Contents

Executive Summary.................................................................................................................... 2 Current Marketing Situation ...................................................................................................... 2 Market Description .................................................................................................................... 3 Product review ........................................................................................................................... 4 Competitive Review ................................................................................................................... 7 Channels and Logistics Review .................................................................................................. 9 Strengths, Weaknesses, Opportunites and Threats (SWOT) Analysis. .................................... 11 Objectives and Issues ............................................................................................................... 15 First-year Objectives ................................................................................................................ 15 Second- year Objectives........................................................................................................... 15 Issues ........................................................................................................................................ 15 Market Segmentation .............................................................................................................. 15 Marketing Strategy .................................................................................................................. 17 Positioning ............................................................................................................................... 18 Product Strategy ...................................................................................................................... 18 Pricing Strategy ........................................................................................................................ 19 Distribution Strategy ................................................................................................................ 21 Promotion Strategy .................................................................................................................. 23 Marketing Communication Strategy........................................................................................ 24 Marketing Research ................................................................................................................. 25 Action Programs....................................................................................................................... 25 Budgets .................................................................................................................................... 26 Controls .................................................................................................................................... 27 References ............................................................................................................................... 28

Executive Summary
The mission of Casio's product development is to create something where there was nothing before. Casio adds fun and convenience to daily life and pioneers new cultural trends. Developing products that ensure ease of use for everyone by realizing new ideas with advanced technologies to creating new value in the customer‟s mind has become our goal. Casio is preparing to launch a new product, Casio Multifunction-Glamour Moment watch. It provides a host of functions from digital timers to thermometers. These ranges are great for a variety of outdoor and everyday tasks when require a little more functionality than simple time. The features include general simple timers with extra features like compass, water resistant and large LCD screen displays. The primary marketing objectives is to achieve first-year 20,000 unit. The primary financial objectives are to achieve first-year sales revenues of, keep first-year losses to less than RM 1 million, and break even early in the second year.

Current Marketing Situation
Timepieces, one of Casio core businesses, boasts a stable share in world markets, and continues to achieve a high level of profitability. The world timepiece market, as a saturated market, cannot be expected to show substantial growth in the future. Our main strategy has been to develop a market for solar-powered watches; a high-value-added product that makes our product offers a competitively unique functionality watch. Casio will maintain its high market share by working to accurately identify its customers‟ needs and develop products that incorporate the latest features. The Company has already made inroads in such markets as South Korea, Germany and Spanish-speaking countries, and now China. In this way, we are making steady efforts to cultivate new markets and expand existing markets. We are making full use of the know-how gained in the domestic market to identify potential demand in overseas markets.

70% Europe Asia and Others Market demand is not always steady. Consumer buying habits are based on the quality and outlook on the product. the . with large power requirements.70% 16. world time. The design of the watch and its additional combination of advances features influence a buyer‟s choice. The solar power system is capable of operating high-load functions. water resistant. we are going to design watch that employs power generated by a solar battery to charge a rechargeable battery that operates the watch functions.10% Japan NorthAmerica 13. an extension of a person‟s lifestyle. Market Description A watch is now looked at as a personal accessory. and full function digital watch with alarm functions. They pursue on features like thermometer. and demand for Casio Multifunction-Glamour Moment watch maybe concentrated in short periods of time. So.50% 51. then customers will buy it and become consumers. digital compass. full face digital and analogue display provides them a wealth of at-a-glance information whenever they need it. It is also eco-friendly because this watch never needs a battery replacement. electro-luminescent backlight. Consumers especially professionals and students always looking for multifunction. production and sales teams at Casio must work together to provide a stable supply of products while carefully adjust for changes in demand. such as alarms and sensors. Since a whole new range of technologically superior watches has also entered the market.Net sales by region in 2009 ¥518.036 million 18. To address this situation. Since the price of the product matches its quality.

even when the going is rough. battery operating time: • 13 months on rechargeable battery (operation period with normal use without exposure to light after charge) . allowing instant operation and providing the information you need at a moment's notice.price of this watch is matches its quality and its outlook is attractive. All these powerful features and functions come in a streamline configuration that reduces the chance of becoming caught up in clothing. The compass. The Casio GLAMOUR MOMENT watch is equipped with direction and temperature sensors function. barometer and timer functions are assigned their own buttons. Casio needs to handle its supply chain more successfully by introducing a regular monitoring system that ensures that these guidelines are properly fulfilled. This feature packed GLAMOUR MOMENT has just about every tool consumer could need wherever they are. youngsters will decide to buy it too even the price is higher. Information appears on the large LCD screen making it easier to view essential information. Approx. Product review We named our product as Casio GLAMOUR MOMENT because glamour symbolised an appearance of enhanced attractiveness while moment represents time.

• Input range: 1 second to 60 minutes • Unit: 1 second • Other: Auto-repeat function. stopwatch automatically starts.05 inHg) • Atmospheric pressure tendency graph *Interchangeable between hPa and inHg World Time Displays the current time in major cities and specific areas around the world. Auto Light automatically turns on the EL backlight when the watch is tilted towards the face for reading.100 hPa/mb (7.• 34 months on rechargeable battery (operation period when stored in total darkness with the power save function on after full charge) 30 Telememo pages 8 letters and 16 numerals per page EL Backlight (with Auto Light) An electro-luminescent panel causes the entire face to glow for easy reading.1°C (0.65 to 32. reset time setting. with repeat timing.45 inHg) • Display unit: 1 hPa/mb (0. when countdown is complete • 1 second stopwatch operation when started from 0'00" display • Measuring capacity: 99:59'59 . Temperature Measurement A built-in temperature sensor measures the temperature • Display range: -10 to 60°C (14 to 140°F) • Display unit: 0.2°F) *Interchangeable between Celsius (°C) and Fahrenheit (°F) Digital compass Measures and displays direction as one of 16 points) • Measuring range: 0 to 359° • Measuring unit: 1° • Abnormal magnetic field detect function • Bi-directional calibration and northerly calibration function Barometer • Display range: 260 to 1. Timer Counts down from a start time that have been specified.

• Measuring modes: Elapsed time. 1st-2nd place times • 5 daily alarms • Hourly time signals • 12 / 24 hour formats Daily Alarm. The metres value does not relate to a diving depth but to the air pressure used in the course of the water resistance test. Hourly Time Signal The daily alarm sounds each day at the time we set. The value indicates how many daily alarms are available. Full Auto Calendar Allowances are made automatically for months of different lengths.00mm x 14. split times. Stainless steel resin case and band Water resistance classification (10 bar / 100m) Perfect for swimming and snorkelling: the watch is water resistant to 10 bar / 100 metres.10mm (H x W x D) Weight 43.20mm x 43.00 g . 12/24-hour Timekeeping Times can be displayed in either a 12-hour or 24-hour format. Spherical Glass The surface of the glass is rounded. (ISO 2281) Accuracy +/.30 seconds per month Dimensions 44. in case date corrections for leap years are required. The hourly time signal causes the watch to beep every hour on the hour.

These wrist pieces are priced reasonably and Fossil watches can be found in most department stores and retail stores. 2) Titan It has 60% of the watch market in India today because companies existing have a niche market. Mickey Mouse. then can get a free gift. Green Lantern and many other well-known characters. 3) Gucci It has a promotion that if consumers buy a Gucci watch. Teenagers and other younger people find these watches popular for the wellknown characters that these pieces are designed with. Titan creates competitive advantage through differentiation. There are Fossil watches designed with Snoopy. multicoloured straps has increased competitive pressure. Style is a very evident factor in Titan watches and is a part and parcel of the company. stylish.Competitive Review The emergence of lower-priced watches. Star Wars. Another reason these pieces are popular is because of the watch‟s interchangeable dials and adjustable straps so that it can fit any wrist perfectly. The first concentration is on technological leadership. They decided to manufacture only quartz (analogue and digital) and not mechanicals. They projected the watch as a fashion accessory. Pluto. This is a demand in the world today. The multicoloured straps and dials are extremely popular. . The reasons why these Fossil watches are so popular could be the fact that these timepieces are accessible to those in the middle-class. It gives the flexibility to the customer to choose a watch more or less than his budget giving buyer the same guarantee. Key competitors include the following : 1) Fossil. Their product is quite expensive and only those in upper middle class would patronize it to reflect their role and status in company for an instance. and also perfect if buyer want their watch to match the outfit they are wearing. and they would set up state-of-the-art plant to manufacture watches in a wide variety of designs and prices.

The Titan Steel's stylish design enables wearer to express their loyal school spirit with a more formal flair. and their functions offer a reassuring and emotionally satisfying bond. Gucci YA115203 Bracelet is black leather strap with crocodile $625. Eco Drive wrist watches never need a battery because these watches take light as the source for power.4)Swatch This watch will selling fast at everywhere because of its outlook that is attractive and lovely for girls. Competitors Fossil Model Chronograph Brown Dial Watch Features Price The bright and brushed hardware of this watch is a $105. Crystal is made up of scratch resistant . simple and has an easy function compare to Casio.95 accurate movement. Therefore. within the lifestyle of youngsters. 6) Seiko Seiko believes that the wristwatch is an intimate accessory. The best watches live in harmony and interact with the wearer. stainless steel band and your favourite collegiate logo. Seiko's technological development is focused on the creation of 'emotional technologies.00 bold contrast to the deep brown strap and graded three-eyed dial. 5) Citizen watches Eco-Drive wristwatches are powered by light. Titan Nevada Titan Watch This superb quality timepiece features a quartz $149.00 pattern. Swatch is well-known brand. The appeal of emotional technology strongly position this brand in the mind of buyer that Seiko creates the interaction between the wearer and the product.

Swatch Playa Look GZ215 Cassette Playa has created Playa Look ,the Club $85. Citizen Watches Citizen Eco Drive AT0980-63L Use the power of light to continuously recharge $ 189. The wearer can see and feel.sapphire crystal. Seiko Kinetic Direct Drive The wearer automatically generates electrical $679. in real time. however. Table: Sample of competitive products and pricing Channels and Logistics Review . With Kinetic Direct Drive. the direct transfer of power from his or her winding of the crown to the power reserve. By buying this watch you will become a Member of Swatch Club for one year.99 energy by her/his wrist movement. This revolutionary process works so well that the battery is able to store enough power. Case material is polished with brushed steel and dial is black anthracite colour.00 their lithium ion batteries. Even if for some reason the watch does run completely down all you need to do to re-power it is to place it in the sunlight or artificial light for a few hours. This special battery type doesn‟t get affected during charging or discharging cycles and is durable enough for a long life cycle.a plastic „eyeball‟ case. the wearer can also generate energy by winding the crown.00 Watch in a Special Packaging .

Casio product is available through. Casio using selective distribution to choose the retailer according to region because this can develop good working relationships with selected channels members and expected a better-than-average selling effort. Independent watch retailers will carry Casio products. and future growth potential. When procuring parts manufactured in Malaysia.To promote more efficient procurement and logistical activities in the Asian region. and shipped from there to plants in China. CASIO products are available here as to where to buy and where to get technical support in our native language. In Malaysia. Casio had previously been having items delivered first to Japan. Now the company is shortening transportation distances by having those parts delivered directly to a warehouse in Hong Kong. Casio is also managing its supply chain more successfully by introducing a regular monitoring system that ensures that these guidelines are properly fulfilled. which were then shipped back out to its plants in China. Online purchasing. Casio is cooperating with its parts vendors to improve its distribution routes. India-New Delhi and Taiwan-Taipei. Casio has evaluate that the store‟s customers. MARCO CORPORATION (M) SDN BHD is located in Kuala Lumpur and this location is suitable for distributing our product to:   Watch Stores. The subsidiaries include China-Guangzhou. location. Indirect distribution involves distributing product by the use of an intermediary. The online product catalogue also clearly indicates products that Casio is selling. The parts had been delivered to Japan because parts transactions are handled by Casio .Casio-branded products will be distributed and through a network of retailers in Asia. Malay and English.

as well as the downward pricing stress and fluctuation of economy. weaknesses. Brand awareness Casio has established higher brand awareness and image in customer‟s mind. Weaknesses. brand awareness has influence on buying behaviour of a buyer. distinctions and a wide range of products all in one store. 2. Strengths and weaknesses are internal factors. Casio switched to a system that bypasses Japan entirely. Casio company have several powerful strengths on which to build or maintain of high brand awareness and image and we have independent research and development on watches product line industry. Innovative product . and threats. We also face the threat of ever-higher competition from consumer watches manufacturers. SWOT stands for strengths. but since this causes transportation loss. opportunities. The major opportunity is Increasing demand for multiple functions of watch and the political factors that encourage the sales growths. It is the first stage of planning and helps marketers to focus on key issues. Strengths 1. In fact. This is because brand has a reputation for value for money. This also reduces our expense by providing a better service or lower prices to our customer. and allows parts to be stored at its Hong Kong warehouse. yielding major reductions in environmental impact.headquarters. SWOT analysis is a tool for auditing an organization and its environment. Strengths. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. However. Opportunites and Threats (SWOT) Analysis. Reducing these transportation distances reduces costs by about 90% and CO2 emissions by 85%. glamour. Brand awareness is a marketing concept that measures consumers' knowledge of a brand's existence. Opportunities and threats are external factors. our weaknesses are physical specification and lack of advertising efforts.

material selection. Casio GLAMOUR MOMENT watch is launching by offering a combination of features that would otherwise to fulfil the customer‟s requirement. Application of advance technologies Uses latest computerized technologies in formulating appropriate designs. 3. Pricing Our product price setting at lower level than competitor in the market even thought Casio GLAMOUR MOMENT have offers bundle of features. The R&D department also monitors the fashion of watch in Malaysia and in other leading countries. Weaknesses . the price of this watch is matches its quality and its outlook are attractive.Due to Casio Company it has the independent research and development department. even when the going is rough. advanced sensors for measuring the temperature. as more consumers would purchase from Casio. 4. The compass. From that. youngsters will decide to buy it. thus having an ability to increase market share. pattern and colour combinations for new accessories. This feature packed GLAMOUR MOMENT has just about every tool consumer could need wherever they are. Since the price of the product matches its quality. This allows them to benefit from being the first to produce according to consumers' needs and wants. which cooperated together with the marketing department in promoting the new products. So. then customers will buy it and become consumers. In formation appears on the large LCD screen making it easier to view essential information. wearers can enjoy unrestricted use of various watch functions . atmospheric pressure and direction as the watch recharges itself with solar energy through ultra-small solar panel featuring highly efficient electric power generation and a large-capacity rechargeable battery. With advance technologies. the Casio GLAMOUR MOMENT watch is equipped with direction and temperature sensors function. Since our product employ solar power system.such as a full-auto backlight. This provides better service to consumers as Casio will produce high quality products that goes beyond consumers' expectations. barometer and timer functions are assigned their own buttons.

radio and others methods. consumers had been reluctant to spend. Lack of advertisement efforts Advertisement or promotion efforts will help increasing the customer‟s awareness of latest launching of new products. Opportunities 1. we will emphasize on our watch product‟s benefits and valueadded pricing. Thus. Threat . we will address this issue by aggressive doing the promotion occasionally. Cost-efficient technology Better technology is now available in the market by offering at a lower cost than ever before.Nowadays. 3. Therefore. which called a complicated watch . Casio can incorporate advanced features at a value-added price that allows for reasonable profits.1. Casio GLAMOUR MOMENT has provided digital compass.Growth will accelerate as dual-mode capabilities become mainstream . EL Backlight (with Auto Light) and also light–powered operating structure that giving customers the flexibility to make the watch more widely uses. Furthermore. this would help Casio achieve it sales 2. Increasing demand for multiple functions of watch The market for multifunction devices of watch is growing faster than few or single -use devices . through television. Physical specification Due to the multiple features that incorporate in this Casio GLAMOUR MOMENT. causing this watch is slightly heavier and thicker than most competing models. Political factors Malaysia has been made a shopping heaven when the government had implemented the Mega carnival sale to be held 3 times a year. The advertisement efforts may be done through the mass media such as on internet. To counteract this weakness. many watches also provide a great deal of information or more functions beyond the basic function of displaying the time and the date . This is to increase the sales and consumer spending because after the 97'crisis. 2.

3. .1. 2. Economic fluctuate Lately. the war on Iraq. Compressed product life cycle When Casio GLAMOUR MOMENT has reached the maturity stage of their life cycle. then we need to apply the contingency plans to keep the sales growing by adding new features. targeting additional market segment. and the situation will affect the market price as well as a threat to businesses are unable to grow due to fears of spending. Casio company marketing strategy must be stressed on clear differentiation and positioning as well as the value –added pricing. Downward pressure on pricing Increasing competition and market share strategies are surely pushing down the watch product prices down. Competitors are considering a price reduction may wish to estimate the likelihood that competing firms would also lower their prices and possibly trigger a ruinous price war. This created a high degree of interdependence and need to be aware of what the other guy is doing or might do is to be contrasted with lack of interdependence in other market structures. and also may required prices adjusting as well. given the lower margin in this market. then the September 11 attack. Increased competition More companies are now entering the local market with offering the watch that having the equivalence features and benefits products at same prices or even more lower in price setting. It started with the 97'crisis. 4. Thus. This would create fierce price wars with competitors and only the best can survive. Therefore. there have been many economic downturns and mishaps that have affected businesses. we are trying to achieve our objective of seeking a 10 percent profit on second year sales of the origin model is realistic.

Besides.000. Our company will concern about what the consumers want. Issues In reaction to product launching. quality and as well as a beneficial value. buying attitudes and locations. which already have recognition of memorable and distinctive brand image projecting innovation . Market Segmentation Markets consist of buyers and buyers may differ in one or more ways such as wants. we are aiming for unit sales volume of 20. we will divide the large markets into smaller segments that can be reached more efficiently and effectively with products that match their needs. The reason our company setting this objective is to investigate the global market and consumers responses on our new launching product.year objectives are to sell a total of 30. as a company. Main consumer market is the middle income professionals or working people who need a watch to improve their time management. We will heavily promote our products by marketing our existence well know brand in the market place. we will also target the consumers from the age of 21 to 35 who . so that we can make a improvement if customer or market do not have any intense reaction or responses. how they use the products and how to reach them. Therefore.Objectives and Issues We have set aggressive but achievable objectives for the first and second years of market entry. recognizing the direction and measuring the barometer when diving with friends or business partners .year Objectives Our second. Second. First-year Objectives During the Casio “Glamour Moment” watch product initial year on the market. our major issue is the ability to establish a high awareness of customer toward our products by taking a meaningful positioning and having a distinction differentiation from other company products.000 units of our new model and achieve breakeven early in this period.

the working people share the same interest or opinion about an . The dry season occurs during the south-west monsoon from May and September. gender. Malaysia has two distinct seasons. this can be as low as 16ºC in the highlands. income. demographic. Sometimes. mostly young generation use watches to improve their outlook. For geographic segmentation. They will prefer a watch which is stylish and possess everlasting quality. The northeast monsoon brings the rainy season to the country during midNovember till March. Malaysia is generally warm throughout the year with temperatures ranging from 21ºC to 32º C in the lowlands. education and population age mix whereas demographic segmentation means dividing a market into groups based on their age. so our company decide to launch a new product in 2011 to fulfill their needs and create more customer values. such as conservative or liberal. Generally. But psychographic profiles can also be quite specific.have stable income. behavioral and psychographic. they would not purchase a watch without comparing various offers in the market. Annual rainfall is heavy at 2. We segment our market by consumer lifestyles or personality. Demography is the study of human population in terms of age. While they had the capacity to pay the price required for a good watch. The people in urban area can wear this watch in any functions or ball because this watch can be easily matched with the clothing. we found that the middle income consumers will prefer some fashion in their watches but to them price did matter. Besides. Students may need to watch the time when they are studying in school. the segmentation of demographic is based on consumers needs. We change the function of GLAMOUR MOMENT watch to fit the climate of Malaysia. This is because we found that the people in urban area are style-conscious and trendy. The segmentation variables used are geographic. We recognizes the need of business people who always busy for their work and sometimes may need to attend some social event. household size. Besides. family life cycle. These characteristics can be general. Generally. our new product will be firstly launched in the urban area. Besides. social or private. Apart from that.500mm (100 inches). lifestyle or personality. gender. occupation and nationality. outgoing or introverted. GLAMOUR MOMENT will be able to fulfill their needs as it is fashionable and sporty in appearance. However. psychographic segmentation is dividing a market into different groups based on social class.

Product differentiation means there is a little variation in the product produced or another extreme are the highly differentiated products. Casio‟s customer orientation was reflected through their advertising campaigns. Casio had built a formidable distribution and support network. style and design. Marketing Strategy Casio‟s marketing strategy is based on the positioning of product differentiation. Regarding to style. By providing a lifestyle product. we use psychographic segmentation to target them. playing golf or taking part in strenuous activity like rock climbing. our company projected the watch as a fashion accessory. Our new product possess many functions especially the digital compass and measurement of barometer. Our company also guard against the leader‟s homogenization. Thus.activity. We utilize managerial resources that are not possessed by the leader and implement the differentiation that the leader cannot homogenize. They go diving. For this reason. Casio not only got a premium but also convinced consumers to buy multiple watches. Style is a very evident factor in Casio watches and is a part and parcel of the company. performance. . they will prefer a watch which has multifunction and are able to provide the optimum convenience when they involve in outdoor activities. Such products can be differentiated on features. Over the year.

This feature will enable us to obtain differential advantage over competitors when we offer the product to our customers. positioning also means the ways that GLAMOUR MOMENT is defined by customers on important attributes or the place the GLAMOUR MOMENT occupies in our customers mind relative to competing products. we are going to design watch that employs power generated by a solar battery to charge a . Brands have the power of instant sales. as Expansive Businesses. The Casio GLAMOUR MOMENT. We provide the customers with a fashionable watch. quality and reliability to their target market. Product Strategy Our product is aimed at the middle income customers and students. they convey a message of confidence. We have positioned businesses that have maintained high market share and yield steady profits as Stable Businesses. including all the features described in the earlier Product Review section will be sold with 2 years warranty. Building Casio brand is an integral part of our product strategy. The value of brands in today‟s environment is phenomenal. We built the solar panel in the watch that will generate electricity when it senses light. We have positioned businesses that are expected to experience significant global market growth in the future.Positioning Positioning techniques are used to be sure that the image in consumers' minds about our company is the one we want them to have. Besides. This approach to management has been securing both growth and profitability. and is expected to continue to deliver superior sustainable results. while also seeing intensifying competition as a large number of companies enter the market. Since a whole new range of technologically superior watches has also entered the market. We are following a successful strategy of securing stable profits from the Stable Businesses while increasing both sales and operating income in Expansive Businesses.

outstanding performance and the name CASIO. we can assess it.rechargeable battery that operates the watch functions. We change the view . When e walk into a shop and see a product we like. Pricing Strategy The pricing strategy portion of the marketing plan involves determining how marketers will price their product or service. the price is based on the buyers perception of value rather than on the sellers cost. We set our prices by examining how much it costs us to produce the product or service such as the fixed and variable cost and adding a fair price for the benefits that the customer will enjoy. there are clear online facts about the product that consumers are purchasing. unique features. we are basing their prices on the products perceived value. the price they charge has to be competitive but still allow us to make a reasonable profit. In value based pricing. And we can use it here as well as the consumers already don‟t have an image of this new product in mind so there is a need to base its new price on its value. The pricing strategies that we use for the new product Glamour Moment include competition based pricing and value based pricing. such as alarms and sensors. the price is set to break even on the costs of making and marketing a product or in other words setting a price to make a target profit. It is also eco-friendly because this watch never needs a battery replacement. touch it. Accurate product or service pricing is key for maximizing profits. Online. this immediate tangibility disappears. Casio consists of watches that cater to various segments and to various categories and so our pricing strategy is also in accordance our products and the features offered us cashing in on monopoly. Firstly. Besides. we also utilise E-Product Strategies. The keyword here is "reasonable”. The solar power system is capable of operating high-load functions. In break even analysis. but for every product or service there's a limit to how much the target consumer is willing to pay. Our organisation can also offer immediately ancillary products along with the main purchase. marketer can gain market share or a price premium that enhances the company's revenue and profitability. minimizing unsold inventory and meeting company sales goals. our pricing strategy needs to take this consumer threshold into account. Marketers can charge any price they want to. with large power requirements. Thus. making repeat purchases easier. The buying process is also customised for returning visitors. Through matching the product and current market conditions to an appropriate pricing strategy. As a company which always concern about the consumer perceived value on the products that we introduced.

point of the customers by powerful and attractive advertising. This price is quite reasonable for the middle income population and the high income professional. we will able to attract the desirable partners like wholesaler and retailers in urban areas in helping us to promote and sell Glamour Moment. with less attention paid to our costs or to demand. Besides. more consumers will buy Glamour Moment from us. Apart from that. we provide more benefits than the competitors so that we can satisfied the customers who seek for benefits from the watch they purchase. Glamour Moment will be introduced at RM340 wholesale ($100)/RM369 retail price per unit ($100). For competition based pricing. Father‟s Day and Mother‟s Day duo pack. For this method. We offer the customers with Valentine‟s Day. Penetration pricing can be used when introducing a new product in a crowded market of similar product. Wholesaler and retailers are important partners for Casio because they are more familiar with the buying behavior of customers. This kind of pricing is suitable since we launch Glamour Moment for the first time. we can take share from the competitors of our company like Guess. By using this pricing strategy. Alba and Titus as we set a lower price than them. we increase the price to a profitable level. Titan. We use the high quality materials like stainless steel and water proof materials to make our watch. Titan or Alba. We believe that this kind of strategy will able to attract the potential or new customers who looks for optimum benefits from the same price watch. which mean the customers are able to get a free watch by purchasing Glamour Moment during the day. . yet we sell it at same price compared to other companies. or for introducing a new type of product for the first time. However. As a result. We base our prices largely on competitors‟ prices. we will introduce a special package during celebration or occasion. Once we have obtained market share. This pricing method is effective for products or services where there is consumer barrier to change. We charge the same as competitors like Guess. Customers will base their judgments of a products value on the prices that competitors charge for similar products. we also use penetration pricing in our pricing strategy. we place a low price on Glamour Moment or service to quickly gain market share. In addition. thus can help us in setting the price of new products that meet the customer‟s desire. we set the prices based on the prices the competitors charge for similar product.

we will organize various programs for franchisees. their managers and customer relationships officers. where a place that consumer is willing to shop around and where manufacturers want a large geographical spread. store operations and maintenance. We concentrate on customer perspective. we have select a intermediary which has experience of handling similar products. For this reason. with the idea being to ensure a dominant presence in all market areas through different kinds of stores. we also sell our products in different outlets of the shopping centre such as Pavilion in Malaysia. and to assure the availability of every Casio product to all regions in Malaysia or other foreign countries when we introduce the products in global market during the second year. gift shops and so on. ladies / gents fashion stores. credible and is known by the customers. duty free shops. we aim to build relationships through rewards. For the distribution of our new product. the real challenge in retailing is managing the franchisee network through processes and systems that ensure a superior brand experience for every customer. and customer service initiative. we have select a intermediary which has experience of handling similar products. credible and is known by the target customers. Our retail operations are a mix of company-owned and franchised outlets. Besides the franchisees and our own show rooms. Franchisee relationship management is important because of increasing competition. we will firstly consider the distribution channels such as direct. regular discounts and special offers. We will make sure that our products occupied the shelves so that customers will easily be attracted by the appearance of GLAMOUR MOMENT. not only from the watch business but also from other business in the retail industry. Customers can also count on a service-centre .Distribution Strategy When Casio manufacturer decides to adopt selective strategy. We will distribute GLAMOUR MOMENT via a number of well-known stores and retailers. retail and distributors. For our many customers. Our channel strategy is to use selective distribution since GLAMOUR MOMENT is a new product. and have engineered the entire chain to suit different customers. watch shops. However. Our distribution channels include jewellery shop. When Casio manufacturer decides to adopt selective strategy. A lot of business people like to go to Pavilion as they look for the star-rated or branded products there. visual merchandising. These include training workshops and seminars on market trends. The franchisee is a critical cog in our retail matrix.

The customer shopping to suit him in a variety of ways which not only makes him to want to buy more but also to come back more frequently and to catch the customer to buy a Casio than the other brands. When procuring parts manufactured in Malaysia. Our experience and exclusive technologies via online allow us to create personalized devices that are light. Casio's strategy is to popularize multimedia with innovative products that capitalize on new opportunities. and allows parts to be stored at its Hong Kong warehouse. We are also helping businesses increase creativity and productivity with advanced data and communications equipment. Casio had previously been having items delivered first to Japan. when we spend so much on our product development. To promote more efficient procurement and logistical activities in the Asian region. The service centres have been deliberately kept apart from Casio show rooms. that expand creativity for the users. which were then shipped back out to its plants in China. Now the company is shortening transportation distances by having those parts delivered directly to a warehouse in Hong Kong. we are expanding our product line up for various lifestyles and consumer groups.network that‟s 550-strong and spread over 30-odd cities and towns across the country. With unique functions and product concepts. our show rooms. and that can be used now--with existing infrastructure and new media--for reasonable prices. . but since this causes transportation loss. Casio switched to a system that bypasses Japan entirely. The parts had been delivered to Japan because parts transactions are handled by Casio headquarters. Casio is also managing its supply chain more successfully by introducing a regular monitoring system that ensures that these guidelines are properly fulfilled. compact. the image of the brand support us very well to enhance the brand image. and shipped from there to plants in China. we are cooperating with vendors to improve our distribution routes. and energy efficient.

is always admired by the fans and the fans will always imitate his dressing and make up. affordability etc will be available. Continuous advertisement stimulates the customer for the purchasing of GLAMOUR MOMENT. the sales of GLAMOUR MOMENT will increase. We will promote the product to wholesalers the wholesalers promotes to retailers. We direct our marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumer. Color And Men Uno. For . Sometimes. However. We may become the lion among our competitors if we are able to achieve the title for best brand. As a matter of fact. They will think that they may also become fashionable and stylish like Rain if they own a watch. A push strategy involves “pushing” the product through distribution channels to final consumers. we will invite Rain. and the retailer promotes to consumers. its weaknesses (if any). appearance and design. The favor in his mouth about our new product will soon affect the buying decision of customers especially the youth and adult. Rain. If Rain wears GLAMOUR MOMENT during the advertisement or other occasion. and the need for quality improvement and other questions regarding service approachability. Thus. the advertisement for our new product should be in such a manner so that it can attract our customer at first glance then they should be image retention in the mind of our customer. the famous Asian Star in starring our advertisement and become the spoke person of GLAMOUR MOMENT. We will also use the feedback form with different question about the product performance. We can at least convey the advantages or functions of Casio GLAMOUR MOMENT in the advertisement so that customers will have a preview of its colour. This will help in the evaluation of product by customers.I Feel. as the famous actor and singer. The promotion tool that we can utilize is advertisement. advertisement is the best tool to make the product known to our customers. customers will recognize our product. Apart from that. The forms will be given to customers at time of purchase at our outlets. we will also promote our new product through the magazine such as Vogue. the creator of magazine will hold an election about the 10 best brands of consumer products. The colourful graphic of watch will stimuli our customers to buy our watch. Rain is the inspirational character or opinion leader that will help us to spread the goodness of our product to his fans or other people around the world.Promotion Strategy The promotion strategy that we are going to use is push strategy. As a result.

response rates increase thus increasing the chance of improving sales of Casio GLAMOUR MOMENT. advertising will appear on a pulsing basis to maintain brand awareness and communicate a great variety of differentiation messages. Besides. This will enhance the relationship between Casio with customers. Customers can also refer to the consultant about the price or functions of GLAMOUR MOMENT. When customers patronize the Casio Shop. We also use direct mail to spread the information about Casio GLAMOUR MOMENT. . We will provide the customers with 2 years warranty on the purchasing of GLAMOUR MOMENT. greeting cards will be sent in order to stay in contact with our loyally and potential customers. design and planning services to help our organization succeed. By personalizing advertising. Marketing Communication Strategy Marketing & Communication Strategies offers a full range of consulting. We will work with customers to find solutions that help us best reach our marketing and communications goals.sales promotion at different occasions like birthday and Independence Day. A professional marketing and communication consultant will work directly with customers to help identify the services that best meet their needs and budget and will provide for the best use of our marketing resources. after sales service is essential. It all depends on customers‟ needs. Direct mail allows us to use our resources more effectively by allowing us to send publicity material to a named person within our target segment. We use push trade sales promotions to motivate the retailers for push strategy. Apart from that. the workers of Casio Shop will explain and describe every features of GLAMOUR MOMENT to customers.

Finally. In addition. and the need for quality improvement and other questions regarding service approachability and affordability will be available. we are identifying the specific features and benefits that our target market segments value. its weaknesses (if any). Action Programs The Casio GLAMOUR MOMENT will be in introduced in February. influential bloggers. We are also measuring and analyzing customers‟ buying attitudes towards competing brands and products.Marketing Research Using research.We will also analyze the market and find potential buyers during certain period. Following are summaries of the action program we will use during the first six months of the next to achieve our stated objective. We will also use the feedback form with different question about the product performance. we will create buzz by providing samples to selected product reviewers. we will use customer satisfaction studies to gauge market reaction. Brand awareness research will help us to determine the efficiency and effectiveness of our messages and media . January we will launch a $150.000 trade sales promotion campaign and exhibit at the major industry trade shows to educate dealers and generate channel support for the product launch in February. and celebrities like Rain. opinion leaders. Our training staff will work with retail sales personnel at major chains to explain the Casio GLAMOUR .

. The campaign will show Casio GLAMOUR MOMENT can perform well and emphasize its features. April We will hold a trade sales contest offering prizes for the salesperson and retail organization that sells the most Casio GLAMOUR MOMENT during the four. wearers can enjoy unrestricted use of various watch functions June Our radio campaign will add a new voice-over tagline promoting the Casio “GLAMOUR MOMENT‟‟ as a graduation gift. with average wholesale price of RM340 per unit and variable cost per unit of RM200 for unit sales. The ratio ads will feature celebrity telling Casio GLAMOUR MOMENT to perform function such as our product employ solar power system. Budgets Total first-year sales revenue Casio Company is projected RM8. and advantages so that they can explain to customers when they deal with customers.week period. benefits.5 million.MOMENT features. In addition. We will also distribute new point-of purchase displays to support our retailers. we will add customer sales promotion such as a contest in which customer post the messages to our Website. showing the advantages that using this watch. February we will start an integrated print/ radio/ Internet campaign targeting professionals and consumers. We will also exhibit at the watch trade show and provide channel partners with new competitive comparison handouts as sales aid. we will tally and analyze the results of customer satisfaction surveys for use in future promotions and to provide feedback for product and marketing activities. May we plan to roll out a new national advertising campaign this month. This multimedia campaign will be supported by point-of sale signage as well as online-only ads and video tours. March As the multimedia advertising campaign continues.

000 2. variable cost of RM240 per unit.000 0 240 100 Year 3 (50.000.000 2. Casio Company break-even analysis of Casio “GLAMOUR MOMENT‟‟ assumes per-unit wholesale revenue of RM340 per unit.200.000 340 6.000. Break-even calculations indicate that Casio “GLAMOUR MOMENT‟‟ will become profitable after the sales volume exceeds 30.200.Casio Company anticipates a first-year loss of RM 0.000 3.000.500.000 -500.000 3.000 5.000 packets.000 340 12.000 units) Total Cost Per Unit Cost(RM) (RM) 10.500.000 240 100 Year 2 (30. This will enable us to react very quickly in correcting any problems that may .000.000 3.000 packets) Total Cost Cost Per Unit (RM) (RM) 17.000.000 3. early in the second year. and estimated firstyear fixed costs of RM3 million.000 units) Total Cost Per Unit Cost(RM) (RM) 8. the break-even calculation is: Break-even = = = 30.000. Based on these assumptions.000.000.000 240 100 Sales Revenues (-)Variable Costs Contribution Margin (-)Fixed Costs Net Profits Controls We are planning tight control measures to closely monitor quality and customer-service satisfaction.000 units Financial Projection for 3 Years Year 1 (25.000 340 7.000.5 million on the Casio “GLAMOUR MOMENT‟‟.

serviceability.casio-intl.com/st-co3-new-titanm-l. http://www. as well as function.occur.24diamonds. Philip Kotler. The company‟s commitment to quality supports its corporate growth and makes social contributions possible. http://world. Casio maintains a strong quality assurance system. Pearson (pg350-357) 2. enabling the company to offer products and services that please and impress customers.blogspot.2008.com/gucci-115-pantheon-mens-watch-ya115203_14373 4. Principles of Marketing.” This system requires all employees to make quality their first concern in every task they perform. 12th edition. References 1. price. design. of course. and environmental conservation.pdf 6. http://www.stadiumcraze.html 3. reliability and durability. . including safety.com/ Education Inc. We need to monitor the monthly sales and expenses by segment and channels to address fast-moving environmental changes. http://www. while at the same time winning customers‟ trust and giving them peace of mind.com/products/ 5. To offer products and services that please and impress customers.com/env/pdf/report_2009/CASIO-WEB_P20_P25_E. Casio is committed to making products that earn high marks in every possible aspect. http://business-science.casio. based on its belief in “Quality First.

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