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Marketing Strategy
9/3/2014

For

NORA
(Industry 2)

Santhanam

(2013PGPUAE037)

Satyanand

(2013PGPUAE038)

Saurabh Yadav

(2013PGPUAE039)

Shivam Goyal

(2013PGPUAE040)

GROUP 10: PGP UAE 2013-2015

IIM INDORE- UAE CAMPUS

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CONTENT
S. No.

Content

Page No.

1.

Executive Summary

2.

Vision

3.

Product Mix

4.

Review of Products and services

5.

Buyer persona profile

6.

SWOT analysis

7.

Competitor Analysis

8.

Sales and Growth Forecast

10

9.

Strategy and Action Plan

11

10.

Marketing Budget Allocation

12

11.

Final Words

12

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1. Executive Summary:
We are a Laptop manufacturer for consumers of Industry 2 providing laptops to suit the needs of consumers
in various segments of the market for the past 7 years. We have been competing with 5 other manufacturers
in the industry and are currently placed at position 3 in terms of Total market share of around 18.5%. Our
closest competitor being Mikel with around 17.5% markets share. Market leader Paul and Lincoln have a
market share of around 21.5% and 20.5% respectively.

In this marketing plan, we will be focussing on the following objectives

a. Does are product meet the consumer needs
b. Do we have an appropriate Market Awareness
c. Are our consumers satisfied with the product and service quality offered
d. What are our strengths and our weaknesses with respect to the market expectations and our
competitors
e. Actions to improve our market share along with a healthy bottom line to ensure a sustainable growth in
the market.

We have a very healthy market share in the top ends segments like Wanderers, Tech-geeks and Bluebloods
but has recently lost a lot of Segment share in the low end segments like Hermits and Pragmatists.

2. Vision:
To offer the best value Laptops in terms of latest specifications, efficient service quality and affordable prices
to consumers in every segment.

3. Product Mix:
We have in total 7 products catering to the need of consumers across 5 segments.

Segment

Product

Properties

Hermits

Nike and Nymph

These are low priced- low end products for the largest consumer
base. These laptops cater to the basic need of computing for the
consumers. We have 2 brands in this segment in order to offer variety
to the consumers in this segment
Short term Goals:
To increase our total market share from 17% to 20%.
Long term goals:
To become a market leader in this segment and provide our consumer

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with best products at the best prices.

Pragmatists

Next and No T

This is the second largest segment with more than basic

requirements. These consumers require better quality and are ready
to pay premium for the same. We have two products in the segment
in order to maximise our total market share. Next being a market
leader once has lost its shine and an effective revival is required for its
rescue.
Short term Goals:
To revive our products to restore our hold in this segment and to
increase our segment share from 10% to 15%.
Long term goals:
To become a market leader by providing the best services and
product quality at the best prices.

Tech-geeks

Neo

The consumers in this segment are the techies who require the best
specifications and the best performance from the product. These are
the high end users. This is the smallest segment. Our product Neo is
the market leader with excellent product offerings at the best prices.
Short term Goals:
We aim to increase the market share in this segment from current
20% to 24%
Long term goals:
To maintain our position of being a market leader through periodical
up gradation and communicating the same to consumers.

Wanderers

Nexus

The style oriented deep pocketed segment. The segment has a high
requirement of portability. We have our Brand Nexus targeted to the
style freak consumers of this segment with 12% segment share. Our
other brand Nuke has also been successful in capturing a 11%
segment.
Short term Goals:
To keep up the good work and increase our market share from 12% to
15%.
Long term goals:
To become a market leader by the formulation of proper marketing
strategy.

Bluebloods

Nuke

The third largest segment. The segment constitutes of the consumers

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that can be described as an optimum between Wanderers and

Tech-geeks. Our product Nuke has been the Star in this segment
and by far the most profitable for the company.
Short term Goals:
To increase the segment share from 20% to 25%.
Long term goals:
To maintain the position of being a market leader with periodical upgradation of the product and proper marketing strategy.

4. Review of product and service:

Below we have relative profiling of each product of NORA with respect to their characteristics, market
penetration, Investment. We have positioned each product to a particular segments below

Tech- Pragmatists Wanderers Hermits Pragmatists Bluebloods Hermits

geeks
Neo
NEXT
NEXUS
NIKE
NO T
NUKE
NYMPH

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5. Buyer persona profile

We are operating in a market which has basically 4 segment buyers:

a. Hermits:
The largest buyers lie in this segment and it grows at average rate. Highly price sensitive, low style
requirement and low product feature and portability.

b. Pragmatists:
This is segment is 2nd largest market and grows at an average rate. The buyer here is has high willingness to
spend, prefer average product features and protability and average style as well.

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c. Tech geeks:
This is a smaller segment as compared to hermits and pragmatists and has a average growth rate. The buyers
here are high feature and average portability requirement. And it is the demand driver.

d. Wanderers:
The market size is same as tech-geeks. Here preferred is portability is given more importance whereas the
features is higher than pragmatists and hermits but lower than tech-geeks. Also the propensity to spend is
more with respect to tech-geek.

e. Bluebloods:
This segment market size was bigger than the wanderer and tech-geeks but smaller than pragmatists and
hermits. These buyers have high willingness to pay, prefer high product feature as well as portability & high
style propensity.

6. SWOT Analysis:
Company

Nora

Paul

Lincoln

Strengths

Healthy cash flows yearon-year

Market leaders in
Bluebloods and Techgeeks
Segment, doing well in the
Wanderers Segment also

Very smart marketing

strategy
Very good market share in
almost every segment
High awareness in each
segment
Best stock price

They are consistently in

the top 2 in market share in
almost every segment
Good profit
Maintaining healthy cash
flows
Good stock price

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Weaknesses

Opportunities

Threats

Company

Strengths

Market share in Hermits

and Pragmatists is very low
Advertising expenditure in
every segment not being
done optimally
Profits are slipping
because of high SG&A
Expenses
Awareness in every
segment is comparatively
low
Potential to maintain 2
products each at the
periphery of Hermits and
Pragmatists
With a good marketing
mix, market share in
Hermits and Pragmatists
can be gained
Reinvention in Bluebloods
and Techgeeks without
losing out on sales
Capturing awareness
remains the major threat
Losing out on profits in
the name of good cash
flows
Potential of Mikel
capturing market share in
every segment
Mikel
Good market share and
awareness in the biggest
segments, Hermits and
Pragmatists
Maintaining good cash
flows

Ripe for the picking in the

Hermits segment

No discernible
weaknesses, very consistent

Introduction of new
products to capture more
share in Hermits

Proven to be innovative in
placement of products
Can make some noise in
the Bluebloods Segment

Run the risk of lowering

their existing shares in
every segment if they do
not introduce new products
and others are innovative

No firm threats other than

from those directly below
them

King

Ocean

Maintaining good profits

and cash flows

Maintained decent SG&A

Expenses

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Weaknesses

Market share and

awareness low in the other
premium segments

Low market share in

almost all segments
Not marketing products
enough

Low market share in

almost every segment
Overspent on marketing
and promotion
Bad financials

Opportunities

If innovative in marketing,
could capture market share
in the premium segments Bluebloods, Wanderers and
Techgeeks

Can use the cash that they

have to heavily promote
products
Can introduce more new
products in the future

Not many opportunities

unless they are highly
innovative

Threats

Could lose market share in

segments if other players
are more proactive

If not innovative, profits

and cash flows will mean
nothing
Can be run out of the
market

They may get run out of

every segment because of
low market share

7. Competitor Analysis:

a. Paul
They are the runaway leaders in almost every segment of the market. They have a very smart marketing strategy
by which their awareness in every segment is maximum. In addition, they have maintained very good cash flows
but their profits are declining, which is something we can take advantage of.

b. Lincoln
The most consistent player in the market right now, they are best poised to take over as market leaders if Paul
slip up somehow. They are also very smart financials-wise. They are the best profit-making entity in almost every

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segment, and if they can maintain the healthy cash flows like they are doing now, sky is the limit. But we need to
focus on capturing their market share in the Hermits and Pragmatists segment.

c. Mikel
They are directly below us in the market. They have been pretty strong compared to us in the biggest segments
Hermits and Pragmatists. They have been weak in the premium segments. We should look to capture their
market share as well in the Hermits and Pragmatists segments.

d. King
They are not much of a threat because they dont seem to be doing anything innovative despite having healthy
profits and cash flows. But there is a chance that they could go on a marketing blitz and build awareness for their
brands. This is something we should be wary of.

e. Ocean
At the moment, they are not a threat at all in the market. They are languishing at the bottom of almost every
segment. They have consistently overspent on marketing, so they seem to be getting the mix wrong. Their
financials are also a source of worry for them. While they try to sort this all out, other competitors will stay
ahead. We expect that they will be pushed out of the market in a few years.

8. Sales and Growth Forecast:

PRODUCT

TARGET

Demand

CUSTOMER

Forecast

Production

Price

Projected
Segment
Share

NEXT

PRAGMATIST

1134

523

45

10.0%

NOT

PRAGMATIST

378

288

50

5.0%

NIKE

HERMITS

1473.76

1474

32

16.0%

NYMPH

HERMITS

368.44

285

35

4.0%

NUKE

BLUE BLOODS

1022.1

1020

82

30.0%

NEXUS

WANDERERS

378.525

351

74

17.5%

NEO

TECH GEEKS

536.88

528

67

24.0%

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9. Strategy and Action Plan:

Current
Style

Desired
Style
Factor

7.1

60

60

7.8

7.8

65

65

3.9
4.2

3.9
4.2

3.9
4.2

40
42

40
42

11.5

12.5

12.4

13

88

90

PRODUCT

TARGET
CUSTOMER

Current
Feature

Desired
Feature

NEXT

PRAGMATIST

7.1

7.1

7.1

NOT

PRAGMATIST

7.8

7.8

NIKE
NYMPH

HERMITS
HERMITS
BLUE
BLOODS

3.9
4.2

NUKE

Current
Desired
Portability Portability

NEXUS

WANDERERS

8.3

10

12.2

13.2

90

95

NEO

TECH GEEKS

12.3

13.6

9.5

77

82

PRODUCT

TARGET

POSITIONING

ADVERTISEMENT

PROMOTIONS

Special focus on

Fair amount were

emphasis

Print

allocated to

Television

consumer & trade

Radio

promotion

CUSTOMER

NEXT & NO T

PRAGMATIST

Exclusive price

Service quality

and availability of
product

NIKE & NYMPH

HERMITS

Special focus on

more amount were

emphasis

Print

allocated to

Television

consumer & trade

Radio

promotion compare

Exclusive price

Availability of

product

to pragmatist

NUKE

BLUE BLOODS

Special focus on

Large amount were

emphasis

internet

allocated to

Television

consumer & trade

,service quality

Trade shows &

promotion compare

Availability of

events

Exclusive benefit

Product quality

product

to hermits

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NEO

TECH GEEKS

Special focus on

Large amount to

higher price

internet

consumer promotion

trade shows &

& fair amount to

more benefit at

Product quality

event

trade promotions

Special focus on

Large amount were

lesser price

Print

allocated to

Internet

consumer & trade

Availability of

Trade shows and

promotion

product

event

,service quality
Availability of
product

NEXUS

WANDERERS

more benefit at

Product quality

10. Marketing Budget Allocation:

PRODUCT

TARGET
CUSTOMER

Advertisement

Service Budget

Promotion Budget

7665

4137

7300

7665

4034

5850

Budget

NEXT

PRAGMATIST

NOT

PRAGMATIST

NIKE

HERMITS

NYMPH

HERMITS

NUKE

BLUE BLOODS

5729

3758

8150

NEXUS

WANDERERS

5729

3758

8150

NEO

TECH GEEKS

4712

2681

7200

11. Final Words:

We have suggested many ideas in-line with our objective of increasing our market share in the long run with
a vision of sustainable growth without compromising on the quality. Nora should continue its innovative
spirit while also focussing on the brand strength and positioning challenges. We cannot neglect any
consumer, whether big or small.

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The market is very dynamic requiring manufacturer to stay on it toes in terms of product offering as the
technology upgrades very fast.
Finally, competition is tough and Noras competitors are looking greedily at the market to capture the
maximum piece of pie, therefore Nora has to act smart and faster.