Post on 07-Aug-2015
Need VPFeatures
Theatre Experience 7.1 Surround Sound System Voice Cancellation NFC Connectivity Special Screens to filter out harmful
radiations Ultra HD Quality Micro SD Card Slot 3d Mode
Marketing Mix STP
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Need VPFeatures
Personal Theatre Experience Portability On The Move Entertainment Source Cheap Theatre Experience Latest Technology And Superior
Experience
Marketing Mix STP
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Value Proposition
“A value proposition is a promise of value to be delivered.”
Functional ValueEconomic Value Convenience
ValueAesthetic Value
Tangible Value
Marketing Mix STP
SWOTOrientation
Need VPFeatures
Value Proposition
“A value proposition is a promise of value to be delivered.”
Social ValuePrestige Value
Intangible Value
Marketing Mix STP
SWOTOrientation
Need VPFeatures Marketing Mix
SegmentationThe act of disaggregating a market (consumers) into a number of sub-markets each with relatively more homogenous characteristics than the market itself is known as market segmentation.
Psychographic Segmentation
Divides buyers into different groups based on Social Class, Lifestyles or Personality Characteristics.
STP
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TargetingOnce a firm has identified its market-segment opportunities, it must decide how many and which ones to target.
Full Market Coverage
Firm attempts to serve all customer groups with all products they might need.
• Target the whole market with one offer.
• Focuses on common need
• Mass distribution• Mass advertising
Undifferentiated Marketing
STP
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POSITIONINGIt is the way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competitors product.
Point of Difference (POD)Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand.• Light Weight• Inbuilt Surround Sound • Much comfortable
because of cushions
• Easy to carry• Zero maintenance
cost
STP
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Need VPFeatures Marketing Mix
POSITIONING
It is the way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competitors product.
Associations that are not necessarily unique to the brand but may be shared with other brands.
Point of Parity (POP)
STP
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NeedFeatures Marketing MixVP STP
PRODUCTQuality - Durable
Features - Flexible, Light Weight,
3d mode, 4k Screens
and hassle free connectivity
Brand Name – CLARIZON
Packaging – Bubble wrap, molded
plastic and thermocol packaging
Size – Adjustable
Services - Feedback, After sales
services
Warranties – 1 year
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PRODUCT LEVELPotential product
Augmented product
Expected product
Basic Product
Core benefit
Augmented Product
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PRICE
The product will be priced at ₹ 19,999/-
Implementation of penetration pricing is done to attract and cover the whole market.
Cost price (including manufacturing, packaging, advertising, promotion and distribution) would be ₹14,000/-
We need high sales to reach the breakeven point
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PLACE• Clarizon will follow a selective
distribution strategy .• Product will be sold in limited
metropolitan hubs through stores like Chroma, Reliance Digital and Walmart all over the world.
• Clarizon will have online partnerships with e- trailers like Amazon and Flipkart to sell its product over wide geographic areas.
• On Board sales on selected flights
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PROMOTIONCollaboration with Netflix and Hulu and Hotstar.Heavily advertised on televisionCollaboration with movie screensBus backs, Hoardings and billboards.Banners on airports, malls, and other public placesPromotion at different movie festivals Promotion at college festivalsProviding it to business class passengers in lounges
at the airportNewspaper and magazine adCreating awareness through presence in social
networking sites
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HOLISTIC MARKETING APPROACH
INTERNAL MARKETING
RELATIONSHIP MARKETING
SOCIETAL MARKETING
Orientation SWOT
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STRENGTHOne of it’s kind product.Affordable price.Comfortable and stylish
Orientation SWOT
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WEAKNESS
Preconceived notion regarding electronic gadgets being harmful to eyes.Restricts multitasking.Restricted usage.Sleep deprivation.
SWOTOrientation
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OPPORTUNITIES
New technology results in less competition.Potential unexplored markets- astronauts, doctors, scientists.
Orientation SWOT
NeedFeatures Marketing MixVP STP
THREATS
Unwilling investment due to existence of home theatres. Further competition from Oculus. Growing competition.
Orientation SWOT