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INTRODUCTION

As a responsible corporate citizen, Maruti Suzuki India Limited has always believed in following
highest standards of Corporate Governance. Being a listed Company, every act of the Company,
its Board Members and its employees is the focus of public attention and accordingly, there is a
need to reinforce Maruti’s commitment towards maintaining highest standards of Corporate
Governance.

Maruti are looking to extend their product line. So Maruti is planning to introduce new product
“GLORY” laptop to extend its product line.

The demand for laptops is increasing and the demand of Desktop PC is decreasing day by day.
The branding strategy is based on strong quality of product delight to target market. GLORY will
focus on its availability of product, competitive pricing and greater value than competitors.

Our objective is to actively support continuous growth and profitability through effective
implementation of the strategy. We will follow market penetration strategy here. We will
introduce many models of laptops, which will help us in generating revenue in less time.

b). Growth of IT industry:


The projections about the size of India's IT industry present a very optimistic picture. The
industry is expected to grow to double its current size by the year 2012. India's IT industry is
expected to grow at an annual average rate of 18% in the next five years. The industry is also
expected to cross the 100 billion US Dollar mark by 2011. One of the major areas of growth for
the IT industry of India is by tapping the potential in the domestic market. The IT industry of
India is largely dependent on the export market. Penetrating more into the domestic market
would create further opportunities of growth for the IT industry.
c).Product life cycle for laptops:

The Product Life Cycle


The product lifecycle looks at the various stages of a products sales history. Depending on the
stage that product is at, it will help determine the potential opportunities and also problems with
respect to your marketing strategy.

The Product Life Cycle is an important part of the external analysis, part of writing a business
plan. A product, like people go through a life cycle. They grow (in sales), then decline and are
eventually replaced by another product. This is especially important for companies in that the
majority of products will eventually become obsolete as their sales volume and market share
become replaced by new and improved products or technology. Bear in mind also that as a
product ages its profitability will also generally decline. So as a company if your products are not
changed or replaced, sales volume is at risk.

Segmentation of customers:
It will be based on following factors:

Pricing

Professional

Youth

High technology loving


Objectives

Corporate Objective
The corporate objective is to provide quality at a competitive price, growth in diversity, and
continue to contribute in local market by being the market challenger so enhancing the
profitability of business.

Divisional Objective
To deliver superior quality and value to all its customer.

Marketing Objectives
•To sell 800 units per month, so total 9600 units in year 2010-11 in each of city entered.
•To attain quantitative and qualitative leadership in the sectors.
•Maintain constant positive sales growth every year than the other competitor.
•Increase the market share by market development.
•To modify the existing market areas.
•To increase product awareness as well as sales by persuasive promotional activities.

Competitor target:
•Acer
•Compaq
•Dell
•Lenovo

Positioning
Our laptop will acquire good position in market. The position will be achieved by quality
product, competitive price, and according to consumer’s demand and delight consumers.

Strategies:
Cost/price (value) strategy:
We will try to offer product at appropriate price, so customer can get value for their money.

Consumer awareness:
Our main primary marketing strategy will seek to first create customer awareness regarding the
products.
Our other marketing strategy are-
•Practicing Total Quality Management (TQM)
•Consumer Orientation
•Produce and market international standard products
•To increase the product line and length as per the expectations of the consumers
•To serve the consumer with competitive prices
•To ensure the availability of the product

Supporting marketing programs:

Our product marketing mix is comprised of the following approaches to price, distribution,
advertising and promotion, and customer service.
PRODUCT
Brand name
The brand name of our product is “GLORY”.
A good brand name should:

•be legally protectable


•be easy to pronounce
•be easy to remember
•be easy to recognize
•attract attention
•suggest product benefits (e.g.: Easy-Off) or suggest usage
•suggest the company or product image
•distinguish the product's positioning relative to the competition.

Product variety
GLORY has five types of product. These are-
S451U-T5600, S451U-T2080, S552U-T2450, S451U and S552U.

Quality
GLORY will always maintain high quality of its products. Total Quality Management (TQM)
will be practiced here.

Design
Attractive Design, Colors, Comfortable weight.

Features
Our product has a Variety of features.

Packaging
“GLORY” will supply its laptops to the users in attractive packaging. It will provide special
cartoon to send the laptops to its dealers.
Packaging
A package serves three major objectives:

 Protection against damage, spoilage, and pilferage

 Assistance in marketing the product

 Cost effectiveness

Size
The products size will vary a little to product to product.

Service
“GLORY” provides after sales service for its products.

PROMOTION

Sales promotion
RIM will provide short-term incentives to encourage and purchase or sale of its products.
Occasionally it will give special discounted price for its products. We will also give T-shirts,
caps, Bluetooth etc. to the customers.

Advertising
We will give advertisement for “GLORY” laptop through newspaper, billboard, popular
magazine, leaflets, sponsoring on game competition, internet etc.

Personal selling
Initially we will go for personal selling also.

PRICE
List price
Price list of GLORY:
ITEM PRICE
•S451U-T5600 64,999.00
•S451U-T2080 52,999.00
•S552U-T2450 55,999.00
•S451U 43,999.00
•S552U 43,999.00

Discount
We will allow discount facilities for our retailers and dealers.

Payment period
RIM will also sell on credit to its distributors and retailers and after the sale they will make the
payment. The payment time is one month.

PLACE
Channels
RIM has its own channel for distribution of the products.

Distributor
RIM has its own distribution channel for distributing the products.

Location
Initially GLORY centers will covers main cities of country to sale the products.

Transport
“Glory” has no its own transport facility for its distributors. Distributors are responsible for
taking the products to their showrooms.

Bibliography:
www.openlearningworld.com/.../Technological%20Environment.html
http://www.exporthelp.co.za/modules/1_considering_exporting/env_technological.html
http://en.wikipedia.org/wiki/List_of_laptop_brands_and_manufacturers
http://tutor2u.net/business/marketing/pricing_strategy_penetration.asp
Growth strategy
“Fast innovation, Fast growth”

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