toshiba marketing project

Marketing Management,

Dr. Hatem El Ghamry

TOSHIBA Group:•Amin Mohamed•Osama Ahmed•Alaa Okasha•Mohamed Osman•Nancy Samir

Goal & Vision

• Our Goal is to be the best Arab and African Egyptian company in this field by the end of 2014.

• Our Vision is to be the African and Middle Eastern leader in the field.

Our Mission

• To provide high quality products that incorporate high technology to meet the needs and expectations of the consumer.

Executive Summary

About IDC,International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets.http://www.idc.com

Our Market

• Laptop users in Egypt “professionally or individually” are increasing,

Who are we

• We are

• What are we working on?

• Our Competitors:

Environment of the Company,

Situation Analysis

• Current Situation• What is happening in the market?• Our Position:• We are ranked number

Marketing objectives

• Current Situation:• 20 % share of the Egyptian Laptop market.

• 5 % share of the Egyptian desktop PC market.

• Customer retention:• Plan to have repetitive orders from our main 200 customers as per the sales plan.

Our Market Share

ToshibaCompetitors

Marketing objectives

• To be ranked #

• Need to increase Sales and RevenueTo sell: 40,000 notebooks this year “to be ranked

#2 in the market

• To maximize our market share• To create more brand awareness

• To communicate effectively

Our Objectives

Super Objective*

• To sell: 60,000 in the following year to be ranked #1

All the Market = All the Shares

Market analysis,

Target markets:

• Target markets: we broke down the market to “Soho & retail, SME and Major accounts”

• Demographic: High Population, • “Egypt will also benefit from youthful demographics and improving information and

communication technology infrastructure”

• Geographic: “The geographical location is good for trade, as Egypt has access to both the Mediterranean and the Red Sea”

• Behavior factors: Price sensitive but with a high potentiality to buy• Market needs: Innovation and convenience associated with valuable price.• Market Growth: Egypt's computer hardware sales are projected at US$862mn in 2010 and are forecast to reach around US$1.6bn in

2014. Computer penetration is forecast to rise from a little above 10% currently to about 19% in 2014, and annual computer sales could increase to nearly 470,000 by the end of BMI's forecast period.

Reference:http://www.prlog.org/10788906-new-market-research-report-egypt-information-technology-report-q3-2010.html

Market analysis

With divesting Desktops in mind, we will work on having new customers and convincing existing customers to buy on discounted rates.

Our Expansion Grid

Existing Products New Products

Existing Markets

New Markets

Market PenetrationLaptops & Desktops

Market Development

Laptops & Desktops

Product Development

Roll top

Diversification

Strengths:

S1- High credibility of El -Araby at the perception of the target customers.S 2 - Toshiba Notebooks leading in the innovation and technologies with long experience in the mobility plus “Data Security”S 3 - Wide range of models that fit all the consumer requirements .

Weaknesses:

W 1 - The pricing against other players .W 2 - Sales force knowledge of the product (Low Caliper ).W 3 - Shortage of the product from vendor .W 4 - The after sales support.

Opportunities

O 1 - More demand on NB in the market “decline cost PC vs. NB, evolve of Internet, education, advanced business practice….”O 2 - Strong growth in IT market

Threats

T 1 - Becoming price sensitive (competition, Internet)T 2 - Tough competition.

SWOT Analysis

• Strength : Opportunity• “S3 : O1”Wide range of product : High

Demand• “S2 : O2” Leading innovation, high tech

and security : Growth in IT market• Threat : Weakness• “W1 : T2” need to work on the price,• “W2 : T1” use internal marketing, Train

the caliper

TWOS Analysis

Segmentation

Target Market Segments structure

Targeting Plan

Rebel is an international marketing consultant and she is the winner of small business books award in 2010, REF: http://www.rebelbrown.com/about/

PositioningNow there is another benefit of using TOSHIBA laptops

Warning: Don’t try to do this if you don’t have a Toshiba laptop.

The UNBEATABLE laptop

Security

Product Differentiation:Features – security, weightPerformance - DurableStyle & Design – Colors

Service Differentiation:DeliveryCustomer TrainingMaintenance centerQuality assurance and monitoring

Image Differentiation: People Differentiation:Highly trained sales staffFollow ups for customer satisfaction on the highest levels of etiquette and manners

Aspects of Our competitive advantage

• Our product is a Consumer ShoppingProduct.

Let’s go Shopping,

• Laptops: We have over 20 models available, please check the link below:

• http://toshiba.elarabygroup.com/Category.aspx?cid=47

Our Product Mix

Product MIX

Product MIX

Optional products

• External storage

Pricing Approach• Cost Based Pricing Approach

Distribution channels

• Dealers who have showroomsare targeting the SOHO and Retail • Dealers who don’t haveshowrooms are targeting the SMB

• Major accounts are handled directly

Distribution Strategy

Pull

Distributing Strategy

•Push Retailers:CarrefourCompumeComputer shop

Our Place

• Stores: Masr el Gedida, Shobra, downtown,,,

Our Kiosks

Our user friendly, easy and joyful website

Website and delivery

• Cash payment when the product is delivered and tested as well

Courier can test the productand train the Customer if requested.

Teams on the move

Marketing Communication Plan:

•

Sales promotion Cut Price strategy

Advertising (Radio Contests)

Flyers

Marketing Communication mix• Direct Marketing:• Telemarketing• Electronic shopping – our website, blogs, facebook and

google• Emails and announcements

• Word of mouth• P2P, chat rooms and blogs

• Public relation:• Press kits, annual reports, speech

Social Responsibilities

• Masjid “Al Rahman Al Raheem” Salah Salem road,• Built on 2500 square meters

• المآذن على الكاشفة الكاميرات من مجموعة بتعليق األمنية األجهزة قامتتوشيبا مجموعة تملكه الذى بالعباسية الرحيم الرحمن بمسجد الخاصةصالح بشارع المسجد جانبى على الطريق كشف بهدف بالعباسية، العربىاأليام خالل الفتتاحه مبارك للرئيس المتوقعة الزيارة بسبب وتأمينه، سالم.القادمة

• REF: http://www.youm7.com/News.asp?NewsID=127440&

Events

SURPRISE

TOSHIBA

ROLLTOP

What is the Roll top?

The Roll top computer is constructed of a flexible OLED display that wraps around the removable power supply stand. Tucked into the power stand is a webcam, speaker sound bar, USB ports, and the power supply and power cord

SWOT

Marketing MIX

PriceToshiba Roll top will use

Marketing Skimming Strategy

We will add a 200% profit margin to the cost of the product to gain high revenues.

Price and quality interactions:

In this way, price creates perception of quality

High price attract an image of quality This will allow Toshiba to increase its market share

Promotion

+ Advertising (Radio, billboards)

+ Events (CEO Speech)

place

Distribution channels – Push & pull Strategy

Promotion

+ Advertising (Radio, billboards)

+ Events (CEO Speech)

Contingency theory!

• What If…….!!!!!

The roll top selling strategy will be Back to back Depends on customer DEMAND

Alternative Plan

• Price support from Toshiba

• Bundling, with faxes, data show, storage, accessories

Niche Marketing

Geographic*

Demographic

Psychographic

• What’s your Social Class?• Want the best?! We have the best.

Behavioral

• IT Personnel

Roll top backup plan

There is always another way around

The Whole Alternative Plan

• Price support from Toshiba• Bundling, with faxes, data shows,

storage devices and accessories

STILL, There is always another way

around

KPI

• What’s the percent of change in the market share?…….%

• Which segment got us the highest value?SOHO/Retail – SMB – Major Accounts – Government Tenders

• If our market share has been maximized, it was ON the account of which competitor?HP – DELL – Acer – Sony – Others

• If our market share has been minimized, it was TO the account of which competitor?HP – DELL – Acer – Sony – Others

• Other competitors market sharesHP ….%– DELL ….%– Acer ….%– Sony ….%– Others….%

• Sales percent of change…….%

• Results: Value – Volume Value: Volume:

• No reference as we made that.

Market Share KPI

Control Forms

• So as to measure personal and departmental objectives

Control form Example #1, Personal,

Control form Example #2, Departmental,

Budgeting

• We are following a percent of sales budgeting approach

Elements request form,