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. 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. 1. Company introduction
Company Name: VietSmart
Founded: in 2013
Production: Provide related products and
services for smart home
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. 3. Product Definition
3. Service:
Provide a turn key completely service:
Consulting:
Design
Implementation
Maintenance
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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