Promotional Strategy



Promotional Strategy

This marketing plan that is being developed for Quality Mini Computers (QMC) Co. Ltd is meant to distribute Mini-computer personal computers.

In this marketing plan, we will analyse the situation. According these objectives, we will push product, pricing, placing and promotion strategies. But every rose has its thorn. We must regarding costs, time, competitors and contingencies when we operate the 4P strategies.

In short, the Mini personal computers should get well performances, QMC Computer Company should increase its market share, establish brand awareness, a higher level of customer satisfaction and other benefits.

Product Analysis

The Characteristic of Product

The Mini-computer personal computer always takes care of the needs of students, young men and middle-income families from design to production and also for business men. Its final objective is that make their study, business and amusements be satisfaction. Because different customers with different requirements. So, Mini personal computer use a kind of flexible manufacturing process. We can offer biggish choices for customers. It means that any customer who can join in the whole manufacturing process and decide what are they want. In other words, our technician and salesmen should help customers to choose different colours, shapes and different hardware such as hard disk, screen speaker card and so on. The following chart shows the basic model of Mini-computer personal computers.

Promotional Strategy

Marketing strategy consists of specific strategies for target markets, marketing mix and marketing expenditure level." (Philip Kotler, See Hoon Ang, 1996)

Target Market

The target customers of Mini-computer are students, young men and middle-income and upward consumer family and businesses, 15-35 years old.

Product Strategy

The world is changing, APPLE can occupy the market just depend on APPLE and APPLE before twenty years. But now, the customers face too many choices and a company cannot get larger market share just by one or two kinds of products especially in computer industry. We must try our best to produce different products to satisfy different customers needs. Base on this concept, Mini-computer appliance computers should be introduced a kind of fire-new method to produce. It means that we should offer a lot of choices such as different hard disks; screens and CPU for customers and the customers can choice different ordonnance from the list. And then, the different needs should be satisfied.

Mini-computer' target customers are students, less than 22 years old. They are flush, active and more fashionable. They are interested in current life style. So they will prefer that ...