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Marketing Plan

TABLE OF CONTENT
I. EXECUTIVE SUMMARY: 2
II. INTRODUCTION: 3
III. SITUATION ANALYSIS: 4
III. 1. Market Situation: 4
III. 2. Product Situation: 5
III. 3. Competitive Situation: 5
III. 4. SWOT Analysis: 6
IV. MARKET OBJECTIVES: 7
IV.1. Mission Statement: 7
IV.2. Objectives: 7
V. MARKET TARGETING: 7
VI. MARKETING POSITIONING: 8
VI. 1. Positioning Statement: 8
VI. 2. Perceptual Maps: 8
VI. 3. Possible Competitive Advantages: 10
VI. 4. Positioning Strategy: 10
VII. MARKET STRATEGY: 11
VII. 1. Product: 11
VII. 2. Price: 13
VII. 3. Place: 14
VII.4. Promotion: 15
VIII. ACTION PLAN & BUDGET: 16
IX. MARKETING CONTROL: 17
X. REFERENCES: 19
I. EXECUTIVE SUMMARY:
iPod Nano is a mp3 player developed by Apple company. Apple is one of top 100 brands all over the world as in the Haig's book "Brands Royalty, how the world's top 100 brands thrive & survive". Apple is an American-founded company established in 1976 which manufactures computers, laptops, mp3 players, and accessories related to them.
Along with the wealth of Vietnamese population in recent year, we realize that there is a strong demand for entertainment tool such as mp3 player. Taking the advantage of the strong brand from Apple and the growing trend of stylish, we will introduce iPod Nano to Vietnam marketplace from September 2006.
Currently, there are many mp3 player models available in Vietnam. Sony, among them, is the biggest competitor because it holds a large market share in Ho Chi Minh. Coming up is Samsung which is a well-known brand in technology and electric field. However, iPod believes in its value that it gives to customers. iPod Nano differentiates itself by the unique slim size and click button. We will implement our plan by first segmenting the market by age and income:
• Age: 15 – 40 year old
• Income: US $500 – US $2,000
In term of product feature, iPod Nano provides the slimmest flash-based mp3 player with 3 variable capacity (1GB, 2GB, and 4GB). The 1.5 inch color...