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Smart home marketing strategies

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Smart Home marketing Strategies

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Smart home marketing strategies

  1. 1. SMART HOME MARKETING STRATEGIES
  2. 2. Project Summary • Company history1 • Introduction2 • Product introduce3 • Market, customer and competition4 • Marketing strategies5 • Vision, Mission and objectives5.1 • Segment, targeting and positioning5.2 • Marketing mix strategy5.3 • Marketing strategy implementation and control5.4 • Management, Implementation and control6
  3. 3. 1.Introduction  The growth of social  Living standards more and more higher  Demand on Convenience and comfortable  Demand on freedom and safety  The growth of technology  Internet network available anywhere, and anytime  Machines is more and more intelligent
  4. 4. 1. Company introduction  Company Name: VietSmart  Founded: in 2013  Production: Provide related products and services for smart home
  5. 5. 3. Product Definition
  6. 6. 3. Product Definition 2. Software  Software control installed in Smart phone of tablet:  Software: OS android  Control via 3G or wifi  Software features  Remote control: Software installed in tablet of Smartphone can remote control all equipment of house  Remote alarm: When any illegal operations, A alarm message will be send to tablet of smartphone.  Remote management: The Owner can remote manage 1. Hardware  Components control: Door lock, light …  Center control
  7. 7. 3. Product Definition 3. Service: Provide a turn key completely service:  Consulting:  Design  Implementation  Maintenance
  8. 8. 4. Customer  Who will use our Product?  The high income people  Small and medium enterprises.  Apartment building  Where we supply our products?  All people in Viet Nam Country  All country in Asian
  9. 9. 4. Competitor  Who we are competing?  BKAV Smart home  FPT Smart home  Lumi Việt Nam  Honeywell (From america)  Kocom (Korean)  Ihome (Thailand)  Cytech technology (Singapore)
  10. 10. 4. Competitor/financial and experience Brand Name Original Experience (years) Finance 2012 (USD) Finance 2013 (USD) Total Revenue Profit before tax Total Revenue Profit before tax Vietsmart VietNam 2 0 0 750,000 112,500 BKAV Smarthome VietNam 3 700,000 91,000 861,000 111,930 FPT Smarthome VietNam 3 653,000 58,770 803,190 72,287 Honeywell America 5 350,000 42,000 413,000 49,560 Cytech technology Singapore 5 200,000 16,000 236,000 18,880
  11. 11. 4. Competitor Main technical features Vietsmart BKAV Smarthome FPT Smarthome Honey well Cytech technolog y Management and mornitoring on laptop/tablet x x X x x Auro detect changed status, and switching devices to the most suitable status x X x Remote control x x X x x Automatic send alarm to management and monitoring system x x X x x Technology applied Zigbee Zigbee Wifi Wifi Zigbee Sensitivity temperature sensors x x x x Sensitivity light sensors x x x Services Consulting: x x X x Design x x X x x Supplies x x X x x Implementation x X x Maintenance x X
  12. 12. 4.SWOT Weakne sses Trent hs Threats Opportu nities - Organization of company is small: the low expense - Director board are very active, flexible, sensitive. - Staff are young, and active, control technology - Price is cheaper and professional service - Company is young -> management experience weakly. - National company , is difficult to compete in the international market - This is new market in Vietnam and Asian. Vietsmart is one of companies going first in VietNam - The economy over the period of recession, to begin growth stage. - People more and more - Big international competitors are accessing to VietNam - BKAV, FPT competitors are traditional software has a lot experience in implementation. - This is high technology product-> Price is high with
  13. 13. 5. Competitve advantage and strategy focus 5.1. Products advantages - Products are innovations, applied newest technical in the world. - Superior features than competitors it make customer are saving operation expense. 5.2. Price advantages - organization is small, company operation effectively. We can saving the expense operation 5.3. Human Resources Advantages - With the young staffs, active, control technology, working effectively, and the director board are sensitive with the markets
  14. 14. 5. Competitve advantage and strategy focus  5.4. Strategy Canvas 0% 10% 20% 30% 40% 50% 60% 70% 80% Prices Features Qualtity of product Saving operation expense service Vietsmart BKAV Smarthome FPT Smarthome Honeywell Cytech technology
  15. 15. 5. Competitve advantage and strategy focus 5.5. Strategy focus - Aggressive: We will apply all newest technology into the product, build a expert team in provide services. Customize product as the customer demand. - Defensive: Improving the management experience to optimize cost of products. Corporation with the big real estate companies to improves finances, and extension markets.
  16. 16. 6. Marketing Strategies 6.1. Vision, Mission and objectives 6.2. Segment, targeting and positioning (2-3 slides) 6.3. Marketing mix strategy 6.4. Marketing strategy implementation and control
  17. 17. 6.1. Vision, Mission and objectives  Vision  Provide to customer a freedom life.  Mission  Provide the best products, the best services to customers  Slogan “Auto freedom life”  Objective  Become the top threes companies provide smarthome products in Asian in 2017  Volume of sale in 2017 is 2.000.000 USD
  18. 18. 6.2.Segmenting, target and positioning  Segment  High income class people  Small and medium enterprise  Apartment building  New city  Target markets  All Provinces of Vietnam  Asian country
  19. 19. 5.2.Segmenting, target and positioningProductQuality/Service Price FPT BKAV Honeywell Lumi Kocom Vietsmart Cytech iHome  Positioning
  20. 20. 5.2.Segmenting, target and positioningProductQuality/Service Hi-technical FPT BKAV Honeywell Lumi Vietsmart Cytech iHome Kocom  Positioning
  21. 21. 5. Marketing Mix Strategies  Product strategies  Place (Distributions) strategies  Price strategies  Promotion strategies
  22. 22. Description 2013 2014 2015 2016 2017 Marketing budget (USD) 100,000 130,000 169,000 219,700 285,610 Volume of Sales 750,000 975,000 1,267,500 1,647,750 2,142,075 Product strategies - Smarthome V1 - Smarthome V2 - Trial smartcity - Smarthome V3 - Smartcity V1 - Smarthome V4 - Smartcity V2 - Smarthome V5 - Smartcity V3 Place (Distribution) strategies Big city in viet Nam 50% province in Viet Nam - 100% Province in vietnam, - 30% country of Asian - 100% Province in vietnam, - 70% country of Asian - 100% Province in vietnam, - 100% country of Asian Price strategies - Medium - Keep price always less than two BKAV and FPT companies - Medium - Keep price always less than two BKAV and FPT companies - Medium - Keep price always less than two BKAV and FPT companies - Medium - Keep price always less than two BKAV and FPT companies - Medium - Keep price always less than two BKAV and FPT companies Promotion Strategies - Media channels - Advertising channels - Personal selling - Media channels - Advertising channels - Personal selling - Public - Media channels - Advertising channels - Personal selling - Public - Media channels - Advertising channels - Personal selling - Media channels - Advertising channels - Personal selling 5.3 Marketing Mix Strategies/Plan
  23. 23.  Product features  High quality  Innovation  Apply new technology into products Product Strategies  Product lines  Smart home line: Introduce new version software with new functions.  Smart city line: 2014 will has trial for smart city, 2015 will put this products to market.
  24. 24. Product Strategies  Services  Combine with Customer Solution. Product is a best solution for customer  Professional  Customer care policy well (Warranty equipment, maintenance after implementation).  Onsite support for customers  Training for distributor to implementation services
  25. 25. Pricing  Price of hardware, software, service  Combine with Customer Cost. Product has cost perfect with value  Minimize cost of Products, expense of Implementation phase.  Training service for distributor to reduce cost of implementation  Always keep price less than the BKAV and FPT companies Price Strategies Policies  Set a the same price of software and hardware for all Distributor  Set commission for distributor base on volume of distributor sales  Distributor can set the price of services
  26. 26. Distribution strategy  Setup a exclusive distributor on a province in Vietnam or a country in Asian  Step by step expand the market and setup new distributor on new markets. Distribution channels  Via distributor  Distribute to customer directly with the big project, and distributor can implementation services Direct distribution Focus on high income segment Corporate with Real Estate companies Place (Distribution) Strategies
  27. 27. Promotion Strategies  Strategy  Individual communication  Corporate identify  Focus to the high income people  Focus to Real Estate companies  Content of program advertising must be followed the mission of company  The message send to customer “Vietsmart give you auto freedom life”
  28. 28. Promotion Strategies  Strategies  The first stage 2013-2014: Concentrate to the Media and advertising programs  The second stage: 2015-2017: Maintenance media programs and improve republic relations programs.
  29. 29. Promotion Strategies/Programs  Media channels: implementation on first stage  The cost of marketing is low.  Focus to company’s segment: It focuses to the hi-tech people.  Social network are rapid developing.  Concentrate to build a brand of company.  There are some media channel marketing:  Social network such as facebook, twitter, youtube, Google advertising … Cost for that channel is low.  Company website: to build the brand of company
  30. 30. Promotion Strategies/Programs  Advertising channels: implementation on first stage  Product advertising: the features and benefits of a product to customers and prospects.  Corporate advertising prospects about the firm’s capability to provide high quality services  There are some advertising channel marketing:  Advertising programs are concentrated television channel, on the science, newest technology channels.  In addition, company can take advertising program on newspapers, especially technical magazines
  31. 31. Promotion Strategies/Programs  Public Relations channels: implementation on second stage  Customers has already known products and services of Vietsmart.  Implement the public relation channels to maintenance the company’s image.  There are some Public Relations channels marketing:  Company will invite a famous family to present company images.  Take a customer workshop every year
  32. 32. Promotion Strategies/Programs  Personal selling channels: implementation on second stage  Programs will supports for main programs, it use for maintenance customer, and build a image of brand name  Personal selling channels marketing  SMS marketing:  Individual email marketing.  Direct call.
  33. 33. Promotion Strategies/Programs Promotion Strategies 2013 2014 2015 2016 2017 Media channels '- Company website - Facebook/youtube - Advertising on news websites - Advertising on google.com - Other media channels - Company website - Facebook/youtube - Other media channels Advertising channels - Advertising on TV channel - Advertising on building - SMS advertising - Advertising on building - SMS advertising Personal selling channels '- Email to introdure strategy customer - Corporation business with real Estate companies to put smart home products to apartment building, business buiding Public Relations channels Take a customer workshop every year: The customer are real Estate companies - Keep a customer workshop every year: The customer are real Estate companies - Invite a family of famous person to present of company brand
  34. 34. Promotion Strategies/budget Budget Promotion Strategies (USD) 2013 2014 2015 2016 2017 100,000 130,000 169,000 219,700 285,610 Media channels 25000 25000 32,500 42,250 54,925 Advertising channels 45000 30,000 39,000 50,700 65,910 Personal selling channels 10000 10,000 13,000 16,900 21,970 Public Relations channels 20,000 65,000 84,500 109,850 142,805
  35. 35. Thank you for attention

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