“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
‘EasyTouch’ 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

Singapore 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.
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

Strengths - 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
•
 Opportunity - 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
•

•
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 tin g co m m u n ica tio n
strategy

MSC consists of advertising,

Sales promotion, Public
relations, Personal selling,
Direct Marketing .
 D e fin in g the problem and
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
Research C o lle ctio
Contact n
Sampling Plan
Research
Approaches Methods Instruments
Observation Mail Sampling Unit Questionnaire
Survey Telephone Sample size Mechanical
instruments
Experiment Personal Sampling
procedure
Online
 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
•

 HOW? Service and support calls,

satisfaction survey, credit and payment
interactions.
•
Marketing Organization
FINANCIAL BUDGET
Cost
◦ Advertisement RM 500,000
◦ 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 Period (1 year) January to December
Programs
1 quarter 2 quarter 3 quarter 4 quarter
Free P P P P
demonstrate
Discounts for P P
bulk purchase
Free P P P P
maintenance
Extra features P P
Purchase P P P P
points
Control
Errornotifications 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
I hear and I forget.
I see and I
remember. I do
and I understand.”
•-Confucius