Beruflich Dokumente
Kultur Dokumente
(Sony MobyX)
Submitted to:
Submitted By:
Ayesha Karim
Afifa Ali
Anum Masood
Saira Bano
Fatima Aziz
Sanaa Usman
Section: D
BBA III
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Acknowledgements
We would sincerely like to thank Miss Ayesha Khalid for being so cooperative
and encouraging through out the semester, she has delivered the course
very loyally and sincerely due to which we have a good understanding of
our course, this project has given us a wider and informative prospect, it
was really a reflective and a thought provoking project.
Finally, we would like to thank our family and friends for supporting us during the
research of this project and for contributing valuable inputs to the research work.
Table of Contents
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S.No. Content Page
1. Executive Summary 4
2. Marketing Research 5
4. Market Analysis 9
5. Competitor Assessment 13
6. Marketing Strategy 15
9. Contingency Plan 25
10. Questionnaire 26
Executive Summary
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Mobility, latest trends and technologies are three most significant factors that customer seek
today when they walk-in in an electronic item’s outlet. Years before the journey of technology
started out from the calculator the most basic computer as we call it. Today that technology has
emerged and the most latest is PDA (Personal Digital System). Full computer in a small device
able to perform all of the tasks.
New Nokia Mobile phone has all the features of a desktop computer, no need of a laptop. The
phone is easy to carry, manages schedules, and can perform all the business related tasks.
The size itself has become important apart from mobility. The concept that we are launching is
of a radio which is latest in the sense that you can wear it as a fashion accessory. Radio is
considered to be one of the most important media apart from television and internet. The major
source in use during cricket matches, exercising in the morning and during traveling for work or
school. 73% of college going women (18-25) years of age) surveyed tune into radio, although the
channel loyalty is not there. The most frequent listening occurs after dinner time.
This is different from male radio listeners as the FM channels are replacing cassettes as a music
source while driving, other survey shows that one of the popular source of music are the FM
stations, FM 89, 91 and 106.20 are extremely popular within the target market .
The major target market for our product is the age between 15 and 26. According to the statistics,
25 million Pakistanis are aged between 15 and 24. Considered in the context of total population
(approx. 150 million), 16% of Pakistanis are young. Statistics shows that 60% of population is
under 25 that is 2/3rd and nearly 10 million are in the urban areas.
GEN X and GEN Y is the most experienced and accessed generation in the human history. This
generation is the technologically accessorized generation, with everything hanging from their
clothes, from cell phones to CD players, and computers are a way of life. This is a branded
generation, brand names, association with the great life and other symbols are important.
The emerging concept of brand association amongst teens and adults, and awareness will make
our product more appealing to the customers.
Marketing Research
Methods of Data collection:
Basically there are two methods of data collection:
1) Primary Data
2) Secondary Data
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Primary Data Collection: Primary Data is that data which is collected specifically for the
project at hand.
The primary data for our report resulted from the questionnaires filled by girls and
adult women belonging to a different age group and income level and some
unstructured interviews were conducted.
Secondary Data Collection: Secondary Data is that data, which has already been collected
for some other purpose but can be used as reference material.
The secondary data for our report came from the internet, and magazines.
THE PRODUCT
Introduction of product:
Now days, mobility is becoming an important factor in electronic devices. The concept that we
are launching is of an earring radio which is latest in the sense that you can wear it as a fashion
accessory. We are launching it under the brand name SONY. Radio is considered to be one of
the most important media apart from television and internet. The major source in use during
cricket matches, exercising in the morning and during traveling for work or school.
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Objectives and issues:
• Increase the profits by at least 10% in the first year of the launch.
• Issue: How to increase the awareness amongst customers about this product?
• To create 10% market share for the product and to work to improve it further.
• Issue: What measure to take to identify the potential customers of the product in the
market?
Mission statement:
“We are the followers of the latest trend we strongly believe that fashion develops, we provide
the best and quality is never compromised. Technological flexibility and innovation are the key
factors that we emphasize on while shaping a solution for our customers.”
Vision statement:
“Innovation”
“To the trendy and techy, MobyX is the radio that provides mobility and a perfect blend of
fashion and technology that makes you feels different and latest than others.”
Target Market
Moby X will form a major share of its market amongst those people who are attracted towards
the product with exclusive appearance, unique functionality, style and design. We will market
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our product through multiple segment strategy, as we are be targeting GEN X and GEN Y
belonging to upper class and upper middle class of our society. Through multiple marketing
MobyX can achieve market position as because it is a product which provides mobility, style and
fulfills the needs of the consumers. Moby X is a part of the most reliable and trusted technologies
belonging to Sony which is using Japanese latest technology in it which would further
strengthens the reputation it would acquire.
Now days, there is a growing trend of adopting the inimitable style which people will definitely
feel after purchasing the product. The mini chip radio in the earrings itself is fascinating and will
communicate on its own towards the people who are engrossed through mini products.
Positioning
• Product Positioning:
Moby X would provide higher frequency range compared to other radios available in the market,
will have a long lasting battery no recharging is required and the most important advantage that
our product provides is the mix of fashion and technology that forms our distinctive attribute.
Value Proposition:
Moby X is a better quality product providing distinctive feature and being a leader makes it more
special and different from other competing products. Sony using latest Japanese technologies is
most reliable and durable.
Market Positioning:
Moby X has been positioned in the customers mind as a part of their lifestyle it impeccable suited
their personality. It has positioned on the following grounds:
Statement:
• Relative Advantage: The first of its kind is being introduced in the market; the
concept it self will attract the customer.
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• Compatibility: Moby X higher range of frequency will make it easier to add
channel and thus more value to the product.
• Complexity: Moby X is easy to use and the demo CD provided with the product
provides the proper guide and features to use the product.
• Divisibility: Moby X is an expensive product and initially no discounted rates
can be offered
• Communicability: The experience that customers take with them will make its
use and difference spread amongst customers.
Market Analysis
Basis of Segmentation
Demographic segmentation:
Age:
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Our product caters to women ranging from age 15-26 yrs old. Moreover, through our
advertisements we have portrayed an active woman who is working out or busy in kitchen
chores.
Occupation:
MobyX targets women belonging to each and every type of occupation whether it is a house
wife, student and working women.
Income:
Our product MobyX caters to upper class and upper middle class. Any one lying in the income
bracket of Rs 50,000+ can afford this product.
Psychographic Segmentation
The psychographics of the MobyX can be analyzed by reviewing the advertisement. The lifestyle
shown in Moby X advertisement portrays successful, sophisticated, professional women’s who
are active energetic and full of life.
Behavioral Segmentation:
Under this aspect Sony Company has based their segmentation on the basis of customer desired
benefits. People would prefer buying our product because it’s the first ever product to be
launched by Sony with radio facility which is easy to use, and more over its attractive mix of
not only radio but also as an fashion accessory.
SWOT Analysis
Strengthens
• Being first of its kind to be launched in the market
• The mobility
• The exquisite location of electronic gadget’s outlets in different malls ( e.g. Alfatah
store, HKB, Pace etc.)
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• Easy to use
Weakness
• Limited warranty
• Batteries are to be charged according to usage level thus requires cost to keep the
gadget working
Opportunities
• The customers are fond of accessories which can help extend our accessories from
earrings to rings, bracelets and necklace
• Hearing radio can replace the care tapes as being mobile and fashionable in nature
• Being a new product creating a new market the competition is minimized to a great
extent
• The opening of the mall culture in Lahore with better electronic outlets will provide a
better location to display the radio
• New technology is in its growing stage which helps attract customers with its distinctive
attributes
• The interests of teenagers in acquiring latest technology will further increase the market
share
• Computer system placed at the electronic outlets could help provide free demos of the
product at the outlet
• A survey at the outlet about the buying experience of the product and after sale
experience can help make t5he product more effective
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• The smaller size and mobility if appreciated could provide line extension for the product
Threats
• The electronic market is still under developed in Pakistan
• The fluctuating electronic and political conditions of the country can hinder the sale of
the product
• Competitors can come up with a similar and better product before our product is
established
• The higher price of the product could lead to duplicate products in the market
• The fashion conscious people may not take the initiative to buy the product
The fluctuating political environment in the country can be dangerous. Since the product being
developed is manufactured in another country the support of the government is required to keep
the government conditions in import and export stable and to strengthen relationships with the
other country to grow the business further.
Economical:
The product that is being launched is an expensive product the economic conditions will
determine the national income or the buying power of the consumer which indirectly will
determine whether the people would be willing on the products that are not part of their basic
needs.
Social:
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Since the product is an earring radio which would be fixed in an earring placed quite close to the
ear can be considered as dangerous for the ear. Proper awareness about the product and the
setting of the frequencies accordingly so not to affect the ear would have to be justified to the
people.
Technological:
Pakistan is developing technologically and further awareness and development will assist in
improving the product’s functionality.
COMPETITOR ASSESSMENT
COMPETITOR ANALYSIS
Major Competitors:
Our major competitors are all those manufacturers who are specialized in and dealing with micro
electronic items, who believe in size and design of product with quality.
• Moby X direct competitors are small radios (ear piece) that can fit in ear easily. These are
namely:
iii. ZI AM Radio
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iv. Tiny FM Radios (China Toy Factory Inc)
• Other indirect competitors are mobile devices enabled with FM radios. These are:
i. Siemens
ii. Samsung
iii. Nokia
iv. Motorola
v. LG
vi. Panasonic
vii. Sanyo
viii. Sendo
ix. Sharp
x. Sagem
xi. Phillips
COMPETITIVE ADVANTAGE
• Long lasting Japanese battery gives it an edge over other mini radios that have maximum
life of 2-48 hours on continuous use.
• Providing maximum FM band range from 87-108 MHz among its competitors who offer
mini radios with FM band 88-108 MHz
COMPETITIVE STRATEGIES:
Differentiation:
Moby X is an innovation in the arena of radios. It gives connectivity to the outside world in a
way that adds value and beauty to the face.
Focus:
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Moby X is designed especially for upper middle class and upper class urban population including
GEN X AND GENY, fashion followers and trend setters.
COMPETITIVE POSITION
Multiple Markets:
We are following the multiple market strategy for Moby X by focusing more towards the upper
class and upper middle class of the society.
Marketing Strategy
MARKETING MIX
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PRODUCT CLASSIFICATION:
Moby X is broadly classified as consumer product and under this category we define it as a
specialty product because it is a perfect mix of style and technology. It involves strong brand
preference and loyalty, special purchase efforts by consumers, little comparison of brands and
low price sensitivity.
LEVELS OF PRODUCT
• Core Product
Moby X provides a solution to its users that connect them to the global world and at the
same time add value to their beauty.
It is smallest in size but greater in quality and style that’s what the consumers want.
• Actual Product
• Augmented Product
• Customers are provided with the free demos of the product on computer system installed
at the outlets and for further understanding, instruction booklet is also provided with
Moby X.
• Also included 3 years’ money back warranty and a pairs of fabulous earrings
along with the product.
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• Customers are encouraged to share their views about the buying experience
of the product and after sale experience through surveys conducted at the
outlets.
• An exclusive website is designed to cater its customers for solving all their
queries regarding the product. Online purchasing service is also available.
PRODUCT COMPOSITION
Product Quality:
Moby X works great, everywhere in the world, under brand name SONY using
Japanese microchip technology and providing the FM band from 87 to 108 MHz’s
Stereo-sound is really excellent plus 3-years money back warranty is also given.
Product Features:
• Size – (1/3x 1/3 x 3/8) mm is the size of radio chip. 30 x 20 x 5 mm is the size
of the earring.
• Ideal for use in parties, sports, travels, hiking, working, Jogging, bike riding,
boating, fishing, picnics, reading, camping, skate boarding, gift giving, foot
and vehicle surveillance, to pass the time while waiting for subject,
anywhere, everywhere, in the form of earring as simple microchip (radio).
It comes in many splendid colors with different style for female. It is designed in a way so as to
increase portability.
BRANDING
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Brand Equity:
Moby X will establish it with the passage of time because of its good quality and better
understanding of customer needs.
Moby X is selected as the brand name because it defines the mobility and easy to carry feature of
the product and X signifies the extra factor that we provide to our customers in the form of
earrings (fashion accessory).
Brand Sponsorship:
Brand Development:
No extension.
Packaging:
Labeling:
All the important information is mentioned on the label. The label contains the name of the
product, name of the manufacturer and distributors, warranty limit, warnings, guidelines on
usage.
Product Support:
A booklet on guidelines regarding the product is provided with Moby X. Free demo CD is also
given.
Product Mix:
Initially Moby X is introduced in the form of earring but with the passage of time it will offer in
other versions also like in the form of bracelets, rings, and lockets.
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PRICE
INTERNAL FACTORS
Marketing Objectives:
“To create a market share and to stand out as distinct product amongst the other competitors”
The price has been decided based on the competitors and customer needs and requirements. The
price is aligned with other marketing mix covering the promotion, placement and product.
Cost:
The organization has tried to achieve economies of scale but not the cost of quality. The cost is
being monitored and is kept to a minimum by choosing the best deals given by the supplier and
managing the cost accordingly.
Organizational Considerations:
The price set has been influenced by different functions of the organization including the
finance, manufacturer, sales and marketing and the higher management.
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PRODUCT PRICING STRATEGY
We are following the growing rate pricing according to which we fix our price after considering
all the factors as to Rs. 3500.
PLACEMENT
The product would be sold through “Indirect Marketing Intermediary”. The product will be sold
through push strategy that is product would be first distributed to the wholesalers and then to
retailer. The retailers would assist in creating contact with the other retailers which would
expand the network and add value.
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PROMOTION
Moby X being a new product in the market would require intensive advertising. The positioning
and the idea behind the brand selection would be used as a basis for advertisements and the
advertisements would be informative.
ADVERTISING
Radio:
Radio FM channels would be able to attract the major cream who could use our product and
create a positive word of mouth for others. Since they being the regular radio listeners would be
excited to use this product as they could carry the radio with them.
Newspaper:
Moby X is an expensive and new product. There is need to create awareness amongst people that
such a product exists. ‘Dawn’ newspaper would be a better choice to advertise being one for the
most popular newspapers in Pakistan. A full page would be dedicated to advertise the product
providing a detail know how of the features and distinctive attributes. Apart from ‘Dawn’ the
other newspaper that the product would be advertised in are ‘The News’ and ‘Daily Times’.
Magazines:
Billboards:
The locations where we have decided to place our advertisements are Liberty area its main round
about area, Ghora Chowk while exciting Defence we go to cavalary ground, the third location is
Ferozepur road and last location is M.M Alam road. Apart from the major areas identified all the
other malls where luxury electronic item’s outlets are available advertising would be done by
placing billboards.
Television:
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The few major channels as Masala TV, Style 360, HUM TV and MTV Pakistan will be given the
task to advertise the product.
Websites:
Sales Promotion:
One free pair of earring apart from the one already provided in the package would be given with
the product.
Public relations:
Brochures providing details of the safety of using the product would be distributed in public
places. Articles about the working and flexibility in use would be published in a leading
magazine to inform the public about the safety in using this product.
Research
Other 10000
Promotions
Advertising
Brochures 10,000
TV 800,000
Radio 18000
Newspaper 15,000
Magazines 12,000
Web 10,000
Billboards 1700,000
Public Relation
Sponsorship 12,000
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IMPLEMENTATION AND CONTROL PLAN
Goals:
After the launch we will look out the awareness and recognition of MobyX among the target
customer. The targeted sales, profits, availability and elevated market share are also major parts
contributing towards achieving our goals.
Performance:
Measure the performance and activities of the outlets, their interactions with our target
customers. We will measure the performance by setting different tests after the first launch of
MobyX. Tests will be encompassed of surveys, personal interviews, focus groups and nia e-
mails.
Evaluation:
The results of the surveys, mails and others will be then synchronized for the evaluations.
Evaluation is conducted to identify the gap between the expected and actual performance.
Corrective Actions:
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This is the last control which is set and applied if there is a difference amongst the expected and
actual performance MobyX and we then otherwise will take the corrective actions to close the
gap.
Contingency Plan
We have launched this earring radio under the brand name Sony so value and prestige is
associated with this product. We have used the latest Japanese Technology in our product
through which frequency and signal of radio can be catched easily. But the problem can occur in
our product is that at some places user might not find tune into radio and their might be some
problem in signal catching. To combat with this problem, we have used the latest Japanese
technology as stated before and will use more advanced technology in our product in future in
order to satisfy our customers
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Appendix: QUESTIONNAIRE
We the students of Lahore School of Economics are working on a research and need your
assistance. By sparing some time out to fill in the survey form would be appreciated.
PERSONAL DETAILS
Age group:
1. Are you fascinated with the electronic gadgets introduced in the market?
Love it Do notice sometime Like to know Never
about new
gadgets
2. What attracts you towards an electronic gadget? Rate the following from 1 (for least preferred)
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to 5 (for most preferred)
6. What is the most frequent medium that you use during traveling to listen to music or news?
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9. What is the most important quality you would like an electronic item to have?
SURVEY RESULTS
AGE
15-18
19-22
22-26
26 and above
26 and above 15-18
10% 20%
22-26
30%
19-22
40%
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INCOME
10,00020,000
- -
20,00030,000
0% 10%
30,000 -
10,000 - 20,000
40,000
20% 20,000 - 30,000
30,000 - 40,000
50,000 - above
50,000 - above
70%
Occasionlly Never
10% 0%
Regulary
Sometimes Sometimes
30% Occasionlly
Regulary
60% Never
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Which fashion accessory attracts you the most?
Others
10%
Necklaces Earring
20% Bracelets
Earring
50% Necklaces
Others
Bracelets
20%
Never
0%
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When buying an electronic item you consider cost
as?
Origin
10% Others
0% Mobility
Durability
Compatibility
20% Mobility
Durability
50%
Origin
Compatibility Others
20%
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