im putting together a report for work basically marketing a product
outside the UNITED STATES. I have picked a camera phone/mp3 player and
picture phone all in one. i have done most of the report but i need a
little more imput and help makign it flow..im not goign to be around
tomorrow so im lookign for any help. any help will be greatly
appriecated.
1. Basically explain the country to market the product and why you
selected that country.
.
Marketing Stratigies
Over the past two decades, U.S. trade with Mexico has increased
dramatically. In dollar terms, exports of goods to Mexico rose by
almost a factor of six between late 1982 and late 1993 (just before
NAFTA), and they nearly tripled again by the third quarter of 2000
before declining during the recent recession in the United States and
Mexico. That growth was not smooth: a year after NAFTA took effect,
exports dropped by 21.4 percent in just over two quarters before they
resumed their climb. U.S. imports of goods from Mexico almost tripled
between late 1982 and late 1993 and then more than tripled again by
the third quarter of 2000, at which point they too fell back during
the recession. Even with exports and imports expressed as percentages
of GDP, growth was substantial
Mexican consumer electronics has had a difficult time since the
beginning of the 21st century. In 2002, current value sales increased
by a mere 2%, which represented a loss of nearly 3% in constant terms.
2003 saw sales decline in both constant and current value terms.
International economic conditions are partly responsible for this poor
performance. 2003 was one of the worst years for the Mexican economy
in recent memory. The US economic downturn had a direct impact on
Mexico's economy, with many companies closing down or drastically
reduced their personnel. Unemployment continued to increase, despite
government efforts to curtail it, and in turn, consumer confidence and
the willingness to purchase larger goods like consumer electronics
faltered. Instead, many consumers focus on having enough money to
satisfy their most basic needs. Nevertheless, the poor economy and
increased competition ? both from the legal market and the black
market ? forced companies to lower their retail prices and more
customers have been able to buy more consumer electronics products
Current value sales for video products declined slightly in 2003,
following minor growth in the previous year. Losses stemmed primarily
from ongoing economic troubles and the continued impact of the black
market. Nearly half of the product categories of video products saw
negative results during 2003. This served to bring down the overall
value sales figures for video products. However, volume sales
increased slightly as a result of retailers and manufacturers cutting
prices in the face of increasing competition and lowered consumer
demand due to the economic downturn.
Audio products also suffered a relatively disappointing year in 2003
in terms of value sales. In current terms, sales were relatively flat.
However, sales fell more than 4% in constant value terms. More than
anything, Mexican audio products owed their flagging value performance
to increasing product obsolescence. Products such as cassette decks,
personal/portable radios, radio/cassette players face a diminishing
consumer base and thus sales declines as a result. In an effort to
stem losses, retailers began to cut prices, which served to insulate
volume losses, even though it further exacerbated value declines.
The weak economy has also served to constrain sales of newer products.
Items such as in-home hi-fi systems, home cinema systems, CD players
and radio/CD players all saw their sales growth diminish from 2002 to
2003. Other products, including speaker systems and
amplifiers/tuners/receivers, proved too expensive for most Mexican
consumers in the face of the ongoing poor economic environment. Both
products saw value sales declines in 2003 following growth in 2002.
Volume sales performed somewhat better as result of consumer
substitution to lower priced products and promotional pricing activity
hoping to spur sales in the face of economic uncertainty.
2. A marketing mix and a competitive advantage for the product
.
Every company has an image. This image might be high-tech and edgy, or
old school conservative. It speaks volumes about the company, and is a
valuable intangible asset. You?ll want to be careful before playing
?Beauty and the Brand?.
After all, sex sells. It?s one of those marketing ?facts? that
everybody knows. Certainly the media reinforces this idea, bombarding
us with dozens of scantily-clad women in every possible commercial
outlet, hawking everything from light beer to garden tractors. All
these high-priced ad executives must believe using gorgeous models to
promote their products works.
. On the trade show, too often this translates into go-go dancers
and supermodels lounging in the aisle. They get attention, certainly ?
I?ve seen throngs of men gather around these booths ? but does this
attention translate into sales? Does erotic enticement equal
exhibiting success?
It might ? but only if you recognize that using sexually
appealing spokespeople to attract attention to your exhibit is one
component in a cohesive, coherent marketing strategy. Booth babes, as
they?re known, are more than just ?eye candy?. They should have a
clear, defined role in your marketing plan.
Additionally, it is imperative that companies use this
particular strategy very, very carefully. It?s not right for everyone.
There are a number of factors to consider, including what type of
product or service you?re promoting, your corporate image, and current
or future branding plans. You also must take into account where you
are exhibiting. What might get you thrown into jail in Paducah would
be par for the course in Tokyo.
If any companies would be interested in help with camera phones
marketing strategies and customer/employee education, send me an
e-mail. It's part of my wireless data consulting business.
In its second week issue for November, Fortune surveyed the most
likely popular gifts for the year 2003, with mobile phones and
information communication devices to choose from including digital
cameras, pet robots, and mobile phones. The magazine featured the
LG-VX6000 camera phone as pocket jewellery that offers not only a
camera function but also games, polyphonic sounds, database, and other
exciting features.
. The product was also introduced as the gadget of the week in the
Times Internet edition for July and featured as the representative
model among camera phones in Business Week's most recent issue. Such
media acclaim mirrors the enthusiastic response of the market.
Specially designed for Middle East customers by equipping it with
compasses and direction-pointer program, the company's Mecca-pointer
mobile phone (model: LG-G5300) was featured in the recent New York
Times issue; thus reinforcing its position not only in the CDMA market
but also in the GSM mobile phone market.
The recent international media acclaim received by LGE products is
attributed to the successful implementation of the company's
strategies to unveil its products ahead of competitors in booming
high-performance mobile markets and penetrate niche markets, said Mr.
Kenn (Kie Hong) Suh, Executive Vice President of LGE's Overseas
Marketing Division. He vowed to push the launching of various brand
marketing and promotional events to promote the LG mobile brand image
further.
Last year, more than 75 million
. camera phones were sold worldwide. Are they just a consumer fad, or
do they have the potential to be a useful business tool?
Camera phones make many companies nervous. They can be used by
industrial spies and disgruntled employees to cause irreparable
damage. But there are intriguing enterprise applications - most
obviously in real estate, public safety, remodeling, insurance
adjusting, construction and advertising. Ultimately, camera phones
could be used to document work in the field.
But don't expect companies to flock to today's low-resolution camera
phones. The typical camera phone has a 300,000-pixel camera - about
one-tenth the pixels of a decent stand-alone digital camera. The
images look OK on the mobile handset's tiny display. They are slightly
fuzzy when displayed at one-quarter screen size on a PC. Prints are
simply impractical.
. New camera phones with approximately 1.3 million-pixel resolution
are being introduced. These models should enable small (perhaps 4 by 6
inches) but reasonably clear prints. More importantly, they open the
door to a wider range of applications.
3. A pricing strategy, a price, and a rationale explaining the price
of each of your products. Remember to consider turnover, competition,
and elasticity of demand in your strategy
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PRICING STREGETCY
There are now about 2 billion mobile-phone users in the world, and
market penetration is above 50% in advanced countries. But as prices
for phones and service drop, another billion customers could sign up
by 2010 from places such as China, India, Brazil, and Russia. All the
growth in subscribers is coming from emerging markets, says David
Taylor, Motorola's director of strategy and operations for high-growth
markets. Researchers predict that of the 1 billion cell phones
expected to be sold in 2010, half will be in developing economies.
Most will cost less than $40 -- still out of reach for the poorest
one-third of the world's population but affordable for the middle
third. This market is wicked big, says senior analyst John Jackson
of telecom researcher Yankee Group Research Inc. in Boston
.
Already, both Nokia and Motorola are managing to produce handsets for
as little as $25, allowing gross margins of 15% to 30% at current
prices. That compares with overall 33% margins across Nokia's entire
handset portfolio; Motorola's figures aren't disclosed. Big volumes of
low-end phones also unleash scale economies that reduce production
costs even for high-end models. It's a key factor in getting our cost
structure down, says Nokia's Torres. As sales shift to low-end
phones, such savings should help Nokia maintain overall operating
margins of 13.5% for years, forecasts analyst Richard Windsor of
Nomura Securities in London. To seal the deal, Nokia is churning out
technologies to slash the cost of building and operating wireless
networks by a half. Bargain service boosts the impact of cheaper
phones -- and should help the 4 billion people on earth who have never
made a phone call.
4. A media strategy for marketing the product including an image and
position to be developed, types of promotion to be used, and media to
be used. Remember to specify the advantages of the chosen media,
frequency, and continuity to be used.
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MEDIA STRATEGY
By the end of 2004, consumers will have sent 3.8 billion multimedia
messages, which are mostly photographs, according to research outfit
IDC. That?s astounding considering that camera phones didn?t even hit
the U.S. market in a meaningful way until 2003?? Forbes
Camera phones are among the hottest devices ever introduced, and are
revolutionizing photography. (By some measures Nokia has almost
overnight become the world?s largest camera manufacturer.) Growth is
exploding as second generation and very high-resolution 2 and 3
megapixel cameras replace the early, almost toy-like cameras. Even if
you already have a great digital camera, these devices are
indispensable. You won't always have your other camera with you, but
the chances are you'll have this one everywhere you go. If you are
thinking of buying one of these exciting new devices for yourself or
as a gift, this book/ebook combination is the comprehensive guide to
everything you need to know to choose and use a camera phone and then
print, display, and share the photos and videos you capture.
notes: TRENDY NEW INOVATIVE PRODUCT THAT FACILITATES LIFE. GOOD FOR
ALL AGES AND PEOPLE ON THE MOVE. PROMOTIONS MAY INCLUDE DISCOUNTS ON
BUNDLING, ALL COMPLIMENTS AT DISCOUNT RATE. MAY USE INTRODUCTORY
DISCOUNT OR GIVE QUANTITY DISCOUNTS BUY 1 GET ONE $50 OFF. MEDIA USED
IS ALL FORMS, PRINT RADIO BUT MAINLY TV TO SHOW HOW TRENDY AND GREAT
THE PRODUCT IS. USE MAINLY TV TO GIVE VISUAL OF ALL THE FUNCTIONS OF
THE PRODUCT. |
