“THE IMPERIAL” MARKETING PLAN FOR EASY TOUCH

Vinotha

a/p VUijayan Nurul Atiqah bt Kamarulazman Panirselvam a/l Veloo

EXECUTIVE SUMMARY
• The Imperial’ provide product in the form of service to airlines industry. • To launch a new technology touch screen product also known as mini electronic screen, ‘Easy Touch’ into airlines market. • . ‘Easy Touch’ is a mini size LCD monitor where placed in front of passengers seats • . We are targeting specific segment such as only Malaysia’s airlines company.

• • •

EXECUTIVE SUMMARY
‘Easy

Touch’ will be priced as low as RM 4,000 to emphasize product’s superior value and make it affordable

CURRENT MARKET SITUATION
‘The

Imperial’ is entering the airlines industry to deliver its service product with our trademark ‘every flight can have it’. Air Asia and Fire Fly provide basis services to passenger at a very low rate and it is affordable Most of the business class flights provide a comfortable seat and entertainment

MARKET DESCRIPTION
Divided

into four segments which are long term growth, globalization, commercialization and technical change. Long term growth drives to continual demand for expansion and improvement. The reduced costs and rise of the traffic.

Commercialization,

this trend makes economic performance and efficiency criteria for good design. Private airlines company can have fair competition because without government interference.

Globalization,

occurs through the formation of airlines industry and this drives to the implementation of worldwide best practices in the provision of airlines industry. Must adopt the best idea they discover among the competitor and try to improve their company.

Technical

change, especially electronic commerce and electronic ticketing. Electronic ticketing allows faster check-in process and to its similar function.

PRODUCT REVIEW

Our product which offer ultimate service, Easy Touch offer the following advance features. -10.4 LCD mini touch screen monitor with color screen -Contain safety instructions video - Entertainment -Internet connection -Order food via the touch screen -View the flight position

COMPETITIVE REVIEW
Airlines- Krisworld provide personal 10.6 inch, high resolution LCD screen. Have 3D video games. Canadian Airlines- Air Canada provide 8 inch mini LCD screen monitor for movies and song. American Airlines- Launch Aircell internet broadband service(Gogo) • -On board purchase.
Singapore

DISTRIBUTION REVIEW
Through

a online retailer and direct selling. Amazon.com to promote our product and also our own company’s website to deal with our customer.

SWOT ANALYSIS
- advance technology service where no airlines company in the world used • - it affordable so every flight may have it Weakness - it reduces the job of air stewardess

Strengths

- the pioneer for this market so it will hard to penetrate our market share. Threats - political issue • - because Mas airlines is a government link company(GLC), so it will be a lot of procedures to follow
• •

Opportunity

OBJECTIVE AND ISSUES
Objective

- To provide our product to all airlines company in Malaysia within 3 years. - Market the product globally within 6 years to all over the world’s airlines company.

• •

Issues

-product’s ability to establish a good brand name which is linked to positioning. -must invest heavily on promoting and demonstrating the function of the product.

PRODUCT STRATEGY
Make

it as a touch screen monitor which have high quality with the full design of feartures to reduce air stewardess work. Give benefit to airlines company that is make them work more easy.

PRICE STRATEGY
RM

4,000 is a price that suitable for our product. We give payment period to bulk purchases.

PROMOTION STRATEGY
Buyers

of our product is airlines company so we will do the demo in front of them to make they satisfied. Make a promotion such as advertising and free trial on our touch screen product. We also give free maintenance to our customer for the 1st year.

M a rke ti g co m m u n i ti n n ca o strategy
MSC consists of advertising, Sales promotion, Public relations, Personal selling, Direct Marketing .

D e fi i g the problem and n n research objectives

Exploratory research

Gathers preliminary information that will help define the problem and suggest hypotheses

Developing the research plan for collecting information
P la n n in g P rim a ry D a ta Co Research Contact lle ctio n Research Sampling Plan
Approaches Observation Survey Experiment Methods Mail Personal Online Telephone Sample size Sampling procedure

Instruments Sampling Unit Questionnaire Mechanical instruments

Implementing plan
Analyze

the collected data to isolate important information and findings Must check data for accuracy

Interpreting and reporting the findings

Customer Relationship Management(CRM)
 Managing

detailed information about individual customers and carefully managing customer touch points in order to maximize customer loyalty Service and support calls, satisfaction survey, credit and payment interactions.

 HOW?

Marketing Organization

FINANCIAL BUDGET
Cost

RM 500,000 ◦ Advertisement ◦ Free Trial Product (10x4000) RM 40,000

RM 540,000

FINANCIAL BUDGET
Domestic

Sales

• • •

◦ Air Asia ◦ 50 airbus x 100 units x RM 4000 = RM 20, 000,000 ◦ MAS 30 airbus x 100 units x RM 4000 = RM 12, 000,000

Action Programs
Action Programs Period (1 year) January to December

1 quarter Free P demonstrate Discounts for P bulk purchase Free P maintenance Extra features P P Purchase points

2 quarter P P P P P

3 quarter P P P

4 quarter P P P

Control
Error

notifications of product Free maintenance Service and support calls Upgrade the operating system 2 time per year Customer care line 1-800-1010

-End-


Pearls of Wisdom
hear and I forget. I see and I remember. I do and I understand.” •-Confucius
I

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