toshiba marketing management for year 2012 in Egypt and MENA

1. Marketing Management,
Dr. Hatem El Ghamry
TOSHIBA Group:
•Amin Mohamed
•Osama Ahmed
•Alaa Okasha
•Mohamed Osman
•Nancy Samir

2. Goal & Vision
• Our Goal is to be the best Arab
and African Egyptian company
in this field by the end of 2014.
• Our Vision is to be the African
and Middle Eastern leader in the
field.

3. Our Mission
• To provide high quality products that incorporate high
technology to meet the needs and expectations of the
consumer.

4. Executive Summary
About IDC,
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for
the information technology, telecommunications, and consumer technology markets.
http://www.idc.com

6. Our Market
• Laptop users in Egypt “professionally or
individually” are increasing,

7. Who are we
• We are 
• What are we working on?
• Our Competitors:

8. Environment of the Company,

9. Situation Analysis
• Current Situation
• What is happening in the market?
• Our Position:
• We are ranked number

10. Marketing objectives
• Current Situation:
• 20 % share of the
Egyptian Laptop market.
• 5 % share of the Egyptian desktop PC market.
• Customer retention:
• Plan to have repetitive orders from
our main 200 customers as per
the sales plan.
Our Market Share
Toshiba
Competitors

11. Marketing objectives
• To be ranked #
• Need to increase Sales and Revenue
To sell: 40,000 notebooks this year “to be ranked #2 in the
market

12. • To maximize our market share
• To create more brand awareness
• To communicate effectively
Our Objectives

13. Super Objective*
• To sell: 60,000 in the following
year to be ranked #1

14. All the Market = All the Shares

15. Market analysis,
Target markets:

16. • Target markets: we broke down the market to “Soho & retail, SME and Major accounts”
• Demographic: High Population,
• “Egypt will also benefit from youthful demographics and improving information and
communication technology infrastructure”
• Geographic: “The geographical location is good for trade, as Egypt has access to both the
Mediterranean and the Red Sea”
• Behavior factors: Price sensitive but with a high potentiality
to buy
• Market needs: Innovation and convenience associated with valuable price.
• Market Growth:
Egypt's computer hardware sales are projected at US$862mn in 2010 and are forecast to reach around US$1.6bn in
2014. Computer penetration is forecast to rise from a little above 10% currently to about 19% in 2014, and annual
computer sales could increase to nearly 470,000 by the end of BMI's forecast period.
Reference:
http://www.prlog.org/10788906-new-market-research-report-egypt-information-technology-report-q3-2010.html
Market analysis

17. With divesting Desktops in mind, we will work on having new customers and
convincing existing customers to buy on discounted rates.
Our Expansion Grid
Existing Products New Products
Existing
Markets
New
Markets
Market
Penetration
Laptops & Desktops
Market Development
Laptops & Desktops
Product
Development
Roll top
Diversification

18. Strengths:
S1- High credibility of El -Araby at the perception of
the target customers.
S 2 - Toshiba Notebooks leading in the innovation and
technologies with long experience in the mobility plus
“Data Security”
S 3 - Wide range of models that fit all the consumer
requirements .
Weaknesses:
W 1 - The pricing against other players .
W 2 - Sales force knowledge of the product (Low Caliper
).
W 3 - Shortage of the product from vendor .
W 4 - The after sales support.
Opportunities
O 1 - More demand on NB in the market “decline cost
PC vs. NB, evolve of Internet, education, advanced
business practice….”
O 2 - Strong growth in IT market
Threats
T 1 - Becoming price sensitive (competition, Internet)
T 2 - Tough competition.
SWOT Analysis

19. • Strength : Opportunity
• “S3 : O1”Wide range of product : High Demand
• “S2 : O2” Leading innovation, high tech and
security : Growth in IT market
• Threat : Weakness
• “W1 : T2” need to work on the price,
• “W2 : T1” use internal marketing, Train the
caliper
TWOS Analysis

21. Segmentation

22. Target Market Segments structure

23. Targeting Plan

24. Rebel is an international marketing consultant and she is
the winner of small business books award in 2010, REF:
http://www.rebelbrown.com/about/

25. Positioning
Now there
is another
benefit of
using
TOSHIBA
laptops 
Warning: Don’t try to do this if
you don’t have a Toshiba laptop.

26. The UNBEATABLE laptop

27. Security

28. Product Differentiation:
Features – security, weight
Performance - Durable
Style & Design – Colors
Service Differentiation:
Delivery
Customer Training
Maintenance center
Quality assurance and monitoring
Image Differentiation: People Differentiation:
Highly trained sales staff
Follow ups for customer satisfaction on
the highest levels of etiquette and
manners
Aspects of Our competitive advantage

29. • Our product is a Consumer Shopping
Product.
Let’s go Shopping,

30. • Laptops: We have over 20 models
available, please check the link below:
• http://toshiba.elarabygroup.com/Category.aspx?cid=47
Our Product Mix

33. Product MIX

34. Product MIX

35. Optional products
• External storage

36. Pricing Approach
• Cost Based Pricing Approach

37. Distribution channels
• Dealers who have showrooms
are targeting the SOHO and Retail 
• Dealers who don’t have
showrooms are targeting the
SMB 
• Major accounts are
handled directly 

38. Distribution Strategy
Pull

39. Distributing Strategy
•Push
Retailers:
Carrefour
Compume
Computer shop

40. Our Place
• Stores: Masr el Gedida, Shobra, downtown,,,

41. Our Kiosks

42. Our user friendly, easy and joyful website

43. Website and delivery
• Cash payment when the product is delivered and tested as
well
 Courier can test the product
and train the Customer if requested.

44. Teams on the move

45. Marketing Communication Plan:

46. •

47. Sales promotion
Cut Price strategy

48. Advertising (Radio Contests)

49. Flyers

50. Marketing Communication mix
• Direct Marketing:
• Telemarketing
• Electronic shopping – our website, blogs, facebook and google
• Emails and announcements
• Word of mouth
• P2P, chat rooms and blogs
• Public relation:
• Press kits, annual reports, speech

51. Social Responsibilities
• Masjid “Al Rahman Al Raheem” Salah Salem road,
• Built on 2500 square meters
•
• REF: http://www.youm7.com/News.asp?NewsID=127440&

52. Events

54. SURPRISE
TOSHIBA

55. ROLLTOP

56. What is the Roll top?
The Roll top computer is constructed of a
flexible OLED display that wraps around the
removable power supply stand. Tucked into the
power stand is a webcam, speaker sound
bar, USB ports, and the power supply and
power cord

58. SWOT

59. Marketing MIX

60. Price
Toshiba Roll top will use
Marketing Skimming Strategy
We will add a 200% profit margin to the cost of the product to gain high
revenues.
Price and quality interactions:
 In this way, price creates perception of quality
 High price attract an image of quality
 This will allow Toshiba to increase its market share

61. Promotion
+ Advertising (Radio, billboards)
+ Events (CEO Speech)

62. place
Distribution channels – Push & pull
Strategy

63. Promotion
+ Advertising (Radio, billboards)
+ Events (CEO Speech)

64. Contingency theory!
• What If…….!!!!!
The roll top selling strategy will be Back to back
Depends on customer DEMAND

65. Alternative Plan
• Price support from Toshiba
• Bundling, with faxes, data
show, storage, accessories

67. Niche Marketing

68. Geographic*

69. Demographic

70. Psychographic
• What’s your Social Class?
• Want the best?! We have the best.

71. Behavioral
• IT Personnel

72. Roll top backup plan

73. The Whole Alternative Plan
• Price support from Toshiba
• Bundling, with faxes, data shows, storage
devices and accessories

74. KPI

75. • What’s the percent of change in the market share?
…….%
• Which segment got us the highest value?
SOHO/Retail – SMB – Major Accounts – Government Tenders
• If our market share has been maximized, it was ON the account of which competitor?
HP – DELL – Acer – Sony – Others
• If our market share has been minimized, it was TO the account of which competitor?
HP – DELL – Acer – Sony – Others
• Other competitors market shares
HP ….%– DELL ….%– Acer ….%– Sony ….%– Others….%
• Sales percent of change
…….%
• Results: Value – Volume
Value: Volume:
• No reference as we made that.
Market Share KPI

76. Control Forms
• So as to measure personal and departmental
objectives

77. Control form Example #1, Personal,

78. Control form Example #2, Departmental,

79. Budgeting
• We are following a percent of sales budgeting
approach

80. Elements request form,