Introduction to Consumer Electronics:

Consumer electronics are generally regarded as all day to day life products used by individuals that
contain electronic chips or circuits. The wide range of consumer electronics can be understood in a
simplest term today from headphone to plasma screens, all are consumer electronics. It has made the
day to day life activities easier and also has brought a significant amount of comfort and luxury in the
lives of consumers. In the modern era, due to technological advancement individuals are bound to be
associated with one of these consumer products either in a direct or indirect mode. Therefore, we can
say that consumer electronics has a huge impact on the life style of the consumers. The changing life
style and demands of consumers has resulted in the emergence of consumer electronics’ market as one
of the vital and the most booming one.

1.1 Introduction to Company:

Echo is a renowned electronics manufacturer in Asia, heading forward with innovative and consumer
friendly products. It has established itself as one of the market leaders in consumer electronics. Now the
company is on its way to make a mark on the UK electronics market. The tagline of the company is
Explore yourself. It provides consumer an idea that which trend suits them the most.

1.2 Company’s motive:

Cherishing the stake holders with Continuous development through innovation in making unique
consumer friendly electronics setting high standards, creating faith in consumers and making them
brand loyal. The statement of mission is to be more competent in the market and become a market
leader in electronics in United Kingdom.

1.3 Company’s goal:

To get established as a worldwide Brand and show its mark on the globe as a leader in consumer
electronics market with its own unique identity.

1.4 Product:

As said by Rob Glaser, Apple being the world leader in making consumer electronics makes great
products but consumers still want choice and openness.

(According to Couglin, 2008), increase in the family content has resulted in the demand for electronics in
a digital mode. Our product is a unique music machine with voice recognition technology which has a
facility of changing panels of different colours making it a fashion factor matching consumers costumes.
We would like to differentiate the product with accessories like chains and bracelets making them
masculine and feminine as it breaks the consumer market with gender criteria and would make the
product more efficient in entering the market.

We want this product to be called as a music machine to make its own identity.

Product Tag line:

Your fashion statement

Unique Selling Points of the product:

 Users can designate voice commands for individual tracks and albums, on saying command
music starts playing according to the command
 Changeable panels to suit the costumes, makes it a fashion factor.
 Masculine and feminine accessories of the product, gives a personal touch.

Comparison with other products in market:

Other music gadgets in the market do not have voice recognition technology.
They are not distinguished as masculine or feminine.
There are gadgets, which have the facility to change panels but the choice is very limited.
They do not have accessories which has a fashion statement.

UK market for the product:

(According to UK Trade & Investment, ukti.gov.uk ), UK is the best market for any electronic gadget to be
introduced for the first time, it is because, UK is the highest market grosser in European countries for
consumer electronics with 22 percent of the market share which was 10 billion in retail sale in 2009.

(According to Bhalla and Anurag),2010. A lot of colours, sign ages and other visual mediums of
marketing are used by an impeccable visual merchandiser. A music gadget would be the best choice for
a company to get launched into UK market, because consumers here are gadget freaks, and you will
easily find 6 out of 10 people listening music on their own personal music gadget.

(According to Varley. 2003), Visual merchandising can be used as a vital and more effective tool in the
changing era to enter and explore new markets. Today the companies has learn that it’s not about just
offering products, it’s about making your products distinct and visible to the consumer and visual
merchandising has been one of the most significant tool to have impact on the consumers. Visual
merchandising has made more visible the existence of the products to the customers. In the upcoming
future it can be used as a vital tool not only for promoting the existing markets but creating new
markets.
It is always said that the products with cutting edge technology will always give the market a new energy
with a real boost in the sales and takes it on to a different level. It is very easy for the product to enter
the market on the basis of market strategy known as differentiated market splitting groups on the basis
of gender, age etc criteria. The company has followed the same strategy and targeted its clients on the
basis of gender. The sale would be at least more than sale of the product which is released in with no
differentiation.

(According to UK Trade & Investment, ukti.gov.uk), UK is a gateway for a business ventures and setups
as it gives the right of entry to world’s largest single market to do its business because it has a dense
population of approximately 500 million electronic consumers. UK is also regarded as one of the high
profile market for consumer goods. It attracts the companies due to its flexible and easy regulatory
policies. Companies can establish its business setup within 13 working days. UK ranks 5 th in the world for
Ease of going business due to its transparency of system, regulatory policies and tax savings
Environment (According to World Bank Report).

Marketing Strategies:

Milan Kundera has stated only two functions of a business which are Innovation and Marketing, we were
very good in the first one which was Innovation, marketing plays key role in improving the sale of the
product and this is very essential for the company because as this is the product which will give the firm
a leap in UK market.

Marketing is regarded as creating value of a product or services in the eye of potential consumers (Philip
Kotler). Marketing is regarded as an approach to brief customers about the product or services offered
by the company. It is done through a detailed procedure following each of the steps as a part of
marketing strategy.

The biggest strategy in marketing would be encouraging the retail chains to promote the product like
Digital currys. This make the product go into market with many wings supplying it and all of them would
are the most prestigious and trusted retail chains.

It is the online purchase that is ruling the UK market today because the number of costumers shopping
online are increasing considerably as it is the most easiest way to buy things when there is a buzz in the
consumers of the product we can introduce booking the device online that can gross the market and get
eager consumers our way and make them committed to our product.

Primary actions:

Consumers have to be made curious and eager with tagline and features of the gadget using popular
means of advertising.

The product should create a puzzle in consumer minds before entering the market.

This is where the company starts advertising about itself parallel with the product.
This makes the company as popular as the product because for the company it is very important to get
popular because it is on its way to launch many products, to stay a long run in market, analysts must
strategize plans to make consumers brand loyal.

For establishing as a brand, it has to be popular, things become popular only when there is a curiosity in
people to see what it is and when it keeps up what it promises.

Marketing criteria:

The main mode of advertising should be online where the key features of the product should be
highlighted without out the name.

This will now make create a puzzle in the minds of consumers and will make them think about it.

This will make the consumers pay attention every time they watch the advertisement.

Before the product Launch, Company should be introduced to the consumers with the same means of
media. It has been also strategized that the three dimensions will be used in the new products to make
it a competent brand. These three dimensions are generally regarded as 3D. (According to Blanchard,
1993), the marketers perceive the objectives in physiological terms and usually consider the depth to
utilize other cues.

This gives the company a leading edge for the consumers to remember the company and the product
reviews will have to make the company’s name stand in the market.

Overcoming consumer perceptions about company.

There should be keen interest taken in all forms to avoid influences on the product, as these willt is
sometimes very hard keep in track with these details for example Asian countries follow right hand
driving and in UK it is left hand side these are minute things but cause discomfort to the consumers.

Consumer perceptions towards the company will strongly affect the sales in the initial stages, to get off
to a good start, which is very important for the company and the product, we should get our product
promoted with a retail chain as discussed in marketing strategies stated above.

As we make consumers keep guessing about the company, it is easy to enter the market as a new
company, we are hitting the market with a one of its kind product this will also give the company a great
platform to stand on itself.

Launch of the company should be made popular in UK which makes the company familiar in UK market,
a brief introduction should be presented about the company as what kind of products that company
deals in manufacturing with, and the reputation and share of market in Asia.

This makes the consumers believe in company knowing the reputation in Asia.
Consumer attitudes:

Consumer attitudes are very complicated and hard to understand, targeting consumers on attitude will
show results one would have never expected it may be the in the positive way or the vice versa.

It was well said by Gregory Deon that consumer attitudes can either be an advantage or an obstacle for
the marketer, attitude of a consumer towards a particular product or a company depends on various
factors where in the first and foremost factor is the word of mouth, this is the most efficient way of
getting marketed, but it cannot be controlled or manipulated by the marketer.

Recommendations for Influencing customer attitude:

Advertising is the best possible way to influence the attitude of the customer.

It is the way we advertise makes the client know what we are.

The other way to influence customer attitude is to compare our product with best available product in
the market in terms of features and price.

Making the customers believe in the product by warranty or money back challenge will give it that
competitive edge to penetrate the market very soon.

The fashion statement of the machine will be the biggest selling point, if the message is transmitted
properly through the advertisements.

The whole concept of the product is to create an individual attitude for the product.

According to the ABC models of attitude A is the affect that the product creates on a consumer, B is the
behavior of the consumer towards the product and C is the cognition it is perspective of the consumer
after knowing the product.
 ABC Model

Affect
Behavior
Cognition

A- Affect, the primary requisite has been created in the consumers, by advertising our product
B- Behaviour, behaviour in this context is the curiosity created by the product in the market.
C- Cognition, the perspective of the consumer after knowing the product, this is something that is
evaluated everybody in their own thought processes.

With the kind of features our music machine has, a grand opening can be expected as it is a matchless
device in terms of technology and style.

The advertising strategy should be very simple and catchy, which best suits the target clientele.

The consumer behavior towards the firm should get positive before the launch of product as it increases
the salability of the music machine.

Motivation:

Some theorists argue that Relaxation from tension results to motivation, everyone is in a constant state
of stress for their needs and wants which leads people to buy requirements which will fulfill their needs,
where a common man becomes consumer.

There are various reasons for a consumer to get motivated, it can be financial motivation in these cases
the cost of the product is the motivating factor, in some cases it is the product that motivates the
consumer, there are customers who are brand loyal and they are motivated by the products of the
company which they are loyal to.

Motivation has power and path, power is the strength of the motivation and is the choice that consumer
has in choosing the product. The best possible way in motivating consumers is knowing their needs and
requisites in electronics on a survey basis and addressing them with the product that actually wanted.

Motivation has power and path but it needs another tool to win that is the consumer satisfaction which
is the destination.

Factors influencing Customer satisfaction is shown by the following pictorial representation.

Knowing
customer
griviences
Innovating
Identifying and
products which
adressing
suit consumer
customer needs
needs

Customer
satisfaction

Factors to be considered for motivating consumers:

Customer are mostly self-motivated, there cannot be any external motivating factors.

Keeping the features of the product at high end, but should not be too complex for general usage, this
increases comfort ability factor of the product.

This is why we hold camps to make the consumers understand all the functions of the product and we
even dedicate a blog to solve the issues with the product, this keeps the companies moral high in the
consumers.

Consumers get motivated when the product is a solution for the current problem, we need to find the
best possible reasons for a customer to buy this.

It is very important that we concentrate on the potential clientele.

Creating a separate identity for the product is also motivating factor which gives a satisfaction to the
consumer, which is why our product is called a music machine instead of the regular IPOD trend.

The satisfaction level increases as it becomes very personal to oneself, this is where the fashion
statement, changeable panels and masculine and feminine differentiation works.

Influencing the Consumers in decision making process:

All the efforts from the stage of innovation, to the product launch are to influence the thought process
of the consumers. It is very important that we influence consumers in each stage in the product life
cycle, this can be effectively done by involving the consumers in the way of feedbacks or conducting
surveys as of what the consumers are expecting from us or aspects in which we can improve, thought
making processes are to be influenced in each stage of the product life cycle.

Decision making is the hardest thing for the consumers in this context and scenario as there are heaps of
electronics in the current market, the products and services of the firm should be a solution to the
consumers for the grievances that they had with the previous products and the current products in the
market.

Thought making processes are affected by various factors which are cultural, social, personal, and
psychological. Organization should keep these factors in mind in developing any product.

Cultural influences affect the products sustainability in the market, these can be the logo, color and
patterns of the product or the company. Here an example of the cultural influences on the product can
be related with a popular Automobile manufacturer CHEVROLET the logo of CHEVROLET had an owl,
which is considered inauspicious in India and made the initial sale of the automobiles.

Social influences include family backgrounds and social status in the society, because the family
background will influence the buyer’s ability and result in poor sales, individual social status of the
potential consumers and economic factors like the price of the product should meet the current market
trends, it is not always possible to keep the product price exactly same in all the places of production.

The target clientele should be clearly out lined in the advertisement. This makes it very easy to relate
the product to them.

We will have a glance at the Product Life Cycle, to develop strategies in improving the sustainability of
the product in all the stages

.
S I
N
A
T
L R
O M
E D A D
G T
U E
S R
C U C
O R
T L
W I
I I
T T
O N
H Y
N E

This is a product life cycle curve, this indicates where a product can be at its peak stage and where it
meets the saturation point, we should give a very hard push to the product in the initial stages to give a
blazing start in the market, growth of sales will increase as the product gains positive feedbacks, this is
achieved by arranging demo camps explaining the consumers easy handling tricks, there are consumers
who use high end gadgets but do not make 100% percent of them it will obviously make the buyer little
unsatisfied. Helping the consumers knowing all the applications will make consumers take 100 percent
of the product and help getting post purchase positive feedback.

Company is going to hit the UK market with one of its most innovative and prestigious product that
company has ever got, this should definitely be an adding factor to the product, the individual identity
created by the product and the firm establishes strong belief in the market.

External Influences on the product in accordance with the consumer behavior :

The factors that influence a customer in buying a product depends on the individual thinking or
preferences in terms of relying on a brand and following it, in our case we have to start from the scratch
to get a brand image. We need to look at a broader perspective of reaching the large group of customers
by managing the brand in terms of maintaining standards and offering products at competitive prices in
the current market, when customers are seen as a whole and trying manage a large group, individual
customers interest fall into place and give the best desired results.

Model for Project:

Environmental Factors Buyer’s Black Box Buyer’s

response
Marketing Environmental Buyer Decision
Stimuli Stimuli Characteristics Process
Product Economic Attitudes Problem Product choices
Place Technologica Motivation Recognition Brand choices
Promotion l Perceptions Information Dealer choices
Price Political Personality Search Purchase timing
Cultural Lifestyle Alternative Purchase amount
Demographic Knowledge Evaluation
natural Purchase
decision
Post-
purchase
Behaviour

Black box model of consumer behaviour explains the external influences on the customer for
purchasing any product. We will see the application of the black box model to our product.

cultural
Influences

Physcological
Influences
Situational
Influences

Customer Buying
Behaviour
 BLACK BOX MODEL OF CONSUMER BEHAVIOUR

Situational Influences

We need to know the situation of the potential buyers and the targeted clientele such as the current
economic condition of them and the time of the launch should be very well planned, this gives a huge
impact on the sales, it should be during leisure time for the targeted clientele which makes it more
accessible to the consumers

Brand loyalty

Consumers in the electronics market always tend to keep ending up on the same brand it is their
psychology that they always go for that, it may be because the previous product which they bought gave
them the pleasure of owning it or they consider themselves to be brand loyal.

In our case the brand that can affect our sale is the Apple IPods because it is the highest selling music
gadget, it has created its own identity in the market.

Our product can sustain the competition after the post purchase reviews by the buyers, through word of
mouth publicity and the brand managing techniques of the company.

Social Influences

These are the influences like the trend of IPods was brought into the market by apple, it is very obvious
that the people will go on to buy apple IPods rather than buying a IPod of a different company which has
comparative features with the reasonable price, it is because the people have got locked in with notion
that apple makes the best IPods. One the other hand there could be people who just want to be
different from a group of regular

Psychological Influences

These influences cover the factors that include perspectives of the potential buyer, what and how
aspects of the way people make opinions about the product. The introduction of our music machine into
the market changes at least some people look at established brands, our music machine would
compete the apple IPods and there are a lot of special and efficient features in the product makes it
hard for the people to go for Apple IPods.

As the UK market is coming out of the hard hit recession, the price factor will influence the market share
very much to overcome this we need to give them offers like easy pays and promotion vouchers which
influence not only the potential buyer but also serves in influencing the macro market.

SWOT analysis of the product

 New and innovative product Being a new company
Trendy and fashion factor New to UK market
competitive price Very innovative product

Weaknesses
Strengths

Oppurtunities
Can grab the youth market very Competing with the top
Threats
well selling brands in the world
Has a great chance to establish
as a brand

ADVERTISEMENT SAMPLES

In this advertisement the company is showing that the fashion statement of consumer comes through
well defined attitude of consumer in brand selection.
In this way of advertisement company is relaying on the psychology of the consumer for their different
preferences for colour combinations. It may occur that some people are not peculiar about colour but
few buyers has the potential to get attracted by the colours, so in this advertisement, company is trying
to portray the psychological edge by starting with light moving towards darker combination and
eventually getting lighter, it explains the behaviour of human’s attraction towards brand, from laggard
pace to dynamic liking and at last recommending to others the same brand of choice which is all making
life colourful.
This is my third and final advertisement recommendation for the way to advertise its brand. This shows
the world of consumer’s own likeness where he or she wants to reach. The gadget will be a driving force
to take you to the land of your own imagination; it will bring the ease of muscles and peace of mind.
Such advertisement will attract the young people who have the tendency of walk music more.

Final Thoughts:

Product is not a unique but it is always the approach of the company that differentiate their product in
the market of highly competitive environment. UK is a market which provides opportunity to accelerate
and expand the market share. If the strategies are rightly implemented and differentiation approach is
rightly addressed by the marketers, there is a tremendous chance to make most of the opportunities
that UK environment offers. To understand the consumer behaviour it is very essential to narrow down
the gap of psychological barriers. ECHO has the potential to explore market and make its mark by
impressing the consumers through understanding their behaviour and response to their demands.
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