Prepared For Our Honourable Faculty

Prof Md. Mahmudul Hasan

BANGALI
VHOOT

Group Members

ID

Simra Tanjeem

1030873030

Taslina Shahrin

1411917660

Shafath Zameel

1412011660

Tanjeem Hossain

1330745060

DEFINING MARKETING MANAGEMENT

(Theory 2000 2010)

Casio attempted to expand its markets not only through technical
enhancements and new product lines, but it also moved aggressively to
increase the scope of its operations by expanding internationally. The
company began to move some of its manufacturing facilities outside of
Japan, to combat the expense of the strong Japanese yen.

(Theory 2011 2015)

Casio's strategy is to popularize multimedia with innovative products that

capitalize on new opportunities, that expand creativity for their users, and
that can be used now--with existing infrastructure and new media--for
reasonable prices. With unique functions and product concepts, we are
expanding our product line-up for various lifestyles and consumer groups.
They are also helping businesses increase creativity and productivity with
advanced data and communications equipment.

MISSION AND VISION

Mission: Casio's primary mission is to deliver the products desired by

customers at the right time. The company is working to strengthen its global
supply chain, and to continue providing cutting-edge products without
interruption.
Vision:Casio vision is to provide software and hardware solutions for retail
stores and chains.

BUSINESS PLAN & CORPORATE STRATEGY

BUSINESS PLAN & CORPORATE STRATEGY

Casio is positioning its timepieces, electronic dictionaries, digital cameras, cellular

phones

Timepieces and electronic dictionaries are the main elements of the Companys core
Stable Business, which are expected to generate a sustainable and high level of
earnings

They are also focusing our efforts on products in expansive Businesses category,
such as digital cameras, cellular phones and LCDs

Their plan for achieving sustainable growth is to invest the prots generated by the
stable businesses

 Strength
Strength
.. Casio
Casio G-Shock,
G-Shock, Baby-G,
Baby-G,
Edifice
Edifice and
and Pathfinder
Pathfinder as
as
sub-brands
sub-brands are
are targeted
targeted for
for
different
different groups
groups .Casio
.Casio is
is
positioned
positioned as
as being
being
technology
technology advanced.
advanced.
It
It is
is designed
designed as
as the
the
worlds
first
LCD
worlds first LCD watch
watch
having
having a
a full
full auto
auto calendar
calendar

More
More innovative
innovative designs
designs and
and
styles
to
attract
styles to attract the
the youth
youth
Tie-up
Tie-up with
with fashion
fashion houses
houses and
and
develop
technology
develop technology by
by jointjointventure
venture and
and sponsoring
sponsoring events
events in
in
order
order to
to become
become the
the market
market
leader
leader
Joining
Joining this
this exciting
exciting new
new market
market
may
also
bring
brand
may also bring brand awareness
awareness
to
to their
their other
other products.
products.

Opportunities
Opportunities

Weakness
Weakness
A
A downside
downside of
of their
their product
product
line
is
that
none
line is that none of
of their
their
products
products are
are essential
essential
items
items
Design
Design of
of the
the watches
watches
more
often
more often than
than not
not is
is
visually
too
simple.
visually too simple.
Perceived
Perceived more
more as
as a
a watch
watch
brand
than
as
an
brand than as an
electronics
electronics brand
brand

Threats
Threats
Casio
Casio faces
faces constant
constant
competitive
competitive rivalry
rivalry from
from its
its
larger
competitors.
larger competitors.
Competition
Competition in
in watches
watches
with
the
sport
with the sport look
look in
in the
the
market
is
heavily
populated
market is heavily populated
such
such as
as Fastrack
Fastrack and
and can
can
prove
to
be
a
threat.
prove to be a threat.

Michael Porter
5 Forces

Competitive Market,
Similar Companies
exists

Bargaining
Power of
Customers
Bargaining
Power of
Supplier
Strong Supplier Code of
Conduct , Trust and
Bonding,Technological
development abilities, supply
chain cooperation,

Barriers to Entry,
Threat from Jewelry
Industry

Threat to
New
Entrants

Competitive
Rivalry
Within
Industry
Pressure to
Produce Cheaper
and lighter watch
from Competition

Threat of
Substitutes
Fashion Brands watch ,
Huge Competition from
Swatch and Timex

Marketing Strategy of Casio

Their Marketing strategy would be to continue to grow with society in a sustainable Manner.

Needs and Wants: Making Daily Life easy,

satisfying needs
Value and Satisfaction: Maintaining and
Creating Value on a Global Basis
Markets: Global presence , entering Emerging
Markets
Products: No Compromise on Product and
Manufacturing Process
Exchange, Transaction & Relationship:
Evaluating Supplier on Specific Criteria and
Creating Long lasting Bonding

Market Segmentation
Casio has segmented its Brands into 4 main categories:

Built Tough

Elegance and Technology

Smart and Elegant

Adventurous & Rugged

(G Shock)
(Sheen & Edifice)
(Oceanus)
(Protreck)

Behav
(Price
Sensitivity
& Strategy)
Loyalty)
Geo(young
(Global
Demo
Psycho
( Sporty
inMarketing
heart
and Adventurous
and
Fashion
Conscious
Lifestyle)

7 Ps

$ 99 to $ 400
Worldwide, Retail
and Online stores

Tv and Magazine ad, online

ad

Online site, testimony,

arranging parties to
launch products

Effective after
sales service

6 Brands

responsible towards
employees rights

4 Cs

COMMUNICATIONS
TV
MAGAZINE
ONLINE PROMOTION

CLIENTS
YOUNG
FASHIONABLE

TARGET
MARKET

CONVENIENCE
RETAIL OUTLETS
ONLINE SHOPPING

COST
USD
10-10000

Support Activities:
Firm Infrastructure:
Advanced Manufacturing Technology
with computer simulated systems
HRM: Employees Trained and Motivated
(Code of Conduct)
Tech Deve: wireless communication and
watch to be used to locate smartphones
Procurement: Procures from in &
outside Japan, Procurement Policies to
develop long term relation

Primary Activities:
Inbound Logistics: Storage and
raw material handing capability
Operations : CS system to reduce
defects
Outbound Logistics: direct
delivery from logistics centers to
corporate customers. Large
cartoons used
Marketing & Sales: Monthly
Sales Data, Competitive sales
analysis
Service: Dedicated Customer
Support Center to resolve any
issues

Value Chain Model

Total Quality Management:

Quality assurance system of Casio

Making quality data accessible
easy to understand
sharing quality information
passing resolutions on quality policy and measures.
The results are used for quality assurance activities in each division.

Quality & Control Policies

Casio products and services impress customers, gain strong trust,

and ensure peace of mind.

Respond to customers' requests and inquiries with sincerity and

speed.
Capture and analyze quality assurance activities quantitatively, using

reliable data, and use the analysis to make continuous improvements.

Maintain a quality information system that enables the sharing of

quality information and make them more Proactive in solving issues.

Branding

Building Loyalty Through:

High quality products and prompt services.

Brand value adds more to the loyalty of customers.

Attractive and cutting edge products

Casios international recognition, stability and quality products

Efficient after sales services clients get from them.

Benefits of Being a Global Brand

An extraordinary depth of management talent

The best advice from their global media, advertising and research agencies.
Global Research and Development capabilities that provide a constant stream of innovation

and can readily adapt existing products and services to meet new market needs.
An understanding of what is likely to work in a new market based on experience elsewhere.
Big marketing budgets with which to establish their brands.
Adapting products and services to meet local needs and tastes and solving the local value

equation through product and pricing strategies.

Creating a strong presence and a distinctive identity.
Adopting more aggressive point-of-purchase tactics.
Getting as close to the local culture as is possible.

Marketing Budget & Expenditure

Marketing Budget & Expenditure

Marketing Expense Budget

2010

2011

2012

2013

2014

Advertisements(newspaper & TV)

2.7

2.2

2.0

1.9

2.5

Campaign Cost

0.15

0.3

0.15

0.1

0.2

Sponsoring & event organizing

0.35

0.45

0.35

0.4

0.6

Sales promotion

1.5

0.75

0.6

0.6

0.7

Total sales & marketing expense

4.7

3.7

3.1

3.0

4.0

Percent of sales

50.60%

26.61%

17.67%

18.87%

21.86%

5
4.5
4
3.5
3
Sales Billion $
Expense Billion $

2.5
2
1.5
1
0.5
0
2010

2011

2012

2013

2014

**Budget is based on
Billion $(US Dollar)

Pricing Strategy

Casio Pricing Strategy

QUALITY
LOW

L
O
W
P
R
I
C
E

HIGH

PENETRATION

ECONOMY
BABY-G

SHEEN

H
I
G
H

PROTRE

SKIMMING K

EDIFICE

PREMIUM

GSHOCK

Pricing Strategy Mix

OCEANU
S

Break Even Analysis

Break Even Analysis of G-Shock

Casio G-Shock

Price

Calculation

Cost of Each unit

$500

Sale Price of unit

$1,000

Total Units Sold

Revenue [Unit Sale Price * Units Sold]
COGS [Units Sold * Cost of Unit]

5000

$5,000

Other Variable Costs

$0

Total Variable Cost [COGS + Other VC]

$2,500,000

Gross Profit [Revenue Total Variable Cost]

Total Fixed Cost (Marketing)
Pre-Tax Net Profit [Gross Profit Total Fixed Cost]
Tax
Net Profit [Pre-Tax Net Profit Tax]
Gross Profit Per Unit = Total Gross Profits/Units Sold

Sum

$1000 * 5000

$5,000,000

5000 * $500

2500000

$2500000 + $0
$5000000-2500000

$2,500,000

$2500000 - $2500000

$0

$0 - $0

$0

$2500000/5000

$500

$2500000/$500

$5,000

$2,500,000
$0

Break-even Units = Fixed Operating Cost/Gross Profit

Per Unit

Break Even Analysis of G-Shock

At Break Even point business operates at no profit and no
loss
Any unit sold below the break-even units will bring loss to
business, and
Any unit sold above the break-even units will bring profit to
business

Recommendation

TV advertisements can be renewed explaining the product feature and aggressive

marketing will help the company.

Awareness of the product is less among the people. So, the company may take several
steps to create such awareness regarding its values to the customers.

The company can adopt new strategies and policies to overcome the competition from
other brands

Focus more on online advertisement to ensure the presence on the consumers mind

More innovative designs & technology to attract the youth

Focus more on to their strengths which is their quality of the product with affordable
price

Conclusion
Gaining and maintaining consumer preference
Continued & consistent branding initiatives that reinforce the
consumers purchase decision
Attaining and sustaining preference is an important step on the
road to gaining brand loyalty.
The world is becoming more and more Modern and the people
are also becoming more and more interested in gadgets and
people love to have a lot of options and variety.
There are a lot of competitors for Casio in the world market and
they have to start changing and adapting to the modern world
As technology is evolving at a very high rate, theyll have to get
on with it