Marketing Management Project

(Sony MobyX)

Submitted to: Miss Ayesha Khalid

Submitted By: Ayesha Karim Afifa Ali Anum Masood Ayesha Arif Butt Saira Bano Fatima Aziz Sanaa Usman

Section: D BBA III

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Acknowledgements
We would sincerely li e to than Miss Ayesha Khalid for !eing so coo"erati#e and encouraging through out the semester$ she has deli#ered the course #ery loyally and sincerely due to which we ha#e a good understanding of our course$ this "ro%ect has gi#en us a wider and informati#e "ros"ect$ it was really a reflecti#e and a thought "ro#o ing "ro%ect&
Finally$ we would li e to than our family and friends for su""orting us during the research of this "ro%ect and for contri!uting #alua!le in"uts to the research wor &

Table of Contents
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S.No.

Content

Page

1.

Executive Summary

2.

Marketing Research

3.

The Product ( Good or service) and Business Idea

4.

Market Ana ysis

5.

!om"etitor Assessment

13

Marketing Strategy

15

".

#orecast and Budget

22

#.

Im" ementation and !ontro P an

24

!.

!ontingency P an

25

1$.

$uestionnaire

11.

Survey Resu ts

28

Executive Summary
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Mo%i ity& atest trends and techno ogies are three most signi'icant 'actors that customer seek today (hen they (a k)in in an e ectronic item*s out et+ ,ears %e'ore the -ourney o' techno ogy started out 'rom the ca cu ator the most %asic com"uter as (e ca it+ Today that techno ogy has emerged and the most atest is P.A (Persona .igita System)+ #u com"uter in a sma device a% e to "er'orm a o' the tasks+ /e( /okia Mo%i e "hone has a the 'eatures o' a deskto" com"uter& no need o' a a"to"+ The "hone is easy to carry& manages schedu es& and can "er'orm a the %usiness re ated tasks+ The si0e itse ' has %ecome im"ortant a"art 'rom mo%i ity+ The conce"t that (e are aunching is o' a radio (hich is atest in the sense that you can (ear it as a 'ashion accessory+ Radio is considered to %e one o' the most im"ortant media a"art 'rom te evision and internet+ The ma-or source in use during cricket matches& exercising in the morning and during trave ing 'or (ork or schoo + 123 o' co ege going (omen (45)67) years o' age) surveyed tune into radio& a though the channe oya ty is not there+ The most 're8uent istening occurs a'ter dinner time+ This is di''erent 'rom ma e radio isteners as the #M channe s are re" acing cassettes as a music source (hi e driving& other survey sho(s that one o' the "o"u ar source o' music are the #M stations& #M 59& 94 and 4:;+6: are extreme y "o"u ar (ithin the target market + The ma-or target market 'or our "roduct is the age %et(een 47 and 6;+ According to the statistics& 67 mi ion Pakistanis are aged %et(een 47 and 6<+ !onsidered in the context o' tota "o"u ation (a""rox+ 47: mi ion)& 4;3 o' Pakistanis are young+ Statistics sho(s that ;:3 o' "o"u ation is under 67 that is 6=2rd and near y 4: mi ion are in the ur%an areas+ GE/ > and GE/ , is the most ex"erienced and accessed generation in the human history+ This generation is the techno ogica y accessori0ed generation& (ith everything hanging 'rom their c othes& 'rom ce "hones to !. " ayers& and com"uters are a (ay o' i'e+ This is a %randed generation& %rand names& association (ith the great i'e and other sym%o s are im"ortant+ The emerging conce"t o' %rand association amongst teens and adu ts& and a(areness (i make our "roduct more a""ea ing to the customers+

%ar&eting 'esearc(
%et(o)s of *ata collection+
Basica y there are t(o methods o' data co ection? 4) Primary .ata 6) Secondary .ata
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Primary *ata Collection+ Primary .ata is that data (hich is co ected s"eci'ica y 'or the "ro-ect at hand+ T(e ,rimary )ata for our re,ort resulte) from t(e -uestionnaires fille) by girls an) a)ult .omen belonging to a )ifferent age grou, an) income level an) some unstructure) intervie.s .ere con)ucte). Secon)ary *ata Collection+ Secondary .ata is that data& (hich has a ready %een co ected 'or some other "ur"ose %ut can %e used as re'erence materia + T(e secon)ary )ata for our re,ort came from t(e internet/ an) maga0ines.

T1E P'2*3CT
4ntro)uction of ,ro)uct+
/o( days& mo%i ity is %ecoming an im"ortant 'actor in e ectronic devices+ The conce"t that (e are aunching is o' an earring radio (hich is atest in the sense that you can (ear it as a 'ashion accessory+ @e are aunching it under the %rand name SA/,+ Radio is considered to %e one o' the most im"ortant media a"art 'rom te evision and internet+ The ma-or source in use during cricket matches& exercising in the morning and during trave ing 'or (ork or schoo +
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2b5ectives an) issues+ Increase the "ro'its %y at east 4:3 in the 'irst year o' the aunch+ Issue? Bo( to increase the a(areness amongst customers a%out this "roductC

To create 4:3 market share 'or the "roduct and to (ork to im"rove it 'urther+ Issue? @hat measure to take to identi'y the "otentia customers o' the "roduct in the marketC

To identi'y 7 "otentia out ets (here to " ace the "roduct initia y+ Issue? Bo( to identi'y the "otentia out etsC

%ission statement+
D@e are the 'o o(ers o' the atest trend (e strong y %e ieve that 'ashion deve o"s& (e "rovide the %est and 8ua ity is never com"romised+ Techno ogica ' exi%i ity and innovation are the key 'actors that (e em"hasi0e on (hi e sha"ing a so ution 'or our customers+E

6ision statement+
DInnovationE 2ur ,ro)uct 2riente) *efinition+ D@e manu'acture earring radiosE

2ur %ar&et 2riente) *efinition+ DTo the trendy and techy& MobyX is the radio that "rovides mo%i ity and a "er'ect % end o' 'ashion and techno ogy that makes you 'ee s di''erent and atest than others+E

Target Market
Moby X (i 'orm a ma-or share o' its market amongst those "eo" e (ho are attracted to(ards the "roduct (ith exc usive a""earance& uni8ue 'unctiona ity& sty e and design+ @e (i market
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our "roduct through multi,le segment strategy& as (e are %e targeting GE/ > and GE/ , %e onging to u""er c ass and u""er midd e c ass o' our society+ Through mu ti" e marketing MobyX can achieve market "osition as %ecause it is a "roduct (hich "rovides mo%i ity& sty e and 'u 'i s the needs o' the consumers+ Moby X is a "art o' the most re ia% e and trusted techno ogies %e onging to Sony (hich is using Fa"anese atest techno ogy in it (hich (ou d 'urther strengthens the re"utation it (ou d ac8uire+ /o( days& there is a gro(ing trend o' ado"ting the inimita% e sty e (hich "eo" e (i de'inite y 'ee a'ter "urchasing the "roduct+ The mini chi" radio in the earrings itse ' is 'ascinating and (i communicate on its o(n to(ards the "eo" e (ho are engrossed through mini "roducts+

Positioning
Pro)uct Positioning+

Moby X (ou d "rovide higher 're8uency range com"ared to other radios avai a% e in the market& (i have a ong asting %attery no recharging is re8uired and the most im"ortant advantage that our "roduct "rovides is the mix o' 'ashion and techno ogy that 'orms our distinctive attri%ute+ 6alue Pro,osition+ Moby X is a %etter 8ua ity "roduct "roviding distinctive 'eature and %eing a eader makes it more s"ecia and di''erent 'rom other com"eting "roducts+ Sony using atest Fa"anese techno ogies is most re ia% e and dura% e+ %ar&et Positioning+ Moby X has %een "ositioned in the customers mind as a "art o' their i'esty e it im"ecca% e suited their "ersona ity+ It has "ositioned on the 'o o(ing grounds? Made 'or you exc usive y Gi'esty e and techno ogy Earrings (ith variety o' co ors and design #ine) ooking (ra""ing and easy to carry Statement: 7En5oy .it( Style8 C(aracteristics affecting 9)o,tion+ 'elative 9)vantage? The 'irst o' its kind is %eing introduced in the marketH the conce"t it se ' (i attract the customer+
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Com,atibility+ Moby X higher range o' 're8uency (i make it easier to add channe and thus more va ue to the "roduct+ Com,lexity+ Moby X is easy to use and the demo !. "rovided (ith the "roduct "rovides the "ro"er guide and 'eatures to use the "roduct+ *ivisibility+ Moby X is an ex"ensive "roduct and initia y no discounted rates can %e o''ered Communicability+ The ex"erience that customers take (ith them (i make its use and di''erence s"read amongst customers.

%ar&et 9nalysis
:asis of Segmentation *emogra,(ic segmentation+ .emogra"hics re'er to the characteristics o' "o"u ation inc uding such 'actors as si0e& distri%ution and gro(th& %ecause "eo" e constitute market& demogra"hics are o' s"ecia interest to market executives+ 9ge+
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Aur "roduct caters to (omen ranging 'rom age 47)6; yrs o d+ Moreover& through our advertisements (e have "ortrayed an active (oman (ho is (orking out or %usy in kitchen chores+ 2ccu,ation+ MobyX targets (omen %e onging to each and every ty"e o' occu"ation (hether it is a house (i'e& student and (orking (omen+ 4ncome+ Aur "roduct MobyX caters to u""er c ass and u""er midd e c ass+ Any one ying in the income %racket o' Rs 7:&:::I can a''ord this "roduct. Psyc(ogra,(ic Segmentation The "sychogra"hics o' the MobyX can %e ana y0ed %y revie(ing the advertisement+ The i'esty e sho(n in Moby X advertisement "ortrays success'u & so"histicated& "ro'essiona (omen*s (ho are active energetic and 'u o' i'e+ :e(avioral Segmentation+ Jnder this as"ect Sony !om"any has %ased their segmentation on the %asis o' customer desired %ene'its+ Peo" e (ou d "re'er %uying our "roduct %ecause it*s the 'irst ever "roduct to %e aunched %y Sony (ith radio 'aci ity (hich is easy to use& and more over its attractive mix o' not on y radio %ut a so as an 'ashion accessory+

S;2T 9nalysis
Strengt(ens
Being 'irst o' its kind to %e aunched in the market The sma er si0e The mo%i ity The attractive "ackage and demo inc uded in the gadget

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The ex8uisite ocation o' e ectronic gadget*s out ets in di''erent ma s ( e+g+ A 'atah store& BKB& Pace etc+) Easy to use In accordance (ith the atest 'ashion Attractive mix o' radio and 'ashion accessory Fa"anese techno ogy& one o' the most re ia% e manu'actures

;ea&ness
Gimited (arranty Re8uires "ro"er maintenance Batteries are to %e charged according to usage eve thus re8uires cost to kee" the gadget (orking

2,,ortunities
The customers are 'ond o' accessories (hich can he " extend our accessories 'rom earrings to rings& %race ets and neck ace Bearing radio can re" ace the care ta"es as %eing mo%i e and 'ashiona% e in nature Being a ne( "roduct creating a ne( market the com"etition is minimi0ed to a great extent The distinctive attri%utes (i out(eigh the e ement o' high "rice The o"ening o' the ma cu ture in Gahore (ith %etter e ectronic out ets (i "rovide a %etter ocation to dis" ay the radio There is an o""ortunity 'or ine extension /e( techno ogy is in its gro(ing stage (hich he "s attract customers (ith its distinctive attri%utes The interests o' teenagers in ac8uiring atest techno ogy (i 'urther increase the market share !om"uter system " aced at the e ectronic out ets cou d he " "rovide 'ree demos o' the "roduct at the out et
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A survey at the out et a%out the %uying ex"erience o' the "roduct and a'ter sa e ex"erience can he " make t7he "roduct more e''ective The sma er si0e and mo%i ity i' a""reciated cou d "rovide ine extension 'or the "roduct

T(reats
The e ectronic market is sti under deve o"ed in Pakistan The ' uctuating e ectronic and "o itica conditions o' the country can hinder the sa e o' the "roduct Gess a(areness amongst the "u% ic a%out the e ectronic items The training o' sa es "erson 'or the "roduct !om"etitors can come u" (ith a simi ar and %etter "roduct %e'ore our "roduct is esta% ished The higher "rice o' the "roduct cou d ead to du" icate "roducts in the market The hea th conscious "eo" e cou d resist the "roduct The 'ashion conscious "eo" e may not take the initiative to %uy the "roduct The ana ytica %uyer

%ar&eting Environments <PEST 9N9=>S4S?

Political+ The ' uctuating "o itica environment in the country can %e dangerous+ Since the "roduct %eing deve o"ed is manu'actured in another country the su""ort o' the government is re8uired to kee" the government conditions in im"ort and ex"ort sta% e and to strengthen re ationshi"s (ith the other country to gro( the %usiness 'urther+

Economical+ The "roduct that is %eing aunched is an ex"ensive "roduct the economic conditions (i determine the nationa income or the %uying "o(er o' the consumer (hich indirect y (i
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determine (hether the "eo" e (ou d %e (i ing on the "roducts that are not "art o' their %asic needs+ Social+ Since the "roduct is an earring radio (hich (ou d %e 'ixed in an earring " aced 8uite c ose to the ear can %e considered as dangerous 'or the ear+ Pro"er a(areness a%out the "roduct and the setting o' the 're8uencies according y so not to a''ect the ear (ou d have to %e -usti'ied to the "eo" e+ Tec(nological+ Pakistan is deve o"ing techno ogica y and 'urther a(areness and deve o"ment (i assist in im"roving the "roduct*s 'unctiona ity+

COMPETITOR ASSESSMENT
C2%PET4T2' 9N9=>S4S Moby X is com"eting in "orta% e media industry+ %a5or Com,etitors+ Aur ma-or com"etitors are a those manu'acturers (ho are s"ecia i0ed in and dea ing (ith micro e ectronic items& (ho %e ieve in si0e and design o' "roduct (ith 8ua ity+ i+ Moby X direct com"etitors are sma radios (ear "iece) that can 'it in ear easi y+ These are name y? Sinc air >I Button Radio
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ii+ iii+ iv+

#M Mini Radios LI AM Radio Tiny #M Radios (!hina Toy #actory Inc)

Ather indirect com"etitors are mo%i e devices ena% ed (ith #M radios+ These are?

i+ ii+ iii+ iv+ v+ vi+ vii+ viii+ ix+ x+ xi+

Siemens Samsung /okia Motoro a GG Panasonic Sanyo Sendo Shar" Sagem Phi i"s

C2%PET4T46E 9*69NT9@E Moby X is not -ust a #M radio it is % end o' 'ashion and techno ogy+ Gong asting Fa"anese %attery gives it an edge over other mini radios that have maximum i'e o' 6)<5 hours on continuous use+ Providing maximum #M %and range 'rom 51)4:5 MB0 among its com"etitors (ho o''er mini radios (ith #M %and 55)4:5 MB0

C2%PET4T46E ST'9TE@4ES+ *ifferentiation+

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Moby X is an innovation in the arena o' radios+ It gives connectivity to the outside (or d in a (ay that adds va ue and %eauty to the 'ace+ Aocus+ Moby X is designed es"ecia y 'or u""er midd e c ass and u""er c ass ur%an "o"u ation inc uding GE/ > A/. GE/,& 'ashion 'o o(ers and trend setters+ C2%PET4T46E P2S4T42N %ulti,le %ar&ets+ @e are 'o o(ing the mu ti" e market strategy 'or Moby X %y 'ocusing more to(ards the u""er c ass and u""er midd e c ass o' the society+

%ar&eting Strategy
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%9'BET4N@ %4C
P'2*3CT C=9SS4A4C9T42N+ Moby X is %road y c assi'ied as consumer "roduct and under this category (e de'ine it as a s"ecia ty "roduct %ecause it is a "er'ect mix o' sty e and techno ogy+ It invo ves strong %rand "re'erence and oya ty& s"ecia "urchase e''orts %y consumers& itt e com"arison o' %rands and o( "rice sensitivity+ =E6E=S 2A P'2*3CT

Core Pro)uct Moby X "rovides a so ution to its users that connect them to the g o%a (or d and at the same time add va ue to their %eauty+ It is sma est in si0e %ut greater in 8ua ity and sty e that*s (hat the consumers (ant+

9ctual Pro)uct Moby X, an earring radio+

9ugmente) Pro)uct !ustomers are "rovided (ith the 'ree demos o' the "roduct on com"uter system insta ed at the out ets and 'or 'urther understanding& instruction %ook et is also "ro#ided with
Moby X.

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Also included ( years0 money !ac warranty and a "airs of fa!ulous earrings along with the "roduct& 1ustomers are encouraged to share their #iews a!out the !uying e2"erience of the "roduct and after sale e2"erience through sur#eys conducted at the outlets& An e2clusi#e we!site is designed to cater its customers for sol#ing all their 3ueries regarding the "roduct& 4nline "urchasing ser#ice is also a#aila!le&

PRODUCT COMPOSITION
Pro !ct "!a#ity: Moby X wor s great$ e#erywhere in the world$ under !rand name S456 using 7a"anese microchi" technology and "ro#iding the FM !and from -, to 1/- M8z0s Stereo9sound is really e2cellent "lus (9years money !ac warranty is also gi#en& Pro !ct $eat!re%: Push9!utton Auto See Microchi" :echnology so you can immediately and "erfectly tune in stations ;Automatic FM :uning<& Pro#ides high 3uality stereo sound& =ong last 7a"anese !attery included& ( years ;=imited< Warranty& Size > ;1?(2 1?( 2 (?-< mm is the size of radio chi"& (/ 2 '/ 2 * mm is the size of the earring& Weight > 1?' oz is the weight of the earring radio& @deal for use in "arties$ s"orts$ tra#els$ hi ing$ wor ing$ 7ogging$ !i e riding$ !oating$ fishing$ "icnics$ reading$ cam"ing$ s ate !oarding$ gift gi#ing$ foot and #ehicle sur#eillance$ to "ass the time while waiting for su!%ect$ anywhere$ e#erywhere$ in the form of earring as sim"le microchi" ;radio<&

Pro)uct Style an) *esign+ It comes in many s" endid co ors (ith di''erent sty e 'or 'ema e+ It is designed in a (ay so as to increase "orta%i ity+
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:'9N*4N@ :ran) E-uity+ Moby X (i esta% ish it (ith the "assage o' time %ecause o' its good 8ua ity and %etter understanding o' customer needs+ :ran) Name Selection+ Moby X is se ected as the %rand name %ecause it de'ines the mo%i ity and easy to carry 'eature o' the "roduct and > signi'ies the extra 'actor that (e "rovide to our customers in the 'orm o' earrings ('ashion accessory)+ :ran) S,onsors(i,+ SA/, is manu'acturer*s %rand+ :ran) *evelo,ment+ /o extension+ Pac&aging+ Moby X comes in a s8uare and heart sha"ed gi't %ox+ =abeling+ A the im"ortant in'ormation is mentioned on the a%e + The a%e contains the name o' the "roduct& name o' the manu'acturer and distri%utors& (arranty imit& (arnings& guide ines on usage+ Pro)uct Su,,ort+ A %ook et on guide ines regarding the "roduct is "rovided (ith Moby X+ #ree demo !. is a so given+ Pro)uct %ix+ Initia y Moby X is introduced in the 'orm o' earring %ut (ith the "assage o' time it (i o''er in other versions a so ike in the 'orm o' %race ets& rings& and ockets+ Pro)uct =ife Cycle+ Aur "roduct is at the introductory stage o' "roduct i'e cyc e stage+

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PRICE

4NTE'N9= A9CT2'S %ar&eting 2b5ectives+ DTo create a market share and to stand out as distinct "roduct amongst the other com"etitorsE %ar&eting %ix Strategy+ The "rice has %een decided %ased on the com"etitors and customer needs and re8uirements+ The "rice is a igned (ith other marketing mix covering the "romotion& " acement and "roduct+ Cost+ The organi0ation has tried to achieve economies o' sca e %ut not the cost o' 8ua ity+ The cost is %eing monitored and is ke"t to a minimum %y choosing the %est dea s given %y the su"" ier and managing the cost according y+

2rgani0ational Consi)erations+ The "rice set has %een in' uenced %y di''erent 'unctions o' the organi0ation inc uding the 'inance& manu'acturer& sa es and marketing and the higher management+
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P'2*3CT P'4C4N@ ST'9TE@> Com,aring com,etitorDs ,ricing Sno. 6+ 2+ <+ 7+ Com,etitor Sinc air >I Button Radio #M Mini Radios LI AM Radio Tiny #M Radios (!hina Toy #actory Inc) Price Rs+ 62:<+92 Rs+149+<<+ Rs+ 5<: Rs+46::

Com,etition :ase) Pricing+ @e are 'o o(ing the gro(ing rate "ricing according to (hich (e 'ix our "rice a'ter considering a the 'actors as to Rs+ 27::+

P=9CE%ENT The "roduct (ou d %e so d through DIndirect Marketing IntermediaryE+ The "roduct (i %e so d through "ush strategy that is "roduct (ou d %e 'irst distri%uted to the (ho esa ers and then to retai er+ The retai ers (ou d assist in creating contact (ith the other retai ers (hich (ou d ex"and the net(ork and add va ue+

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P'2%2T42N

Moby X %eing a ne( "roduct in the market (ou d re8uire intensive advertising+ The "ositioning and the idea %ehind the %rand se ection (ou d %e used as a %asis 'or advertisements and the advertisements (ou d %e in'ormative+ 9*6E'T4S4N@ 'a)io+ Radio #M channe s (ou d %e a% e to attract the ma-or cream (ho cou d use our "roduct and create a "ositive (ord o' mouth 'or others+ Since they %eing the regu ar radio isteners (ou d %e excited to use this "roduct as they cou d carry the radio (ith them+ Ne.s,a,er+ Moby X is an ex"ensive and ne( "roduct+ There is need to create a(areness amongst "eo" e that such a "roduct exists+ M.a(n* ne(s"a"er (ou d %e a %etter choice to advertise %eing one 'or the most "o"u ar ne(s"a"ers in Pakistan+ A 'u "age (ou d %e dedicated to advertise the "roduct "roviding a detai kno( ho( o' the 'eatures and distinctive attri%utes+ A"art 'rom M.a(n* the other ne(s"a"er that the "roduct (ou d %e advertised in are MThe /e(s* and M.ai y Times*+

%aga0ines+ Moby X %eing a techno ogy "roduct it (ou d %e advertised in maga0ines as MSBE* a eading maga0ine+ Another maga0ine that is 'amous amongst out ma-or target segment the teens is M,oung Times*+ It is .u%ai %ased maga0ine is es"ecia y 'or kids+ Since it is a 'ashion "roduct a so maga0ines ike SBE& ST,GE and MAG (ou d a so %e used to advertise the "roduct+ :illboar)s+ The ocations (here (e have decided to " ace our advertisements are Gi%erty area its main round a%out area& Ghora !ho(k (hi e exciting .e'ence (e go to cava ary ground& the third ocation is #ero0e"ur road and ast ocation is M+M A am road+ A"art 'rom the ma-or areas identi'ied a the other ma s (here uxury e ectronic item*s out ets are avai a% e advertising (ou d %e done %y " acing %i %oards+ Television+

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The 'e( ma-or channe s as Masa a TN& Sty e 2;:& BJM TN and MTN Pakistan (i %e given the task to advertise the "roduct+ ;ebsites+ Msn+com=! ick on ine a (e%site "roviding in'ormation regarding ne( techno ogies& 'unma0a+com a 'amous (e%site vie(ed %y most o' the Gahorians+ Sales Promotion+ Ane 'ree "air o' earring a"art 'rom the one a ready "rovided in the "ackage (ou d %e given (ith the "roduct+ Public relations+ Brochures "roviding detai s o' the sa'ety o' using the "roduct (ou d %e distri%uted in "u% ic " aces+ Artic es a%out the (orking and ' exi%i ity in use (ou d %e "u% ished in a eading maga0ine to in'orm the "u% ic a%out the sa'ety in using this "roduct+

Aorecast an) :u)get

The 'actors considered 'or %udget are? .i''erent advertising com"anies rates have %een taken According to time& rates can di''er Most o' the va ues are estimates+ Estimate) Cost

Category

Research Reasearch 'irm #ee 4<:&::: '1 | P a g e

@e% research Inde"endent Research Ather 'esearc( Cost Total

;:&::: 45::: 4:::: Rs+ 665&:::

Promotions Product .iscount S"ecia A''ers Promotion Cost total 7::: 6:::: Rs+ 67&:::

Advertising Brochures TN Radio /e(s"a"er Maga0ines @e% Bi %oards 9)vertising Cost Total 4:&::: 5::&::: 45::: 47&::: 46&::: 4:&::: 41::&::: Rs+ 67;7&:::

Pu% ic Re ation Em" oyee Promotions S"onsorshi" Public 'elation Total 4:&::: 46&::: Rs+ 66&:::

EST4%9TE* %9'BET4N@ @'9N* T2T9=

's. 2#4$/$$$

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4%P=E%ENT9T42N 9N* C2NT'2= P=9N @oals+ A'ter the aunch (e (i ook out the a(areness and recognition o' MobyX among the target customer+ The targeted sa es& "ro'its& avai a%i ity and e evated market share are a so ma-or "arts contri%uting to(ards achieving our goa s+ Performance+ Measure the "er'ormance and activities o' the out ets& their interactions (ith our target customers+ @e (i measure the "er'ormance %y setting di''erent tests a'ter the 'irst aunch o' MobyX+ Tests (i %e encom"assed o' surveys& "ersona intervie(s& 'ocus grou"s and nia e) mai s+ Evaluation+ The resu ts o' the surveys& mai s and others (i %e then synchroni0ed 'or the eva uations+ Eva uation is conducted to identi'y the ga" %et(een the ex"ected and actua "er'ormance+ Corrective 9ctions+

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This is the ast contro (hich is set and a"" ied i' there is a di''erence amongst the ex"ected and actua "er'ormance MobyX and (e then other(ise (i take the corrective actions to c ose the ga"+

Contingency Plan
@e have aunched this earring radio under the %rand name Sony so va ue and "restige is associated (ith this "roduct+ @e have used the atest Fa"anese Techno ogy in our "roduct through (hich 're8uency and signa o' radio can %e catched easi y+ But the "ro% em can occur in our "roduct is that at some " aces user might not 'ind tune into radio and their might %e some "ro% em in signa catching+ To com%at (ith this "ro% em& (e have used the atest Fa"anese techno ogy as stated %e'ore and (i use more advanced techno ogy in our "roduct in 'uture in order to satis'y our customers

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Appendix: QUESTIONNAIRE
;e t(e stu)ents of =a(ore Sc(ool of Economics are .or&ing on a researc( an) nee) your assistance. :y s,aring some time out to fill in t(e survey form .oul) be a,,reciate). PE'S2N9= *ET94=S ,our name (o"tiona )? Age grou"? 47)45 Bouseho d income? 4:&:::)6:&::: 49)66 6:&:::)2:&::: 66)6; 2:&:::)<:&::: 6; and a%ove 7:&::: or a%ove

9:23T >23' =4BES 9N* *4S=4BES 4+ Are you 'ascinated (ith the e ectronic gadgets introduced in the marketC Gove it .o notice sometime Gike to kno( /ever a%out ne( gadgets 6+ @hat attracts you to(ards an e ectronic gadgetC Rate the 'o o(ing 'rom 4 ('or east "re'erred) '* | P a g e

to 7 ('or most "re'erred) Gook #unctiona ity Go(er /e( cost techno ogy @arranty Athers?OOOOOOOOOO

2+ .o you 'o o( the 'ashion trendsC Regu ar y Sometimes

na y

Accasio

/ever

<+ @hich 'ashion accessory attracts you the mostC

Earr ings

Brace et

/eck ace

Athers?OOOOOOOOOO

7+ Bo( many times do you isten to a radio in a (eekC 4)6 times 2)< times < or more times

/ever

;+ @hat is the most 're8uent medium that you use during trave ing to isten to music or ne(sC Radio /e(s"a"er !ar TN @AP ena% ed mo%i e "hones Athers? OOOOOOOOOO

1+ @hen %uying an e ectronic item you consider cost as yourC #irst "riority Gast "riority .e"ends u"on the 8ua ity o' the "roduct

5+ .o you consider si0e as an im"ortant 'actor (hen %uying radio or a recorderC ,es /o .oesn*t matter much

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9+ @hat is the most im"ortant 8ua ity you (ou d ike an e ectronic item to haveC Mo%i ity !om"ati%i ity .ura%i ity Arigin (as Fa"anese techno ogy ) Athers? OOOOOOOOOOO

S3'6E> 'ES3=TS
AGE
15-18 19-22 22-26 26 and above 26 and above 10% 22-26 30% 19-22 40% 15-18 20%

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INCOME

10,000 20,000 20,000 30,000 0% 10% 30,000 40,000 20% 50,000 - above 70%

10,000 - 20,000 20,000 - 30,000 30,000 - 40,000 50,000 - above

Do you follow the fashion trends?

!""a ionlly 10% Sometime 30%

#ever 0% Regulary Sometime Regulary 60% !""a ionlly #ever

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Which fashion accessory attracts you the most?

!t'er 10% #e"&la"e 20% $arring $arring 50% %ra"elet #e"&la"e !t'er %ra"elet 20%

How many times do you listen to radio in a week?

#ever 0% 4-or more (ime 10% 1-2 (ime 20%

1-2 (ime 3-4 (ime 4-or more (ime #ever

3-4 (ime 70%

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When uyin! an electronic item you consider cost as?

,e-end u-on t'e -rodu"t 50%

)ir t *iriorty 30%

)ir t *iriorty +a t *irioty ,e-end u-on t'e -rodu"t

+a t *irioty 20%

What is the most im"ortant #uality you would like an electronic item to ha$e?

!rigin 10% ,urability 20%

!t'er 0% .obility 50%

.obility /om-atibility ,urability !rigin !t'er

/om-atibility 20%

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