平板电脑市场营销 4页

MarketingObjectivestrategicthrustTheKpadasanewproducttoenterintothenewtabletmarket.strategicobjectiveMarketingobjectivesofkpadin2012isareasfollow:•Aimingfor5%marketshareinUKduring2012•Sell3,600Kpadperweek•Increasecustomerloyalty•CreatebrandawarenessandlinkkpadtoexistingpositionofKey•ExtendonKpadimageofhigh-tech,innovation,knowledge,enthusiasm•MeasuretheresponsesofmarketforthepurposeofadjustmentMarketingSegmentationmarketsegmentationstrategyUsingthreesegmentationcriteriontosegmentthemarket:1.Behaviouralsegmentation2.Psychographicsegmentation3.ProfilesegmentationTheexplicitsegmentationsofmarketarethebasistolaunchtheKpadinthenewmarketspecifieddetailsoftargetmarkets:Behavioralsegmentation•BenefitssoughtQuality,Services,Convenience,High-tech•PurchaseoccasionSelf-buy•PurchasebehaviourInnovators•UsageRegularusers,Heavyusers•PerceptionsandbelievesHigh-techE-producttoenjoylifePsychographicsegmentation•LifestyleStrivers,Positive,Enjoying,Innovation•PersonalityCuriousness,Enthusiastic,ExploringProfile•Age8-15,16-30,31-45,over45•GenderMale,Female•LifecycleKids,Adolescences,Youngperson,Adult•Incomenoincome,middlelevel,highlevel•GeographicUnitedKingdom•OccupationsStudents,whitecollars,businessmanThenthefollowingtargetmarketsareselected:\n1.ThekidswhocanusetheKpadasanenlightenmentinstrumentandsupportedbytheirparents2.Theyoungpeoplewhoarestudentsoratinitialstagesoftheircareerswhovaluetheawesomeaspectsanddesign,purchasetheedge-tech,lookforpersonality,andtheybuyKpadtomeettheirdailyentertainmentrequirementandlearnknowledgethroughKpad.3.Themiddle-agedpeopleuseKpadtodealwithdailywork,acquireinformation,lightentertainment.4.Thosewhobeyondtheage45lacktheknowledgeoflatestelectronicproductbutstillcanuseKpadtoenrichtheirlife.Thisgroupisalwaysignoredandworthinvestmenttoexplore.Bycombiningthebehaviour,psychographic,profilesegmentationstrategies,theselectedmarketsegmentationsarechosen.Thenthewelldesignedmarketingstrategyadoptedtoofferthemthefabulousnewproduct.Positioning•DevelopingtheexistingdistributionchannelsinsellingtheKpad.•Expandsomeshopstoestablishnewexperiencezonestointeractwithmorecustomers•Brandnewinnovationofwirelesschargetechniqueistherevolutiontotheoldchargemodelandleadthenewtechnologytrend•Triple-screenisanothertechnicalbreakthroughwhichcouldbringcustomersmorejoytoplay3Dgamesorwatch3Dmovies.•Aslong-termleaderintheelectronicarea,KeyhaveastrongreputationthatguaranteethequalityofKpad•OwnsystemoperatesinKpad•SophisticatedappstorecontainthousandsofapplicationofabroaderrangetomeetanyneedswhileusingKpad•Expertgameproducermakesurethegameapplicationsareprofessionalincluding3Dgames.•CooperationwithsomefamousmoviesproducersgivethechancetowatchtheBlockbustersthefirsttimeeventhe3Dversion•Keepinginnovationpromisealwaysleadcustomerslivingalongwithlatesthigh-techImplementationEstablishtheProduct-basedorganizationAproduct-basedorganizationneededtogiveKpadsufficientcareandattention.Underthemarketingdirector,asalesmanagerandmarketingmanagermustbeappointed.Also,moredetailedlevelswillbedescribedinthefollowingchart.Marketingdirector\nProduct-basedorganizationforKpadNotesaboutorganization:•Themarketingdirectorunderstandandhasthepowertoimplementationmarketingstrategies.•Bothsalesmanagerandmarketingmanagerreporttomarketingdirector•Productmanagershouldcoordinatewithsalesmanagerandreporttohim•Newproductdevelopmentmanagerfocusonthedirectionofthedevelopment•Marketingresearchmanagershouldcollectthedataincertainperiodthroughsurvey,interview,questionnaire,activities,etc.•AdvertisingandpromotionmanagermustfinishthedisSalesmanagerMarketingmanagerAdvertisingandpromotionmanagerMarketingresearchmanagerNewproductdevelopmentmanagerProductmanagerseminationtasksontime•EffectiveandefficientcommunicationshouldbeestablishedamongdifferentdepartmentsandlevelsAdvertising•Researching,planning,creating,reviewing,approvingandtestingtheadvertisementsandchoosethebestproviders.•Putthelimitedresourcesintheappropriatechannels.Sales•Adjustmentoftheownstores,e.g.addingexperiencezone,shouldbedoneontime.•Selectingoftheprioragentstodistribution•Theinternetsalewebsiteareneededtobeoutsourcedtotheprofessionaldesigningcompany.MarketingResearch•Collectingdatabyusingdifferentmethods•Doingresearchregularly\nTimetableforimplementationofmarketingstrategyACTIVITYSTARTDATETARGETENDDATEASSIGNEDTOADVERTISINGANDPROMOTION-selectadagency-prepareads-negotiationwithchannelsAdvertisementDepartmentAdministrationDepartmentSALES&MARKETING-preparationinownstores-buildingnewstores-collectinformationaboutthepriceMarketingDepartmentAdministrationDepartmentSalesDepartmentDISTRIBUTORS-selectingagents-on-linesellingsystemAdministrationDepartmentMARKETINGRESEARCH-customerquestionnaire-customertelephoneinterviewsMarketingresearchDepartment