Keeping your Life in Memory Marketing Study
Table of Contents
Background & Orientation ..................................................................................1 Company Background
Target Audience....................................................................................................3 Observations, & Conclusions on Psycograph and Demograph
The Competition ..................................................................................................7 Sanyo, Canon, Nikon & Product Comparison Product Identification..........................................................................................13 SWOT , Non-Differentiating product line
Strategic Goals & Objectives..............................................................................16 Primary & Secondary Goals & Objectives
Tactical Implementation......................................................................................18
Print.Packaging.Marketing Strategy Notes..................................................................................................................................20
AIPTEK Background & Orientation
1
AIPTEK Aiptek International Inc. Keep your Life in memory Brand: AIPTEK COMPANY BACKGROUND
Aiptek International. Founded in 1997, from the Taiwanese Silicon Valley. Aiptek international was the first in offering the Pocket Size to the Camcorder Market. AIPTEK has also been responsible for becoming the leader in the Market of Pocket DV ( Pocket Digital Video). The products that are offered by AIPTEK are sold in a wide range. Nationwide Markets, offered to Wholesalers, and retailers in US, and the Chinese Market.
Š Images Provide by Aiptek
Keep your Life in memory
AIPTEK Target Audience
3
AIPTEK
Keep your Life in memory
Demograph From the supplied views and styles of the target audience, Young Male Adults. They are noted to be attracted to Bold subjects to which they participate. Young Male Adults wearing prodominatly professional attire. However also engaged in sporting activites to remain fit, strong, and dominant. The typeface resembling a bold lifestyle with a similar color swatch. Bold colors compliment the type to make it feel comfortable for the viewer to understand. Strong distinct symbols are also evident, that attract the demograph to further engage in activities. This demograph is mostly seen around computers, within a professional and personal space. As well as in the company of the opposite sex.
All these are important factors of the demograph and what they have, or are seen participating in. When participating with a lens the young male adult is seen with in company of a member of the opposite sex. Posing for the lens and appealing off to the lens with a distinct look of power.
Psycograph The Refuge Seeker • Always wanting to be surrounded by comfortable environments • Well Educated. • Fuss over the details of the Product • Like to be romanced with the details to ensure purchases.
AIPTEK
Š Images Provide by FLIKR
Keep your Life in memory
AIPTEK
Š Images Provide by Sandisk
Keep your Life in memory
AIPTEK The Competition
7
Competition
AIPTEK
Keep your Life in memory
Competition in the Camcorder Market stands at the top Distributors of High Definition Camcorders. Nikon, Sanyo and Canon.
Competition
AIPTEK
Keep your Life in memory
“Sanyo” means “three oceans” in Japanese, and when it comes to electronics, SANYO covers the waterfront. The manufacturing powerhouse has more than 200 subsidiaries worldwide. Its products and services are divided among four business segments: consumer, commercial, components, and other. Its companies make a variety of electrical devices and appliances, including industrial and commercial equipment (refrigerated supermarket cases), audio and video equipment (DVD players, TVs, digital cameras), semiconductors, communications equipment (cellular phones, computers), batteries, and home appliances (microwave ovens, air conditioners). SANYO has agreed to be acquired by rival Panasonic Corporation. © Sanyo 2009
© Images Provide by Sanyo
Competition
Keep your Life in memory
Canon is still banging away at the document reproduction market. The company makes printers and other computer peripherals for home and office use. Its other well-known lines include copiers, fax machines, and scanners. Canon’s optical segment features products used in such diverse applications as semiconductor manufacturing equipment, television broadcast lenses, and devices used for eye examinations. Canon still operates its original camera business, which makes digital cameras, camcorders, liquid-crystal display projectors, lenses, and binoculars. © Canon 2009
© Images Provide by Canon
Competition
AIPTEK
Keep your Life in memory
Nikon’s focus extends far wider than most consumers would believe. Best known for its cameras, lenses, and other consumer optical products, Nikon vies with national rival Canon and Netherlands-based ASML Holding to be the world’s top producer of photolithography steppers, which is the crucial equipment used to etch circuitry onto semiconductor wafers and LCD panels. The equipment company makes a broad range of other products, including binoculars, eye wear, surveying instruments, microscopes, industrial equipment, and electronic imaging equipment. Nikon is part of the huge Mitsubishi “keiretsu”, a group of businesses linked by cross-ownership. © Nikon 2009
Competition
AIPTEK
Keep your Life in memory
Product Comparison From all the Competitors, and Aiptek there are clear factors to choose the AIPTEK product over the overly priced HD Camcorder from a well known company. Important intangibles to always consider when the customer is buying a camcorder were placed into consideration. Price, Capture Quality, Preview size, the essential Extras, and the Size. All the intagables are equally as important since they mark a difference in purchasing one over another. The customer always wants the best, newest and sleekest product. After all the demograph, Young Adults wants to remain seen solid, confident, and keen.
AIPTEK Product Identification
13
AIPTEK
Keep your Life in memory
Friendly Delivery of Product
Knowledge to the general public is not apparent
Positive Brand
Not Striving to be #1 within the customers perspective
Advertisement Technique up to Date Leaders in what Aiptek offers in Pocket DV
Possible expansion
Competition Growth
Growth of Customers
Further expansion of Good products without good projection of Aiptek
Already the Leaders of the Pocket DV Market
Lose of tagline effectiveness in comparison to the competition
Threats
Opportunites
Wide range of Products offered by Aiptek
weakness
Strengths
SWOT Analysis
AIPTEK
Keep your Life in memory
AIPTEK International AIPTEK the economic resolution for the consumer in search of the ideal camcorder to keep their life in memory. From the Investigation set on the AIPTEK market for HD Camcorders, problems have been noted. These problems could be responsible for low sales after all differentiation is key to all sale components. . Key Selling Points are Non-Differentiating. The positioning of the product sale is shown in a way that insinuates no real interest in showing what AIPTEK can do for the consumer. Presented as though Aiptek wants to hide from other products, or even from the consumer. Positioning of the Product displayed last from a Left to Right View. For example in a Walgreens department store, camcorders are behind the front desk at the photo counter. Cannon is placed directly behind the point of payment for the customer, AIPTEK products are off to the right side. An alternative to this issue of placement and Non Differentiating can be display case of an end stand within an Walgreens Establishment. Competing with Canon Products by Offering more then one Style of Camcorder within the Point of sale. Connecting more within the department store and displaying advertisement of the Name Aiptek, and the fact that Walgreens offers this. In the event of a customer not being so knowledgeable upon what AIPTEK is about is a factor but in the same instance, with a strong tagline such as Keep your Life in memory, shows alot to the consumer. The tagline is both strong and inviting to create a lasting relationship with the consumer, key word play, Keep your life.
AIPTEK Strategic Goals & Objectives
16
AIPTEK
As it is important to grow within a specific market, specifics must be tackled in order for these changes to be considered strong, smart, and most of all new. For AIPTEK the solution would reside in cultivating more awareness for the consumer. It is to say, if AIPTEK is the cheaper alternative with a main focus of keeping your ( the consumers) life in memory, then extended your promotional strategies to mirror the tagline of making it impact the consumers life.
Keep your Life in memory
Primary Goals & Objectives Focus on the already smart, incentives that Aiptek contains, and how these can work in a extended manner. Change placement of products to make a difference in the market place. Inform the consumer about Aiptek, ceasing the appearance of hiding away from the consumer. Inprove delivery of product. Establish , Cohort Marketing plan to join with a Wild Life organization Secondary Goals & Objectives Communicate AIPTEK
AIPTEK Tactical Implementations
18
AIPTEK
Keep your Life in memory
Objective
To better inform and educate the consumer on what AIPTEK is must be delivered by various mediums. In both print and interactive media. However there are things to consider such as effectiveness, and singularity. As AIPTEK can sound to the average consumer as a new company the effects of this communication must be as well new and showcasing what the competition has not. Packaging
To inform, communicate, and educate the customer of a better alternative. Prints are to showcase the product in a stunning manner to show what the product can do for them as they are purchasing a good product. This print form will be in VideoMaker- Your Guide to Creating and Publishing Great Video.
The present packaging for the HD Camcorder for AIPTEK, looks very similar to the competition. The Packaging is transperant and hangs with the Rest of the Camcorders. A better designed packaging with the plastic is a resolution, but must stand away from the competition. As well as a more sustainable solution to packaging, a box which well defines small slender product Aiptek has to offer.
Will be presented in different ways. Walgreens Merchandise Ads, placed in the walgreens department store, and exterior building window poster advertisements. These will both educate the consumer of Aiptek and communicate its uses.
Merchandise Advertising
AIPTEK Notes Tactical Implementations
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