Preliminary marketing report
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Transcript of Preliminary marketing report
![Page 1: Preliminary marketing report](https://reader035.fdocuments.us/reader035/viewer/2022062617/54bee62d4a79598e4b8b4651/html5/thumbnails/1.jpg)
Preliminary Marketing ReportADRIAN TAN DAI SHENQ 4300998
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Overview• Introduction
• Analyzing Marketing Opportunities
• Selecting Target Market(s)
• Designing Marketing Strategies
• Conclusion
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Introduction• Analysis the smartphone market
• In Malaysia
• Comprehend the customer needs and wants
• Create value & build the profitable relationship
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Analyzing Marketing Opportunities• Smartphone & Operating system
competitors• Apple iPhone5, Samsung Galaxy S4, HTC One
• Android, iOS
• Macro environmental forces• Demographic, economic, technological &
political
AGE 20 – 29 years old
Economic RM1000 – RM3000
Phone users 12% to 26%
RM 200 debate
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Analyzing Marketing Opportunities• Consumer Behaviors• Psychological factors, personal factors & social
factors
• Further marketing research• Improvement
• Fit into the trend
• Brand equity research, customer satisfaction research, positioning research
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Selecting Target Market
Segmentation bases
Profile of segments
Target market choice
Geographical segmentation Demographic
segmentation
Psychological segmentation Behavioural
segmentation
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Selecting Target Market• University students or employed adults
• 18 – 29 years old
• Urban area
√ Accessibility
√ Actionability
√ Measurability
√ Substantiality
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Selecting Target Market
Unique Selling Proposition (USP): Highest quality phone in market
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Proposed Marketing Objective
• Design the highest quality and affordable phone to everyone
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Designing Marketing Strategies• Products• High Quality & Limited Edition strategy
• Pricing• Cost-based pricing
• High value strategy Premium pricing strategy
• RM 1,799 (normal) RM 2,499 (limited edition)
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Designing Marketing Strategies• Promotion• Advertisement & Public Relations
• Pull strategy
• Placement• Conventional marketing system
Manufacture Wholesaler Retailer Consumer
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Conclusion• High demand
• Good environmental forces
• Adults 18-29 years old
• A series of strategies based on 4Ps
知 己 知 彼, 百 战 百 胜Know yourself, know your enemy; hundred battles, hundred won.
Sun Zi Art of War
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Thank you and Q&A section