Marketing_Management_14th_Edition-min

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Samsung Galaxy S - Captivate Apple iPhone 4 Motorola Droid Pro Nokia N900 BlackBerry Storm 2 9550 Storage 32 GB memory card 32 GB flash drive Supports up to 32 GB micro SD Display WVGA 4" touch screen Retina display 3.5” (diagonal) widescreen multi-touch screen Camera |Exh. A.2| Auto focus 5.0 MP 4× digital zoom Video MPEG4, AAC, AAC+ H.263 H.264 Video streaming Tap to focus 5.0 MP VGA quality photos LED flash Video recording Geotagging Price $449-$599 $723 $199 16 GB $299 32 GB Selected Smart Phone Products and Pricing HGVA 3.1” touch screen Auto focus 5 MP Digital zoom LED flash Image editing tools Up to 32 GB Internal 16 GB mirco SD (sold separately) WVGA 3.5” touch screen Auto focus with two-stage capture key 5 MP Dual LED flash Image editing tools Geotagging $449–$489 $349 $349 2GB eMMC 16MB media card included 3.25" touch screen Auto focus 3.2 MP 2x digital zoom Flash Auto focus Image stabilization Video recording • Ultra-fast 64-gigabyte drive and expansion slots • Integrated 12 megapixel camera with flash and photo editing/sharing tools First-year sales revenues are projected to be $200 million, based on sales of 800,000 of the Sonic 1000 model at a wholesale price of $250 each. Our second-year product will be the Sonic All Media 2000, stressing enhanced multimedia communication, networking, and entertainment functions. The Sonic All Media 2000 will include Sonic 1000 features plus additional features such as: • Built-in media beaming to share music, video, and television files with other devices • Webcam for instant video capture and uploading to popular video Web sites • Voice-command access to popular social networking Web sites 2.5 Distribution Sonic-branded products will be distributed through a network of retailers in the top 50 U.S. markets. Among the most important channel partners being contacted are: • Office supply superstores. Office Max, Office Depot, and Staples will all carry Sonic products in stores, in catalogs, and online. • Computer stores. CompUSA and independent computer retailers will carry Sonic products. • Electronics specialty stores. Best Buy will feature Sonic smart phones in its stores, online, and in its media advertising. • Online retailers. Amazon.com will carry Sonic smart phones and, for a promotional fee, will give Sonic prominent placement on its homepage during the introduction. Distribution will initially be restricted to the United States, with appropriate sales promotion support. Later, we plan to expand into Canada and beyond. Distribution explains each channel for the company’s products and mentions new developments and trends. 3.0 Marketing Strategy 3.1 Objectives We have set aggressive but achievable objectives for the first and second years of market entry. • First-Year Objectives. We are aiming for a 1 percent share of the U.S. smart phone market through unit sales volume of 800,000. • Second-Year Objectives. Our second-year objective is to achieve break-even on the Sonic 1000 and launch our second model. Objectives should be defined in specific terms so management can measure progress and take corrective action to stay on track. Appendix A5
All marketing strategies start with segmentation, targeting, and positioning. Positioning identifies the brand, benefits, points of difference, and parity for the product or line. Product strategy includes decisions about product mix and lines, brands, packaging and labeling, and warranties. Pricing strategy covers decisions about setting initial prices and adapting prices in response to opportunities and competitive challenges. Distribution strategy includes selection and management of channel relationships to deliver value to customers. Marketing communications strategy covers all efforts to communicate to target audiences and channel members. The marketing mix includes tactics and programs that support product, pricing, distribution, and marketing communications strategy. A6 Appendix 3.2 Target Markets Sonic’s strategy is based on a positioning of product differentiation. Our primary consumer target for the Sonic 1000 is middle- to upper-income professionals who need one fully loaded device to coordinate their busy schedules, stay in touch with family and colleagues, and be entertained on the go. Our secondary consumer target is high school, college, and graduate students who want a multimedia, dual-mode device. This segment can be described demographically by age (16–30) and education status. Our Sonic All Media 2000 will be aimed at teens and twentysomethings who want a device with features to support social networking and heavier, more extensive entertainment media consumption. The primary business target for the Sonic 1000 is mid- to large-sized corporations that want to help their managers and employees stay in touch and input or access critical data when out of the office. This segment consists of companies with more than $25 million in annual sales and more than 100 employees. A secondary target is entrepreneurs and small business owners. Also we will target medical users who want to update or access patients’ medical records. Each of the marketing-mix strategies conveys Sonic’s differentiation to these target market segments. 3.3 Positioning Using product differentiation, we are positioning the Sonic smart phone as the most versatile, convenient, value-added model for personal and professional use. Our marketing will focus on the value-priced multiple communication, entertainment, and information capabilities differentiating the Sonic 1000. 3.4 Strategies Product The Sonic 1000, including all the features described in the earlier Product Review section and more, will be sold with a one-year warranty. We will introduce the Sonic All Media 2000 during the following year, after we have established our Sonic brand. The brand and logo (Sonic’s distinctive yellow thunderbolt) will be displayed on our products and packaging as well as in all marketing campaigns. Pricing The Sonic 1000 will be introduced at a $250 wholesale price and a $300 estimated retail price per unit. We expect to lower the price of this model when we expand the product line by launching the Sonic All Media 2000, to be priced at $350 wholesale per unit. These prices reflect a strategy of (1) attracting desirable channel partners and (2) taking share from established competitors. Distribution Our channel strategy is to use selective distribution, marketing Sonic smart phones through well-known stores and online retailers. During the first year, we will add channel partners until we have coverage in all major U.S. markets and the product is included in the major electronics catalogs and Web sites. We will also investigate distribution through cell-phone outlets maintained by major carriers such as Verizon Wireless. In support of channel partners, we will provide demonstration products, detailed specification handouts, and full-color photos and displays featuring the product. Finally, we plan to arrange special payment terms for retailers that place volume orders. Marketing Communications By integrating all messages in all media, we will reinforce the brand name and the main points of product differentiation. Research about media consumption patterns will help our advertising agency choose appropriate media and timing to reach prospects before and during product introduction. Thereafter, advertising will appear on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency will also coordinate public relations efforts to build the Sonic brand and support the differentiation message. To generate buzz, we will host a user-generated video contest on our Web site. To attract, retain, and motivate channel partners for a push strategy, we will use trade sales promotions and personal selling. Until the Sonic brand has been established, our communications will encourage purchases through channel partners rather than from our Web site. 3.5 Marketing Mix The Sonic 1000 will be introduced in February. Here are summaries of action programs we will use during the first six months to achieve our stated objectives. • January. We will launch a $200,000 trade sales promotion campaign and participate in major industry trade shows to educate dealers and generate channel support for the product launch
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Marketing Management 14 PHILIP KOTL
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This book is dedicated to my wife a
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Kevin Lane Keller is widely recogni
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Contents Preface PART 1 CHAPTER 1 x
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Maximizing Customer Lifetime Value
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PART 5 Expanding Total Market Deman
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CHAPTER 16 Managing Retailing, Whol
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Managing the Development Process: C
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even part of the marketing vocabula
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• Interactive Elements—A wealth
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We are indebted to the following co
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Marketing Management
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Defining Marketing for the 21st Cen
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DEFINING MARKETING FOR THE 21ST CEN
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Developing Marketing Strategies and
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Collecting Information and Forecast
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COLLECTING INFORMATION AND FORECAST
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Conducting Marketing Research Good
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CONDUCTING MARKETING RESEARCH | CHA
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Creating Long-term Loyalty Relation
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CREATING LONG-TERM LOYALTY RELATION
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Analyzing Consumer Markets The aim
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ANALYZING CONSUMER MARKETS | CHAPTE
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Analyzing Business Markets Business
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Identifying Market Segments and Tar
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IDENTIFYING MARKET SEGMENTS AND TAR
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Creating Brand Equity One of the mo
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CREATING BRAND EQUITY | CHAPTER 9 2
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Crafting the Brand Positioning No c
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CRAFTING THE BRAND POSITIONING | CH
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Designing and Managing Integrated M
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MANAGING MASS COMMUNICATIONS | CHAP
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Managing Personal Communications: D
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MANAGING PERSONAL COMMUNICATIONS |
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INTRODUCING NEW MARKET OFFERINGS |
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Tribune, May 12, 2007; Avery Johnso
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Split Cable T.V. Advertising Experi
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29. Julia Angwin and Tom McGinty,
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Marketing?” Marketing NPV 3 (2006
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Innovations,” Journal of Marketin
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89. Jordan Robertson, “How Nike G
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41. For some research method issues
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Global Strategies: A Contingency Mo
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Takes on Coffee Giants Cup by Cup,
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Metrics: 50+ Metrics Every Executiv
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Glossary A activity-based cost (ABC
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customer lifetime value (CLV) the n
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J jobbers small-scale wholesalers w
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personal communications channels tw
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target market the part of the quali
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Image Credits Chapter 1 page 2: New
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Free; page 619: Lou Linwei/Alamy Im
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Index Name Aaker, David A., 203 Aak
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McCausland, Tom, 7 McDonald, Bob, 6
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Andersen Consulting, 208, 209 Andro
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Disney Channel, 44, 178, 179 Disney
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IKEA, 5, 35, 37, 83, 179-80, 219, 2
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Nordstrom Rack, 148 North American
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StubHub, 73, 74, 412 Suave, 306 Sub
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African Americans, 77, 224 Age in d
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Channel integration and systems, 41
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Customer relationship in services,
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Family of procreation, 154 Farm pro
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Legal issues in advertising campaig
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Master brand, 260 Master franchisee
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Price, selecting final, 402-3 compa
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Retail sector, 356 Retail store, de
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Telemarketers, 558 Telemarketing, 5
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