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1
10 STEP Marketing Plan for URDUJA HOME CCTV
Nepthalie D. PasiliaoMarch 2012
www.slideshare.net/ndpasiliao/urdujahcctv
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
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1. Urduja HCCTV PTM are Rancho Estate subdivisions in Concepcion II Marikina City
2. Who want to be secure inside and outside their homes and within the subdivision
3. Can use in-house CCTVs, subdivision-wide CCTVs, or just security guard personnel
4. Private and in-house CCTVs, though more sensitive to privacy issues, costs more and difficult to install and maintain
5. The market size consists of 4 subdivisions and 4 different homeowners associations.
Steps 1 to 5
Bringing Security to your HOME
www.slideshare.net/ndpasiliao/urdujahcctv
6. Urduja HCCTV is a subdivision-wide centralized CCTV system 7. Estimated to be 90% cheaper than in-house CCTV system but may
add 5% more on homeowners’ monthly dues 8. Uses direct marketing and personal selling 9. Exclusively for USSI subdivision clients 10. Supply and distribution leverage and niche
Steps 6 to 10For a price-less security and peace of mind
www.slideshare.net/ndpasiliao/urdujahcctv
1. Urduja HCCTV primary target market are Rancho Estate subdivisions in Marikina City
Four subdivisions with total household of around 2,000, annual family income ranges from P1.2M-P12M, mid-age family mostly with students-family member
Businessmen and professionals, with few government officials
Household with installed HCCTV will have a more secure feeling while inside their lot and within the subdivision
www.slideshare.net/ndpasiliao/urdujahcctv
6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
We feel special when we know we have the most secure system there is in the market
We want to be safe
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2. Homeowners’ needs, wants & demands
Homeowners need to be safe, secure, and protected specially their love ones and their properties
Homeowners want to be safe, secure, and protected specially if it comes in the least additional expense for them
Being among the first security companies to offer this unique system, Rancho Estate homeowners will experience novelty in terms of security system in the country
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3a. Urduja HCCTV’s competitors Direct: personal CCTV users and installers Indirect: other security agencies of Rancho
Estate subdivisions Variable: price, promise of efficiency and
reliability
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3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice
This 1st Map should allow differentiation/ non-clustering of the direct competitors
Example: Price vs. AgeSize of bubbles= represent relative market
shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants
www.slideshare.net/ndpasiliao/urdujahcctv
Price/ TrustworthinessMatrix
Highly compete
nt
Moderate Least competent
High price
Low Price
Price vs. Trustworthiness Matrix
as of 2011
PersonalCCTV users
and installers PersonalCCTV users
and installers
PersonalCCTV users
and installers
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Benefit Positioning vs. Brand Matrix
as of 2011
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4. Urduja Guards will have additional eyes for your security.
The primary target market are existing client of Urduja on its manpower security services. Providing additional Urduja product will increase service efficiency for security provision.
Urduja HCCTV will serve as additional eyes for the security guards roaming around, within, and outside the premises of guarded subdivisions.
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5a. Market size using competitor data
Base on survey of homes with CCTVs, market size is P1,200,000.00
*estimate of 20 homes with CCTV
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5b. Market size using company data
Base on estimate number of households and area covered by the four subdivisions, estimate market size is P12,000,000.00
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5c. Market size using customer data
Base on inquiries from officers of homeowners associations as to chances of acquiring HCCTV, market size if P12,000,000.00
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5. Market size for Urduja HCCTV
1. Competitor data=P1,200,000.00
2. Company data = P12,000,000.00
3. Customer Usage data = P12,000,000.00
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Urduja HCCTV in your village
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7. Price
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8 Urduja HCCTV will use…
Direct Marketing and Personal Selling
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9. Urduja HCCTV
EXCLUSIVELY from Urduja Security Services, Inc.
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10. Urduja HCCTV is the niche leader for centralized CCTV security system for USSI’s security service clients
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22
SUMMARY
www.slideshare.net/ndpasiliao/urdujahcctv
1. Urduja HCCTV PTM are Rancho Estate subdivisions in Concepcion II Marikina City
2. Who want to be secure inside and outside their homes and within the subdivision
3. Can use in-house CCTVs, subdivision-wide CCTVs, or just security guard personnel
4. Private and in-house CCTVs, though more sensitive to privacy issues, costs more and difficult to install and maintain
5. The market size consists of 4 subdivisions and 4 different homeowners associations.
Steps 1 to 5
Bringing Security to your HOME
www.slideshare.net/ndpasiliao/urdujahcctv
6. Urduja HCCTV is a subdivision-wide centralized CCTV system 7. Estimated to be 90% cheaper than in-house CCTV system but may
add 5% more on homeowners’ monthly dues 8. Uses direct marketing and personal selling 9. Exclusively for USSI subdivision clients 10. Supply and distribution leverage and niche
Steps 6 to 10For a price-less security and peace of mind
www.slideshare.net/ndpasiliao/urdujahcctv