Launch of New MP3 Player

Presented By:

Hafsa Muhammad

Saim Ali Shah

Bakar-ul-Hassan

Mohsin Ibrahim

JETSONS

Introduction

• Everyone loves to listen to music

• Music as a source of relaxation

• 10 years ago new phenomenon was introduce I.e. I-pod.

• 1st ever Pakistani MP3 brand

Introduction…..

• Competition• ROCKER vs Nano I-pod• PIXEL vs I-pod Shuffle

• Our Aim

“ A strong Brand with A strong Following”

Vision Statement

• “To stand out as a team with passion, for creating the best customer experience professionally while delighting our customers whom we consider as our essence”

Marketing Objective

• To get awareness of our 50% of our target segment at the end of 1st quarter of 2011

• To achieve 80% of sales till 2011• To keep marketing cost fewer than 50% of total cost• To run marketing promotions to achieve maximum sales at

the end of 1st year of launch• Inform target audience about the features that are included

in our product• To decrease or remove potential customers’ resistance of

buying our product.

Concept Testing

• Questionnaire consist of 26 questions in places like Super market, Jinnah Super , Saddar , Commercial Market etc.

• The questionnaire was distributed between people of age group 15-25

• Result of questionnaire was that 70% of the audience favored the product idea and 30% of the population rejected it.

Segmentation

• We divided Market using:• Demographic segmentation

• Geographic segmentation

• Psychographic segmentation

• Behavioral segmentation

• Socio cultural segmentation

Analysis of Segmentation

Demographic Segmentation:

• Target market is the people between 15-25 both male and female

• 70% of people’s saving between Rs.0-500

Geographic Segmentation:

• The target audience live in Islamabad and Rawalpindi• Areas: F-6, F-7, F-10, F-11, G-10, G-11, I-8, I-9

Analysis of Segmentation….Psychographic Segmentation:• Lifestyle of target segment:

• They are interested in activities like studying, working, playing sports• Eating Fast food, watching movies and TV programs related to music

• For songs:• 28% of the people listen to radio• 72% download their own music

• Internet using:• 38% of the population use social networking websites like orkut /

facebook• 28% use Google• 28% use yahoo and Hotmail

Segmentation Analysis…..

Behavioral Segmentation:• User-Friendliness and fun to use

Socio Cultural Segmentation:• Middle class, upper middle class, upper class• 72% of population willing to pay 0-3000 for new Mp3• Non racist and non- biased • Multi-cultural.

Target Market

• Our target market live in sector’s F-6, F-7, I-8, I-9, Commercial, Saddar etc

• The age bracket of our target segment is from 15-25 years• Most of our target segment have monthly saving of around

2500• We are targeting the people that love to listen to music• We are targeting the people that love to stay up to date with

all the latest fashion trends

Size of Target Market

Target market with respect to buying power

Target Market with respect to buying power:

Rocker: 20,504Pixel: 49,582

Population 15 to 25:

1.6 millionPopulation 15-25

Total Population Islamabad and Rawalpindi

Total Population Islamabad and Rawalpindi:

2.8 Million

Market Positioning

• We are positioning Rocker and Pixel on the basis of “Competitive Advantage”

• Our value preposition is “ More for Less”

• The slogan of Jetson will say “ Music and Fun… All in 1”

Perceptual Map

BCG Matrix

JETSONS

Marketing Mix

• Product• Portable music device• Not only comparable but also better then any other high quality device

• Two products are:

• Rocker• Pixel• Rapster (Still in progress under r & D Department)

Marketing Mix….

• Rocker:• Memory (5 GB)• External memory slot (Extendible up to 15 GB) • Extended Battery life (12 Hours) • Wireless Headset with Bluetooth• Colored Screen• F.M Radio• Voice Recording • F.M Recording • External Charger • Price Rs. 7999/-

ROCKER

ROCKER AFTER CUSTOMIZATION

Marketing Mix…..

• Pixel:• Memory (3 GB)• External memory slot (Extendible up to 8 GB)• Extended battery life (6 Hours)• Head Band (wireless)• Track name Screen• F.M Radio• Voice recording• Price Rs. 4750/-

PIXEL

PIXEL WITH WIRELESS HEADSET

Marketing Mix….

• Price

• Strategic Planning• Charging less price then our competitors thus fulfilling value proposition

of “ More for Less”

• Discounts

• Coupons• 50-1500

Marketing Mix….

• Place

• Head Office– Our head office in Super market– We will have our sales outlet at Jinnah super too

• Retail Stores– Metro and Cash & carry Rawalpindi– Using customer psychology of retail outlet image

Marketing Mix…..

• Promotion

• It will be done through both ATL and BTL

Total population of Islamabad and Rawalpindi of our target segment = 1,600,000

Percentage population who want to buy new Mp3= 23.33%

Total number of people who want to buy new Mp3 =1,600,000 x 23.33% = 372,800

Marketing Mix….

• Promotional budget for RockerPercentage of people who can afford Rocker Mp3 player price

5.5%

Total number of people who want to buy new Mp3 player

372,800

Total number of people who can afford Rocker

372,800 x 5.5% = 20,504

Expected sales of Rocker:  

People who can afford Rocker 20,504

Sale price of Rocker 7,995

Total sales of Rocker 20,504 x 7,995 = Rs. 163,929,480

Percentage of sales advertisement budget

5%

Promotional budget for Rocker 163,929,480 x 5% = Rs. 8,196,474

Marketing Mix….

• Promotional budget for PixelPercentage of people who can afford Pixel Mp3 player price

13.3%

Total number of people who want to buy new Mp3 player

372,800

Total number of people who can afford Pixel

372,800 x 13.3% = 49,582

Expected sales of Pixel:  

People who can afford Pixel 49,582

Sale price of Pixel 4,750

Total sales of Pixel 49,582 x 4,750 = Rs. 235,514,500

Percentage of sales advertisement budget

5%

Promotional budget for Pixel 235,514,500 x 5% = Rs. 11,775,725

Marketing Mix….

• Total Promotional Budget

Promotional Budget of Rocker Rs,8,196,474

Promotional Budget of Pixel Rs.11,775,725

Total Promotional Budget 8,196,474 + 11,775,725 = Rs.19,972,199

Marketing Mix…..

• Advertisement

• Public Relations

• Sales promotion

• Direct marketing

Marketing Mix….

• Advertisement • Informational message• Ad Message

– “When was the last time you felt the freedom to reach out and get what you desire, we give you a product that can provide that feeling with a product made in your own country”

• Message will show the lifestyle and personality symbol of target Market

Marketing Mix….• Advertisement Media

• TV Ad in HBO, Star Movies, Ten Sports and MTV

• Billboards in Jinnah Super, Blue Area and Saddar

• Sales Promotions• Fast-food Buildings

• Direct Marketing• Direct mail magazines like Spider and Us

• Public Relations• Sponsoring different sports and fashion events

External Analysis• SWOT Analysis

• Strengths

– Pioneer in the Industry– Partners with good knowledge of businesses– State of the art facilities– Location – Employees

• Weaknesses

– Need to built reputation– Inexperience

External Analysis….

• SWOT Analysis…

• Opportunities– Growing Trend of Mp3– Lack of Competitors– High rate of unemployment– Marketing via Internet

• Threats– Law and Order situation– Political condition– New Entrants

Conclusion

• High Quality

• People are patriotic so they will favor the product that is made in Pakistan

• Marketing plan if implemented will prove to be effective

THANK YOU