Company G 3 Year Marketing Plan Essay

XG Wi-Fi opening for mobile devices.IntroductionWith two decades of innovative and award winning design, bon ton G has gr give birth to be a market leader in consumer electronics. The club enjoys unparalleled distinguish recognition and is senior high schoolly rated and trusted by consumers worldwide. corporation Gs harvest-feasts argon known for their original design, durability and recitation of innovative technology. federation Gs brands enjoy both high consumer dynamism and high consumer the true. With a temper as a trend setter, many of partnership Gs mobile electronic fruits are sought- after(prenominal) as Status Symbols obtains. Some of the Companys results benefit from a cult like following among early adopters and some serve as industry bench-marks against alike(p) products. With the introduction of the XG Wi-Fi gateway, the Company plans to continue to strive to be the maiden to market in the consumer electronic market segments that it enjoys competing i n. The Company go forth similarly maintain the blueprint of extending products life cycles and promoting their market positions by offering novel peripheral products such as the XG Wi-Fi gate timed to support and broaden the market interest and court associated with opposite existing XG products.Mission StatementWe combine beautiful design and intuitive functionally to extend consumers with desirable products that enhance the quality and convenience of their lives.The resultThe spick-and-span XG Wi-Fi entrance for mobile devices allows consumers to easily manage which Wi-Fi enabled mobile device can assess their secured home Wi-Fi network. The XG Wi-Fi entry is a peripheral product of the Companys popular XG Wireless Router series. The XG Wi-Fi Gateway is industry manageable with northmost America and Euro Zone wireless communication standards and is compatible with some other manufacturers routers. The XG Wi-Fi Gateway for mobile devices allows a consumer to manage the ir secure home Wi-Fi network through any other device designated as the Administrator. When a new Wi-Fi enabled device attempts to access the home Wi-Fi network through the XG Wi-Fi Gateway, an alert message is sent to the administrator. The administrator can coin s ever soal pre-set network access options as intimately as select from their own custom rules allowing or limiting network access to specific devices. The XG Wi-Fi Gateway for mobile devices is a 3 butt on by 3 inch by 1/3 inch pad that links to the home router via a 2.0 USB plug.The XG Wi-Fi Gateway for mobile devices can also connect directly to any router with the excess purchase of a USB to Ethernet converter cable. The XG Wi-Fi Gateway for mobile devices has a minimum footprint. Once connected, the consumer does not have to move with or manipulate the devices and it can be hidden or placed out of the way behind a computer or router. The administrator interacts with the XG Wi-Fi Gateway for mobile devices throug h the Wi-Fi Gateway application. The software is provided and compatible with desktop and laptop computers running Windows, OS X and Chrome operating systems. A free Wi-Fi Gateway application can also be downloaded, installed and run on insolent phones and tablets using iOS, Android and Windows Mobile. The XG Wi-Fi Gateway for mobile devices is also compatible with the Xbox360 and PS3 gaming consoles.Consumer output ClassificationThe consumer product classification for the XG Wi-Fi Gateway for mobile devices falls under a shopping product. Additionally it should be considered with a sub-classification of unsought products. The XG Wi-Fi Gateway extends the functionality and security measure of modern router, thus the separate, pre-purchase of a router is required. Consumers have ample information available to make decisions regarding purchase decisions for routers however, they have limited knowledge of the XG Wi-Fi Gateway peripheral or add-on. Consumers impart require education and persuasion during the demoraliseing process. This is watch overn as a unique product, currently, there are no other devices or substitutes that offer the functionality of the XG Wi-Fi Gateway. take aim MarketMajority of our consumers depart be males, head of household age 25-54, in a home with a wireless router. The household has multiple computers, smart phones or tablets. Our consumer expresses interest in electronic gadgets and considers themselves to be a tech savvy buyer. The tush consumer is conscious about online security threats and has purchased or upgraded anti-virus software in the last 24 calendar months. Our shopper is engaged with online social networks and media with most news delivered to the household digitally. Purchases of electronic products are heavily influenced by the favorable opinions and reviews from friends and colleagues. They are also strongly influenced by negative reviews of products by tech blogs and consumer comments in social media. Househ old income of our orchestrate consumer is $32,000- $70,000 annually with at least one child living in the home.Analysis of Competitive Environmentthreat of new competitionThe threat of new competition is high. Our belief is the technologies associated with the XG Wi-Fi Gateway could be replicated by any of the other spark advance manufacturers of wireless routers. Company G hold proprietary technology in the design of the XG Wi-Fi Gateway and forget fight to protect its interests and rights, however other manufactures could adopt their own existing patents and processes to compete. We feel these other established brands with distribution channels could generate a competitive controversy if they choose to enter this market.Threat of substitute products or servicesThe threat of a substitute product is low. Consumers determine if they have a need for the features offered by the XG Wi-Fi Gateway or they choose to forgo those features and service. The XG Wi-Fi Gateway has a high leve l of product differentiation. Consumers attempting to replicate the services of the XG Wi-Fi Gateway will experience it technologically challenging and follow preventative to duplicate.Bargaining power of consumersConsumers have moderate bargaining power. The XG Wi-Fi Gateway is a discretionary purchase. The consumer has to desire the enhanced control of their home Wi-Fi network and or the additional security offered by the product. Buyers who have suffered a loss from a network breach will be less price sensitive than those only aspect to enhance their level of control. We expect downward price pressure due to demand to bundle and discount the XG Wi-Fi Gateway with other XG routers.Bargaining power of suppliersThreats from suppliers are low. While our product is new, most of the individual components are already mass produced or can easily be produced on existing manufacturing lines requiring only minimal retooling. Key proprietary components can be produced by several of Compa ny Gs subsidiaries. Suppliers and materials are plentiful and available globally.Intensity of competitive rivalryRivalry is low. Currently there are no competing products for the XG Wi-Fi Gateway market. Company G enjoys significant brand recognition and brand loyalty. The XG lines also profits from a history of positive consumer reviews and ratings and benefits from higher perceived value when compared to similar products in the market. Outlays are kept low by utilizing existing manufacturing facilities and distribution channels. Costs, such as R&D, market, engineering and packaging design are allocated and shared across the whole XG catalog of products.SWOT AnalysisStrengths1.Company G and the XG Brand have high consumer loyalty and are recognized for innovative product design and functionality. 2.The XG Wi-Fi Gateway is the prototypal of a kind to market. 3.The XG Wi-Fi Gateway received positive reviews from influential tech blogs and media.Support1.Company G has carefully nurt ured and reinforced its company brands. Company G has invested a considerable amount of resources promoting and showcasing the various products in the XG line. XG branded products benefit for the loyalty and familiarity consumers have with the existing line thus servinging to lower overall new consumer acquisitions costs. We consider this strength to be a core competency.2.As a first of a kind to market, Company G can maintain a higher price point by controlling the amount of products available without idolatry of lost of market share to competition. Company G can operate as a monopoly until others enter the market. First to the market also helps reinforce the XG brands reputation as a leader in providing cutting edge technology to consumers. We consider this strength to be a core competency.3.Our cross market reads and is influenced by tech blog reviews. Tech blog reviews are a valuable cost neutral resource for increasing product sentience and help raise consumer sentiment and increase product differentiation. Weaknesses1.The XG Wi-Fi Gateway is a secondary purchase or upgrade after the initial purchase of a router. 2.Low target consumer awareness of product. 3.Target consumer requires educated out front purchase.Support1.Consumers are resistant to making an additional secondary purchase after deciding to buy a router. Consumers realize the enhanced services the XG Wi-Fi Gateway offers are not essential to a secure home network and may postpone a purchase until a demonstrated need is established.2.As a first of a kind to market, consumers are not aware of the product. The target market is highly sought after and regularly bombarded with sophisticated market campaigns. The XG Wi-Fi Gateway is a peripheral product and does not command the spotlight associated with a flagship product project.3.Our target consumer will do research prior to making a purchase. Company G will have to put forth assessable information through multiple media outlets for the con sumer to find and review. Additionally, sales persons and other trusted sources will need to be deliverd to specifications and features of the XG Wi-Fi Gateway to be credible and persuasive.Opportunities1.The XG Wi-Fi Gateway can be developed for commercial and sell use. 2.Integration into other manufactures routers through licensing agreements. 3.Add versatility with the incorporation with NFC (near field communication) chips.Support1.The technology in the XG Wi-Fi Gateway could be upgraded to provide a solution in commercial spaces (coffee shops, restaurants stores) that indispensableness to control, monitor or monetize their Wi-Fi bandwidth service. This would expand the XG line into a new market.2.Company G could increase revenues by licensing the XG Wi-Fi Gateway technology to other router manufactures. By providing completive licensing agreements, it reduces the motivator of the competition from developing rival technology.3.Near field communication (NFC) chips are an emer ging technology with potential to disrupt retail checkout/payment process. The inclusion of NFC could help broaden the market for the XG Wi-Fi Gateway as the technology becomes more widely available in the retail industry.Threats1.Shifts in technology away from Wi-Fi protocols and services. 2.A low cost antagonist enters and disrupts the market. 3.A widespread security breach or software flaw could be catastrophic for the product.Support1.The pace of change and innovations in technology is ever quickening. Consumer sentiment tends to move towards the newest standard. Wi-Fi technology is well established, reliable and widely taken for granted, it is the old guard. Some modern countries have already shifted away from Wi-Fi services in favor of cellular protocols or Super Wi-Fi, which functions in the TVWS bandwidth. Any shift away from the Wi-Fi protocol would require retooling of the XG Wi-Fi Gateway with new technology which may be prohibitive due to IP rights or development costs. 2.If a low cost competitor enters the market, Company G would have to spend additional marketing resources defending its market share. Company G would also have to engage in completive price to maintain its market position. Lower pricing and increased marketing efforts will have a negative impact on the XG Wi-Fi Gateways profits.3.A security breach could permanently tarnish the XG Wi-Fi Gateways reputation. A major flaw or breach could kill the products viability in just a few days. Any breach would be an distraction to Company G, could result in lower share prices and expose the company to additional liabilities and lawsuits.Marketing ObjectivesProduct ObjectiveProvide our target consumer with an innovated and desirable product that is friendly and enhances their online activities with ease of use, technological compatibility and upgradeability resulting in annual sales of 1.5 million units in the first year, 3 million by the second year and 5 million by the third. Price Objective Pricing for a stand along XG Wi-Fi Gateway will start at $34.99. Company G will also offer up to a 20% savings premium when retailers order, bundle and promote the XG Wi-Fi Gateway with other XG products.Place ObjectiveThe XG Wi-Fi Gateway will utilize existing Company G online and retail distribution channels throughout North America and Europe. Additionally, the XG Wi-Fi Gateway will be carried and offered by the 3 leading cable companies in North America when selling optional residential broadband internet services. vitamin C days post launch, Company G will also introduce the XG Wi-Fi Gateway into AT&T and T-Mobile retail stores and kiosks in North America along with Vodafone retail outlets in the UK and Movistar retail outlets in Spain. Company G will continue to utilize its proprietary predictive algorithms to ensure global product availability.Promotion ObjectiveWe expect to increase our target consumer awareness of the XG Wi-Fi Gateway by 25% in the first six months and by 33% by each year post launch.Catching the attentions of our target consume and demonstrating the XG Wi-Fi Gateways unique features will be critical to the products success. Company G will leverage its name recognition, reputation and media relationships along with its vast distribution channels to ensure the target consumer has ample opportunities to learn about and interact with the XG Wi-Fi Gateway prior to purchase. These Marketing Objectives are crafted to provide the optimal return for all of Company Gs stakeholders.Marketing StrategiesProduct StrategiesCompatibilityThe XG Wi-Fi Gateway is compatible with all major router equipment sold in North America and Europe. Our target consumer will be assured that The XG Wi-Fi Gateway will work will even previously purchased equipment regardless of the manufacture.Friendly, Ease of UseThe XG Wi-Fi Gateway is a plug and forget it device. The software is multi-operating system compatible. The user interface has been extensively reviewed a nd focuses group tested to ensure an appropriate and intuitive workflow.Longevity, DurabilityThe XG Wi-Fi Gateway hardware has no moving parts and is incased in a durable vinyl covering. The hardware has a life expectancy, with normal use, of 5 to 8 years. Software upgrades are pushed to the device as needed, no interaction is required from the consumer. Given current trends in Wi-Fi technology, Company G expects the software to be compliant with FCC and EU regulators for 10 or more years.Price StrategiesSkimming ModelCompany G will use Skimming Model for the first 100 days. Leading up to The XG Wi-Fi Gateways launch, marketing efforts will target the less price sensitive early adopters portion of our consumer group.High-low PricingHigh-low pricing will be utilized for the XG Wi-Fi Gateway after 100 days post launch. Special offers will be presented through online and traditional retailers when they bundle other Company G products with the purchase of a The XG Wi-Fi Gateway. Company G will also offer a rebate program in secondary markets coinciding with jeopardize to school activities.Psychological PricingPsychological pricing will be used to have an encouraging psychological influence on our target consumer. The consumer is well educated and well connected and knows what his peers have paid for other similar products. This pricing model will ensure he feels satisfied with the decision leading up to his purchase and comfortable sharing that information with his peer group.Place StrategyStrategic Channel AlliancesCompany G will utilize strategical channel alliances to get the XG Wi-Fi Gateway in to areas where our target consumers live, work and play. We are partnering with recognized industry leaders to cross promote their compatible products with the XG Wi-Fi Gateway. This strategy allows consumers to see how the product works with other devices and gives them the opportunity to realize an immediate benefit of ownership.Intensive Distribution ModelCompany G will also split up an intensive distribution model. We will maximize our current distribution network to deliver the XG Wi-Fi Gateway to all available channels our target consumer may give care to utilize to make a purchase.Pull StrategySince our consumer desires product specifications in order to make a purchasing decision, Company G will take that teaching opportunity and convert it in to a desire to, at a minimum, interact with the physical product. We will run a campaign to shake consumers to give it a try yourself at your local electronics retailer. This pull strategy should help Company G entice retailers to provide the XG Wi-Fi Gateway a more prominent position in their outlets as consumers ask to interact with the device.Promotion StrategiesTrade ShowsTrade Shows are an important and ideal location to introduce the XG Wi-Fi Gateway to our target consumer. He regularly attends trade shows and ofttimes shares part of his experience on social media. If our consumer does not attend a show, he often seeks out opinions or stories from friends that have attended. The trade show environment allows us to craft the best possible informational and presentation opportunity outside of the consumers own home. This strategy is important because our consumer tends to make multiple electronics purchase within three months after attending a Consumer Electronics Show.Product PlacementsSeeing the XG Wi-Fi Gateway in use is important to our target consumer. We are identifying their popular movies, television and web series and negotiating subtle placement of the XG Wi-Fi Gateway in to the main storys setting. Company G used this strategy successfully for several of its mobile products. The overall return for this strategy was better than that of a 30 second commercial buy on a similar type show. Our consumer pays attention to their favorite show and interprets the commercials as interruptions.Trade AllowancesCompany G will provide advertising and packaging allowances in targeted markets. Trade allowances will be based on a matrix consisting of ratings for the importance of market, the retailers foot traffic, sales volume and ad placement and media buy. Retailers can determine how to use the allowance within the terms and conditions of the trade allowance agreement. This strategy demonstrates that Company G values the retailers understanding of how to capitalize on the unique marketing challenges in their local market.Tactics and save planProduct Action PlanCompatibilityoTactic Test and rectify all XG Wi-Fi Gateway components to ensure the final unit meets all FCC and EU regulations. Test and rate for compatibility against all targeted compatible products. Make adjustments and updates when identified. oDue interlocking 6 months before launch wherefore ongoing every 6 months throughout the products life cycle. oResponsible caller A police squad made-up of members for the software development group, components and hardware group, competitor intelligence group and the product management squad.Friendly, Ease of UseoTactic Ensure the XG Wi-Fi Gateway is user friendly and offers an intuitive user interface. oDue control 9 month ahead of launch. Review will also be conducted before the release of any update that may impact the user interface. oResponsible Party A team made up of members from market research, software development, public relations and the product management team.Longevity, DurabilityoTactic Only high quality components from Company G selected suppliers will be utilized in the manufacturing of the XG Wi-Fi Gateway. All parts are randomly selected for quality assurance and destructive testing throughout the assembly cycle. oDue Date constant once components arrive for assembly.oResponsible Party Quality control team as well as independent 3rd party auditors.Price Action PlanSkimming ModeloTactic Capitalize and maximize revenue on consumer interest and desire to own a cutting edge product. oDue Date Initial pricing to be finalized 90 days prior to launch and monitored for the first 100 days post launch oResponsible Party Financial analysts, accounting, channel bulls eye managers and product management.High-low PricingoTactic To maximize the revenue opportunities by providing incentives for retailers and consumers by making special offers by bundling Company G products or offering appropriate rebates. oDue Date Special pricing, bundling offers and rebate programs will be finalized at launch then reviewed every 3 months. oResponsible Party Marketing managers, financial analysts, channel marking managers and product managers.Psychological PricingoTactic Ensure our target consumer is persuaded that the perceived value is greater than actual retail price. oDue Date 90 days prior to launch then every 3 months. oResponsible Party Marketing managers, public relations team, consumer research team, independent 3rd party consumer survey teamPlace Action PlanStrategic Channel AlliancesoTactic Par tner with non-retail partners to introduce the XG Wi-Fi Gateway in unique and impactful locations and situations to our target consumer. oDue Date 1 year prior to launch then every 3 months.oResponsible Party Marketing team, channel marking managers and product managers.Intensive Distribution ModeloTactic We will engage all of our distribution and retail partners throughout the entire product cycle. oDue Date 1 year prior to launch then continuous. oResponsible Party channel marking managers and distribution management teamPull StrategyoTactic Entice consumers to ask their local retailers about the XG Wi-Fi Gateway oDue Date90 days prior to launch then continuously for the first 100 days oResponsible Party Marketing team and public relations teamPromotion Action PlanTrade ShowsoTactic Secure prominent foot space at CESs and Home Shows in major and secondary markets oDue Date1 Year prior to product launch oResponsible Party Marketing team, product management teamProduct PlacementsoT actic Identify and secure placement opportunities on targeted media outlets/shows oDue Date 9 months before launch and through the first year oResponsible Party Marketing team and media relations teamTrade AllowancesoTactic Provide strategic retailers marketing and promotional resources to increase awareness of the XG Wi-Fi Gateway in the local markets they serve. oDue Date 3 months prior to launch then ongoing.oResponsible Party Marketing team and channel marking managersMonitoring ProceduresTo ensure the Product and Marketing Teams meet the XG Wi-Fi Gateway meets Company Gs financial performance goals Monitoring Activity Regular review of ongoing product performance and benchmarking. Due Date/ relative frequency Weekly meetings.