1.

0 Executive Summary

Mini Portable CoolHeater Box manufactures by sFones Company has two side of storage that can keep food and beverages stay cold and stay warm. With new development technology Mini Portable CoolHeater box built in with Super bass Speaker and Mp3 player. Very suitable for picnic or camping and also can be place in the car. Mini Portable Coolheater Box comes with friendly eco environmental materials. Prevent global warming and its really safe for earth.

*Picture is only for sample

2.0 Introduction

PT. sFone (PT stand for a form of business incorporation in Indonesia) and its company are the members of Fontana Group, and one of the largest consumer durable good producers. The company possesses strong capability in marketing and manufacturing wide series of quality house ware products of kitchenware, plastic house wares, glassware, and electrical home appliances. The company has an established and extensive distribution networks both domestically and internationally through its distributors, agents, or retailers, as well as representatives in major cities in Indonesia, developed countries and neighbor countries such as Malaysia, Singapore, and Thailand. The company has also been strong in establishing strategic alliances with major leading foreign partners in manufacturing consumer durable products, which has strengthened the company business leading position in the domestic market and also kind presence in the global market. With all of fast development technology our company trying to make product for better mother earth. We are producing good quality product for satisfaction costumer.

Mr. Ersad Hudin has established the solid foundation of the Group back in the year 1990 with strong spirit, enthusiasm, persistence, hard work, and entrepreneurial vision, starting from a small operation and has today developed into one of the largest and outstanding business group in Indonesia, ranging from consumer durable products, consumer industrial products, building/construction material, property and industrial estate, commercial banking, trading and distribution, as well as educational field. Through his dedication and great passion, he had led the company from his heart. His appreciation of the employee contribution to be part of this success has yielded into loyal and dedicated employees. His spirit of love and respect for his work often moves people. Todays business size and success has become the solid facts of his talents and beliefs. The company employs around 1,000 people with production facilities

spread out in two industrial areas in Surabaya, East Java, and one factory in Jakarta, West Java. Through the dedication and hard work of its employees, shaped by the strong entrepreneurship and vision of the founders, the company has been able to maintain its leading position in the house ware industry, exhibit continued growth, and creating more values to all the element.

Nowadays many people in this world want everything handle very easy, simple, flexible and our company come with new product that can occupy all of that needs. This CoolHeater box has functions to keep food or drink in different temperature, so users can choose where to keep it. Besides that function, CoolHeater box also has speakers to play music. Just plug USB pen drive and directly it will play the music immediately. CoolHeater box have two different sides, first side is where to place food and drink in cold temperature, and second side is to place food and drink in warm temperature.

3.0 Contents

3.1 Marketing Mixes

First of all, to maintain its existence, sFones company comes to bring something new that has never been done by it competitors. With the spirit and responsible to always provide high quality of products, sFone encouraged to develop each product. In this product development sFone trying to focus on consumers who are concerned in urban living. Its strategy requires our company for having an advanced and different marketing strategy, which can distinguish it with the existing market leaders. Furthermore, by implementing the above strategies our company will reinvent products experience for existing customers who have become loyal consumers and attract new consumers by selling high quality, innovative products. To implement the product development, it will be supported by the development of other factors, such as development of pricing strategies, promotion, and distribution place.

y Product Our company will release new product called Mini Portable CoolHeater Box. This product comes with friendly eco environmental materials. As we discuss above, our company will produce good quality product without damaging any of surrounding environment in beloved earth. This Mini Portable Coolheater box has a very important utility for storing food and beverages. This box will also have two choices of temperature; this box can store food or beverages at the cold temperature and warm temperatures. We release this product by conducting various surveys and some suggestions from our customers. Mini Portable CoolHeater Box has two side of storage, so it will keep food and beverage stay cold and the other side will keep in warm. Many other products in the market come with one temperature. Not only in two choice of temperature, Mini Portable Coolheater box release with built-in super bass speaker and mp3 player. Users just need to put their song in USB pen drive and plug in to Mini Portable CoolHeater Box will automatically play the song. Our Mini Portable CoolHeater Box has Built-in rechargeable lithium-ion battery. Users need to charge the battery until 100% in 7 hours and can bring anywhere users want. Users also can charge with plug in to usb 2.0 socket. Here some strength and weakness of our product.

Strength y Portable y Easy to bring y 2 Option of Temperature

Weakness y Heavy weight y Expensive y Not store a lot

y Price Price is one very important part in marketing, because price is one of the four marketing mixes. Price is an exchange value of goods and services expressed in monetary units. Price is one determinant of success of a company because the price determines how much profit to be gained from the sale of company products both in the form of goods and services. Set the price too high will cause sales to decline, but if the price is too low will reduce the profits that can be obtained by enterprise organizations. By setting a competitive price then the company will obtain the optimal benefit. From the company's profit margin obtained will be used for operational costs of the company. The company wants a return of investment capital invested in the company so that appropriate pricing will accelerate the achievement of equity return.

Portable CoolHeater Box manufactured with all high quality materials, so this product item will comes with a bit expensive price than other product, This item will launch around $ 99,00 USD or RM 349,00. Although our price is high but its still reasonable in market area.

y Place Distribution/place plays an important role in everyday life in society. With a good distribution channels can ensure the availability of products needed by society. With no distribution will be difficult for bring to market their products and consumers also have to bother pursuing the manufacturer.

The distribution channel is a pathway intermediate good marketing of a product transport and storage of goods and services from producer to consumer hands. Factors influenced the distribution channels between our company and consumer intermediaries there are wholesaler or dealer who serve buyers

retailers who retail products to end consumers. Our new product will sell in supermarket and also with retailer.

y Promotion In order to attract consumers attention, our company is recommended for using several promotion mix strategies that discussed as the advertising, sales promotion and public relation. Promotion is a pusher in the business of informing and influencing people or other parties that are interested to conduct transactions or exchange of goods or services it markets.

We are going with two types of advertising, modern and traditional. Through modern we will advertise it by TV commercial and Internet for retailer order. And by newspaper and slogan will be the traditional ways. We are planning to make extra gift in the same price if the product is running well. These promotions will be going by time and period which already setting. Nowadays we will advertise in Social media such as Facebook, Twitter and etc.

We also have sales promotion will going to consumers house to promote our product.

3.2 New Product Strategy

Never doubt that marketing still has an important role in a business. With the marketing can help provide information about the goods or services offered by a company, so as to meet the needs and desires of consumers in accordance with the target market. Because the product or service will have a higher sale value, if we can provide what customers need. A market new product is not easy, especially if the public does not know yet the product. It takes capital or substantial marketing costs, as well as the struggles and specific marketing

strategies for these products hit the hearts of consumers. In addition how to attract customers, the beginner must also face competition from other entrepreneurs that business has a product to market first. This becomes quite a challenge for business people; they must have a strategy to attract consumers. Its very recommend create a product that has its own advantages compared to other products. So that consumers can be attracted and identify new products that we offer. Here some of personal view to make successfulness in new product.

y Make a good relation with consumer In running a business, of course all employers always wanted a business could have great benefits. The advantage is not only material benefits alone, but also the advantages of a non-material.

These circumstances make the perpetrators attempt to remove the extra energy in determining the most profitable marketing strategies. Good advantage of the large turnover every month and non-material benefits of customer loyalty that is always awake.

Consumer loyalty is the biggest advantage for entrepreneurs. So no wonder that loyalty is the main target of doing business. Since the creation of customer loyalty is high, then it is good news for future business development

y Using good strategy Promotion Business promotion activities are part of a much needed marketing strategy a business, whether small or large businesses that have been developed. Before knowing the method or promotional strategies often used by businesses, which is a promotional marketing strategy is supporting activities that purposely held to remind the consumer about the product or service with a particular brand.

Promotion strategies are often used as one way to increase demand or sales of goods and services offered, thus increasing profits. Besides promotional activities also provide facilities in planning for the next marketing strategy, promotional activities because it is usually used as a way of communicating directly with potential customers. So that we can obtain accurate information from consumers, the response of the products that we offer.

y Promotion Product through the Brochure The brochure is one marketing tool that helps businesses to inform of products or services to consumers through a piece of paper or flyers. Usually brochure includes the contents of text and images that are packed with interesting design shapes, so managed to make prospective consumers are increasingly interested in products or services offered.

To this day the use of brochures in the marketing of products is still absolutely effective to affect the interests of consumers. Because other than the production cost of a brochure that is quite light, being able to explain the product or service in detail. Starting from the excess product, the consumer gains when using such products or services, as well as the physical form of products such as color, material, and size is usually also included in a brochure.

y Know behavior of Consumers As a Marketing Manager of course we often meet a variety of consumers with different behaviors. There are consumer friendly and accept our offer, well, there are consumers who are too demanding, there are consumers who are too detailed and difficult to take the decision to buy a product or service, and there are also buyers are passive and less interested with the offerings our deliver.

Consumer behavior is often a time makes us rush and become one of the obstacles in marketing a product or service. However, as an entrepreneur and marketer, we must learn to know the behavior of consumers and to plan marketing strategies according to their behavior.

y Doing the Market Research Knowing how big the potential market of a product. If the research results show some positive results, then you should not hesitate anymore to market the new product. However, when research shows a lack of interest of the consumer, should do the evaluation and give more value to your product. So the product is enthusiastically accepted in the market.

y Determine Target Market Determine the target market is becoming an important part of business marketing strategy. There are several companies that want to reach consumers from all circles, but there are also some companies that deliberately separates target consumers according to market its products. With a clear target market, will facilitate the company to determine the product that fits your needs and desires of consumers. Means also that the target market is a market that has customers with purchasing power potential.

4.0 Conclusion

As a conclusion our company will launch the Mini Portable CoolHeater Box in the end of 2011, to develop new ideas and innovation takes hard work and really big efforts. Some of roles to make new product successful are: using good strategy promotion, determine the target market, doing market research and also knowing the consumer behavior.

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5.0 Harvard Referencing System

Definition price (2011) Management Distribution [online] (cited: 9 October 2011) Available from <URL: http://organisasi.org/definisi-pengertian-hargatujuan-metode-pendekatan-penetapan-harga-manajemen-pemasaran>

Marketing strategy (n.d) Marketing Communications Plan for New Product [online] (cited: 10 October 2011) Available from <URL: http://www.studymarketing.org/articles/Marketing/Marketing_Communications_ Plan_for_New_Product.html>

Strategic Market Plan (1994-2011) Marketing Plan [online] (cited: 13 October 2011) Available from <URL: http://www.businessplans.org/market.html>

Business Plan & marketing strategy (1995-2011) Marketing Stragy and plan [online] (cited: 15 October 2011) Available from <URL: http://www.businessballs.com/freebusinessplansandmarketingtemplates.htm>

The Marketing mix & 4p (1996-2011) Understanding how to position your market offering [online] (cited: 15 October 2011) Available from <URL: http://www.mindtools.com/pages/article/newSTR_94.htm>

Reference for Business (2011) Consumer Behavior [online] (cited: 13 October 2011) Available from <URL: http://www.businessplans.org/market.html>

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You are required to use the following format: ( ** Please attach this part at last page of your assignment) Marking scheme: 1) Executive Summary 2) Table of Contents Topics and Page No 3) Introduction (brief introduction on your new product & company background) 4) Product 5) Price 6) Place 7) Promotion 8) Personal opinion on how to ensure success of your new launch product 9) Conclusion (interesting reflection from your learning) 10) Cohesiveness of ideas/ sentences/quality of writing, language & originality of the work 11) References (Harvard Referencing) 12) Analysis and in depth discussion 13) Overall impression (report design and layout) 14) Individual Presentation (clarity in explanation, ability to answer questions from the floor, formality, dressing, voice, creativity) 15) Total Marks 16) After Conversion /2 /2 /5

/10 /10 /10 /10 /10

/5

/3

/3 /15 /5

/10

/100 /20

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