle

Buyer Cycle Awareness Interest Preference Purchase

Tracking (RFID)

What customer need to know to track their assets, in retail & in manufacturing firms

Why current solutions are not enough, discuss and give them detailed knowledge

RFID vs Bar Code System

Proof Pts. (Tags & readers are more efficient, take help from case studies)

Content Offers Brochure, Newsletter,pdf

Whitepaper Solution comparison Chart

Case Studies,pdf ppt

Public Addressing (IPPA)

What customer need to know to address the audience in their premises

Why current PA system are not enough, discuss and give them detailed knowledge

Conventional vs IP based PA system (compare & evaluate)

Proof Pts.(IPPA have BGM, Zoning etc.)

Content Offers Brochure, Newsletter,pdf

Whitepaper Solution comparison Chart

Case Studies,pdf ppt

Internet Access (Wi-Fi)

What customer need to know to have Wi-Fi internet access in their premises

Why current Wi-Fi solution is not enough

Powerline Wi-Fi vs Wi-Fi

Proof Pts. (Powerline Adapters, data through powerline)

Content Offers Brochure, Newsletter,pdf

Whitepaper Solution comparison Chart

Case Studies,pdf Ppt

Awareness Interest Consideration Buy/Renew

Program: Awareness (i.e. EFY Exhibition)

Program : Competitive Replacement

(optimize the solution for our customers & do comparison with our competitor’s solution for

example (SCS Pvt. Ltd. solution )

Program : Cross Sell/Up Sell Selling CCTV solution along with RFID Solution/

Selling door readers along with hand held readers Program: Migration

(Customer Interest is in Conventional PA but IPPA is also considerable)

Program : New Customer Acquisition (Acquisition of the new customers who are not engaged by our competitor)

Program : Nurture (Promoting and encouraging our solutions)

Program : Renewal

Campaign Map

Nurturing & Lead Generation

Email1: Engage via problem / opportunity in

Business

Email2:Suggest the optimal solution in terms of RFID,IPPA,

Wi-Fi

Email3: Introduce

your product value and

differentiation

Email4: Show testimonial of your satisfied

customers

Part 1 :Nurture Program

Jan1 Jan8 Jan14 Jan15

Part 2: Lead Generation Activities

Newspaper Magazine Facebook TV

White Paper/Grey

Literature used in B2B marketing

Exact solution to our customer in

form of pdf/ppt/wordfile

Provide material that clearly

differentiate

competitor’s sol.

Show appreciation

letter to customer

Various Exhibitions/Promos/ Advertisements/Websites

Solution

Campaign Calendar Relative Order of Events(For RFID,Wi-Fi&IPPA)

Week1 Week2 Week3

Primary Offer Meeting with IT Head / Concern Person/Manager

Meeting with IT Head / Concern Person/Manager

Meeting with IT Head / Concern Person/Manager

Secondary Offer Whitepaper/Brochure/ Reading Material

Whitepaper/Brochure/ Reading Material

Whitepaper/Brochure/ Reading Material

Media www.technosatcomm.in Direct mail to the customer

www.technosatcomm.in Direct mail to the customer

www.technosatcomm.in Direct mail to the customer