Binder

Situation Analysis
MMI 3033 ‐ Design Project 1

NURUL ARIF BIN HAMID 1071119431

MAJORING : MEDIA INNOVATION, FCM
SUBMISSION DATE : 25 NOVEMBER 2010
DELTA 1, TRIMESTER 2

TABLE OF CONTENTS
COVER PAGE
TABLE OF CONTENT
CHAPTER 1: PROJECT OVERVIEW 1
1.1 Introduction 2
1.2 Problem Statement 3
1.3 Objectives & Aims 4
CHAPTER 2: PROJECT PROFILE 5
2.1 Product Name 6
2.2 Product Classification 6
2.3 Product Characteristics 6
2.4 Product Range 6
2.5 Product Distribution 7
2.6 Product Life Cycle 7
2.7 The Brand 8
2.8 Brand Image & Implication 8
2.9 Strength & Weakness 9
2.10 Advantages & Disadvantages 10
2.11 Unique Selling Proposition 11
2.12 Promotional History & Advertising Schedule 11
2.13 Positioning Statement 11
CHAPTER 3: THE COMPANY 12
3.1 Company Overview 13
3.2 Business Description 13
3.3 Company History 14
3.4 Key People 15

3.5 Location & Subsidiaries 15
3.6 Brands, Major Products and Services 16
3.7 Corporate Vision 16
3.8 Corporate Mission 16
3.9 Company’s Current Promotional Strategy 17
3.10 Product Sales History 17
3.11 Current Marketing Objectives 18
3.12 Media Expenditure 18
CHAPTER 4: CONSUMERS & STAKEHOLDERS 19
4.1 Current Consumer’s Characteristics 20
4.1.1 Demographics 20
4.1.2 Psychographics 20
4.2 Stakeholder’s Characteristics 21
4.2.1 Primary 21
4.2.2 Secondary 21
CHAPTER 5: INDUSTRY & MARKETPLACE 22
5.1 The Industry 23
5.1.1 Definition of the Industry 24
5.1.2 Shape of the Industry 24
5.1.3 Development of the Industry 25
5.2 The Marketplace 26
5.2.1 Current Condition of the Marketplace 26
5.2.2 Changes in Marketplace 26
CHAPTER 6: COMPETITIVE SITUATION 27
6.1 Direct Competitors 28
6.2 Indirect Competitors 42

CHAPTER 7: SWOT ANALYSIS 44
7.1 Strengths 45
7.2 Weaknesses 45
7.3 Opportunities 45
7.4 Threats 45
CHAPTER 8: STRATEGIC TARGET AUDIENCE 46
8.1 Proposed Primary Target Audience 47
CHAPTER 9: RESEARCH DEVELOPMENT 48
9.1 Marketplace Research 49
9.2 Market Observation 50
9.3 Online Survey 51
9.4 Interview 64
CHAPTER 10: PRECEDENT STUDIES 66
10.1 Advertising Strategy 67
10.2 Precedent Studies 70
CHAPTER 11: REFERENCES 74

CHAPTER 1 : PROJECT
OVERVIEW
1 | P E N T A X

CHAPTER 1 : PROJECT OVERVIEW
1.1. Introduction
The Pextax K‐x is an entry level digital SLR camera that is made affordable but yet with
high‐end features. It was announced to be on sale by Pentax Imaging Company on the 19th
September 2009. It has a compact and lightweight build, the perfect camera for new digital SLR
users due to its easy‐to‐use operation and also it is highly recommended as an ideal backup
camera for the more experienced users. But what makes this camera unique and distinctive
compared to the other digital SLR cameras is their realization of having no rules that SLR
camera must come in black only, whereas Pentax made the K‐x model to be in a variety of
colors.
As stated that the Pentax K‐x was build with high‐end features, below are some of the
features that has made the Pentax K‐x one of the best entry level digital SLR during its year:
• 12.4‐Megapixel CMOS image sensor with "Shake Reduction"
• LCD ‐ 2.7" with Live View
• ISO ‐ Range is from 200 to 6400, but it is expandable to as low as 100 and as high as
12800
• Burst Rate of 4.7 frames per second
• Video Capture ‐ widescreen HD video at 720p resolution
• 11‐point wide angle autofocus system with Face Detection of up to 16 faces
• Uses AA lithium batteries or AA NiMH rechargeables

2 | P E N T A X

In the Malaysian market, Pentax K‐x comes in four standard colors, which are white, red,
blue and black. Other colors are to be made as custom order. They are also sold in three
different packages that come with different lenses and are available to at least 36 different
dealers in Malaysia.

1.2. Problem Statement
Pentax isn’t actually a new brand because they have been in the camera industry since
1952. But here in Malaysia, Pentax hasn’t gotten any proper exposure in order to rake more
customers compared to the other leading brands such as Nikon, Canon, Sony and Olympus. And
without brand awareness, the K‐x product has not been getting as much sale as they should
have had here in Malaysia.
Currently most of their promotions rely on social networking. In that sense, it greatly
limits their scope of target audience. And so far, there’s no billboards and TV commercial
regarding neither the brand nor the K‐x product here in Malaysia.

3 | P E N T A X

1.3. Objectives & Aims
Objectives
• To create a promotional strategy such as on‐ground events, online campaigns and
promotional booth.
• To do an above the line sales promotion by utilizing the media such as television,
cinema, web banners and prints.
• To create a unique sale approach such as having an Alternative Reality Game(ARG) for
the Pentax K‐x users
Aims
• To have a thorough introduction of the K‐x product and to let customers test the
product.
• To be able to increase the brand awareness.
• To increase product sales and create sales opportunity.
4 | P E N T A X

CHAPTER 2 : PROJECT
PROFILE
5 | P E N T A X

CHAPTER 2 : PROJECT PROFILE
2.1. Product Name
Pentax K‐x Digital SLR
2.2. Product Classification
Pentax K‐x is a specialty good that is durable and targeted to consumer.
2.3. Product Characteristics
Packaging : K‐x Standard kit (with DA 18‐55mm lens)
Pricing : RM 2188.00 – RM 2250
Unit : 1 camera, 1 lens, 1 USB connector, manual, warranty card
Packaging : K‐x Twin Lens kit (with DA 18‐55mm and DA50‐200mm lens)
Pricing : RM 2588.00 – RM 2650
Unit : 1 camera, 2 lenses, 1 USB connector, manual, warranty card
Packaging : K‐x Twin Lens kit (with DA 18‐55mm and DA55‐300mm lens)
Pricing : RM 2988.00 – RM 3050
Unit : 1 camera, 1 lens, 1 USB connector, manual, warranty card

2.4. Product Range
Colors : Black, White, Red and Navy blue
*These are the only available colors in Malaysia. Any other others need to be
purchased through online from another country
6 | P E N T A X

2.5. Product Distribution

This product is distributed indirectly as it is not manufactured locally here in Malaysia
and also the manufacturer’s website does not include Malaysia in their online shipping options.
In conclusion, it has cut down all the possibilities for direct distribution. The Pentax K‐x are
manufactured in Japan and sent to a main retailer in Malaysia which is DSC World Sdn. Bhd.
From the main retailer, it is then distributed to another 36 retail‐outlets which covers every
state in Malaysia.
Since the cost of stocking the product is high and Pentax K‐x is an item whereby
customers are willing to travel in order to get it, it is then a selective distribution.

2.6. Product Life Cycle
7 | P E N T A X

CHAPT
TER 2 : PROJEC
P T PROFIILE
2.7. The Brand

Pentax is a caamera brand
d introduced
d in 1957 byy Asahi Optiical Joint Sto
ock Co. or b
better
known as PENTAX Corporation ((renamed to
o HOYA Corp
poration on March 31, 2008) which
h was
eir product llines includee DSLR, Com
founded in 1919. The mpact Digital Camera, Lenses and Camera
accessories. But Pentax are morre known forr their DSLR camera whereby their first SLR which is
HIFLEX 1 wass a phenomeenon duringg its year. Following the success on tthe ASAHIFLLEX 1,
the ASAH
a new SLLR came outt and it was named Asahi PENTAX. And that was the first camera thatt was
marketed
d under the
e name PEN
NTAX. The Asahi PENTTAX was thee first cameera to utilizee the
pentaprissm in the vie
ewfinder of a single‐refllex (SLR) cam
mera. And th
hat is how th
he name PEN
NTAX
was created which iss derived fro
om the words “Pentaprissm” and “Reflex”.
In
n 1975, the Pentax K seeries were introduced where
w the leetter “K” caarry the meaaning
“King” ass in “King off the SLRs”. And up till ttoday, PENTTAX has beeen developin
ng and impro
oving
the K serries for all three entry‐level DSLR, inttermediate‐‐level DSLR aand professio
onal‐level DSSLR.
2.8. B
Brand Image and Implicaation
The brand is still in the in
ntroduction stage as it sstill seeks to
o build brand
d awarenesss and
develop a market fo
or the produ
uct. Their prricing are lo i order to build
ow penetration pricing in
market share rapidlyy and their distribution w
will be selecttive until con
nsumers sho
ow acceptan
nce of
the brand. Currentlyy in 2010, Caanon holds 41.9% of th
he market sh
hare in the ccamera indu
ustry,
while Nikkon holds 35
5.0%, Sony h
holds 10.0% and Olympu %. Pentax on the other hand
us holds 5.0%
only hold
ds 2.9% of th
he market sh
hare, sharingg the same aamount with
h Panasonic.
8 | P E N T A X

2.9. Strength & Weakness
Strengths
• Comes in a variety of colors.
• Lightweight and compact.
• Has Auto picture mode.
• High ISO ability.
• Easy user interface.
• Capable of shooting 720p video at 24fps.
• 120 built in digital filters for interesting shots without the need for post processing.
• Able to use AA alkaline, Lithium or NiMH rechargeable batteries.
Weaknesses
• Viewfinder doesn't show selected auto‐focus points.
• There’s no HDMI output.
• Crazier colored bodies will be available in Japan only.
• AA batteries may deplete faster.
• Loud shutter release noise.
9 | P E N T A X

2.10. Advantages & Disadvantages
Advantages
• Able to inject style and uniqueness to the users.
• Easier to be carried around from one place to another.
• Automatically selects the best preset mode for the photo you're trying to take, ideal for
beginners.
• Able to take pictures in low light environment without the usage of flash.
• Navigating through the camera won’t be a problem for both experienced and
inexperienced users.
• Consumers will able to save money from buying another hardware that can only record
videos.
• Users will be able to save time from doing post editing and processing.
• AA batteries are easy to find, universal and affordable.
Disadvantages
1. Users will have a hard time on guessing the main focusing area of the shot.
2. Users won’t be able to view their pictures in High Definition (HD) and will not be able to
output their live view mode in HD display.
3. Consumers will be limited to the colors made available to their country.
4. Users may have to spend more on batteries for a long shooting period if not using
rechargeable batteries.
5. Loud shutter noise can be unpleasant at times.
10 | P E N T A X

2.11. Unique Selling Proposition (USP)
Pentax K‐x is the only digital SLR (DSLR) that offers a variety of body colors.
2.12. Promotional History & Advertising Schedule
• 12 ‐ 14th March 2010 ‐ PWTC road show
• 3 ‐ 5th April 2010 ‐ PC Fair in Johor Bharu
• 27 ‐ 30 May 2010 ‐ Ipoh Parade road show
• 2 ‐ 4 July 2010 ‐ IT Fair in Johor Bharu
• 9 ‐ 11 July 2010 ‐ PC Fair in Johor Bharu
• 27 ‐ 30 Aug 2010 ‐ BP Mall road show, Batu Pahat
• 3 ‐ 5 Sept 2010 ‐ PWTC road show
• 22 ‐ 24 Oct 2010 ‐ Futuromic Imaging Fair at Times Square
• 29 ‐ 31 Oct 2010 ‐ Kuala Lumpur Photography Festival at Mid Valley Exhibition Centre
2.13. Positioning Statement
Pentax K‐x is an affordable entry‐level digital SLR camera which is easy to use and offers high
quality picture and video output, targeted to beginners.
11 | P E N T A X

CHAPTER 3 : THE
COMPANY
12 | P E N T A X

CHAPTER 3 : THE COMPANY
3.1. Company Overview
DSC World Sdn Bhd was formed in June 2009 operated by Ms Rissa Chan with the help
of major investor, Mr Francis Lai of Futuromic Photo who has over 15 years of operation and
with both having vast experience (over 30 years) in camera and imaging business. The company
does not sell products directly to consumer but instead they distribute it to dealers nationwide
and then supply the dealers’ contact information on their website.
Currently there are no subsidiaries of DSC World Snd Bhd and the main company is
located at the trade busy area of Dataran Sunway in Kota Damansara. Their main distributed
brands are Pentax from Hoya Corporation Japan where the products are DSLR, compact
cameras, lens and accessories, and the other brand is Orkio from Belgium where their products
consist of bags for cameras and laptops.
3.2. Business Description
DSC World Sdn Bhd is an investment holding company that not only deals with imaging
and camera but also as the main corporate that distributes products and provides servicing as
well. They are the sole distributor of Pentax products in the local market. They bring in
products that are manufactured straight from the origin country of manufacturer and that is,
Japan. Although these products are not meant to be sold directly to customers, they distributed
them to 36 dealers in both Peninsular and East Malaysia. The company is also responsible in
their brand by enlisting complete list of dealers' contact information available on their website
for easy viewing. Their prominence in uplifting the brand's name by launching an array of
marketing strategies to promote and advertise new or stock clearance products.
When it comes to managing their stocks, for every new stocks received from Pentax
Corporation Japan, it will be properly and carefully handled by keeping it at their ground floor
before distributing it nationwide. Using City‐Link Express as their main courier service is usually
preferable due the wide coverage at a reasonable amount convenience. DSC World Sdn Bhd
itself does not have any subsidiaries for assistance and expansion purposes. With four role‐
13 | P E N T A X

player in the company, they always strive to expand their growth at the same par with other
competitors with multiple advertisements and promotion. Their take on heightening the brand
awareness using their extensive knowledge on this area in the public interest from roadshows
and interactive advertisement through social networking
Regardless of their newly found company, it was indeed generated by people whom
have already served the imaging and camera for more than 15 years of experience. Operates
for a year, based on the sales statistic which is up to more than RM 400,000.00, it shows that
the business is slowly building its rapport in the local market.
3.3. Company History
The brand, Pentax is among the leading brand in imaging and camera originally founded in
Japan. However, that is not the scenario here because Pentax has been poorly represented and
marketed in Malaysia. Be it from the brand image which often leaves the impression of an off‐
quality product unlike other camera products. Even without that, Pentax users barely get
exposure of accessories because the accessories itself are considered as rare item in Malaysia
thus it gets to their frustration. However, DSC World Sdn. Bhd. is glad to announce the
appointment by Hoya Corporation as the distributor for Pentax Products in Malaysia effective
21st May 2009. The establishment was highly publicized hoping that this can be a fresh start to
revive the authenticity of the brand.
Their mission, to bring in more imaging products while still maintains a level of quality, is
a challenge that Managing Director, Ms. Rissa Chan took up initially. In order to sustain, the
company gets a large contribution by Mr. Francis Lai of Futuromic Photo whose role as a major
investor. This partnering consists of vast experience who has handled in this area for more than
15 years.
14 | P E N T A X

CH
HAPTER 3 : THE COMPA
ANY
3.4. K
Key People
Name Job Title Bo
oard
Mr. Francis Lai Director No
on‐executivee Board
Ms Rissa Chan Managing D
Director Exxecutive Boaard
Miss Voo
on Account Maanager Acccount Depaartment
Mr. Jacob
b Liew Sales Manaager M
Marketing & Sales
Deepartment
3.5. ocation and Subsidiarie
Lo es
Main Offfice:
DSC Wo
orld Sdn Bhd
d
16‐1, Jaalan PJU 5/16, PJU 5,
Dataran
n Sunway,
Kota Daamansara,
47810 Petaling Jayaa,
or Darul Ehsan.
Selango
15 | P E N T A X

3.6. Brands, Major Products and Services
DSC World Sdn Bhd is the main distributor of Pentax and Orkio products in Malaysia.
The company’s main product lines include:
• Brands
Pentax and Orkio
• Product
DLSR, Compact Camera, Bags, Lens and accessories
• Services
Warranty, repairs and Customer service

3.7. Corporate Vision
• To bring more imaging products at competitive prices without compromising on quality
in order to expand.
3.8. Corporate Mission
• Committed in bring up the brand awareness of Pentax in Malaysia in order to compete
with the other leading brands.
• Strengthening our after‐sales services as priority to serve consumer better.
16 | P E N T A X

3.9. Company’s Current Promotional Strategy
• Magazine Adv. – Dec issue of Digital SLR magazine
• Workshops for K‐x users:
o 13th March ‐ K‐x workshop at MIA
o 29th May ‐ K‐x workshop at SUS Design Center
o 13th Nov ‐ K‐x workshop at SUS Design Center
• Ongoing weekly photography contest on Facebook (Pentax Malaysia page)
3.10. Product Sales History
17 | P E N T A X

3.11. Current Marketing Objective
Short Term
• To focus on the DLSR market
• To grab the market share and compete with the leading brands in Malaysia
• To increase customers’ satisfaction by maintaining good services
Long Term
• To be the top 3 of the leading DSLR brand in Malaysia
3.12. Media Expenditure
DSC World Sdn Bhd has mentioned during the interview that they are currently low on
budget to do advertising for TV commercial or billboards. So currently, they are strongly relying
on the free media such as the internet social network (facebook) to do their advertising and
promoting. But they have also stated that from the year 2009 to 2010, the amount of
expenditure that they have spent is roughly around RM50, 000 in both advertising and
promotion which include their magazine ads, workshop events and road shows.
18 | P E N T A X

CHAPTER 4 : CONSUMERS
& STAKEHOLDERS
19 | P E N T A X

CHAPTER 4 : CONSUMERS AND STAKEHOLDERS
4.1. Current Consumers’ Characteristics

4.1.1. Demographics
• Age : 18 – 40 years old
• Gender : Male and Female
• Education : College and above
• Occupation : Students to working adults (both blue and white collar
workers)
• Income Range : RM500 – RM3000
• Race & Ethnicity : All Races
• Geographic Location : Urban and Sub‐urban
4.1.2. Psychographics
• Perception : Easy to use and able to produce quality output
• Learning : Newspapers, Social network, Online banners, Magazine
• Motivation & Needs : Consumers will get motivated by the variety of colors
offered that could bring the feel of uniqueness to them
and the high quality pictures and video will be able to
satisfy their needs
• Attitude & Personality : Stylish and fun
• Lifestyle : Outgoing and adventurous
20 | P E N T A X

CHAPTER 4 : CONSUMERS AND STAKEHOLDERS
4.2. Stakeholder’s Characteristic

4.2.1. Primary
• Managing Director
Directing and guiding the employees so that the company runs smoothly.
• Employees
Contributing to the company in exchange for wages.
• Consumers
Spending money for the products distributed by the company which contributes to the
company’s revenue.
• Investor
Investing money during the start up of the company with interest of share of profit.

4.2.2. Secondary
• Bank
Provides loan and funding backup money in case of financial crisis.
• Courier
Helps distribute the products to the necessary locations in exchange for the wages.
• Media
Helps advertise the brand and products and create awareness among the consumers.
21 | P E N T A X

CHAPTER 5 : INDUSTRY &
MARKETPLACE
22 | P E N T A X

CHAPTER 5 : INDUSTRY AND MARKETPLACE
5.1. The Industry

23 | P E N T A X

5.1.1. Definition of the industry
The Consumer Electronic Industry constitutes of units involved in designing,
manufacturing, marketing, and distribution of household appliances, audio, video, photography
and gaming products. Some of the consumer electronics products are televisions, LCD, stereos,
speakers, video recorders, CD players, radios, cameras, wireless devices, kitchen appliances and
etc. They are electronically operated machines that are used primarily in domestic activities like
cooling, heating, cooking, cleaning, refrigerating, entertainment, hobby and etc. Based on the
tasks performed by them they are classified as entertainment products, cooling products,
heating products, photographic products, household appliances and etc.
5.1.2. Shape of the industry
The growing needs of the consumers are driving the latest technological innovations in
the consumer appliances industry. A look at today's consumer electronics market, there are
consumer electronics products with features like ultra thin designs, function convergence,
environmental protection, energy saving and lower prices. New products, which are easy to use
and provide a lot of facilities, are being launched by the consumer appliance manufactures,
which provide a wide choice to the consumers. With so many selections and so many different
technologies, products have increased considerable market demands and giving a hard time to
manufacturers & suppliers of consumer electronics appliances.
China, Taiwan and Italy are the largest manufacturers of consumer electronics. Global
consumer electronics industry's sales revenues reached US$950 billion in 2006.According to an
estimate the consumer appliances industry in China will be the strongest by 2010, as the
demand for consumer electronics is rising because of the rapid pace of economic development
taking place in China and low cost of manufacturing of these appliances.

24 | P E N T A X

5.1.3. Development of the Industry
The worldwide consumer electronics industry is experiencing phenomenal and

remarkable changes these days. The worldwide consumer electronics industry is distinguished
by fast technological advances and has grown rapidly than most other industries over the past
30 years.
In today's age of competition, electronic and electrical products manufacturing

companies are under constant pressure to develop new and innovative products in shorter time
cycles, at reduced cost, and with improved quality.
The global electronics industry is driven by demand for the products, which are durable,
lighter, cheaper, and better than the ones, they replace. To meet up the growing market
demands, industry is slowly and gradually shifting its base to Asia Pacific countries, which is
now the prominent source of electronic components and is soon going to turn out to be the
primary destination for consumer electronics. There is an estimation that within 20 years, two
third of the electronics industry will be four times as big as today and half of it will move into
Asia.
Foreign collaborations and mergers are on a rise. A new wave of industrialization is
throwing up several business opportunities for electrical and electronics market to further its
market. There is a vast growth in the sales of computers, software and networking products,
and cameras. Younger generation is increasing becoming tech savvy and spending huge amount
of money on digital products such as MP3 players, DVD players, CD players, mobile phones,
cameras, speakers, headphones, shuffle, nano etc.
The future seems prosperous for this electrical & electronics industry in terms of the
expected surge in global demand and upsurge in investments. Many trends such as over‐
capacity in developed markets, globalization, technology advances, regulation and
environmental consideration, market fragmentation and product proliferation will lead to the
accelerated growth of this sector.

25 | P E N T A X

5.2. The Marketplace

5.2.1. Current condition of the Marketplace
The market of DSLR cameras is currently in an intensive competition whereby each
brand strives to come up with a better product in order to beat their competitors especially
when there are a lot of existing brands in the market.
Before this, the DSLR market was greatly dominated by the two biggest DSLR brands
which are Canon and Nikon. But during this time of the year, there are many other brands that
been awaken and are up for a competitive challenge in order to grab the market share in order
to compete on the same level. Those brands are Sony, Pentax and Olympus.
To survive the competition, the DSLR brands have become more innovative in order to
grab their spot in the market place. For example, Pentax is the first to come out with color
bodies of DSLR and Olympus designed the Four‐Thirds System standard for digital single‐lens
reflex camera design and development.
5.2.2. Changes in Marketplace
Positive
• More competition in the markets produces more adrenaline to compete and indirectly
increase the effort and boosting the industry’s growth
Negative
• More competition may lead in profit loss and market share reduction if failed to
compete on par
26 | P E N T A X

CHAPTER 6 :
COMPETITIVE SITUATION
27 | P E N T A X

CHAPTER 6 : COMPETITIVE SITUATION
6.1. Direct Competitors

Canon has been making DSLR cameras since the year 2000 and has probably become
the biggest supplier for professional digital photographers through their rich heritage of quality
DSLR cameras. Canon has successfully competed with the best camera manufacturers by
incorporating leading‐edge technologies into its cameras, targeting the whole range from
beginner to professional photographers, and introducing good design that effectively made
cameras fashionable.
Canon 500D / EOS T1i

Market Share : 41.9%
Strength : One of the leading brands of DLSR cameras
Full HD 1080p video
Product Ranges : Body only package, Body with EF S18‐55 IS Kit
Price : RM2, 800 with EFS18‐55 IS Kit, RM2, 189 (Body only)
28 | P E N T A X

Positioning : Canon 500D is an entry‐level DSLR camera that comes with
1080p full HD recording targeted to both beginners and
intermediate camera users.

Advertising Campaigns :
International TV Commercial

29 | P E N T A X

China TV Commercial

30 | P E N T A X


Nikon created some of the first digital SLRs (DSLRs) as research projects for NASA in
1991. After a 1990s partnership with Kodak to produce digital SLR cameras based on existing
Nikon film bodies, Nikon released the Nikon D1 SLR under its own name in 1999. Nikon
regained much of its reputation among professional and amateur enthusiast photographers as
a leading innovator in the field, especially because of the speed, ergonomics, and low‐light
performance of its latest models.
Nikon D5000

Market Share : 35%
Strength : Known for manufacturing and assembling the finest lenses or
wide‐ranging photography system in the world
31 | P E N T A X

Product Ranges : Body only package, Body with AF‐S NIKKOR 18‐55mm Kit

Price : RM2, 588 with AF‐S NIKKOR 18‐55mm Kit, RM2, 088 (body
only)
Positioning : Nikon D5000 is an entry‐level DSLR camera with simple
operability yet good photo and video quality, targeted to entry‐
level users and those who wish to upgrade their photographic
expression
TV Commercial

32 | P E N T A X

China TV Commercial

33 | P E N T A X


The company is a leading manufacturer of digital cameras, with a large range of
compact digital cameras. Olympus is the designer of the Four‐Thirds System standard for digital
single‐lens reflex camera design and development. The Four‐Thirds system includes the first
consumer‐grade digital SLRs to feature live preview, a feature now adopted by all major DSLR
makers. Olympus' flagship DSLR camera is the E‐5 released in 2010.
Olympus E‐620

Market Share : 5.0%
Strength : Won the Best Entry Level from Technical Image Press
Association (TIPA) Awards.
Product Ranges : Body only package, Body with ZUIKO DIGITAL ED 14‐42mm
F3.5‐5.6 Kit
Price : RM2, 299 with ZUIKO DIGITAL ED 14‐42mm F3.5‐5.6 Kit,
RM2, 099 (body only)
34 | P E N T A X

Positioning : Olympus E‐620 is an entry‐level DSLR camera which offers the
the lightest camera body but exceptional quality, targeted to
beginners and professionals who are looking for a spare
camera.
Print Ads
35 | P E N T A X

36 | P E N T A X


37 | P E N T A X


Sony's entry into the DSLR market dates back to July 2005 where a joint venture
with Konica Minolta would have resulted in both companies marketing an updated line of
DSLRs to the masses. Between years 2006 and 2008 Sony was fastest growing company on the
DSLR market, reaching 13% market share in 2008 to become third largest DSLR company in the
world.
Sony A500

Market Share : 10.0%
Strength : Provides the world’s best overall DSLR 2‐kinds of live view
experience
Price : RM2, 599 with DT 18‐55mm SAM and 50‐200mm Kit
38 | P E N T A X

Positioning : Sony A500 is an entry‐level DSLR with a comfortable body size,
and weight yet ergonomics, that offers quality picture with
continuous shooting, targeted to compact users who are
looking for and upgrade
TV Commercial

39 | P E N T A X

China TV Commercial

40 | P E N T A X

Comparison Table
Pentax k‐x Canon 500D Nikon D5000 Olympus E‐620 Sony A500

12,3 mp image 15 mp image 12.3 mp image 12 mp image 12.3 mp image
resolution resolution resolution resolution resolution
ISO 200‐6400 ISO 100‐3200 ISO 200‐3200 ISO 100‐3200 Auto ISO 200‐
expandable to expandable to expandable to 100 1600, Manual 200‐
100‐12800 6400 and 12800 ‐6400 12800
2.7 inches LCD / 3 inches LCD / 2.7 inches swivel 2.7 inches swivel 3 inches LCD /
230k 920k LCD / 230k LCD / 230k 230k
viewfinder 96% 95% coverage / 95% coverage / 95% coverage / 95% coverage /
coverage / .85 .87 magnification .78 magnification .96 magnification .80 magnification
magnification
4.7 fps continuous 3.5 continuous 4 continuous 4 fps continuous 5 fps continuous
shooting shooting shooting shooting shooting
video mode: 720p video mode 1080p video mode: 720p no video, but no video, but
at 24 fps, manual at 20 fps, 720p at at 24 fps, manual there is live view there is fast AF live
focus, mono audio 30 fps, VGA at 30 focus, mono audio view
fps, mono audio
11 AF points 9 AF points 11 AF points 7 AF points 9 AF points

41 | P E N T A X

6.2. Indirect Competitors
FujiFilm Instax Mini 7
Lightweight and compact, Fujifilm's Instax Mini 7 is a modern version of a Polaroid
camera. After pressing the shutter, a credit card‐size color photo emerges from the top of the
camera body. The print develops in minutes.
Product Features : Credit card‐size photos, produce instantly
One‐touch exposure setting
Light and compact
Effortless operation
Sharp, clear, colorful and instant photo
Product Ranges : Available in white, blue and pink color
Positioning : FujiFilm Instax Mini 7 is a Polaroid camera which offers easy
operation and instant photos targeted to fun teenagers and
young adults
Price : RM248 – RM 260
42 | P E N T A X

Sony NEX‐3
The Sony NEX‐3 is Sony’s first mirrorless interchangeable‐lens system camera, along
with the better‐specced NEX‐5 model that was launched alongside it. Featuring a 14.2
megapixel Exmor APS HD CMOS sensor, 25‐point contrast‐detect autofocus system, 49‐segment
exposure meter and 3‐inch tilting LCD panel with 921,000‐dot resolution.
Product Features : Compact Interchangeable Lens Camera
SLR quality
HD recording
Panorama picture
Product Ranges : NEX‐3K, NEX‐3D, NEX‐3A
Colors : Black, white and red
Positioning : Sony NEX‐3 is a compact interchangeable lens camera that
offers SLR quality targeted to both compact camera user and
DLSR users who are looking for a spare camera
Price : RM2, 199 with SEL 18‐55mm lens
RM1, 999 with SEL 16mm F2.8 lens

43 | P E N T A X

CHAPTER 7 : SWOT
ANALYSIS
44 | P E N T A X

CHAPTER 7 : SWOT ANALYSIS
SWOT Analysis for PENTAX
7.1. Strengths 7.2. Weaknesses

• Lower price than most competitors. • Brand awareness is very low
• The only DSLR that offers a variety of colours. • Amount of product users are low
• Able to record high definition video whereby most • Loud shutter noise
competitors don’t have the function to do so. • There’s no AF indicator
• Compact and lightweight. • Low gross profit margin limits the marketing budget
• Strong customer loyalty. • Limited technical service centre
• Good quality and good design product • Does not fully use the media for promoting and advertising
• Strong relationship with dealers
7.3. Opportunities 7.4. Threats

• Brand migration • Tax increment for cameras
• Increase of demand for colored body DSLR • DSLR cameras are replaced with a new technology
• Decrement of tax • High competitors in the market
• Shipping and courier cost decreased • Dealer has more bargaining power
• Short time life cycle due to rapidly change in technology

45 | P E N T A X
CHAPTER 8 : STRATEGIC
TARGET AUDIENCE
46 | P E N T A X

CHAPTER 8 – STRATEGIC TARGET AUDIENCE
8.1. Proposed Primary Target Audience
Demographics
• Age : 20 – 35 years old
• Gender : Male and Female
• Education : College and above
• Occupation : Students to working adults (both blue and white collar
workers)
• Income Range : RM1000 – RM3000
• Race & Ethnicity : All Races
• Geographic Location : Urban and Sub‐urban

Psychographics
• Perception : Fun, easy to use and able to produce quality output
• Learning : Newspapers, Social network, Online banners, Magazine
• Motivation & Needs : Consumers will get motivated by the variety of colors
offered that could bring the feel of uniqueness to them
and the high quality pictures and video will be able to
satisfy their needs
• Attitude & Personality : Stylish and fun
• Lifestyle : Outgoing and adventurous
47 | P E N T A X

CHAPTER 9 : RESEARCH
DEVELOPMENT
48 | P E N T A X

CHAPTER 9 – RESEARCH DEVELOPMENT
9.1. Marketplace Research
I have visited a few camera stores in shopping malls such as One Utama, Sunway Pyrmid, Mid
Valley and Gardens to research on the Pentax K‐x sales. Most of the stores that I have visited
was no longer displaying nor selling the Pentax K‐x due to low demand and a potential
replacement unit that will be out soon. Out of 6 stores that I have visited, there were only 2
stores that still sell and display the Pentax K‐x.

Trillion Photo Sdn Bhd, Mid Valley

Foto Flash Sdn Bhd, The Gardens, Mid Valley City

49 | P E N T A X

9.2. Market Observation
Because the Pentax K‐x is a specialty good, we cannot expect to have consumer to buy the
product on daily basis. But in order to carry out the market observation, I’ve asked the two
shops that was still displaying and selling the Pentax K‐x on how frequent customers has come
to asked about the product for the past 3 months.
September October November

Trillion Photo Sdn Bhd 3 1 0
Foto Flash Sdn Bhd 2 4 2

*This may not be the exact amount. The values are roughly guessed.
50 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
9.3. O
Online Survey
The online su
urvey was co om 20th to 23rd Novembeer 2010 and
onducted fro d has managed to
rake up to 41 particcipants. Thee aim of thiss survey is to
t investigatte on the brand
b awareeness,
product awareness and
a to measure the successfulnesss of the current USP fo
or the Pentaax K‐x
mera.
DSLR cam
Results
Survey R
Question
n 1 – Please sstate your age, gender a
and occupattion
Questio
on 1 : Age
e
20 years old
d 21 years old
d 22 years old 23 years o
old
24 years old
d 25 years old
d 26 years old
%
3%
5% 7%
33% 30%
5%
17%
%
This quesstion helps tto identify the age rangge among the participan
nts. The charrt shows thaat the
dominan
nt age range of the partiicipants is 24
4 years old w
with the perrcentage of 33%. The seecond
dominan
nt age is 21 yyears old witth the percentage of 30%
% and the th
hird dominan
nt age is 23 yyears
old with percentage of 17%.

51 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Qu
uestion 1 : Gend
der
Male Female
46%
54%
5
This is the

t second phase of question
q 1 whereby th
his chart reepresent thee gender off the
participants based o
on percentagge value. There are sligh
htly more feemale participants comp
pared
to the male
m whereb
by the femalles came up a value 54% which is 8%
p top with a % more than
n the
male parrticipants.

52 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Que
estion 1:: Occupaation
Students Working People
17%
83%
This is th
he third phase of question 1 where this chart h
helps to iden
ntify the amount of stud
dents
and worrkers amongg the surveey participaants. The ch
hart shows clearly thaat this survey is
dominateed by studen
nt participan
nts which th
he amount o
of 83%. The w
working peo
ople only am
mount
up to 17%
%.

53 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Question
n 2 – What iss your allowa
ance/incomee range?
Quesstion 2
RM100 ‐ RM5
500 RM501 ‐ RM 1000 RM1001 ‐ RM2000
R R
RM2001 and ab
bove
17%
7% 47%
29%
This quesstion helps tto identify the participaants’ allowan
nce or salaryy range per month. Beccause
the survey was mosstly particip
pate by stud
dents, it’s not a surprisse the amount of RM1
100 –
RM500 comes
c in higghest with the
t value 47
7%. Second to that is the amount of RM501 –
– RM
1000 with the percen
ntage of 29%
%.

54 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Question
n 3 – Do you own a DSLR
R?
Quesstion 3
Yess No
39%
61%
%
This question investtigates on th

he amount of participaants who aree already own DLSR orr vice
versa. Most of the p
participants w
who took th
his survey already own aa DSLR, with
h the percen
ntage
of 61%. TThe other 31
1% doesn’t o
own a DLSR ccamera.

55 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Question
n 4 – How wo
ould you cattegorize yourself as a camera user?
Quesstion 4
Beginner Semi‐Pro
ofessional Professional
0
0%
29%
%
71%
This question investigates furtheer more on the level off expertise o
of the particcipants regarding
on the ussage of camera. 71% of the particip
pants stated that they arre still begin
nners in using the
camera, 29% stated tthat they are considered
d semi‐profeessional and none of theem stated to
o be a
professio
onal.

56 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Question
n 5 – If you w
were to buy a
a DSLR cameera, what brrand would it be?
Quesstion 5
Nikon Canon So
ony Olympu
us Pentax
0% 3%
%
7%
46%
44%
t participaants’ brand interest orr probably brand

This queestion investtigates on the b loyaltty for
those wh
ho already own a DLSR ccamera. It’s n
not surprisin
ng at all that both leadin
ng brand for DLSR
camera stated
s the highest
h amo
ount of interest with th
he value of 46% for Nikkon and 44%
% for
Canon. SSony claims the third plaace with thee value 7%, follow up b
by Pentax with 3% and lastly
Olympuss with 0%.

57 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Question
n 6 – Have yo
ou ever hearrd of the bra
and PENTAX??
Quesstion 6
Yess No
7%
93%
This queestion is me

eant to rou
ughly measu
ure the braand awareness of Penttax. 93% off the
participants claim to
o have heard
d of the Penttax brand while the rem
maining 7% h
have not heaard of
it.

58 | P E N T A X

Question 7 ‐ How did you come to know about this brand (PENTAX)? *may choose more than 1
answer
Question 7
Newspaper 21
Magazine 11
Camera Stores 18
Internet 13
Other 21
This question determines the mediums that have successfully spread the brand awareness for
Pentax. Newspaper and other mediums collected the most amounts of participants by sharing
the same value of 21 participants. Camera stores come in second with 18 participants, followed
by the internet with 13 participants and lastly the magazine with 11 participants.

59 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Question
n 8 ‐ DSLR ca
ameras usually are blackk in color. Bu
ut does the a
availability off other colorrs
would inffluence yourr buying deciisions?
Quesstion 8
Yess No
41%
59%
%
This queestion measures on ho

ow effectivee does the Pentax K‐x unique selling point (color
varieties)) persuade cconsumers w
when purchaasing a DSLR
R camera. 59
9% of the participants aggreed
on the peersuasion while the otheer 41% are aaffected to th
he persuasio
on.

60 | P E N T A X

C
CHAPTE
ER 9 – RE
ESEARC
CH DEVE
ELOPME
ENT
Question
n 9 ‐ Did you know that P
Pentax K‐x co
omes in a va
ariety of bod
dy colors?
Quesstion 9
Yess No
39%
61%
This question determ

mines the product
p awaareness of the Pentax K‐x
K when co
ombined witth its
unique seelling point. 61% of the participantss don’t know
w about Pentax K‐x and its USP while the
remainin
ng 39% of participants kn
now about the product aand its USP.

61 | P E N T A X

Question 10 ‐ What are the factors that influence you when buying a DSLR camera? *may
choose more than 1 answer
Question 10
Price 41
Packaging 7
Promotion 20
Specifications 35
Brand 28
Body Colors 17
Other 3
This question helps to identify the influential factors among the participants when purchasing a
DLSR camera. The main influential factor is the price whereby 41 participants have voted on it.
The second influential factor is the camera’s specifications with 35 votes followed by the brand
with 28 votes. Promotion factor comes in fourth with 20 votes and the body colors come in fifth
with only 17 votes.

62 | P E N T A X

Survey Conclusion
Throughout the survey, we can see that even though people are aware of the brand
Pentax, their product awareness is still very low. No matter how effective the persuasion of the
USP, without enough product awareness, the Pentax K‐x will still be unable to grab the market
share in order to compete with the other leading brands. But with the information collected
above, it will be able to guide me for preceding any future promotion or ad campaigns.

63 | P E N T A X

9.4. Interview
I have interviewed the Ms. Rissa Chan, Managing Director of the DSC World Sdn Bhd on the
18th November 2010. I have also interviewed her for the second time through email for
more information and a phone call for the third interview for a more exact input.
Email Questions

64 | P E N T A X

Email Answers
65 | P E N T A X

CHAPTER 10 : PRECEDENT
STUDIES
66 | P E N T A X

CHAPTER 10 : PRECEDENT STUDIES
10.1. Advertising Strategy
Pentax Photography Contest

Pentax Special Price Promotion

67 | P E N T A X

Pentax Photography Workshop and Discount Voucher

68 | P E N T A X

Futuromic Imaging Fair – Time Square

69 | P E N T A X

10.2. Precedent Studies
Visit to DSC World Sdn Bhd

Ms. Rissa Chan, MD of DSC World Sdn Bhd

70 | P E N T A X


Outside view of the office

Entrance of DSC World
71 | P E N T A X


Inside DSC World Sdn Bhd ‐ 1

Inside DSC World Sdn Bhd ‐ 2
72 | P E N T A X

CHAPTER 11 : REFERENCES
References
• DSC World Official Website
http://www.dscworld.com.my/

• Sony Malaysia Official Website
http://www.sony.com.my/product/nex‐3d
• No news but BAD NEWS!! ‐ October 9th, 2009
http://www.theclickshop.net/2009/10/09/no‐news‐but‐bad‐news/
• FujiFilm Official Website
http://www.fujifilm.com.my/eprint/v3/Products/ConsumerProducts/camera/Instant/CA
M_instaxmini7.asp
• Wikipedia for Nikon
http://en.wikipedia.org/wiki/Nikon#Digital_photography
• Wikipedia for Sony Alpha
http://en.wikipedia.org/wiki/Sony_Alpha
• Wikipedia for Olympus
http://en.wikipedia.org/wiki/Olympus_Corporation
• The Consumer Electronics Industry by Thomas Morva
http://ezinearticles.com/?The‐Consumer‐Electronics‐Industry&id=353028
• Digitivity – Electrical & Electronics Industry Marketplace
http://www.digitivity.com/active‐devices/
• Digitivity – Electrical & Electronics Industry Marketplace
http://www.digitivity.com/consumer‐appliances/
74 | P a g e

CHAPTER 11 : REFERENCES
• Pentax K‐x vs Competitors by Enche Tjin on September17, 2009
http://www.radiantlite.com/2009/09/pentax‐k‐x‐vs‐competitors.html
75 | P a g e

Binder

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Binder

Uploaded by

Copyright:

Available Formats

CHAPTER 1: PROJECT OVERVIEW 1

1.2 Problem Statement 3

1.3 Objectives & Aims 4

CHAPTER 2: PROJECT PROFILE 5

2.1 Product Name 6

2.2 Product Classification 6

2.3 Product Characteristics 6

2.4 Product Range 6

2.5 Product Distribution 7

2.6 Product Life Cycle 7

2.7 The Brand 8

2.8 Brand Image & Implication 8

2.9 Strength & Weakness 9

2.10 Advantages & Disadvantages 10

2.11 Unique Selling Proposition 11

2.12 Promotional History & Advertising Schedule 11

2.13 Positioning Statement 11

CHAPTER 3: THE COMPANY 12

3.1 Company Overview 13

3.2 Business Description 13

3.3 Company History 14

3.4 Key People 15

3.6 Brands, Major Products and Services 16

3.7 Corporate Vision 16

3.8 Corporate Mission 16

3.9 Company’s Current Promotional Strategy 17

3.10 Product Sales History 17

3.11 Current Marketing Objectives 18

3.12 Media Expenditure 18

CHAPTER 4: CONSUMERS & STAKEHOLDERS 19

4.1 Current Consumer’s Characteristics 20

4.2 Stakeholder’s Characteristics 21

CHAPTER 5: INDUSTRY & MARKETPLACE 22

5.1 The Industry 23

5.1.1 Definition of the Industry 24

5.1.2 Shape of the Industry 24

5.1.3 Development of the Industry 25

5.2 The Marketplace 26

5.2.1 Current Condition of the Marketplace 26

5.2.2 Changes in Marketplace 26

CHAPTER 6: COMPETITIVE SITUATION 27

6.1 Direct Competitors 28

6.2 Indirect Competitors 42

CHAPTER 8: STRATEGIC TARGET AUDIENCE 46

8.1 Proposed Primary Target Audience 47

CHAPTER 9: RESEARCH DEVELOPMENT 48

9.1 Marketplace Research 49

9.2 Market Observation 50

9.3 Online Survey 51

CHAPTER 10: PRECEDENT STUDIES 66

10.1 Advertising Strategy 67

10.2 Precedent Studies 70

CHAPTER 11: REFERENCES 74

The worldwide consumer electronics industry is experiencing phenomenal and

In today's age of competition, electronic and electrical products manufacturing

Product Ranges : Body only package, Body with AF‐S NIKKOR 18‐55mm Kit

Market Share : 10.0%

Pentax k‐x Canon 500D Nikon D5000 Olympus E‐620 Sony A500

Price : RM248 – RM 260

7.1. Strengths 7.2. Weaknesses

7.3. Opportunities 7.4. Threats

September October November

This is the