Marketing plan of Onida laptop

Acknowledgement

I am thankful to prof Gurdeep Kaur who gave me courage and guidance to complete the term paper on product and brand management provided to me. The completion of the term paper was never going to be easy, but madam always encouraged me to sail against the tide and move against the wind.

I also pay respect to my parents and colleagues who always encourage me in the life

Marketing Plan

The term marketing plan is the central instrument for directing and coordinating the marketing efforts. The marketing plan operates at two levels.

  • Strategic Plan.
  • Tactical Plan.

Strategic marketing plan lays out the target market and the value proposition the firm

Will offer based on an analysis of the best market opportunities.

Tactical marketing plan specifies the marketing tactics including product, features, promotion, merchandising, pricing, sales, channels and receives.

ONIDA EXECUTIVE SUMMARY:

CURRENT SITUATION:

Since the Onida is already dealing with its existing product in the market like Onida television, Onida music system, Onida mobile phone etc. Now Onida Company is going to launch its new product ONIDA LAPTOP in the market. As Onida has already grabbed maximum of the market share so ONIDA has decided to launch its new product ONIDA LAPTOP as this is an emerging sector whose demand with the passage of time would be at the maximum peak.

COMPANY MISSION:

Mission of ONIDA Company is to provide laptop not only to business professional sector but to make ONIDA affordable to all range of people is highest lower end customer segment.

OBJECTIVES:

  1. Make Laptop affordable to all range of people.
  2. Reaching to Higher or lower end segment.
  3. To gain maximum market share by launching a new product.
  4. To meet the emerging customer's needs and wants.

PRODUCT/SERVICE DESCRIPTION ONIDA LAPTOP.

Onida launching its product LAPTOP into three categories:

  • Notebooks with veritable performances.
  • Notebooks that is ultra-portable.
  • Notebook computers with multimedia functionalities.

Brief descriptions of ONIDA LAPTOP are described as below:

  • Genuine windows Vista ultimate (ENGLISH VERSION) with service pack 1 (traditional Chinese and simplified Chinese language pack.
  • Intel Core 2 Duo Processor T9400 (2.53 GHz).
  • Intel Wi-Fi link 5100.
  • Mobile Intel PM45 expresses chipset.

MARKETING OBJECTIVE

  • In the first year of launching, try to achieve 10% of the market.
  • Continuously go for feedback of customer to have this suggestion.
  • After customers needs and requirement go for product modification.
  • To attract most of the customer.
  • To reach basically middle class people by making LAPTOP affordable to them.
  • After reaching lower end customer segment, go for segmentation for high end customer segment.

MARKET OVERVIEW

MARKET DEMOGRAPHICS AND NEEDS:

After studding complete marketing demographics and needs, Onida has decided to enter into this new market by launching LAPTOP. As with new corner opportunities and business growth, LAPTOP became a pre-requisite for each and every segment of people and moreover, LAPTOP is now becoming a good alternative for, computers as it is easy to carry anywhere, easy to handle and light weight.

MARKET TRENDS AND TARGET MARKET GROWTH:

As with increasing standard of education and knowledge among people, they are now more aware to this very are now more aware to this very product i.e. LAPTOP. As DELL, TOSHIBA, ACER, APPLE is already in this market sector and gaining maximum of the market share in this sector is in its highest growth stage. Onida found many of the opportunities and made a decision to enter into this market.

SWOT ANALYSIS

STRENGTH

Already dealing with other products like ONIDA TELIVISION, ONIDA MUSIC SYSTEM, and ONIDA MOBILE PHONE etc.

  • Already grabbed maximum of customers in its current existing product.
  • Will attract customers to its new upcoming product LAPTOP easily.
  • Onida has already positioned itself with its existing available product by creating segmentation of product for both higher and lower end customer segment.

WEAKNESS

  • Since Onida will be new for this particular laptop market.
  • It is launching its product where as other companies have already launched it.
  • At a time ONIDA can reach either high end customer segment or lower end customer segment.

OPPORTUNITIES

  • ONIDA had already positioned itself so it is easier for ONIDA to attract customer in this sector.
  • ONIDA is providing unique features in its first LAPTOP series.
  • To attract customers particularly lower end customer segment since by its reputation and current market situation it has already influenced high end customer segment.
  • Since ONIDA company expertise already worked in consumer market so they know well the consumer behavior towards demand of product.

THREATS

  • Since ONIDA is new in this new sector so it will take time to compete with already existing players.
  • It will have to face stiff competition with DELL, ACER, HCL, and TOSHIBA who is already in this field.
  • It is difficult to change the consumer behavior during first year of launching.

COMPETITIVE AND INDUSTRY ANALYSIS

ONIDA has a competitive advantage of its expertise that is why ONIDA is thinking of introducing or launching its new product that is LAPTOP. On the other hand ONIDA will have to face stiff competition with already existing player in the market like TOSHIBA, DELL, ACCER, and HCL.

According to industry analysis, ONIDA has already grabbed maximum of the market shares in electronics segment, so ONIDA thinks of launching LAPTOP series because it has already created its image in the mindset of customers by segmented and positioned its already existing products like ONIDA television, ONIDA music system, ONIDA mobile phones, ONIDA washing machine

PRODUCT OVERVIEW

ONIDA is launching three ranges of LAPTOP series that is

  • Notebook with versatile performance.
  • Notebooks that is ultraportable.
  • Notebooks computers with multimedia functionalities.
  • All the them include the following
  • Genuine windows vista ultimate.
  • Intel centurion 2 process technology.
  • Intel core 2 duo processor.
  • Intel wi fi link.

KEYS TO SUCCESS

WHO?

  • ONIDA is the company who is going to launch its product that is LAPTOP waterproof which will be prevent from rain.
  • Wants to make LAPTOP affordable to all range of people.

WHAT?

  • LAPTOP is the product that will be offered to all classes of people by making it affordable at reasonable prices to them.
  • ONIDA is thinking to locate its market particularly in INDIA that basically will target the Indian people that is why ONIDA is planning to implement its marketing activities in INDIA since ONIDA has found maximum of the growth and opportunities in this particular sector in INDIA.

WHEN?

  • Since ONIDA is planning to implement its plan by gathering maximum of the information required in this sector and then will launch its product during favorable conditions and first year of launching its product LAPTOP, ONIDA hopes to achieve the results.

HOW MUCH?

  • Since ONIDA after its launching its product LAPTOP expected to cover break even analysis during first two year of launching and further it depends upon its product offerings made by expertise to enhance product demand.

ENVIRONMENTAL ANALYSIS

Research examines whether various forms of brand association overall brand beliefs versus exemplars of the brand are differentially accessible for individuals with independent self views and those with interdependent self views.

MACROENVIRONMENTAL FACTORS

  • Since laptop is now an emerging pre requisites for all range of people like in business sectors or any other professional sectors.
  • With increasing standard of education, LAPTOP becomes an integral part of it in order to pass on information and technologies.
  • Due to increase in awareness among people, LAPTOP is in more demand.
  • But in some rudimentary areas, due to unawareness, less standard of education, ONIDA can find opportunities or chances of growth by imparting awareness on this.

ECONOMIC

  • With increasing opportunities and growth in almost every professional sectors, the real income of consumer also increases that favors the support to LAPTOP market with its emerging need and trends.
  • Since ONIDA will introduce or launch its product LAPTOP for all range of people, it would be easy for them to reach lower end customer segment.

TECHNOLOGY

  • With increasing trend in technology it is difficult for every company to sustain with its previous genera.
  • Onida in the first series of laptop launching in corporate many of the technological efforts in order to gain consumer's confidence that is providing all the facilities under one roof further explained as mixture of technologies in one product for egg.
  • Genuine Windows Vista Ultimate
  • Intel Centurion II Processor Technology.
  • Intel Core II Duo Processor.
  • Intel WI-Fi Link.
  • Mobile Intel PM45 express chip set.

LEGAL AND REGULATORY ISSUES

Onida after launching its product laptop will have to pay attention on following 5 parameters of customers. Like

  • Safety
  • Information
  • Choice
  • Representation
  • Redressed
  • Consumer Education

It means whatever Onida Company is thinking and planning for its product. It has to take into consideration above mentioned parameters regarding consumer perception and behavior.

MICRO ENVIRONMENTAL FACTORS

SUPPLIERS

Onida is not at all deal with all parts of LAPTOP that is it is going to launch its product laptop overall by getting its various parts being manufactured by itself or on contract basis from the suppliers where Onida will get an opportunity it will go for that suppliers.

Overall price of laptop will be determined by individual cost what the company will pay the suppliers.

Company will decide the price by taking into consideration both suppliers as well as customers.

COMPETITORS

Since Onida will be new in this particular sector it would take time to gain consumer confidence because market is already flooded with existing players like DELL, TOSHIBA, ACER, and APPLE.

ONIDA will have to face stiff competition with already existing players in the market.

In the first year of launching ONIDA product it would be difficult to chase the competitors by satisfying consumer's behaviors.

CUSTOMERS

ONIDA is going to launch its product laptop only for its customers in order to satisfy or meet there requirements and needs.

Since Onida is already dealing with its existing products in the market like Onida television, Onida music system and Onida mobile phones, so up to extend Onida as deal with customer life time value.

It would not be so difficult for Onida to gain customers confidence in its particular sector.

Onida has already created its brand image in the market.

By taking into consideration all the above mentioned micro environmental and micro environmental sectors, Onida has decided to enter into this into particular sector.

COMPETITIVE STATERGY

Since the laptop market is already flooded with many of existing and newly entered players like Toshiba, Dell, Acer, Apple etc who are providing its product with newer technology at its current market offering so at this stage. The competitive strategy of Onida i.e. vain laptop would be Main focus is on its marketing strategies upon which its launching and existence would depend.

Provide vain laptop in combination with newer technologies that other players are doing individually i.e. improving its existing products. It would give benefit to Onida Company to attract most of the customers and satisfy their needs.

In order to compete with competitors in the market Onida will provide product offering to consumer in order to establish it and gain consumer life time value.

Provide customer care services in case of laptop disordering.

Provide demos to customers how to tackle in miner problems that might arise in laptop handlings.

MARKETING STRATERGIES

MISSION

Mission of Onida Company is to provide laptop not only to business or any other professional sectors but to make Onida laptops to old range of people. I.e. higher to lower end customer segment.

MARKETING OBJECTIVES

Go for massive advertisements during first year of launching.

Provide product offerings to the customers in order to gain their confidence and enhancing customer life time value.

In the first year of launching try to get 10% of the market shares.

Continuously go for online feedbacks to have customers suggestion on chance of improvements on its products.

After reaching lower end customer segments go for segmentation.

FINANCIAL OBJECTIVES

  • Onida has deciding to spend Rs. 5 crores on the advertisement of its product that is want to go for massive advertisements in order to make people aware to their product laptop.
  • During the 1st year or launching, ONIDA is deciding to provide product offering with laptop in order to attract customers. For this particular reserve will be created.
  • In order to satisfy the cost associated with manufacture product, ONIDA wants to achieve 10% of the market share.

TARGET MARKETING

Onida with particular target the lower end customer segment that is middle class people by making it affordable to them it can be explained with the fact that onida has already taken into the consideration by already creating its brand image in the mind set of consumer which means onida has already traced high end customer segment by creating segmentation and positioning in other sectors.

POSITIONING

Since onida is planning to launch its product laptop and to convert human emotion into certain attributes like "Effortless performance and superior mobility, an unbeatable combination for both office and personal use."

  • WHO- Onida
  • WHAT- LAPTOP
  • FOR WHOM- Both personal and office use.
  • AGAINST WHOM- DELL, ACER, TOSHIBA, APPLE etc.
  • WHAT DIFFERENCE'S- EFFERTLESS PERFORMANE AND SUPERIOR MOBILITY
  • SO- BRAND CONCIOUS, SLIM & SLEEK DESIGN, COMFORTABLE AND CONVINIENT OPERATION

MARKETING MIX

PRODUCT

  • LAPTOP becomes a integral part and pre requisites and emerging trend in our community because of increasing knowledge and product awareness among the people.
  • Increasing standard of education among the people.
  • Increasing real income that is purchasing power of people.
  • High technologies have made bigger contribution about the usage of laptop.
  • There is increasing need and demand of laptop in business and other professional sectors.

PRICING

Onida before launching the products laptop has gone through all pricing methods like Onida aim's during first year of launching has to grab 10% of the market share. For this it has to taken into consideration all the factors ranging from its manufacturing to marketing efforts and adjust the price to that level that will be accepted by the customer. Most probably to cover that cost that will make onida company to go further into the sector.

PROMOTION During 1st year of launching, onida will go for massive advertisements that is ad campaign, newspaper, magazines. Under this onida will cover the following.

  • Mission-to go for massive advertisements in order to enhance sales.
  • Money- consider factors or production and sales promotions marketing efforts like sales promotion suppliers etc.
  • Message- to make laptop affordable to all range of people particularly to high end low end customer segment.
  • Media- ad-campaign, newspapers and magazines.

INTERNAL MARKETING

As onida laptop has gone through massive advertisements in order to enhance sale, attract customers as well gain there confidence by providing customer care service to establish public relation.

MARKETING RESEARCH

Onida has conducted marketing research before launch of the product laptop that includes the following.

  • Onida has found opportunities in that particular sector because of increasing standard of education, knowledge and awareness among people.
  • Since onida has already grabbed maximum of the marketing shares in its existing products so onida found out easy to launch new product laptop because it already knows the consumer behavior and perception.
  • In order to know consumer requirement, needs and demands it conducted surveys.
  • After collecting and analyzing the information onida came into conclusion that it should enter into this particular market as onida knows is position to handle consumer behavior that is why onida company has decided to launch new product. After taking into consideration all above mentioned factors. Since it found ample of opportunities and growth.

FINANCIALS

As onida will be new in this particular market of launching a product laptop and will have to face stiff competition with its competitors like TOSHIBA, DELL, ACER, APPLE etc. So it would be very difficult for onida company to survive in this particular market but inspite of it onida has planned or decided intro this market because of finding ample of opportunities and growth in this sector and secondly increasingly standard of education, knowledge and awareness among people.

As it has been cleared from onida mission and marketing statergy that includes Mission of Onida Company is to provide laptop not only to business professional sector but to make ONIDA LAPTOP affordable to all range of people is highest lower end customer segment.

  • In the first year of launching, try to achieve 10% of the market.
  • Continuously go for feedback of customer to have this suggestion.
  • After customers needs and requirement go for product modification.
  • To attract most of the customer.
  • To reach basically middle class people by making LAPTOP affordable to them.
  • After reaching lower end customer segment, go for segmentation for high end customer segment.

CONCLUSION:-

As I have mentioned earlier that ONIDA is going to launch a laptop in to the market. We all know that there are so much company already exists in the market. So if onida is launching then the company should have to give some extra features for customers then customers will buy it. Mission of Onida Company is to provide laptop not only to business professional sector but to make ONIDA LAPTOP affordable to all range of people is highest lower end customer segment.

Since onida has already grabbed maximum of the marketing shares in its existing products so onida found out easy to launch new product laptop because it already knows the consumer behavior and perception.

In order to compete with competitors in the market Onida will provide product offering to consumer in order to establish it and gain consumer life time value.

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