Mp3 Player complete marketing plan

Launch of New MP3 Player
Presented By:
Hafsa Muhammad
Saim Ali Shah
Bakar-ul-Hassan
Mohsin Ibrahim
JETSONS

Introduction
• Everyone loves to listen to music
• Music as a source of relaxation
• 10 years ago new phenomenon was introduce I.e. I-pod.
• 1st
ever Pakistani MP3 brand

Introduction…..
• Competition
• ROCKER vs Nano I-pod
• PIXEL vs I-pod Shuffle
• Our Aim
“ A strong Brand with A strong Following”

Vision Statement
• “To stand out as a team with passion, for
creating the best customer experience
professionally while delighting our customers
whom we consider as our essence”

Marketing Objective
• To get awareness of our 50% of our target segment at the
end of 1st
quarter of 2011
• To achieve 80% of sales till 2011
• To keep marketing cost fewer than 50% of total cost
• To run marketing promotions to achieve maximum sales at
the end of 1st
year of launch
• Inform target audience about the features that are included
in our product
• To decrease or remove potential customers’ resistance of
buying our product.

Concept Testing
• Questionnaire consist of 26 questions in places like Super
market, Jinnah Super , Saddar , Commercial Market etc.
• The questionnaire was distributed between people of age
group 15-25
• Result of questionnaire was that 70% of the audience favored
the product idea and 30% of the population rejected it.

Segmentation
• We divided Market using:
• Demographic segmentation
• Geographic segmentation
• Psychographic segmentation
• Behavioral segmentation
• Socio cultural segmentation

Analysis of Segmentation
Demographic Segmentation:
• Target market is the people between 15-25 both male and
female
• 70% of people’s saving between Rs.0-500
Geographic Segmentation:
• The target audience live in Islamabad and Rawalpindi
• Areas: F-6, F-7, F-10, F-11, G-10, G-11, I-8, I-9

Analysis of Segmentation….
Psychographic Segmentation:
• Lifestyle of target segment:
• They are interested in activities like studying, working, playing sports
• Eating Fast food, watching movies and TV programs related to music
• For songs:
• 28% of the people listen to radio
• 72% download their own music
• Internet using:
• 38% of the population use social networking websites like orkut /
facebook
• 28% use Google
• 28% use yahoo and Hotmail

Segmentation Analysis…..
Behavioral Segmentation:
• User-Friendliness and fun to use
Socio Cultural Segmentation:
• Middle class, upper middle class, upper class
• 72% of population willing to pay 0-3000 for new Mp3
• Non racist and non- biased
• Multi-cultural.

Target Market
• Our target market live in sector’s F-6, F-7, I-8, I-9,
Commercial, Saddar etc
• The age bracket of our target segment is from 15-25 years
• Most of our target segment have monthly saving of around
2500
• We are targeting the people that love to listen to music
• We are targeting the people that love to stay up to date with
all the latest fashion trends

Size of Target Market
Target market with
respect to buying
power
Target Market with respect to buying
power:
•Rocker: 20,504
•Pixel: 49,582
Population 15 to 25:
•1.6 million
Population 15-25
Total Population Islamabad
and Rawalpindi
Total Population Islamabad and
Rawalpindi:
•2.8 Million

Market Positioning
• We are positioning Rocker and Pixel on the basis of
“Competitive Advantage”
• Our value preposition is “ More for Less”
• The slogan of Jetson will say “ Music and Fun… All in 1”

Marketing Mix
• Product
• Portable music device
• Not only comparable but also better then any other high quality device
• Two products are:
• Rocker
• Pixel
• Rapster (Still in progress under r & D Department)

Marketing Mix….
• Rocker:
• Memory (5 GB)
• External memory slot (Extendible up to 15 GB)
• Extended Battery life (12 Hours)
• Wireless Headset with Bluetooth
• Colored Screen
• F.M Radio
• Voice Recording
• F.M Recording
• External Charger
• Price Rs. 7999/-

ROCKER
ROCKER AFTER CUSTOMIZATION

Marketing Mix…..
• Pixel:
• Memory (3 GB)
• External memory slot (Extendible up to 8 GB)
• Extended battery life (6 Hours)
• Head Band (wireless)
• Track name Screen
• F.M Radio
• Voice recording
• Price Rs. 4750/-

PIXEL
PIXEL WITH WIRELESS HEADSET

Marketing Mix….
• Price
• Strategic Planning
• Charging less price then our competitors thus fulfilling value proposition
of “ More for Less”
• Discounts
• Coupons
• 50-1500

Marketing Mix….
• Place
• Head Office
– Our head office in Super market
– We will have our sales outlet at Jinnah super too
• Retail Stores
– Metro and Cash & carry Rawalpindi
– Using customer psychology of retail outlet image

Marketing Mix…..
• Promotion
• It will be done through both ATL and BTL
Total population of Islamabad and Rawalpindi of our target segment =
1,600,000
Percentage population who want to buy new Mp3= 23.33%
Total number of people who want to buy new Mp3 =
1,600,000 x 23.33% = 372,800

Marketing Mix….
• Promotional budget for Rocker
Percentage of people who can afford
Rocker Mp3 player price
5.5%
Total number of people who want to buy
new Mp3 player
372,800
Total number of people who can
afford Rocker
372,800 x 5.5% = 20,504
Expected sales of Rocker:
People who can afford Rocker 20,504
Sale price of Rocker 7,995
Total sales of Rocker 20,504 x 7,995 = Rs. 163,929,480
Percentage of sales advertisement
budget
5%
Promotional budget for Rocker 163,929,480 x 5% = Rs. 8,196,474

Marketing Mix….
• Promotional budget for Pixel
Percentage of people who can afford
Pixel Mp3 player price
13.3%
Total number of people who want to buy
new Mp3 player
372,800
Total number of people who can afford
Pixel
372,800 x 13.3% = 49,582
Expected sales of Pixel:
People who can afford Pixel 49,582
Sale price of Pixel 4,750
Total sales of Pixel 49,582 x 4,750 = Rs. 235,514,500
Percentage of sales advertisement
budget
5%
Promotional budget for Pixel 235,514,500 x 5% = Rs. 11,775,725

Marketing Mix….
• Total Promotional Budget
Promotional Budget of Rocker Rs,8,196,474
Promotional Budget of Pixel Rs.11,775,725
Total Promotional Budget 8,196,474 + 11,775,725 = Rs.19,972,199

Marketing Mix…..
• Advertisement
• Public Relations
• Sales promotion
• Direct marketing

Marketing Mix….
• Advertisement
• Informational message
• Ad Message
– “When was the last time you felt the freedom to reach out and get what you
desire, we give you a product that can provide that feeling with a product
made in your own country”
• Message will show the lifestyle and personality symbol of
target Market

Marketing Mix….
• Advertisement Media
• TV Ad in HBO, Star Movies, Ten Sports and MTV
• Billboards in Jinnah Super, Blue Area and Saddar
• Sales Promotions
• Fast-food Buildings
• Direct Marketing
• Direct mail magazines like Spider and Us
• Public Relations
• Sponsoring different sports and fashion events

External Analysis
• SWOT Analysis
• Strengths
– Pioneer in the Industry
– Partners with good knowledge of businesses
– State of the art facilities
– Location
– Employees
• Weaknesses
– Need to built reputation
– Inexperience

External Analysis….
• SWOT Analysis…
• Opportunities
– Growing Trend of Mp3
– Lack of Competitors
– High rate of unemployment
– Marketing via Internet
• Threats
– Law and Order situation
– Political condition
– New Entrants

Conclusion
• High Quality
• People are patriotic so they will favor the product that is
made in Pakistan
• Marketing plan if implemented will prove to be effective

Mp3 Player complete marketing plan

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