[Group
3]
Sonic 1000 is a new multimedia, dual-mode smartphone is prepared to launch by Sonic in a mature market.
Specific segments target in consumer and business markets, taking advantage of the growing interest in a single powerful but affordable device with extensive communication, organization, and entertaiment benefit.
The primary marketing objective
◦ Achieve first year US market share of 1% with unit sales of 800,000.
The primary financial objectives
◦ Achive first year sales revenues of $200 million
◦ Keep first year losses to less than $40 million and break even early in the second year.
Sonic’s market consists of consumers and business users who need to conveniently store,
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Achievable objectives for the first and second years of market entry.
3.2 Target Markets Sonic’s strategy is based on a positioning of product differentiation.
Primary consumer target:
Middle income
Upper income
Secondary consumer Target:
High school
College
Graduate students
Primary
consumer target:
• Full loaded device for busy schedule • Connect with family/ colleagues
• Entertained on the go
The Sonic 1000:
• Mid- to large-sized corp. with
100 employees=> (Managers and employees stay in touch & input or access critical data when out off the office
Upper income
Middle income
Secondary
consumer target:
(age 16-30) & education status
Social networking
more extensive entertainment media consumption
The Sonic All media 2000:
Small business owners
Medical users
Most
versatile, convenient, value-added model for personal and professional use
Focus on the value-priced multiple communication, entertainment & information capabilities differentiating the Sonic 1000
Product
Marketing
Communication
Pricing
Distribution
Sonic
100 with One year warranty
Establish Sonic branch -> The branch &
Logo will be displayed on products, packaging & all marketing campaigns
Sonic All Media 2000 for the following year Sonic
1000
Wholesale
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