Digital Photo Frame

Marketing

Done By : Kahkahshan Sadiq

Rufaida AKWardah AK

Introduction

• Product – Digital Photo frame

• Name – S-Frame Wi-Fi series

• Manufacturer – Sony

IntroductionGrowth Maturity Decline

Features

• Remote control capability

• Wi-Fi connectivity

• Auto Orientation Sensor (AOS)

• Multiple direct card slots/USB slot

• Internal Memory(1GB) and External Memory(2GB)

• Weather forecast

• Wall Mount or Stand

Unique Features

• 4 GB memory

• 12 inch digital photo frame

• Picture format compatibility

• Easy picture search functions

• Internal battery

• Save energy –turns off when the sensor doesn’t detects light

Segmentation

Our aim is to attract customers from

•Geographic – Middle East

•Demographic – People aged between 20 to 40

•Psychographic – Middle and elite class

•Behavioural – Gifts, home décor

Targeting

Plan is to use undifferentiated marketing strategy

•For both male and female

•Geographic

•Purchasing behaviour

Positioning

• High quality

• More attractive

• Good value and moderate price

Marketing Mix

• Price - Dhs599

• Promotion- digital/print advertisements, bill boards, special offers, free gifts, brand ambassador celebrities

• Place - Company outlet, Online stores and Selected distributors

SWOT Analysis

Strengths•Brand name•On-line stores•Green initiative

Weakness•Lack of awareness•High pricing

Opportunity•Campaign using celebrities•Special offers•Innovations

Threats•Growing competition•Economic situation

Strategies

• Social media – Facebook, Twitter, Google+, etc.

• Outbound marketing – Online campaign and Email campaign

• Free give away with other purchase

Thank You !!!