Smart Home marketing Strategies

1. SMART HOME
MARKETING
STRATEGIES

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

5. 3. Product Definition

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

19. 5.2.Segmenting, target and
positioningProductQuality/Service
Price
FPT
BKAV
Honeywell
Lumi Kocom
Vietsmart
Cytech
iHome
 Positioning

20. 5.2.Segmenting, target and
positioningProductQuality/Service
Hi-technical
FPT
BKAV
Honeywell
Lumi
Vietsmart
Cytech
iHome
Kocom
 Positioning

21. 5. Marketing Mix Strategies
 Product strategies
 Place (Distributions) strategies
 Price strategies
 Promotion strategies

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

34. Promotion Strategies/budget
Budget Promotion
Strategies (USD)
2013 2014 2015 2016 2017
100,000 130,000 169,000
219,700 285,610
Media channels 25000
25000
32,500
42,250 54,925
Advertising channels 45000
30,000 39,000
50,700 65,910
Personal selling
channels
10000
10,000 13,000
16,900 21,970
Public Relations
channels 20,000 65,000 84,500
109,850 142,805

35. Thank you for attention