KOGAN RETIAL ORGANIZATION REPORT

MIX

BSBMKG502B ESTABLISH AND ADJUST THE MARKETING

[ MAY 5TH , 2011 ]

MISS JIRATTIKARN CHAIPATTANA STUDENT ID: 20092330

COMPANY BACKGROUND
Kogan is an Australian manufacturer and retailer of consumer electronics devices i.e. HD TVS, LCD TVS, LED TVS, PLASMA, GPS, DIGITAL PHOTO FRAMES., etc. The company, founded in 2006 by Ruslan Kogan, sells products direct from China to customers in Australia and the United Kingdom. Company Mission is to make the latest technology affordable for all

KEY PRODUCT & SERVICE

KEY PRODUCT:

q High Definition LCD TVs and LED TVs make up the bulk of Kogan Technologies' products. q Product range: HD TVS, LCD TVS, LED TVS, PLASMA, GPS, DIGITAL PHOTO FRAMES., etc. Innovation & Technologies such as Agora range

KEY PRODUCT & SERVICE

SERVICE:

q7 days money back guarantee qExtended Warranty qLive Price qFast Delivery qChat live to sales team qTV quick start guide q

CURRENT TARGET MARKET

Males 25-49 yrs. Females 25-24 yrs. Professional or white collar profession. Single > Family Income: > $50,000. Prefer electronic and entertainment devices Buy electronic device via online shopping.

PRICING STRATEGY

The company competes on price by selling a budget range direct to consumers, bypassing wholesalers, distributors, and retailer. Due to LivePrice service that cuts out the hidden cost of finance and gives power back to the consumer, whereas investors who usually fund the production of consumer goods expect a huge return. After launching LivePrice in Australia, Kogan had sold nearly $330,000 worth of products using the new pricing system in 24 hours

PRICING BY BRAND: LED TV

r than key brands in all size range; 16-24 , 26-32 and 36-55 and all products

24" SAMSUNGX LG SONY KOGAN X X

32"

40"

42" X $1495 $2580 X $779 4

46" $1399$2014 X X $929 5

47" X $2149 $3291 X X

52" X X $3696 $3929 X

55" X $2115 $4270 $4989 $6999 1599 6

$697- $1179$699 $1224 X X X $1129 $1699 639 3

259 1 $599 2

1= 24" Full HD LED* TV with PVR 2 = 32" Full HD LED* TV with Blu-ray Player, DVD Player & PVR - BD Series " Full HD LED* TV with PVR (Samsung Panel) 3 = 40 4 = 42" Full HD 100Hz LED* TV with PVR - DELUXE Series 5 = 46" Full HD 100Hz LED* TV with PVR (Samsung Panel) - DELUXE Series " Full HD 100Hz LED* TV with PVR (Samsung Panel) - DELUXE 6 = 55 Series

PROMOTIONAL METHOD

PROMOTIONAL METHOD: MEDIA

Kogan utilizes mass media and social network i.e. TVC, Newspaper & Magazine and Internet to promote Current marketing news, corporate PR news and new product review.

PROMOTIONAL STRATEGY

DISTRIBUTION CHANNEL STRATEGY

Online retailer Kogan cut out the 'middle men' and working directly with our factories overseas, we can sell the latest technology at the lowest prices. By cutting out the 'middle men' and working directly with our factories overseas, we can sell the latest

PRODUCT INNOVATION: AGORA

q The Kogan Agora Internet TV Portal

You can stream movies from YouTube, Ustream, and any website with video. You can browse the web, chat to their friends on social media, share and view photos, movies and music, and play Angry Birds on your TV! complete productivity device for the budget conscious for every student shouldn't have their own laptop. tablet entertainment device for business traveler and on-the-go entertainment lover.

The Kogan Agora 12 Laptop:

A

The Kogan 7 Android Tablet

A

COMPETITORS: JB HiFi

COMPETITORS: JB HiFi

ected JBH value high in terms of Price, Warranty and Popularity. Brand should be h

COMPETITORS: e-Bay

COMPETITORS: e-Bay

ity , it can imply that e-Bay brand is quite well-known and strong in the market.

COMPETITORS: Harvey Norman

COMPETITORS: Harvey Norman

ery, Range of the product as well secured in transaction, imply that Harvey Norman

PEST Analysis

SWOT

CONSUMER BEHAVIOR

Kogan brand gained the lowest awareness (5%) comparing to the key competitor; JBH which gained 50%, e-Bay 30% accordingly.

Consumers are mostly influenced by themselves and family group i.e. parents (65%). When they decided to buy online product.

CONSUMER BEHAVIOR

Buying / Shopping period is variance, Most of consumers shop when they need the products(50%). And some of them bought product by monthly (35%)

Majority of consumers often shop via online at home (75%).

CONSUMER BEHAVIOR

Timing Online Shopping: Consumers mostly shop via online on evening (70%) and morning time (20%) respectively.

CURRENT MARKETING MIX

MONITOR AND ADJUST MARKETING MIX

MONITOR MARKETING MIX

CURRENT MARKETING MIX

ADJUST MARKETING MIX

Branding:

Should strengthen trust-worthy as wellinnovative brand image Should accelerate to build up brand awareness
Continuously

New Target market:

expand to new target market with new product such as Agoda series. increase brand awareness by adjust media vehicles i.e. SEO, Tri-vision in high traffic venue i.e. Supermarket.

Communication:
Should

ADJUST MARKETING MIX

Pricing:
Should

continue LIVE PRICE and bold up 7 Days money back guarantee promotional campaign.

q Place:
qShould maintain on-line store because Kogans targets prefer to buy product via online since its convenient to them.

ROI:
Maintain

good relation ship with China manufacturer to gain high profit

THANK YOU