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Marketing Proposal

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MARKETING PLAN PROPOSAL
Group 9
Vo ThaoNguyen s3394300
Vo Thi Phuong Khanh s3393289
Bui Phuong Thao s3393129
Tran Cong Hoang Anh s3393067
Vo Thi Le Bien s3394124
Do ThiThuyTrang s3394432

Propose to Ms Jis Kuruvilla.

Royal Philips Electronics - Company profile: Royal Philips Electronics was established in 1981 by Aton and Gerard Philips in Eindhoven, Netherlands. The Headquarters of Philips is located in Netherlands.

Philips is considered as a market leader in lighting, lifestyle products and healthcare with the 2011 revenue of about EUR 22,6 billion. Until now, Phillips has operated in more than 100 countries and employs over 122,000 employees worldwide. With the brand promise of “sense and simplicity”, Philips is keeping producing many innovative and creative products aiming to improve and enrich people’s daily lives.

In 1993, Philips Electronics entered lighting industry in Vietnam by providing and installing street light systems on Nguyen Hue Boulevard as well as the central areas of Ho Chi Minh City. Before 2002, most of Philips transactions in Vietnam were controlled by Philips Singapore. With the construction of a light bulb factory in Bien Hoa II Industrial Zone in 2002, Philips officially started its business activities in different sectors in Vietnam and operated separately from Philips Singapore.

Beside lighting industry, Philips has also been a leading brand in the household products and consumer electronics market in Vietnam so far. Based on the needs of customers, Phillips Vietnam focuses on designing and providing easy-to-use products with high quality to satisfy Vietnamese modern lifestyle.

Product Details:
EcoCare Iron is one of the newest products of Phillips in the last 6 months. Unlike another steam iron, 30% of EcoCare was made from recycled material such as plastic and aluminum. EcoCare can help reduce 25% energy and work more efficiency and effectively with 100% steam power due to its automatic waste steam system. Furthermore, EcoCare is not only attract customers with the stunning design and bright colour such as green or blue but also because of its usability with the enhancement the weight of steam up to 130g so customers can straighten the wrinkles easily.Additionally, EcoCare has longer lifetime thanks to the Double Active Calc system; the anti-scale pills and calc clean function will prevent the accumulation of scale during the utilization. Thenext highlight feature of EcoCare is ironing safety. With the Drip-stop system, users will not worry that their clothes can be contaminated from water droplets.
The EcoCare Irons are sold in Vietnam with 2 models, which are GC3720 and GC3760. One function that makes EcoCare GC3760 model be more special is the Safety Auto-off mode. If the iron has not been used for 10 minutes, the appliance will be switched off after 10 minutes.

Objectives:
As the global warming phenomenon becomes more serious, it seems that people are tend to use more green products. Therefore, EcoCare GC3760 could be a right choice for many housewives. Even it first appeared in Vietnam from June, many people still not regconize the products in the market. Some of the reasons may be because Philips has not promoted much for their new type of products. Therefore, the main purpose of this marketing plan is spreading more fame for EcoCare GC3760 model in order to get more attention from the customers and encourage them to favor this new green product from Philips.
Those activities which be mentioned in the plan will be effectuated at the end of 2013.
The objectives of the marketing plans are: * Analyse the consumer electronics market in Vietnam. * Gain more brand awareness from customers. * Promote plans in order to increase profit up to 7%.

Reference:
PhilipsVN 2012, Company, viewed 17 November 2012, <http://www.philips.com.vn/about/company/local/index.page>

Philips 2012, Company Profile, viewed 17 November 2012, <http://www.philips.com/about/company/companyprofile.page>

Philips 2012, History, viewed 17 November 2012, <http://www.philips.com/about/company/history/ourheritage/index.page>

Philips 2012, Overview, viewed 18 November 2012, <http://www.philips.com.vn/c/irons/ecocare-safety-auto-off-gc3760_02/prd/>

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