Professional Documents
Culture Documents
Redefining Mobility
Group 4
PGDM 2009-11
U109015 Chandan Kumar Sahoo
U109023 Karan Kunal
U109039 Gnana Prakash
U109054 Aditya Vittal Shenai
U1090191 Sisombat Sarah
p IS ProMov
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P SE 1
SIION NSIS
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Marketing Competency
State of the art manufacturing
High Brand Equity and Brand Recall
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Retail Stores/online offline
Malls Live Demos
ë !
Large Business
SME's
Individuals for entertainment usage
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Traditional projectors manufacturing
companies BenQ, Canon, Dell, Epson,
HP, Panasonic
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Threat of technology being replicated
ë
Technology always changing
Price wars
SEGMENION
Size
Businesses Industry
Geography
Age
Individuals Income levels
Location
GEING
MNC¶s, SME¶s
Businesses IT highest preference
Metro¶s, Software hubs
Age 21-45
Individuals Middle class-High
Income
Urban
POSIIONING
Smart product
Easy to carry
No setup required
Presentations anywhere anytime
Revolutionary product for offices
and homes
High Appeal for new gadget,
technology followers
Phase 2
Marketing Objective
To create Category
awareness for
Portable projectors To capture a
market share of
10% of all
projectors sold
To create Brand over the next year
awareness for
ProMov
Brand Personality (aker·s Model)
Up to Date
Sincerity Reliable
Intelligent
Competence Ever Ready
Reliable
High Status
Sophistication Suave
Corporate
oung
Ruggedness Dynamic
r B Grid
Think eel
High
Involvement
Low
Involvement
Branding
Name
To communicate the message ³|
| jectors
on the
e´
Aptly captures the essence of ProMov which is its
portability
Logo
Inclusion of various colours shows the superior colour
projecting abilities of ProMov
USB drive like outer design
Tag-line
The Giant Screen« Now on your palm
To indicate the miniature size of the device and its core
functionality in a single line
Brand Positioning ractors
Brand Attributes unctionality
Quality Portability
High Resolution High Compatibility with a
range of devices
ruture Plans
P SE 3
POD PI ING
O
) * %
O ! ! ! !
$) +) O !'
* ! ! ! !
Assessing Developing
Media Media
Target Media inal Plan
bjectives Budget
consumers Strategy
Media Objective