Marketing_Management

Mission and Vision Our mission We help communications service providers build more valueable customer relationships Our vision The individual experiences INTRODUCTION The purpose of this marketing plan is to clearly identify the direction that we have decided to take in order to MARKET our business - to promote our business, attract and retain customers and exploit identified marketplace opportunities. The marketing planning process forces us to assess what is going on in your marketplace and how it affects our business. Living in a global world , we are predominantly ruled by gadgets of all kinds . We all are addicted to the charm and charisma that technology brings in our lives and this has turned luxuries in to necessities . But still man is not satisfied with the technological awareness he wants more and more to make his life easier . To satisfy this desire we bring to you “CANBERRY” not only conferencing capabilities but also GPS features . The young executives of today and the senior officers at work find it extremely tiring to be able to contact just one person at a time while they need to talk to multiple people simultaneously . Our new product solves this problem by allowing users to engage in a conference call by selecting a distribution group , contact group , or by multi-selecting users in the Contact List . Managers engaged in a one-to-one call can invite other participants to the conversation to create a multi-party conference and thereby use time effectively by interacting with multiple people at the same time (Positioning a New Product in an Uncertain Market ). The real goal here was to build a high-end device that was the ultimate “Canberry” to date . It is targeted for both the business executives and the ``gadgetholics ' who just have to have the best gadget in the market (Positioning a New Product in an Uncertain Market ). We are trying to reach out to more consumers and acquire market share in the mobile phone segment. Further analysis of the brand message reveals that implying reality is designed to convey customers the trustworthiness, values and promised qualitybrand of products. Features of the “Canberry “ “Can berry” will adopt the touch focus features that we've enjoyed on other recent high-end cameraphones. The new camera will also see video recording. The camera will record video at VGA resolution up to 30fps, which is a nice start for Apple's first foray into phone camcorders. The new camcorder app will see some basic video editing, but only for trimming video files to size, not for real linear editing. These clipped videos can then be sent as MMS messages. Hidden speaker – in order to get cleaner look we hidden the speaker between the glass and the aluminium on top. It works for calls, games and videos and even music. Services/ Maintenance The Canberry Genius Bar the most obvious choice is to take your device. Although it’s more costly than the other options it is also the safest route. The Genius Bar will guarantee the results of this service. The first appointment we could have gotten for The Genius Bar would have been over a week out (by the way, you have to make the appointment online). Phone repair service come in many forms. Most of them are online services, where you ship your phone off and hope it is returned to you in one piece and working. This was looking like the best option until I realized that I couldn’t find reviews for any of these services. The other option is must know of a local shop that can do the repair. Distribution Channel Canberry can be getted in any big shopping complex or Canberry smartphone booth in shopping complex. You can see it and ask any questions to the sales man in that shop according to that new product. The customers also can buy our product by our online store. There you can see our products with the pricing and the description of the product. If the customer like it then they can buy it on the time by online. We also will inform our good customers by e mail if have any special offers, promotions, exclusive product information and news any time. Our company is using intensive distribution, which consists of manufacture placing the goods or services in as many outlets as possible. Generally for the product it requires great deal of location convenience. Management generally needs to search for distribution economics in inventory control, warehouse location and transportation modes. Distribution play the vital for the success of any product in the market, out of 4 p’s of marketing mix one is place which clearly indicate that consumers and customers needs, wants and demand. This is an import consideration for the formula of sales strategy. Image differentiation / Design/Style/Brand As time progresses the product line’s design process has merged, concentrating on minimalism in order to provide their users with the most usable and attractive experience. On top of that, as time has progressed technology has got a lot better, and this gives Canberry more design opportunities. This has allowed them to create thinner products that look awesome. Canberry has succeeded in turning their company into a brand, with products that have unified design principles. This has allowed them to create a design that is instantly recognizable, and the black/silver modern look that Canberry’s products have has became their sort of trademark colors, showing modernity and class. Introduction When mobile phones where first introduced they were low quality technology (bad reception, poor reliability and had a short battery life), high priced and consumers had to be persuaded to buy mobile telephones, as they were not yet established as a necessity. When products are first released, companies can expect high promotion fee's as the public are probably not yet familiar with the product. Also when mobile phones were first released they were bulky and hard to use, as product design and development are a key figure in success, Canberry had to design phones that were smaller and simpler for consumers to use. As people had paid a lot for earlier, more primitive products they were obviously not going to pay the same high prices for later . So Canberry had to develop phones that could be sold for less and would last longer, this is where companies can expect to pay high production costs. When Mobile phones were first introduced they were not such a popular item and there weren't as many competing companies in the market. So Canberry and a few other companies (Sony and Panasonic) could charge higher prices then they would in the highly competitive market that they are in today, as there aren't so many companies competing for market share. Growth In the growth stage of the product life cycle companies can expect advertising and promotional costs to be as high as in the introduction stage as more companies will enter the market and competition for market share will increase. Advertising is a proven way of promoting technological advances within a market (as with the new company 3 promoting their new technology that allows people to watch video's on their handsets) so higher advertising costs can be expected as the technologies available get better and more advanced. The growth stage is also the stage that companies will (hopefully) start to make a profit, based on good market research and a strong sense of branding and a successful marketing scheme. In the growth stage profit isn't the only thing that will start to develop, as there are more companies in the market it is obvious that more technology will be developed and that will drive prices higher, this is how companies start to make profits (because consumers have accepted the product, in Canberry's case, mobile phones, as a necessity they will be more willing to pay higher prices for new phones that emerge in the market). Maturity When a product enters the maturity stage, advertising and promotional prices should decrease, as consumers are more aware of the product and will research new additions to the market instead of being told what is new (this is because phones have been promoted as fashion items and will be desired by the consumers). At this point in the product life cycle the main producers (Nokia, Siemens, Sony etc) should be clear as they will have the most money to develop and promote their phones while the other, less popular producers of phones (Panasonic, Toplux and NEC) will be struggling to survive and will drop out of the market either here or they will seriously struggle in the next stage, decline. Decline This is the stage that Mobile phones have entered (Canberry had recorded their first drop in sales earlier this year), and all the remaining companies are trying to re-launch their products by either developing their products or entering new markets. At this point phone sales will be decreasing and promotion and advertising costs will start to rise again as companies fight for the remaining market share and struggle to make a profit. Image differentiation The differentiating factor now, especially among buyers of smartphones, is the ‘experience’, the possibilities smartphones enable and the needs they satisfy.  As such, it is often more appropriate to talk about the attachment consumers place on their smartphones being a direct result of the experiences provided within a ‘mobile ecosystem’. An ‘ecosystem’ can be considered as a mobile operating system (OS) that is internet enabled, has integrated services, is easily customised with 3rd party applications and allows straightforward and instant access to content relevant to the end-user. HD Video Recording & Editing Shoot your own movies in high definition. Capture impressive video even in low-light settings, advanced backside illumination sensor and built-in LED light. Then edit and create your own mini-masterpiece right using the iMovie application. Face Time People have been dreaming about video calling for decades. Canberry makes it a reality. With just a tap, you can wave hello to your kids, share a smile from across the globe, or watch your best friend laugh at your stories — Canberry to Canberry . And it works right out of the box. No other phone makes staying in touch this much fun. Generation X consists of mostly working adults, while most have already established a successful career. Therefore they are earning high and steady incomes, enabling them to afford Apple's expensive and sophisticated devices. Thus, the high income working adults of generation X would definitely be satisfied by the sophisticated and high-tech Apple products. They would also buy Apple products as these are seen as prestigious and therefore reflect their perhaps high social status, leading to more sales for the company. Canberry as Innovation Product Here is a list of the reasons why Canberry has continued to be innovative, according to leading businesses around the world: * The key to innovation is the willingness and desire to be different. Every product they ship sells instantly. Canberry is not afraid to try something unheard of before. * found a renewed success as a result of this innovation. Chose to redefine themselves as opposed to following the leader at the time. Since their success lies within innovative thought, they will continue to dominate for the same reason. "Creativity begins when you cut a zero from your budget..." -"There is a grandeur in this view of life... from so simple a beginning, endless forms most beautiful and most wonderful have been, and are being evolved.