KOGAN RETIAL ORGANIZATION REPORT
BSBMKG502B ESTABLISH AND ADJUST THE MARKETING
[ MAY 5TH , 2011 ]
MISS JIRATTIKARN CHAIPATTANA STUDENT ID: 20092330
ü Kogan is an Australian manufacturer and retailer of consumer electronics devices i.e. HD TVS, LCD TVS, LED TVS, PLASMA, GPS, DIGITAL PHOTO FRAMES., etc. ü The company, founded in 2006 by Ruslan Kogan, sells products direct from China to customers in Australia and the United Kingdom. ü Company Mission is to make the latest technology affordable for all
KEY PRODUCT & SERVICE
q High Definition LCD TVs and LED TVs make up the bulk of Kogan Technologies' products. q Product range: HD TVS, LCD TVS, LED TVS, PLASMA, GPS, DIGITAL PHOTO FRAMES., etc. Innovation & Technologies such as Agora range
KEY PRODUCT & SERVICE
q7 days money back guarantee qExtended Warranty qLive Price qFast Delivery qChat live to sales team qTV quick start guide q
§ § § § § §
. Females 25-24 yrs.CURRENT TARGET MARKET
Males 25-49 yrs. Single > Family Income: > $50.000. Professional or white collar profession. Prefer electronic and entertainment devices § Buy electronic device via online shopping.
whereas investors who usually fund the production of consumer goods expect a huge return. After launching LivePrice in Australia. Kogan had sold nearly $330.PRICING STRATEGY
The company competes on price by selling a budget range direct to consumers. distributors. bypassing wholesalers. Due to “LivePrice” service that cuts out the hidden cost of finance and gives power back to the consumer.000 worth of products using the new pricing system in 24 hours
. and retailer.
D E LU X E S e ri s l th e 5 = 4 6 " Fu l H D 1 0 0 H z LE D * T V w i P V R ( S a m su n g P a n e l l th ) D E LU X E Fu l H s 1 0 0 H z LE D * T V w i P V R ( S a m su n g P a n e l S e ri D e 6 = 55" l th ) D E LU X E S e ri s e
. D V D P l ye r & P V R l th u a a B D S4 0 "eFu l H D LE D * T V w i P V R ( S a m su n g P a n e l 3 = e ri s l th ) 4 = 4 2 " Fu l H D 1 0 0 H z LE D * T V w i P V R .$1179$699 $1224 X X X $1129 $1699 639 3
259 1 $599 2
1 = 2 4 " Fu l D LE D * T V w i P V R lH th 2 = 3 2 " Fu l H D LE D * T V w i B l .ra y P l ye r. 2 6 ” -3 2 ” a n d 3 6 ” -5 5 ” a n d a l ro d u ct n l ze lp
24" SAMSUNGX LG SONY KOGAN X X 32" 40" 42" X $1495 $2580 X $779 4 46" $1399$2014 X X $929 5 47" X $2149 $3291 X X 52" X X $3696 $3929 X 55" X $2115 $4270 $4989 $6999 1599 6
$697. 1 6 ” -2 4 ” .PRICING BY BRAND: LED TV
r th a n ke y b ra n d s i a l si ra n g e .
N e w sp a p e r & M a g a zi e a n d l ze a a . T V C .PROMOTIONAL METHOD: MEDIA
K o g a n u ti i s m a ss m e d i a n d so ci ln e tw o rk ie . n e
. co rp o ra te P R n e w s a n d n e w p ro d u ct re vi w . n In te rn e t to p ro m o te C u rre n t m a rke ti g n e w s.
DISTRIBUTION CHANNEL STRATEGY
Online retailer Kogan cut out the 'middle men' and working directly with our factories overseas. By cutting out the 'middle men' and working directly with our factories overseas. we can sell the latest
. we can sell the latest technology at the lowest prices.
The Kogan Agora 12” Laptop:
The Kogan 7” Android Tablet
. and any website with video. chat to their friends on social media. movies and music. tablet entertainment device for business traveler and on-the-go entertainment lover. You can browse the web.PRODUCT INNOVATION: AGORA
q The Kogan Agora Internet TV Portal
You can stream movies from YouTube. share and view photos. and play Angry Birds on your TV! complete productivity device for the budget conscious for every student shouldn't have their own laptop.
COMPETITORS: JB HiFi
B ra n d sh o u l b e e B u g n ce a ty d
. W a rra n ty a n d Po p u l ri .COMPETITORS: JB HiFi
l cte d J H va l e h i h i te rm s o f Pri .
A ty t m y s te l n
i . i ca n i p l th a t e -B a y b ra n d i q u i w e l -kn o w n a n d stro n g i th e m a rke t.
COMPETITORS: Harvey Norman
i p l th a t H a rve y N o rm l n o m y
.COMPETITORS: Harvey Norman
ry . R a n g e o f th e p ro d u ct a s w e l se cu re d i tra n sa cti n .
Kogan brand gained the lowest awareness (5%) comparing to the key competitor. e-Bay 30% accordingly. JBH which gained 50%. When they decided to buy online product.e.
Consumers are mostly influenced by themselves and family group i. parents (65%).
Buying / Shopping period is variance. Most of consumers shop when they need the products(50%).
. And some of them bought product by monthly (35%)
Majority of consumers often shop via online at home (75%).
Timing Online Shopping: Consumers mostly shop via online on evening (70%) and morning time (20%) respectively.
CURRENT MARKETING MIX
MONITOR AND ADJUST MARKETING MIX
MONITOR MARKETING MIX
CURRENT MARKETING MIX
e.e. Tri-vision in high traffic venue i. SEO.ADJUST MARKETING MIX
Should strengthen trust-worthy as wellinnovative brand image Should accelerate to build up brand awareness
New Target market:
expand to new target market with new product such as Agoda series. increase brand awareness by adjust media vehicles i. Supermarket.
good relation ship with China manufacturer to gain high profit
qShould maintain on-line store because Kogan’s targets prefer to buy product via online since it’s convenient to them.ADJUST MARKETING MIX
continue “LIVE PRICE” and bold up “7 Days money back guarantee” promotional campaign.