Digital Camera - PowerPoint PPT Presentation

Loading...

PPT – Digital Camera PowerPoint presentation | free to view - id: af479-YzAyN



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Digital Camera

Description:

... in 1994 for consumer-level market, and followed by Kodak and Casio in1995. ... Casio. Panasonic. Nikon. Pentax. Kodak. Canon. Sony. Source: GfK Report ... – PowerPoint PPT presentation

Number of Views:1491
Avg rating:3.0/5.0
Slides: 50
Provided by: Kat7219
Category:
Tags: camera | digital

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Digital Camera


1
(No Transcript)
2
Presented by
  • Mr. Lertchai S. 441-9147
  • Mr. Sarawut L. 452-9185
  • Ms. Benjangkamas V. 461-9111
  • Ms. Kittima K. 461-9131
  • Ms. Porntip W. 461-9156
  • Ms. Savidchaya L. 461-9177

3
Agenda
  • The objectives of the presentation
  • Company background
  • Current market situation
  • SWOT analysis
  • Competitor analysis
  • Competitive positioning
  • Consumer analysis
  • Marketing strategy
  • Financial projection

4
Objectives
  • To understand the procedures of new product
    launching in a systematically way
  • To identify marketing strategy of new product how
    it launches
  • To identify the key success factor of launching
    new product in the market
  • To describe the business trend and market
    circumstances of digital camera in Thailand

5
Market Situation
  • Develop from a film camera since 1991 by Kodak
    (Professional Digital Camera System)
  • Apple launched in 1994 for consumer-level market,
    and followed by Kodak and Casio in1995.
  • Intense Competition nowadays
  • Market Size is expected to grow by 30
  • - 450,000 cameras in 2004
  • - 585,000 cameras in 2005
  • More than 20 brands in the market
  • Its Life Cycle around 5-6 months or 2 quarters

6
Current Market Situation
  • Year 2004, demand of 1M pixel camera have
    decreased as the price of 3M and 4M pixel are
    reduced
  • Price of 3M pixel drop to Baht 7,000 -9,000
  • Price of 4M pixel drop to Baht 13,000 17,000
  • It can be said that the growth rate pf 4M 5M
    pixel increased whereas those of 3M pixel
    decreased

7
Product Segmentation
Source GfK Report
8
Average Price of Digital Camera
Source GfK Report
9
Market Size Value(Jan.-Apr. 2004)
134
186
Unit
Baht
Source GfK Report
10
Market Contribution(by Segmentation)
Source GfK Report
11
Market Share By BrandThailand (Year 2004)
Source Fuji Co.
12
DSC Market Share By Resolution Thailand (Year
2004)
Source Fuji Co.
13
Digital Still Camera-ThailandTop 10 Hit list By
Pixels lt 3M
Source GfK Report
14
Digital Still Camera-ThailandTop 10 Hit list By
Pixels lt 4M
Source GfK Report
15
Digital Still Camera-ThailandTop 10 Hit list By
Pixels lt 5M
Source GfK Report
16
Digital Still Camera-ThailandTop 10 Hit list By
Pixels lt 6M
Source GfK Report
17
Existing brands
  • Pentax
  • Sony
  • Canon
  • Sumsung
  • Nikon
  • Kodax
  • Fuji
  • Casio
  • Panasonic
  • BenQ
  • Kyocera
  • Olympus
  • Konica Minolta
  • Leica
  • Sanyo
  • HP
  • Brica
  • Contax
  • Sigma
  • Others

18
High
Price
Sony
Nikon
Canon
Kodak
Fuji
Pentax
Kyocera
Casio
14,000 B
Panasonic
Olympus
Ricoh
Samsung
Ben Q
Brica
Low
High
3M
Source GfK Report
Resolution
19
3 Main Considerations in Buying Decision
  • Brand
  • Price
  • Resolution

20
PENTAX SWOT Analysis
  • Strength
  • Well-known camera brand due to Pentax has their
    own lens manufacturer
  • Good quality and good design product
    (professional camera design)
  • Strong distribution channel through leading
    department stores
  • Strong relationship with dealers and suppliers
  • Synergy with CMG brand in term of promotion

21
PENTAX SWOT Analysis
  • Weakness
  • Limited technical service center
  • Low gross profit margin, then limited in a
    marketing budget

22
PENTAX SWOT Analysis
  • Opportunity
  • Increase in demand of 4-5 mega pixels digital
    camera
  • Increase no. of complementary product.
  • High technology, price is lower, high purchasing
    power
  • High education, easy to communicate

23
PENTAX SWOT Analysis
  • Threats
  • High competitors in the market (20 brands in
    digital cameras)
  • Dealer has more bargaining power
  • Digital camera has a short time life cycle due to
    rapidly change in technology

24
Competitor Analysis
  • Weakness
  • Strict policy with dealers
  • Low market coverage
  • One price policy
  • Less flexible in adjusting price and promotion
  • Strength
  • Strong brand awareness and brand image
  • After sales service
  • Variety of products to support each products
    (SONY Community)
  • Economy of scales in term of Advertising.

25
Competitor Analysis
  • Strength
  • Know-how in lens
  • High brand awareness and well-known in camera
    market
  • Good image
  • Good quality product at a reasonable price
  • Get support directly from Japan
  • Weakness
  • Inventory shortage

26
Competitor Analysis
  • Strength
  • Lower price than other competitors
  • Rapidly brand awareness
  • Economy of scale in term of Advertising
  • Schneider lens
  • Thai menu
  • Weakness
  • Limited channel distribution (camera shop)
  • Low quality

27
  • PENTAX By CMG

28
Companys Background
Central Marketing Group
  • To Pursue for excellent CMG is the important
    core business of Central Group acting with a role
    to be a market leader of many leading brands by
    employing the new management to provide the
    concrete benefits and profits to trade partners,
    staff, shareholders and society.

29
Companys Background
  • established in 1947, by Mr. Tiang Chirathivat a
    general merchandise store in a wish to sell
    imported good quality products from other
    countries.
  • Central Group has defined business into 5 core
    businesses. And CMG is the fifth categories in
    Trading Marketing Business which managed by Mr.
    Pichai Chirathiwat on Feb 2002.

30
Companys Background
  • CMG is covered the business area in
    manufacturing, trading and marketing.
  • At present, CMG is divided into two groups
  • 1.Factory Group is manufacturing products under
    international licenses and own brands
  • 2.Trading and Marketing Group is distributed
    both imported and domestically manufactured
    products throughout the country.

31
Companys Background
  • CMG has 5 categories of products
  • Apparel
  • Cosmetics
  • Watches
  • Electrics
  • Miscellaneous

32
Companys Background
  • When electrical appliances and cameras was
    imported under the name of Central Trading
    Store, it is a critical step in expanding
    various types of their business.
  • DSC Brands in Photographic Department
  • 1. Pentax
  • 2. BenQ

33
Marketing Plan
  • Sales Objective
  • To achieve sales 50 MB for new model.

34
Product
  • There are 6 new upcoming models, launching on
    this October
  • The selling points are Resolution and Design

35
Optio S50
  • Specification 5 Mega Pixels
  • 3X Optical zoom
  • 2.6X Digital zoom
  • 1.8 inch LCD Monitor
  • Price 14,000-15,000 Baht
  • Target Group Mass
  • Availability Early October

36
Optio S5i
  • Specification 5 Mega Pixels
  • 3X Optical zoom
  • 4X Digital zoom
  • 1.8 inch LCD Monitor
  • Price 17,000-18,000 Baht
  • Target Group Working Women
  • Availability Early October

37
Optio X
  • Specification 5 Mega Pixels
  • 3X Optical zoom
  • 8X Digital zoom
  • 2 inches swiveling LCD
  • Price 15,000-20,000 Baht
  • Target Group Gen X, Gen Y
  • Availability Mid October

38
Optio SV
  • Specification 5 Mega Pixels
  • 5X Optical zoom
  • 4X Digital zoom
  • 1.8 inches LCD Monitor
  • Price higher than 18,000 Baht
  • Target Group Mass
  • Availability End October

39
Optio MX4
  • Specification 4 Mega Pixels
  • 10X Optical zoom
  • 10X Digital zoom
  • 1.8 inch swiveling LCD
  • Strange design, Hi Tech
  • Price gt30,000 Baht
  • Target Group Working men
  • Availability End October

40
Optio 750Z
  • Specification 7Mega Pixels
  • 5X Optical zoom
  • 8X Digital zoom
  • 1.8 inch swiveling LCD
  • Classic Design
  • Price gt30,000 Baht
  • Target Group
  • Availability Early October

41
Distribution
  • 4 main distribution channels
  • Modern Trade Power Buy, Mega Universe,
    Super Sport, etc.
  • Photo Shop Big Camera, Photo Hut,
  • World Camera
  • IT Shop Data IT, IT City
  • Others King Power, Internet

42
Promotion
  • Budget 4 from sales forecast
  • (Sales Forecast 2004 is 135 MB.)
  • Marketing budget 1.5 MB for new model

43
Promotion
44
Promotion
  • Advertising (Media Plan)
  • Camera Magazine Budget .15 MB
  • New Product Testing
  • IT Magazine Budget .15 MB
  • New Product Testing
  • Newspaper Budget .32 MB
  • Thairat

45
Promotion
  • Sales Promotion (directly to dealer)
  • Premium (CMG brand)
  • Trade Discount
  • Event Budget .6 MB
  • Com Mart
  • PR

46
What next?
  • Market Size is expected to grow by 30
  • - 585,000 cameras in 2005
  • Growth rate in 4-5 MP
  • No. of gt6 MP will increase
  • Decline in 2-3 MP

47
What next?
  • Two technologies of image censorCCD and CMOS
  • CMOS which is the revolution of CCD
    (Charge-Coupled Device, invented by Bell Labs,
    1960)
  • New CMOS Higher resolution
  • New CMOS Require less power consumption

48
TVCF
49
  • Thank You
About PowerShow.com